Cornerstone Research professionals and affiliated experts contributed chapters on valuation of personal data, brand value, search engine advertising, and marketing analysis.
Cornerstone Research professionals and affiliated experts contributed chapters to The Cambridge Handbook of Marketing and the Law. Focusing on legal outcomes that depend on measurements and interpretations of consumer and firm behavior, the chapters explore how consumers form preferences, perceptions, and beliefs, and how marketers influence them.
Chapter 4: Valuation of Personal Data: Assessing Potential Harm from Unauthorized Access and Misuse of Personal Information in Consumer Class Actions
- Vildan Altuglu, Cornerstone Research
- Lorin M. Hitt, The Wharton School, University of Pennsylvania
- Samid Hussain, Cornerstone Research
- Matteo Li Bergolis, Cornerstone Research
Chapter 6: Brand Value, Marketing Spending, and Brand Royalty Rates
- Dominique M. Hanssens, UCLA Anderson School of Management
- Lorenzo Michelozzi, Cornerstone Research
- Natalie Mizik, University of Washington
Chapter 8: Search Engine Advertising, Trademark Bidding, and Consumer Intent
- Avigail Kifer, Cornerstone Research
Chapter 12: Marketing Analysis in Class Certification
- Randolph E. Bucklin, UCLA Anderson School of Management
Chapter 17: The Coca-Cola Bottle: A Fragile Vessel for Building a Brand
- C. Scott Hemphill, School of Law, New York University
New York
