Dual Branding by National Brand Manufacturers: Drivers and Outcomes

Published: 19 March 2024

Authors: Yu Ma, Kusum L. Ailawadi, Mercedes Martos-Partal and Óscar González-Benito Publication: Journal of Marketing Articles in advance — published online: August 8, 2023 Abstract:

Tip creep and tip-flation leading to a review of tipping culture in Canada

Published: 14 December 2023

Tipping has gotten out of control in Canada. Not only are restaurants’ automated payment systems prompting patrons for tips of up to 30%, there are even some tip prompts at self-serve kiosks. More...

Bargain hunters beware: online deals can come with unanticipated conditions

Published: 30 November 2023

Scouring for holiday gifts at bargain prices is a savvy way to cut costs, but the allure of Black Friday deals sometimes masks potential pitfalls. In an article for BNN Bloomberg, Associate...

McGill Experts, including Desautels Professor, comment on WHO’s listing of aspartame sweetener as possible carcinogen

Published: 25 July 2023

Yu Ma, Associate Professor at the McGill Desautels Faculty of Management, discusses the consumer implications of aspartame being listed as "possibly carcinogenic to humans" by the World Health...

Scientific Evidence Production and Specialty Drug Diffusion

Published: 14 June 2023

Authors: Demetrios Vakratsas and Wei-Lin Wang Publication: Journal of Marketing, Forthcoming, first published online as EXPRESS: May 9, 2023

Is bigger better? How the scale effect influences green purchase intention: The case of washing machine

Published: 16 March 2022

Authors: Chenxuan Hou and Emine Sarigöllü Publication: Journal of Retailing and Consumer Services, Volume 65, March 2022, Article 102894 Abstract:

Retailers can ease customer anxiety after the pandemic changed grocery shopping

Published: 2 November 2021

COVID-19 caused massive shifts in the way we do even the most mundane of things. Take grocery shopping, for example. This past October, Dr. Yu Ma, Associate Professor of Marketing and Academic...

The Impact of Advertising Creative Strategy on Advertising Elasticity

Published: 16 March 2022

Authors: Filippo Dall'Olio and Demetrios Vakratsas Publication: Journal of Marketing, Forthcoming, first published online as EXPRESS: January 7, 2022 Abstract:

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