Faculty News

Professor Jared Watson explains how private messaging and communities have the potential to boost customers’ brand empathy, which has a direct impact on brand loyalty

Excerpt from Vogue -- "Micro-communities act like a backstage pass or an Amex Centurion card by 'making people feel special', says Forrester’s Kodali. Private messaging and communities have the potential to boost customers’ brand empathy, which has a direct impact on brand loyalty, adds Jared Watson, assistant professor of marketing at NYU Stern School of Business. 'It allows brands to craft individualised messages for each subgroup of consumer rather than a one-size-fits-all approach.'"

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