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Oxford University Centre for Corporate Reputation

Oxford University Centre for Corporate Reputation

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Best Published Paper 2016
15
Sep
2017

The Centre for Corporate Reputation has made its annual award for Best Published Paper. 

The winner is 'Brand buzz in the echoverse' (Journal of Marketing 80, May 2016: 1-24) by Kelly Hewett, Associate Professor of Marketing at Haslam College of Business, University of Tennessee; William Rand, Assistant Professor at Poole College of Management, North Carolina State University; Roland Rust, Distinguished University Professor and David Bruce Smith Chair in Marketing, Robert H. Smith School of Business, University of Maryland; and Harald van Heerde, Research Professor/MSA Charitable Trust Chair in Marketing at the School of Communication, Journalism and Marketing, Massey University, University of New Zealand.

Their paper examines the modern brand communication environment, in which social media has joined traditional vehicles such as press releases, advertising, and news stories to form an 'echoverse'. The authors write: 'Social media sites have created a reverberating "echoverse" for brand communication, forming complex feedback loops ("echoes") between the "universe" of corporate communications, news media, and user-generated social media.' By assembling one of the most comprehensive data sets in the brand communications literature with corporate communications, news stories, social media and business outcomes, the authors document the echoverse (ie the feedback loops between all of these sources).