Gaming elements in mobile apps can help consumers build loyalty toward brands.

Observations of employees and customers in the service environment can positively impact customers’ understanding of a brand.

When hospitality employees look and play the part, customers and potential employees get a better sense of the brand.

Old-school gender color stereotypes suggest that women sports fans are likely to enjoy pink-colored clothing, but new research from Katie Sveinson tells another story.

Athletes can take these concrete steps to leverage their connections with fans on social media.