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Author’s note: Authors thank Greg Cohen for providing valuable feedback on a previous version of this manuscript. Also thank Renu for copyediting the paper.
Authors: V. Kumar (VK) is the Regents Professor, Richard and Susan Lenny Distinguished Chair, & Professor in Marketing, and Executive Director of the Center for Excellence in Brand and Customer Management, and the Director of the PhD Program in Marketing at the J. Mack Robinson College of Business, Georgia State University in Atlanta; the Chang Jiang Scholar at Huazhong University of Science and Technology in Wuhan, China; and the Lee Kong Chian Fellow at Singapore Management University in Singapore.
Bharath Rajan is the Associate Research Director at the Center for Excellence in Brand & Customer Management at the J. Mack Robinson College of Business, Georgia State University in Atlanta.
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