Quoted: Amit Bhattacharjee on Identity Marketing


Dartmouth Now takes note when faculty members weigh in on issues of the day. Here is today’s “Quoted”:

“Companies that try too hard to expand or shape the social meaning of their brands may unwittingly alienate consumers,” says the Tuck School of Business’ Amit Bhattacharjee in a Chicago Tribune story about an identity-marketing study he co-authored.

Bhattacharjee is a visiting assistant professor of business administration.

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