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Bookmark or Share- TV and Media Coverage - Dr. Americus Reed, IIUnlocking the Secrets Behind Levi’s Comeback: An Exclusive Look at CEO Chip Bergh’s Revival Strategy. When Chip Bergh assumed the role of CEO at Levi Strauss & Co., he was faced with the formidable task of reviving a brand that had seen better days. His candid insights on Wharton’s Marketing Matters Podcast shed light on the roadmap for ...
- Activating the Self-Importance of Consumer ... - Dr. Americus Reed, IIAMERICUS REED II* Two studies examine the identity salience construct in a judgment formation con-text. Study 1 manipulates identity salience by heightening the self-importance of a consumer social identity, resulting in systematic changes in purchase intent of an identity relevant product. Study 2 shows that judgments of identity relevant
- Home - Dr. Americus Reed, IIAmericus Reed, II is the Whitney M. Young Jr., Professor of Marketing at the Wharton School, University of Pennsylvania, where he has served on faculty since 2000.
- Books - Dr. Americus Reed, IIThe threat typology model presents three broad categories of threat ‒ identity valence threat, identity strength threat and self-esteem threat ‒ and offers predictions for whether a threat will result in behavior that approaches or avoids the focal identity.
- Teaching - Dr. Americus Reed, IIAs an educator, I have taught a variety of courses and programs at the undergraduate, MBA, Executive Education and Ph.d. levels. I teach Consumer behavior (undergraduates) and Customer Analysis for day-time MBAs and Executives.
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