March 27, 2023For the love of finance
Mendoza undergraduate student Aray Beisenbayeva is overcoming gender norms and stereotypes a world away from her hometown in Kazakhstan.
March 27, 2023Student Perspectives: Ceci Guarnuccio
Undergraduate student Ceci Guarnuccio talks about her experience as a double major in marketing and Film, Television, and Theatre and how she's using them to forge her own unique path.
March 27, 2023Thom Browne on the business of fashion
The famed designer and Notre Dame alum to discuss his career and the fashion industry during talk at Notre Dame’s business school.
March 15, 2023Mendoza adds international projects to expand immersion opportunities
For the first time, University of Notre Dame MBA students can now tackle business challenges globally through new international projects. These week-long projects provide students with the opportunity to work for organizations in one of four countries.
March 9, 2023What do Lyft and Krispy Kreme have in common? This—and consumers hate it
“Consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick, leading them to view the brand as less sincere,” lead researcher and marketing professor John Costello said in a Fast Company article about the study.
March 9, 2023Sorry Lyft, Flickr, et al: Consumers less likely to support brands with odd spellings
Study Finds covered research by marketing professor John Costello which found that consumers perceive unconventionally spelled names as a persuasion tactic or a marketing gimmick.
March 9, 2023Find the support to succeed from the Mendoza Women in Business Club
Women at Mendoza are creating an environment that helps women succeed on their own merits in the business world.
March 9, 2023Growing engagement from Mendoza alumni means more support for students
More Notre Dame students are getting the advice and experience they need to launch their careers with help from Mendoza’s powerful alumni network.
March 9, 2023‘Lyft’ vs. ‘Lift’: Consumers are less likely to support brands with unconventional spellings, study shows
New research from the University of Notre Dame marketing professor John Costello finds that in general, consumers are less likely to support uniquely spelled unfamiliar brands, compared with those that use the conventional spelling of the same word.
March 3, 2023Creative spelling of brands discouraged
German news outlet Pressetext covered research by University of Notre Dame researcher John Costello which found consumers are skeptical of brands with unusual spellings.