In newly published research, Texas McCombs Professor of Marketing Hoyer explores what drives different types of "brand defenders." “In today’s world, everything is a two-way interaction, and consumers get involved in the process,” Hoyer says. “They make videos and they stand up for the brands. They can be very valuable in offsetting negative communication.” How can companies can appeal to each type or brand defender? 

Daily interactions with friends, even through something as simple as a text message, may reduce momentary loneliness for caregivers tending to a family member with dementia.