Hope is the Gilly Family Endowed Chair in Marketing at the University of California, Irvine - The Paul Merage School of Business. She earned her Ph.D from the University of California, Irvine. She has published well-cited research on the impact of technology on marketplace relationships, branding, identity-salient consumption practices, and collaborative value creation. An award-winning instructor, she teaches Marketing Management, Managing Marketing Communications, and Social Media Marketing Strategy in the Eller MBA programs. She is a popular visiting scholar at institutions across the globe, including the University of Melbourne (Australia), the University of Hawaii, the University of Auckland (New Zealand), and Fundaçäo Getúlio Vargas (Brazil).
The latest from Hope
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Report #497 | | MembersFor the Long Run: Leveraging Reflexive Opportunities
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Melissa Archpru Akaka
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Hope Schau
Your credit union can build life-long member loyalty by creating opportunities for members to reflect on their relationship with the credit union. These “reflexive opportunities” tap into members’ self-identity, enhance defining moments, and support life-changing events that bind members more closely to your credit union brand.
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Blog |Infuse Diversity and Inclusion Initiatives Throughout Your Business Practices
We target our marketing and manage our human resources as if these were discrete tasks, as if members and personnel were apples and oranges. Yet, savvy credit unions know that the most effective talent teams represent and reflect their memberships…
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Report #449 | | From the Archives | MembersConsumer Insights on Autonomous Vehicles as an Impending Market Disruption
Rising consumer ambivalence toward vehicle ownership and the rapid pace of technological advances are converging to bring new opportunities and convenience to consumers' transportation options. This report explores changing consumer perceptions about vehicle ownership and autonomous vehicles and provides key insights for credit unions to consider when they adapt, pivot, or reorganize traditional auto financing in order to meet members' needs.
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Report #450 | | From the Archives | MembersConfidence in Borrowing Spring 2018
Filene's annual report on consumers' confidence in borrowing relies on recurring national surveys to measure consumers' attitudes about debt and borrowing. This latest survey indicates that consumer confidence remains relatively constant since the previous survey.