TRS Research Seminar by Dr. Rishad Habib

Title: One brand or Many? Platform Effects in the Sharing Economy

Description: The sharing economy is projected to grow from $15 billion in 2014 to  $335 billion in 2025 (PwC, 2015). This form of access-based consumption has transformed ownership into legal access and increased focus on liquid, dematerialized consumption (Bardhi & Eckhardt, 2012, 2017; Belk, 2014; Morewedge et al., 2021). In this research we investigate the effect of a sharing platform offering only one brand versus many brands on consumer perceptions of legitimacy and intentions to register for and purchase from the platform.

Bio: Dr. Rishad Habib is an assistant professor of marketing specializing in consumer behaviour. Her research focuses on how consumers make decisions when they encounter novel marketing practices such as crowdfunding, prosocial gift-giving, and the sharing economy, and their impact on prosocial behaviours.