Firms frequently promise consumers that use of their brands will improve performance outcomes. Whether it's a high school athlete considering the premier brands of basketball shoes, or a college student weighing which graduate test prep course to take, a ubiquitous marketing message remains “you will perform better with us.”


Brian R. Murtha, assistant professor of marketing and E. Vernon and William Smith Faculty Fellow at the University of Kentucky’s Gatton College of Business and Economics, was awarded the prestigious American Marketing Association’s Journal of Marketing’s 2015 Harold H. Maynard Award.