Matt Thomson

Matt Thomson is a Charles D. Schewe Faculty Fellow and Professor of Marketing at the Isenberg School of Management, University of Massachusetts Amherst. His research focuses on consumer-brand relationships, brand strategy, and marketing psychology. Notably, his work investigates the impact of brand nicknames in marketing campaigns, revealing their negative effects on brand perception and performance. Thomson’s findings challenge common practices like using customer-derived nicknames, arguing such tactics signal brand submission to consumers.

Key studies include the 2025 Journal of Marketing paper 'BMW Is Powerful, Beemer Is Not,' which demonstrates that nickname branding weakens brand power. Thomson’s research extends to CSR strategies for data breach mitigation, actor-character endorsements, and cultural dimensions in consumer-brand relationships. His work has been featured in the Wall Street Journal (2025).

Scientific accolades include the Charles D. Schewe Faculty Fellowship. His studies employ interdisciplinary methods, often combining behavioral economics with marketing theory, to address real-world business challenges. Current research trends emphasize consumer psychological mechanisms, brand equity preservation, and ethical marketing practices.

Thomson collaborates with institutions like Western University and Stockton University. His advisory contributions include insights on brand loyalty, crisis management, and consumer trust. Lab affiliations and team collaborations are ongoing but not explicitly detailed in available texts.