‘Returnless Returns’ Boost Brands Among Consumers

‘Returnless Returns’ Boost Brands Among Consumers

Returnless returns can increase brand support by fostering goodwill, according to John Costello and Christopher Bechler, assistant professors of marketing at the University of Notre Dame’s Mendoza College of Business. Their study, “Just Keep It: When and Why Returnless Product Returns Foster Brand Support,” is forthcoming in the Journal of Marketing Research.