Tiffany White (IMAGE)

University of Illinois at Urbana-Champaign, News Bureau

Tiffany White

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Consumers who highly identify with a brand take a dim view of the short-term renting of consumer goods via “branded access offers,” according to research co-written by Tiffany Barnett White, a professor of business administration at the University of Illinois Urbana-Champaign and an expert in consumer-brand relationships.

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Photo by Gies College of Business

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