Accounting prof here, not marketing.
But if you are thinking CB then it seems like a masters degree in psychology, human behavior, etc. may be the most useful. They will almost surely be more research focused than pretty much any masters degree from a business school. I have a friend who did a masters in psychology from a so-so directional state school, she applied to psychology PhD programs and did not get in anywhere. However, she applied to marketing PhD programs and was accepted into a top 10 CB program.
Those that are closer to the field may have better advice, again, I'm accounting, not marketing.