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Welcome to Consumer-Brand Relationships
Consumer Brand Relationships 20133
May 15-17, 20133
Boston, Massachusetts USA
The (R)evolution of Consumer-
Brand Relationships
Check out fun photos from last year's event at our Facebook page!
This conference, co-chaired by Susan Fournier, the founder of the brand relationships discipline, and colleagues Mike Breazeale and Jill Avery, showcases rigorous and theoretically and/or practically useful papers that advance knowledge of the art and science of consumers’ relationships with their brands.
This year’s conference theme — “The (R)evolution of Consumer-Brand Relationships” — acknowledges that both academics and practitioners increasingly recognize the role that brand relationships play not only in product selection, satisfaction, and retention, but also in the very fabric of society. As the field advances, brand relationship theory is rightfully applied to situations as diverse as politics, public policy, social issues such as obesity and financial overextension, global culture studies, celebrity and entertainment, neuropsychology, business-to-business, and even the recruitment tactics of terrorist organizations. As appreciation of the importance and scope of relationships continues to evolve, so must our understanding of the nature and process of brand relationships –the good, the bad, and the ugly. To this end, we encourage Completed Papers as well as developed Works-in-Progress reflecting a range of theoretical perspectives and methodological approaches to understanding, creating, nurturing, managing, and leveraging brand relationships, particularly as related to this year’s conference theme.
The (R)evolution is underway.
Two Research Awards of $1500 each will be awarded by our corporate sponsor, GfK!
