Detailed Program

Thursday, May 21

5:30 - 8:30 pm - Registration (Main Lobby)

7:00 - 8:30 pm - Welcome Reception (Library)

6:00 - 8:00 pm - Attendees of the 4th Consumer Brand Relationships Conference can attend for FREE the 1st Global Consumer Brand Relationships Summit. Please register at www.consumerbrandrelationships.com

(Sonae Auditorium)

Friday, May 22

8:00 - 11:00 am - Registration Continues (Main Lobby)

8:00 - 8:15 am - Welcome (EDP room)

8:15 – 9:00 am - Breakfast (Porto Business School Restaurant) and Poster Session 1 (EDP hall)

To explore brand meaning of local food brands
Jill Quest, Bournemouth University, UK

Effects of interrelated involvement stimuli on purchase intention
Sina Schmal, Philipps-University Marburg, Germany
Michael Lingenfelder, Philipps-University Marburg, Germany

Branded entertainment: A bibliometric analysis
José Martí Parreño, University of Valencia, Spain
Carla Ruiz-Mafé, University of Valencia, Spain
David Alameda García, Pontificial University of Salamanca, Spain
Elena Fernández Blanco, Pontificial University of Salamanca, Spain

Brand equity transfer: An investigation
Mickey Thakor, Concordia University, Canada

Development and content validity of a loyalty customer store scale
Marina Fabero, Universidad Autonoma of Madrid, Spain
Carmen García, Universidad Autonoma of Madrid, Spain

Exploring local lifestyle values and brand preferences: An illustration for homogenized behavior
Ayse Gokce Guner, Suleyman Sah University, Turkey

9:00 - 10:30 am - Paper Session 1: Brand Attachment and Brand Passion (EDP room)

Session chair: Hans Ruediger Kaufmann, University of Nicosia, Cyprus

How can brand experience and transformative experiencesact as key drivers of brand attachment?
Sabrina Trudeau-Hamidi, Université de Sherbrooke, Canada
Saeed Shobeiri, Université de Sherbrooke, Canada

Buy original or counterfeit luxury products? The importanceof brand attachment, value and self-image
Adriano Ayres, Fumec University, Brazil
Cid Goncalves Filho, Fumec University, Brazil
Euler Alves Brandao, Stetikgroup, Brazil

Exploring antecedents and consequents of brand passion
Diksha Rohra, Indian Institute of Technology Bombay, India
Dinesh Sharma, Indian Institute of Technology Bombay, India

Affinity and attachment in the consumer place brand relationships
Keith Dinnie, BrandHorizons, UK
TC Melewar, Middlesex University London, UK

10:30 - 11:00 am - Break (Porto Business School Restaurant)

11:00 - 12:30 pm - Paper Session 2: Brand Love and Brand Hate (EDP room)

Session chair: Cid Goncalves Filho, Universidade Fumec, Brazil

Building relationships with opinion leaders and seekers? The role of content on a brand’s website

Vijay Viswanathan, Northwestern University, USA

Mototaka Sakashita, Keio University, Japan

A concerted effort: Traditional and behavioral branding and brand love
Hans Ruediger Kaufmann, University of Nicosia, Cyprus
Agapi Manarioti, University of Nicosia, Cyprus

Why do consumers hate your brand?
S. Umit Kucuk, City University of Seattle, USA

Unexpected findings on materialism, life-satisfaction and brand love
Aaron Ahuvia, University of Michigan-Dearborn, USA
Philipp Rauschnabel, University of Michigan-Dearborn, USA

Antecedents and consequents of brand hate
Sabrina Hegner, University of Twente, The Netherlands
Marc Fetscherin, Rollins College, USA

12:30 - 2:00 pm - Lunch and Keynote Chris Malone, Author of “The Human Brand”, USA (Porto Business School Restaurant and EDP room)

2:00 - 3:30 pm - Paper Session 3: New Brand Relationship Theories (EDP room)

Session chair: Terrence Witkowski, California State University Long Beach, USA

An extended search for generic consumer-brand relationships
Wolfgang Fritz, Technische Universitaet Braunschweig, Germany

The impact of affective and utilitarian consumer brandrelationships on consideration sets and brand equity
Leung Lai Cheung, Lingnan University, China
Ursula Bougoure, University of Newcastle Australia, Singapore Campus, Singapore
Karen Miller, University of Southern Queensland, Australia

The role of in-store actions in building consumer brandrelationships
Sarah Mussol, MRM - Montpellier Research in Management, France
Philippe Aurier, MRM - Montpellier Research in Management, France
Gilles Séré de Lanauze, MRM - Montpellier Research in Management, France

The perception of power in consumer brand relationships
Elder Semprebon, Catholic University of Parana, Brazil
Paulo Prado, Federal University of Paraná, Brazil

I love to be unique! I will pay the price! How mass customization causes higher willingness to pay through spotlight effect
Saeedeh Rezaee Vessal, Université Pierre Mendès France – Grenoble, France
Pierre Valette Florence, Université Pierre Mendès France – Grenoble, France
Haithem Guizani, Sciences Po Grenoble-University of Grenoble, France

3:30 - 4:00 pm - Break (Porto Business School Restaurant)

4:00 - 5:30 pm - Paper Session 4: Brand Heritage, Brand Imitation and Brand Authenticity (EDP room)

Session chair: Chris Malone, Fidelum Partners, USA

Beer, place brand origin and consumer brand relationships
TC Melewar, Middlesex University London, UK
Heather Skinner, Green Corfu, Greece

Winchester: The making of a heritage brand and its consumer communities
Terrence Witkowski, California State University Long Beach, USA

Typicality impact on brand imitations evaluation and categorization
André Le Roux, IAE, Université de Poitiers, France
Marinette Thébault, IAE, Université de Poitiers, France
François Bobrie, IAE, Université de Poitiers, France

5:30 - 5:45 pm - Official Photo (Main Lobby)

5:45 - 6:15 pm - Free Campus Tour and Reception (Main Lobby)

6:15 - 7:00 pm - Reception (Porto Business School Restaurant)

7:00 - 10:00 pm - Gala Dinner (Porto Business School Restaurant)

Keynote Aaron Ahuvia, “Are Some Marketers the Devil Incarnate? How New Science and Ancient Morality Challenge some Corporate Orthodoxies”

Saturday, May 23

8:00 – 9:00 am - Breakfast and Poster Session 2 (Porto Business Scholl restaurant and EDP hall)

Studying children’s brand relationships using the CCT approach
Diliara Mingazova, University of East London, UK

The effects of brand heritage on consumers’ brand attitudes and purchase intentions
Piotr Chelminski, Providence College, USA
Mark Defanti, Providence College, USA

Willingness to sacrifice in sport: Fans and athletes perceptions
Ricardo Cayolla, University of Aveiro; Higher University of Maia, Portugal
Nuno Pimenta, Higher University of Maia, Portugal

Fostering innovation and creativity in marketing processes and customer experiences
Silvia Cacho-Elizondo, IPADE Business School, Mexico

Collecting Brand Items: An analysis based on the means end chain theory
Olga Pepece, Universidade Estadual de Maringá, Brazil
Paulo Prado, Federal University of Paraná, Brazil

Can healthy eating be cool? A study of celebrities’ impacton teens’ attitudes towards healthy eating
Filipa Gregório, NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal
Luisa Agante, NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal

Brand narrative co-creation: Advertising planner perspectives
Allison Baker, Irish International BBDO, Ireland
Valerie Gannon, Dublin Institute of Technology, Ireland

9:00 - 10:30 am - Paper Session 5: Brand Relationships, Kids and Social Media (EDP room)

Session chair: Aaron Ahuvia, University of Michigan-Dearborn, USA

A conceptual model of a brand’s presence on Facebook -aligned with teenagers’ motivations and strategic marketing outcomes
Bruno Monteiro, NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal
Luisa Agante, NOVA School of Business and Economics, INOVA, Universidade Nova de Lisboa, Portugal

Mobile advergames targeting children: a “portable playground” to build brand relationships with young consumers?
Valerie Hemar-Nicolas, University of Paris Sud, France

Brand bullying at teenage – The roles of brands in thecontexts of bullying
Samil Aledin, University of Turku, Finland

Understanding consumer avoidance of brands embedded in advergames: The role of previous experience.
Carla Ruiz-Mafé, University of Valencia, Spain
Jose Marti Parreño, University of Valencia, Spain
Elena Fernández Blanco, Pontificial University of Salamanca, Spain
David Alameda García, Pontificial University of Salamanca, Spain

When relationships go wrong: Insights from previous studies
Rui Lopes, University Institute of Lisbon, Portugal
Sandra Loureiro, University Institute of Lisbon, Portugal

10:30 - 11:00 am - Break (Porto Business School Restaurant)

11:00 - 12:30 pm - Paper Session 6: Brand relationships and behavioral outcomes (EDP room)

Session chair: Samil Aledin, University of Turku, Finland

Consumer response to divine associations in brands
Valentina Nedeva, University of Lausanne, Switzerland
Sandor Czellar, University of Lausanne, Switzerland
Felicitas Morhart, University of Lausanne, Switzerland

The importance of consumer brand relationships forsuccessful service recovery
Marcelo Nacif Rocha, Fiat Automoveis, Brazil
Cid Goncalves Filho, Fumec University, Brazil

How am I supposed to live without you? Whys, motivations,and importance of the brand in a daily life.
Ricardo Cayolla, University of Aveiro; Higher University of Maia, Portugal
Sandra Loureiro, ISCTE – University Institute of Lisbon, Portugal

12:30 - 1:30 pm - Lunch break & Meet the editors’ session (Porto B. School Restaurant and EDP room)
Cleopatra A Veloutsou, Editor Journal of Product & Brand Management
Terrence H. Witkowski, Editor Journal of MacroMarketing
T.C. Melewar, Former Editor, Journal of Brand Management

1:30- 2:20 pm - Paper Session 7: Celebrities and Brand Relationships (EDP room)

Session chair: Cleopatra A Veloutsou, University of Glasgow, UK

Examining the effects of celebrity endorsements on brandequity and self-brand connection
Abhishek Dwivedi, Charles Sturt University, Australia
Lester Johnson, Charles Sturt University, Australia
Bob McDonald, Texas Tech University, USA

Is celebrity endorsement always effective?
Eliane Cristine Francisco-Maffezzolli, Pontifícia Universidade Católica do Paraná, Brazil
Ricieri Garbelini, Pontifícia Universidade Católica do Paraná, Brazil
Paulo De Paula Baptista, Pontifícia Universidade Católica do Paraná, Brazil

A two-way street: Examining the impact of brandtransgressions on consumers’ perceptions of celebrity endorsers
Veronica Thomas, Towson University, USA
Kendra Fowler, Youngstown State University, USA

2:20 – 2:30 pm - Short Break (EDP hall)

2:30- 3:20 pm - Paper Session 8: Brand Community, Scarifies and Brand Enthusiasm (EDP room)

Session chair: TC Melewar, Middlesex University London, UK

You need to measure brand enthusiasm, not loyalty
Trevor Davis, IBM, UK
Anthony Bigornia, IBM, USA

Are Luxury Brands sacred?
Daniela Ott, Kering Group, France

Brand loyalty, brand community identification and self-brand connection as antecedents to oppositional brand referrals
François Marticotte, Université du Québec à Montréal, Canada
Manon Arcand, Université du Québec à Montréal, Canada
Damien Baudry, Université du Québec à Montréal, Canada