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Detailed Conference Program

Thursday, September 26th

5:00 - 9:30 pm                                              Registration (Ground Floor, Baker and Steinmetz Lobby)
 
6:00 - 9:30 pm                                              Welcome Reception (Ground Floor, Baker and Steinmetz Lobby)  
 
 
Friday, September 27th

8:00 - 11:00 am                                            Registration Continues (Ground Floor, Baker and Steinmetz Lobby)
 
8:00 - 8:45 am                                              Breakfast and Poster Session 1 (Ground Floor, Baker and Steinmetz Lobby)
 
 
Tracking High School Football Recruits’ Use of Twitter for Self-Promotion
Edward (Ted) M. Kian, Oklahoma State University, USA
 
Role of Brand Personality in Strengthening Consumer Brand Relationship
Anuja Pandey, Centre for Management Education, AIMA, India
 
Will you defend your Loved Brand? Brand Defense superseding Advocacy
Mansoor Javed, Coventry University, United Kingdom
Bano Mansoor, Creative Cores Media Group Ltd, United Kingdom
 
Legitimacy, Reputation and Sustainability
Hans Ruediger Kaufmann, International Business School at Vilnius University, Cyprus
Gianpaolo Basile, University of Salerno, Italy and Vitez University, Bosnia Herzegovina

 

Consumers first, then Brands: “Potterian” Marketing as a Potential Alternative to the “Procterian"

Frederic Dalsace, HEC Paris, France

Coralie Damay, ISC Business School, France

David Dubois, INSEAD, France 

 
 
8:45 - 9:00 am                                              Official Conference Welcome
                                                                     Welcome Remarks Provost Dr. Carol Bresnahan
                                                                     Welcome Remarks Dean Dr. Bob Smither

                                                                     Welcome from Conference Organizer Marc Fetscherin

9:00 - 10:30 am                                            SESSION 1: BRAND LOVE (SunTrust Auditorium)

Session chair: Cid Goncalves Filho, Universidade Fumec, Brazil
 
What’s this thing called love? Exploring the relationship between brand love, personality, and the propensity to anthropomorphize 
Ronald Voorn, University of Twente, The Netherlands
Sabrina Hegner, University of Twente, The Netherlands
Piet Kommers, University of Twente, The Netherlands
 
Does love towards brands make consumer blind? The role of product category 
Marc Fetscherin, Rollins College, USA
Michele Boulanger, Rollins College, USA
Cid Goncalves Filho, Universidade Fumec, Brazil
 
Brand love anchors: how do brand love and product love articulate? 
Wendy Maxian, Xavier University, USA
Samuel D. Bradley, University of South Florida, USA
Wesley Wise, Kansas State University, USA
Elizabeth N. Toulouse, Texas Tech University, USA
 
10:30 - 11:00 am                                           Break (Ground Floor, Baker and Steinmetz Lobby)

11:00 - 12:30 pm                                          SESSION 2: BRAND TRUST, BRAND ATTACHMENT, AND BRAND ENGAGEMENT (SunTrust Auditorium)

Session chair: Nilesh Patel, Issues & Answers Network, Inc., USA
 
Brand Wars: Consumer Brand Engagement as client-agency battlefield 
Rossella C. Gambetti, Universitá Cattolica del Sacro Cuore, Italy
Silvia Biraghi, Universitá Cattolica del Sacro Cuore, Italy
Don E. Schultz, Northwestern University, USA
Guendalina Graffigna, Universitá Cattolica del Sacro Cuore, Italy
 
Low Price Guarantee: Creating Brand Trust in Retailing thought Mass Communication 
Euler Alves Brandão, Stetik Group, Brazil
Cid Gonçalves Filho, Universidade Fumec, Brazil
Reynaldo Maia Muniz, Federal University of Minas Gerais, Brazil
 
How to Build Brand Attachment with Commodity: The case of a Brazilian Cement Company 
Antonio Santos Jr., Lafarge, Brazil
 
12:30 - 2:00 pm                                            Lunch and Keynote Speaker: Ms. Daniela Ott, COO Kering (Ground Floor, SunTrust Auditorium)

2:00 - 3:30 pm                                              SESSION 3: BRAND RELATIONSHIPS AND SOCIAL MEDIA(SunTrust Auditorium)
 
Session chair: Don Schultz, Northwestern University, USA
 
Are Visitors Outsiders? The Effect of Viewing Posts in Online Brand Communities 
Zhimin Zhou, Shenzhen University, China
Ning Zhang, City University of Hong Kong, China
 
Are Marketers Killing Brands... A Proposed Triangulation study 
Don Schultz, Northwestern University, USA
Mariana Victorino, Catholic University Portugal, Portugal
 
Generating brand culture in online brand communities 
Sharon Schembri, University of Texas-Pan American, USA
Lorien Latimer, Griffith University, Australia
 
 
3:30 - 4:00 pm                                              Break (Ground Floor, Baker and Steinmetz Lobby)
 
4:00 - 5:30 pm                                              SESSION 4: BRAND LOYALTY AND BRAND AUTHENTICITY (SunTrust Auditorium) 
 
Session chair: Chris Malone, Fidelum Partners, USA
 
The process of customer engagement, self-brand connections and loyalty within hedonic and utilitarian services 
Kay Naumann, Macquarie University, Australia
Jana Bowden-Everson, Macquarie University, Australia
Tracey Dagger, Monash University, Australia

Warmth and competence as drivers of alumni loyalty and giving in higher education
Chris Malone, Fidelum Partners, USA 
Jamie Ressler, Point Loma Nazarene University, USA

Eliane Cristine Francisco Maffezzolli, Pontifícia Universidade Católica do Paraná, Brazil
Elder Semprebom, Universidade Federal do Paraná, Brazil
Paulo Henrique Muller Prado, Universidade Federal do Paraná, Brazil                               
 
Some Antecedents and Outcomes of Brand Authenticity Brand Authenticity 
Manfred Bruhn, University of Basel, Switzerland
Verena Schoenmüller, University of Basel, Switzerland
Daniela Schäfer, University of Basel, Switzerland
Daniel Heinrich, Technische Universität Braunschweig, Germany
 
 
5:30 - 5:45 pm                                                Official Conference Photo (TBD)
 
5:45 - 6:15 pm                                                Free Campus Tour and Reception (Ground Floor, Baker and Steinmetz Lobby)
6:15 - 7:00 pm                                                Reception (Mills Memorial Center, Outdoor patio)
 
7:00 - 10:00 pm                                              Gala Dinner (Mills Memorial Center, Ground Floor, Galloway Room)

Saturday, September 28th
7:15 - 8:15 am                                               Breakfast (Ground Floor, Baker and Steinmetz Lobby)

8:15 - 9:00 am                                               Keynote Speaker: Professor Pankaj Aggarwal, University of Toronto (SunTrust Auditorium)            

9:00 - 10:30 am                                             SESSION 5: SOCIAL RELATIONSHIPS AND CBR (SunTrust Auditorium)

Session chair: Aaron Ahuvia, University of Michigan-Dearborn, USA
 
The role of brands when children share snack time with peers 
Valerie Hemar-Nicolas, University of Paris Sud, France
Mathilde Gollety, Pantheon Assas University, France
Coralie Damay, ISC Business School, France
Pascale Ezan, University of Rouen and Rouen Business School, France
 
Social consumption theory: On interactions between social relationships and CBRs 
Aaron Ahuvia, University of Michigan-Dearborn, USA
Phillipp Rauschnabel, University of Bamberg, Germany

The effects of contextual motivations on the Consumer-Brand Relationship 
Marina Carnevale, Fordham Univeristy, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Lauren Block, Baruch College, City University of New York, USA
 
 
10:30 - 11:00 am                                           Break (Ground Floor, Baker and Steinmetz Lobby)
 
11:00 - 12:30 pm                       SESSION 6: CONSUMER BRAND RELATIONSHIPS INTERNATIONALLY: CASES FROM INDIA, MALAYSIA, URUGUAY, AND HOLLAND
                                                  (Second Floor, Room 208)                                                                                                                                                 

Session chair: Sabrina Hegner, University of Twente, The Netherlands
 
Brand Personality and Relational Analysis
Juan Pablo Carrero, Universidad Catolica del Uruguay, Uruguay

Sabrina Hegnar, University of Twente, The Netherlands 
Ardion Beldad, University of Twente, The Netherlands
Sjarlot Kamphuis op Heghuis, University of Twente, The Netherlands
 
A grounded theory approach to investigate consumer-brand relationships in India 
Sreejesh, S. IBS Hyderabad, India
Subhadip Roy, Indian Institute of Management Udaipur, India
 
Market orientation, relationship marketing and brand equity. The study of independent automobile dealers in Malaysia 
Noor Hasmini Abd Ghani, Universiti Utara Malaysia, Malaysia
Osman Mohamad, Multimedia University, Malaysia
 
 
12:30 - 1:30 pm                                              Lunch break (Baker and Steinmetz Lobby)
                                                                      Meet the editors’ session (invitation only). 
                                                                     Discussion of the special issue of the Journal of Brand Management (Crummer room 107)
 
1:30 - 3:00pm                                                 SESSION 7: CONSUMER BRAND RELATIONSHIPS IN HEALTHCARE AND SPORTS (SunTrust Auditorium)
 
Session chair: Ed Lebar, Blackbar Consulting LLC, USA
 
Brand Authenticity in Healthcare: conceptualizing authenticity in the Portuguese private hospital market 
Guilherme Victorino, Universidade Nova de Lisboa, Portugal
 
Football consumers and their football club brand: more than a wedding 
Ricardo Cayolla, University of Aveiro, Portugal
Sandra Maria Correia Loureiro, Instituto Universitário de Lisboa (ISCTE-IUL), Portugal
 
The business case for Consumer Brand Relationships 
Ed Lebar, Blackbar Consulting LLC, USA
Max Blackston, Blackbar Consulting LLC, USA
 
Characteristics of consumers’ brand relationships with hockey teams- committed relationships for life 
Samil Aledin, University of Turku, Finland 
 
3:00 - 3:15 pm                                               Award Ceremony

3:15pm                                                          Conference Ends