This international conference brings together researchers and practitioners with an interest in the relationship consumers have with brands. We invite full papers, work in progress, extended abstracts or case studies, which have as a focal point the consumer and the relationship to products, companies, stores, celebrities, or countries brands among others. The event provides an ideal opportunity for Ph.D. students and faculty members sharing their most recent high quality work with other experts in that field. Empirical as well as conceptual or theoretical works are welcomed. The highest quality full papers from the conference will be considered for publication in the Journal of Product and Brand Management.

TOPICS

The following provides a list of possible topics to be discussed, but is not limited to:

• Consumer brand relationships across different consumer segments (e.g., children, seniors)
• Positive brand relationship constructs (e.g., brand love, brand passion, brand affection, brand devotion)
• Consumer retailer or company relationships (e.g., stakeholder theory)
• Brand relationship and brand personality
• Negative brand relationship constructs (e.g., brand hate, brand objection, brand dislike)
• Brand forgiveness
• Brand relationship over time, dynamics of brand relationships
• Brand communities
• Big Data, Analytics and Brand Relationship Management
• Brand attachment, attachment theory
• Brand relationship theories and underlying constructs
• The role and effect of culture on consumer brand relationships
• Brand cult and religious brands
• Consumer celebrity relationships (e.g., sports, entertainment, business celebrity)
• Consumer organization relationships (e.g., political party, sports club/teams, Universities, red cross)
• Consumer place relationships (e.g., city branding, country branding)
• Brand relationships scales