This year marks a major milestone—15 years ANNIVERSARY of this conference which advances Brand
Relationship research. Be part of this special celebration by submitting your work! We welcome
full papers, works-in-progress, and case studies that explore the dynamic relationships between
consumers and brands—whether it’s a product, service, company, celebrity, person, or place.
This conference is the ideal platform for faculty, Ph.D., master’s, and undergraduate students,
as well as practitioners, to share high-quality research, gain valuable feedback, and connect with
experts in the field. Whether your work is empirical, conceptual, or theoretical, your insights are
essential. Let’s celebrate this milestone together—submit your paper and join us for an unforgettable
experience!
The highest quality full papers from the conference will be invited to submit to the Journal of
Product and Brand Management.
TOPICS
The following provides a list of possible topics to be discussed, but is not limited to:
- Emotional Branding
- Positive Brand Relationships: Brand Love, Brand Passion, Brand Affection, Brand Devotion, Brand Attachment, Brand Satisfaction
- Negative Brand Relationships: Brand Hate, Brand Objection, Brand Dislike
- Culture in brand relationships
- Brand Cult and Religious Brands
- Brand relationship over time, dynamics of brand relationships
- Brand relationships in different consumer segments (e.g., children, seniors)
- Consumer celebrity relationships (e.g., sports, entertainment, business celebrity)
- Consumer organization relationships (e.g., political party, sports clubs ,university, red cross)
- Consumer place relationships (e.g., city branding, country branding)
- Influencer and AI influencer and brand relationships
- Social media and brand relationships
- Virtual reality and augmented reality and brand relationships
- Brand Personality, Brand Forgiveness, Brand Compassion, Brand Communities
- Big data, analytics and brand relationship management
- Brand relationship theories
- Brand relationships scales
- Brand transgressions and recovery strategies
- Sustainability and ethical considerations in brand relationships
- Luxury Branding
Download CFP