Consumer-Brand Relationships
Market Research - Manchester-by-the-Sea, Massachusetts, United States
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Consumer-Brand Relationships Details
This is a conference for those with interest in consumers' brand relationships, with equal relevance for academic researchers and marketing practitioners alike. The goal of this event is to advance knowledge about consumer-brand relationships by disseminating new research, sharing best company practices, and encouraging the evolution of new research ideas and themes. We invite rigorous and theoretically and/or practically useful papers that address issues related to the art and science of consumer-brand relationships.www.brandrelationships.orgAccording to the AMA definition, the creation and management of customer relationships is fundamental to marketing. The discipline boasts a significant tradition in the study of business-to-business relationships, and attention in the past decade has expanded to the relationships that form between consumers and their brands. Marketers have a significant interest in brand relationships: what they are, why they form, what effects they have, how they can be measured, how they are strengthened and how they can be destroyed. As the recent Handbook of Brand Relationships (2009) and Consumer-Brand Relationships: Insights for Theory and Practice (forthcoming, 2012) attest, consumer-brand relationships stand as a vibrant research area with roots that span across theoretical disciplines and research traditions. Still, brand relationship theory is in its early stages, and there remains much to be learned.
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