Pre-conference doctoral consortium

The Doctoral seminar provides an opportunity for PhD students who had their papers accepted to the PhD Consortium to present their research and exchange comments and views with a panel of senior academics in the brand management field.


The PhD Consortium will take place in the Executive Centre at USI on the afternoon of Thursday 10th March. All are welcome to attend the research presentations at the PhD consortium Discussion of the papers will be led by the Academic Panel in each session.


Thursday, March 10, 2011



Professor Leslie de Chernatony, Università della Svizzera italiana, Switzerland and Aston Business School, UK

14:15 – 16:15

Breakout sessions 1 and 2 (see below)

Presentation and discussion of research papers

16:15 – 16:45


Coffee break (30 min)
16:45 – 17:15

Plenary session: A Career in Academia - Key Success Factors

Professor Leslie de Chernatony, Università della Svizzera italiana, Switzerland and Aston Business School, UK

17:15– 17:45

Plenary session: From Academia to the Professional World

Dr. Rebecca Self


The program continues with the official kick-off of the Conference.


PhD Consortium Presentations

Listed below are the titles of the presentations in the PhD section of the conference. In order to view a short abstract of each presentations, please click on the red titles. All academic papers will be available shortly under a secure link for conference attendees.


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Session 1 – Red room – Executive Centre USI


Academic Panel


Leslie de Chernatony
Elaine Wallace
Bill Merilees



  • Do we really know how one out of four consumers perceiving brands?

    Ali AlMakrami (Brunel University, United Kingdom), Jonathan Wilson (University of Greenwich, United Kingdom)

  • A research model of consumer identification with a corporate brand for the financial service industry

    Heeseung Sung (University of Surrey, United Kingdom), Jane Hemsley-Brown (University of Surrey, United Kingdom), Pier Balestrini (University of Surrey, United Kingdom)

  • How and Why Brand Relationships lead to Brand Forgiveness

    Leigh-Anne Novak-Donovan (University of Southern California, USA), Joseph Priester (University of Southern California, USA)


Session 2 – Blue room – Executive Centre USI


Academic Panel


Joana César Machado
Andreina Mandelli
Colin Jevons



  • The brand image of professional sport teams – an empirical investigation of relevant brand benefits and the relevance of brand personality

    Michael Schade (University of Bremen, Germany), Christoph Burmann (University of Bremen, Germany), Christopher Kanitz (University of Bremen, Germany)

  • The bricks of social brands: Brand characteristics eliciting brand-related social media use

    Daniël Muntinga (University of Amsterdam, Netherlands), Edith Smit (University of Amsterdam, Netherlands), Marjolein Moorman (University of Amsterdam, Netherlands), Philip Boven (University of Amsterdam, Netherlands)

  • The consumption of brands through the semiotic signs

    Fernando Santos (ISCTE-IUL Lisbon University Institute, Portugal)