Conference Presentations - Day 1

Listed below are the breakout session schedules and conference presentations taking place over the two-days. In order to view a short abstract of each presentations, please click on the red titles.


In order to download the full paper for each academic presentation, please click HERE. Please note that full papers are available only to those who have registered for the conference.


Day 1 | Day 2


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Breakout Session 1 | 10:30 - 11:30


Branding in Practice I

  • British American Tabacco: Consumer dialogue through retail

    Ljubica Uzelac (Brand Manager Lucky Strike / Pall Mall, GTR Europe, British American Tabacco International)

Service Branding I

  • Ensuring consistent delivery and monitoring progress -- the Credit Suisse Brand Management System

    Manfred Stuettgen (Global Head of Branding, Credit Suisse Group)

  • Brand management systems and service firms' competitiveness

    María Santos Vijande (Universidad de Oviedo, Spain), Ana del Río Lanza (Universidad de Oviedo, Spain), Leticia Suárez Álvarez (Universidad de Oviedo, Spain). Ana Díaz Martín (Universidad Autónoma de Madrid, Spain)

Brand Equity I

  • A study of brand preference from experiential view

    Reham Ebrahim (Brunel University, UK), Ying Fan (Brunel University, UK)

  • Methodological issues in cross-cultural branding research

    Isabel Buil (Universidad de Zaragoza, Spain ), Leslie de Chernatony (Università della Svizzera Italiana / Aston Business School, Switzerland / UK), Eva Martinez (Universidad de Zaragoza, Spain)

  • The accuracy of self-reported category buying frequencies

    Magda Nenycz-Thiel (Ehrenberg-Bass Institute, University of South Australia, Australia), Jenni Romaniuk (Ehrenberg-Bass Institute, University of South Australia, Australia), Gosia Ludwichowska  (Ehrenberg-Bass Institute, University of South Australia, Australia)

Brand Personality

  • Does sound symbolism shape brand personality perceptions?

    Bianca Grohmann (Concordia University, Canada), Amélie Guèvremont (Concordia University, Canada)

  • On the appropriateness of the assignment of human personality traits to brands

    Theo Lieven (University of St. Gallen, Switzerland), Miriam van Tilburg (University of St. Gallen, Switzerland)

  • Toward a new approach to building brand-person metaphor

    Salim Azar, (ISG Business School, France)


Breakout Session 2 | 11:30 - 12:30


Branding in Practice II

Brand Identity

  • Looking back at logos and rethinking logo

    Martin Mendelsberg (Associate Strategist, BrandED Consultants Group, Professor of Design, Rocky Mountain College of Art and Design Denver, USA)

  • Brand mergers: an analysis of consumer brand identity preferences

    Joana César-Machado (Catholic University of Portugal, Portugal), Paulo Lencastre (Catholic University of Portugal, Portugal), Leonor Vacas-de-Carvalho (Universidade de Évora, Portugal)

  • The role of brand logos in customer commitment and firm performance

    C. Whan Park (University of Southern California, USA), Andreas Eisingerich (Imperial College London, UK), Gratiana Pol (University of Southern California, USA)

Brand Relationships

  • Brand passion: Exploring consumer/brand relationships antecedents and outcomes

    Noel Albert (Wesford Business School,France), Dwight Merunka (University Paul Cézanne (IAE), France), Pierre Valette-Florence (University of Grenoble (IAE), France)

  • Examining the link between brand relationships and tribal behaviour: A structural model

    Cleopatra Veloutsou (University of Glasgow, UK), Rodoula Tsiotsou (University of Macedonia, Greece)

  • Rebranding community-based corporate brands: An action research approach

    Dale Miller (Griffith University, Australia), Bill Merrilees (Griffith University, Australia)

Luxury Brands

  • How should perceptions of luxury be measured? A comparison of three luxury scales in a French setting

    Virginie de Barnier (IAE d'Aix en Provence and CERGAM, France), Sandrine Falcy (IAE de Grenoble and CERAG, France), Fanny Magnoni (IAE de Grenoble and CERAG, France), Pierre Valette-Florence (IAE and CERAG, France)

  • Step-down vertical brand extensions of luxury and prestige car brands: Preliminary results.

    Francesca Dall'Olmo Riley (Kingston University, UK), Jose Miguel Pina (University of Zaragoza, Spain), Rafael Bravo (University of Zaragoza, Spain), Alexander Hoffmann (Kingston University, UK)

  • Stretching a luxury brand down: An experimental study of core brand dilution effects

    Fanny Magnoni (IAE CERAG, France), Elyette Roux (IAE CERGAM, France)


Breakout Session 3 | 14:45 - 15:45


Branding in Practice III

  • Challenges and opportunities in re-branding a company post acquisition: Lessons learned based on the case study of Merck Serono

    Stefanie Lauber (Head of Communications, Merck Serono)

Internal Branding

  • Managing reputation and identity in financial services

    Raffaele Züger (Vice President/Brand Management and Strategic Projects, BSI, Banca Svizzera Italiana)

  • Building bank brands: How leadership style influences branch employee commitment

    Elaine Wallace (National University of Ireland Galway, Ireland), Leslie de Chernatony (Università della Svizzera Italiana/Aston Business School, Switzerland/ UK), Isabel Buil (University of Zaragoza, Spain)

  • Internal branding: Franchisor leadership as a critical determinant

    Bill Merrilees (Griffith University, Australia), Lorelle Frazer (Griffith University, Australia)

Brands and people

  • Do brand mascots design characteristics matter to child recognition?

    Ana Côrte-Real (Catholic University, Portugal), Paulo Lencastre (Catholic University, Portugal)

  • The Role of Extrinsic Cues in the liking for the Branded Politicians

    Rune Bjerke (Oslo School of Management, Norway)

  • Understanding the success of Third Places: The contribution of the attachment theory

    Chourouk Mzahi (Paul Cezanne University, France)

Values, experiences and identity

  • Co-creating value in online customer environments for luxury brands

    Sally McKechnie (Nottingham University Business School, UK), Caroline Tynan (Nottingham University Business School, UK)

  • Measuring online brand experience: Applying Schmitt's concept of Experiential marketing

    Zalfa Laili Hamzah (University of Malaya, Malaysia), Syarifah Faridah Syed Alwi (University of Malaya, Malaysia), Md Nor Othman (University of Malaya, Malaysia)

  • What's behind the corporate brand identity of financial institutions? A content analysis applied to the Spanish banking sector

    Rafael Bravo (Universidad de Zaragoza, Spain), Jorge Matute (Universidad de Zaragoza, Spain), José Pina (Universidad de Zaragoza, Spain)

Brand associations and behaviour

  • Modelling the underlying structure of consumer brand associations

    Jenni Romaniuk (University of South Australia, Australia)

  • Measuring and predicting brand purchase behaviour amongst older customers in Japan

    Jaywant Singh (Kingston University, UK), Francesca Dall'Olmo Riley (Kingston University, UK), Mari Maeda (BASES, Japan)