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Conference Proceedings of the 12Th Global Brand Conference Of Conference Proceedings of the 12th Global Brand Conference of the Academy of Marketing School of Business and Economics, Linnaeus University, Kalmar, 26th-28th April, 2017 Conference Programme Wednesday, 26th April 2017 08:30 – 09:15 Registration (Registration desk staffed until lunch) 09:30 – 10:00 Opening of the Conference (Linnaeus Auditorium) Professor Helen Anderson, Dean of School of Business and Economics, Linnaeus University Dr. Clarinda Rodrigues, Conference Chair & Senior Lecturer at School of Business and Economics, Linnaeus University Professor Stuart Roper, Chair of Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group (SIG) 10:00 – 10:30 Coffee Break 10:30 – 12:00 Sensory Perception Brand Identity Brand Co-Creation (Session Room 1) (Session Room 2) (Session Room 3) Track Chair – Bertil Track Chair – Joana Track Chair – Bill Hultén Machado Merillees The persuasive effects of A brand theoretic Branding of Social packaging claims, packaging perspective on the Islamic Movements: A Framework color and packaging texture State (Thompson) (Bennett and Guzmán) (Aagerup) Bloggers, Consumers, and Let´s defend our brand! Sensory Marketing Brands: Allies or Enemies? A typology of response for Improving the Understanding the Emerging strategies to restore brand Competitiveness of Ethical Role of Bloggers and their equity in non-collaborative Brands Online (Yoganathan Relations in the Brand brand co-creation (Kristal, and Osburg) Eco-system (Christensen) Baumgarth and Henseler) Do I look exciting or Make sense? Exploring Motivate to co-create: competent? Visual identity the role of sensemaking An examination of the and brand personality in a narratives in stakeholders´ factors leading to consumer higher education institution shared understanding of co-creation of brand (Cuny, Fornerino, and the brand (Gyrd-Jones and (Kennedy and Guzmán) Grobert) Törmälä) 12:00 – 12:45 Lunch 12:45 – 14:15 Brand Co-Creation Brand Equity Digital Branding Brand Equity (Session Room 1) (Session Room 2) (Session Room 3) (Session Room 4) Track Chair – Ulla Track Chair – Griff Track Chair – Veronika Track Chair – Dale Hakala Round Tarnovskaya Miller Co-creating corporate The effect of cognitive Constructing and validating Consumer-Based Brand brands on social media: style and social influence a scale to measure social Equity Development Process: exploring managerial on customer-based brand media brand community A Diagnostic Tool for Least practices (Essamri, equity (Alvarado-Karste and enjoyment (Roy and Favourite Brands (Veloutsou, Mckechnie and Winklhofer) Guzmán) Machado) Chatzipanagiotou and Christodoulides) Insights into brand identity How an unequal intra-firm Enhancing brand equity management in a context of distribution of dynamic via social media (Morra, How does Service (sensory) co-creation: the critical role marketing capabilities affect Cerutti, Cuomo and Brand Experience Influence of brand issues (da Silveira market share (Davcik) Gavinelli) Brand Equity Considering and Simões) the roles of Employee The impact of brand Empathy, Customer gender on consumer-brand Affective Commitment, engagement and consumer- and Customer Satisfaction based brand equity on (Iglesias, Markovic and Facebook (Machado, de Rialp) Carvalho and Azar) Consumer-based Label Equity: a Multidimensional Scale (Sirieix, Coderre and Valette-Florence) GBC_Program-A4.indd 3 2017-04-18 14:09 14:15 – 15:15 Catarina Falkenhav, ABBA The Museum (Linnaeus Auditorium) 15:15 – 15:45 Coffee Break 15:45 – 17:15 Sensory Perception Marketing Brand Authenticity (Session Room 1) Communications (Session Room 3) Track Chair – Jan (Session Room 2) Track Chair – Stuart Breitsohl Track Chair – Vignesh Roper Yoganthan Visual Effects of Logo Brand avoidance: the The impact of generational on the Attentional Filter potential negative role of cohorts on brand and Perception (Murphy, communication (Berndt, authenticity (Mingione, Nadeau, Machado, de Petzer and Mostert) Bendixen, Abratt and Carvalho, Ulrich and Pattuglia) Wachowiak) The potential of sensory stimuli in print The role of brand The rise of polychromatic advertisement: Analyzing authenticity in the palettes: visual identities the effects on product development of brand trust adapting to the dynamic design, brand experience, in South Africa (Portal, sensorial scene (Lelis) brand perception and Abratt and Bendixen) consumer behavior Does shopping with friends (Wiedmann, Labenz, Brand Authenticity: the enhance the sensory brand Bettels and Haase) essence of brand value – a experience? (Merrilees and case in the food industry Miller) To donate or not to donate? (Mousavi and Lin) Investigating the donation intention-behaviour gap in charity celebrity-endorsed campaigns (Riahi Pour) 19:00 Gala Dinner, Kalmar Castle Onwards Lord Mayor Roger Kaliff welcomes all delegates to Kalmar Thursday, 27th April 2017 09:00 – 10:30 Sensory Luxury Branding Human Senses and Brands Brand Personality and Sensory Neuromarketing (Session Room 1) (Session Room 2) Brand Similarity and Technologies Track Chair – Pierre Track Chair – Cleopatra (Session Room 3) (Session Room 4) Valette-Florence Veloutsou Track Chair – Francisco Track Chair – Joana Guzmán Machado Antecedents and outcomes Visual-Tactile Multisensory Moving beyond a Sensory neuromarketing – of luxury brand love: Interplay: Literature Review monolithic approach of What it is and what of it? a millennial consumer and Research Directions brand femininity (Azar) (Juntunen) perspective (Rodrigues and (Eklund and Helmefalk) Rodrigues) Have Chinese consumers Leveraging advertising to a What kind of music genre forgiven Japan? A Nation whole different dimension: Perception is Reality… do shoppers prefer when Brand Personality approach An experimental study Haptic Factors and Digital buying coffee brands in a (Rojas-Méndez, Kannan on the impact of VR Engagement (Cowan, supermarket? A study of the and Ruci) advertising on brand Spielmann, Horn and impact of complementary personality impressions, Griffart) auditory sensory cues on The Paradox of Brand brand attitude and purchase shopper’s emotions and Similarity with Customer intentions (De Gauquier, purchase behavior (Hultén) Uniqueness on Social Brengman, Willems, and Van Network Sites´ Satisfaction Kerrebroeck) Re-awakening the senses: (Abosag and Ramadan) the importance of religiosity Sensory Brand Experience in experiential marketing via Augmented Reality in (Akarsu, Melewar, the Italian fashion retailing Mourouti and Foroudi) system. A preliminary analysis (Cuomo, Chierici, Pantea, Tortora, Pencarelli and Metallo) GBC_Program-A4.indd 4 2017-04-18 14:09 10:30 – 11:00 Coffee Break 11:00 – 12:30 Consumer-Brand Tourism and Place Internal Branding Alternative Views Relationships Branding (Session Room 3) (Session Room 4) (Session Room 1) (Session Room 2) Track Chair – Ibrahim Track Chair – Adele Track Chair – Leonor Track Chair – Oriol Abosag Berndt Vacas de Carvalho Iglesias The Effect of Endorser Examining Tourists’ How do different types of Leveraging nascent Credibility on Brand Perceptions of Luxury contact employees deliver co-brands: A literature Credibility, Consumer- Restaurant Brands- the brand to customers? review, suggested co-brand based brand Equity, and Integrating Destination (Boukis, Kaminakis, and typology and case study Brand Attachment of Image into a Value- Papastathopoulos) evidence (Wright) Smartphone Users (Valaei Attitude-Behavior Model and Nikhashemi) (Peng, Chen and Mai) Innovative culture within The role of brands in the organisations and brand definition and preservation Dynamic nature of B2B Iconic Heritage Hotel Brand identification among of ethnic cultural heritage brand equity: Investigating Identification: Visual and employees: a cross-cultural (Round and Khan) the mediating effect Aural Sensory Dimensions study of the automotive of brand relationships (Balmer and Chen) industry (Yoganathan, Ma, Brief encounters with the (Biedenbach, Hultén and Grant, and McLeay) discarded, degraded and Tarnovskaya) From Santa Claus to different: the mere exposure yodeling: International Brand Ambassador effect of the altered brand Explaining anti-brand tourists’ brand associations Programs - An analysis stimuli (Grimes and Roper) community participation of Swedish Lapland (Ek, of the ‘ghost’ of internal (Dessart, Veloutsou and Styvén and Strandberg) branding instruments Morgan-Thomas) (Baumgarth and Schmidt) 12:30 – 13:30 Lunch 13:30 – 14:00 SIG Meeting and Announcement of the 2018 Conference (Linnaeus Auditorium) 14:00 – 15:00 Anne JM Norman, IKEA (Linnaeus Auditorium) 15:00 – 15:30 Coffee Break 15:30 – 17:00 Brand Image and Brand Food Brands and Marketing Brand Experiences Prominence Gastronomy Communications (Session Room 4) (Session Room 1) (Session Room 2) (Session Room 3) Track Chair – TC Track Chair – Tony Track Chair – Dennis Track Chair – Carstens Melewar Grimes Pitta Baumgarth Determinants of B2B Just taste this – what do you When is sponsoring more From Brand Experience to brand image elements and think? (Quest and Eccles) effective for an “outsider” Happiness: Exploring the the relationship to price than an “insider” brand? An Impacts on Brand Loyalty premium in the agricultural Tasting with your eyes: Accessibility Perspective on and Price Premium (Al sector of South Africa Country of origin and multiple brand sponsorships Mandil and Yen) (Oberholzer and Reyneke) organic information bias (Brunner and Rosenberger taste perception (Tan and III) Towards a definition of Stigmatised Brand Gordon)
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