CfP – Brands and Brand Relationships

As a prelude to this Call for Papers, Susan Fournier, Mike Breazeale, and Jill Avery are pleased to announce a new brand that allows a broader focus on all aspects of brands, brand management, and the relationships that bind consumers and brands: 
The Institute for Brands and Brand Relationships. The goals of the Institute are: 
(1) to encourage research that advances the understanding of brands and the relationships consumers form with branded products, services, companies, organizations, marketplace phenomena, and other consumers; (2) to facilitate the exchange of this knowledge among academics and managers worldwide; (3) to build collaboration and community among academics and managers in the brand and brand relationships areas; and (4) to bridge the gap between theory and practice by uniting academic research scholars and managers around issues concerning brands and consumers’ brand relationships. The Brands and Brand Relationships 2014 conference (BBR 2014)—our third conference to be hosted in Boston—is our showcase event advancing the Institute’s goals.  We are pleased to announce that Kay Lemon, Accenture Professor Marketing at Boston College’s Carroll School of Management as our keynote speaker this year!

BBR 2014 is intended for academics and managers with an interest in brands, brand management, and the relationships that bind or distance consumers and brands. The conference has equal relevance for young and established academic researchers, Ph.D. Students, marketing managers and consultants. The conference seeks to advance knowledge about brands and brand relationships by disseminating new research, sharing best company practices, and encouraging the evolution of research ideas.  Building on the quality of accepted papers, a third edited book is planned.

We encourage Completed Papers as well as developed Works-in-Progress reflecting a range of theoretical perspectives (e.g., anthropology, sociology, culture studies, organizational behavior, neuroscience, finance, economics, psychology) and diverse methodological approaches (e.g., experiments, ethnographies, critical studies, field studies, depth interviews, secondary research, empirical modeling) dedicated to understanding, creating, nurturing, managing, and leveraging brands and brand relationships:

·       Branding and Brand Relationships in Underexplored Domains: e.g., politics, not-just-for-profits, global markets, access-based consumption markets, health, financial services, technology, celebrities/entertainment, luxury, person brands
·       Brand Social Psychology: Identity brands and consumer identities, Social identity and brands
·       The Socio-Cultural Side of Branding: Brand communities, Brand mythologies, Cultural differences in relationship behaviors, Gender and social class dynamics, Societal effects of branding and brand relationships
·       Negative Brand Relationships: The nature, consequences, and management of Vices, Addictions, Abuses, Adversaries, Secret Affairs, Stalker-Prey, Master-Slave and other dysfunctional or pathological brand relationships
·       Branding and Brand Relationships on the Web, In digital and virtual worlds and using social media
·       Branding and Brand Relationships on the Inside: Internal brand marketing efforts, Building relationship-sensitive corporate cultures
·       Understanding the Brand Equity Chain: Brand meaning àBrand strength àBrand value
·       Metrics, Measurement Systems, and Dashboards for brands and brand relationships
·       Brand Relationship Management: Relationship-building strategies, Relationship-based market segmentation, CRM enhancements/critiques
·       The Power of Brands:  How brands shape consumer decision making, choice, and consumption experience; Empirical models exploring brand and relationship effects on mindshare metrics, market performance, and shareholder value; Links between CLV and brand equity
·       Positioning and Presenting the Brand: Building brand identity; Brand personality; Narrating a brand story; Brand revitalization and repositioning
·       Brand Co-creation and Open Source Branding: Understanding and managing multivocality when the firm isn’t the only one tasked with creating brand meaning
·       Managing Brand Portfolios: Brand architecture, Brand extensions, Effects of brand portfolio characteristics
·       Managing Brand Crises: Correcting brand misinformation, Damage control in the wake of brand failures, Strategies for apologies and reparations, Spokesperson/Corporate misbehavior
Important Dates, Deadlines and Information
·       Conference Dates: May 19 – 21, 2014
·       Submission Deadline: February 15, 2014
·       Notification of Acceptance: March 15, 2014
·       Early Registration Deadline and Fees: $475 (if registered by April 15, 2014)
·       Late Registration Deadline and Fees:  $575
·       Special Student Rate: $375 (by April 15, 2014)/ $475 after
·       Conference Location: Boston University School of Management, 595 Commonwealth Ave, Boston, Massachusetts USA
·       Conference Registration Website:
·       Conference Submission Website:  
The registration fee includes attendance to the conference, welcome reception, breakfast, lunch, coffee breaks and conference material. Tickets to an informal group dinner that promises to be relaxing and fun will also be made available at time of registration.

Submission Process and Details
Authors are invited to submit non-published work that has as a focal point brands, brand management, and consumers’ relationships with brands. As in our prior conferences, we host a mix of session formats: Full Paper presentations, Doctoral Research Mentor Workshops, and SnapTalks. Full-Paper presentations allow authors of completed works to present their groundbreaking research.  Mentor Workshops continue a tradition we began two years ago: doctoral students who submit their work are considered for focused, invitation-only sessions that are supervised by seasoned researchers and designed to advance their research.  SnapTalk sessions allow authors to present works-in-progress using a 10-minute format typical of TED talks, with the purpose of generating discussion and feedback. During the review process, the conference chairs assign accepted papers to the appropriate presentation format, simplifying the submission process for all.  
Authors may serve as lead author and presenter on only one submission: a submission limit of one contribution per author applies. Authors should consider two submission alternatives dependent on the stage of development of their research:

·       Full paper submissions present completed research projects that have not been published elsewhere, though the paper may be under review consideration at a journal outlet or other conference. Full papers are 6,000-8,000 words or approximately 20 pages in length (12 point font, double-spaced) including cover page, tables, figures and references.

·       Works-in-progress are theoretically-sound projects for which empirical research has been initiated but for which data collection and analysis has not yet been completed. Work-in-progress submissions are about 2,000 words or approximately 5-7 pages in length (12 point font, double-spaced). Works-in-progress require a written commitment to complete enough data collection and analyses by the time of the conference to allow for scholarly discussion.

Full papers and works-in-progress require the following: 
  • (First page) Type of submission (i.e., Full or work-in-progress paper) and Title of the submission (without the authors’ names or affiliations);
  • (First Page) A short 50-100 word Abstract. This abstract will be reproduced in the conference program overview and should concentrate on the big picture contribution(s) of the paper;
  • (Second page) 750-1,000 word, single-spaced, Extended Abstract that provides a summary of the paper in five categories: Conceptual Background, Research Questions/Hypotheses, Method, Major Findings, and Contributions to Theory/Practice. Works-in-progress may or may not include a description of interim findings but should include a description of analytic directions and potential contributions of the paper when completed. Extended Abstracts are reproduced in the conference program. They also provide useful research summaries for reviewers; conference chairs also use them in marketing and communication on behalf of the IBBR, and for soliciting possible book contracts;
  • (Next Page) Body of the Paper. Following the extended abstract, the next page should restate the title (again without authors’ names or affiliations) and begin the body of the paper, culminating in references, tables and figures. The body of full papers should not exceed 8,000 words or 20 double-spaced pages in total length, including all tables, figures, and full references. The body of work-in-progress papers should not exceed 5-7 double-spaced pages in total length. Papers must follow the current style of the Journal of Consumer Research (
  • (Final Page) Author Commitments. All authors must express written confirmation of the following:
·       At least one author of each accepted paper/proposal agrees to attend the conference and present the work.
·       All authors on submitted papers agree to provide thoughtful, quality reviews of up to three papers.
·       For works-in-progress, a commitment to complete data collection and analyses by the time of the conference to allow for scholarly discussion of the work.
Authors are requested to submit their papers electronically before February 15, 2014 to Mike Breazeale at the conference submission website ( After creating a user profile on the EasyChair conference site, the primary author should log in and click on the “Submit Paper/Proposal” button. Authors should submit all items listed under the “Submission Procedures” tab.  Please contact Mike Breazeale ([email protected]) with any questions about the submission process.

Judging Criteria
Reviewers will evaluate each paper on the basis of: a) Relevance of the topic to branding researchers and practitioners, b) Conceptual rigor, c) Methodological rigor and quality of the research; d) Contribution or potential contribution and significance to the branding and brand relationships fields; e) Innovation and freshness of perspective; and f) Coherence and readability. In addition, Work-in-Progress Papers will be evaluated based on g) Stage of completion of the research to be presented. Completed papers and work-in-progress papers in advanced stages of completion will be given preference for full presentation slots; papers at early stages of development may be offered slots in the Snap Talks Sessions. Coherence and readability are important to acceptance decisions; please adhere to high standards of spelling and grammar. If this is your first submission, or if English is your second language, please consider having a copy editor review your work.

Research Awards
Based on the above criteria and reception of the work at the conference, awards will be granted for up to two submissions judged to significantly advance knowledge regarding brands and brand relationships.

Conference Chairs and Contact Information
·       Michael Breazeale, University of Nebraska Omaha, USA; [email protected]
·       Susan Fournier, Boston University, USA; [email protected]
·       Jill Avery, Harvard Business School, USA; [email protected]
All submission and program-related queries, e-mail Michael Breazeale at [email protected].
All administrative questions (e.g., hotel, payment, registration), e-mail Jill Avery at [email protected]u.

For more information about the Institute for Brands and Brand Relationships or its BBR conference,

please visit our new website:
More information will be posted soon regarding registration and accommodationsCfP
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