Conference Agenda

8:00am-8:30am – Registration and Breakfast

8:30am-8:40am – Welcome

8:40am-9:10am – Opening Keynote: Thomas O’Guinn – The Inevitability of Brand Politics in the Current Moment….and for Some Time to Come

9:10-10:15 – The Risks and Benefits of Taking Political Positions:

  • The Virtuous Brand: The Perils and Promises of Brand Virtue Signaling (Pierre Berthon and Leyland Pitt)
  • Should Your Brand Pick a Side? The Conflicting Individual and Market Level Effects of Brand Choice Following Corporate Political Advocacy (Chris Hydock, Neeru Paharia, and Sean Blair)
  • Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy (Nailya Ordabayeva and Daniel Fernandes)

10:15am-10:30am – Coffee Break

10:30am-11:15am – Branding and Politics Panel Discussion

11:15am – 12:00pm – Brand Equity at Risk

  • Tim Powell, The Knowledge Agency

12:00pm – 1:30pm – Lunch

1:30pm – 3:00pm – The Business of Brand Risk Expert panel discussion

  • Patrick Marrinan Managing Principal, Marketing Scenario Analytica
  • Neal Thurman, President and Founder, The Brand Safety Institute
  • Janet Comenos, CEO and Founder, Spotted
  • Desiree F. Moore, Partner & Founder of the firm’s Digital Crisis Planning and Response practice (DCPR), K&LGates LLP
  • Pen Pendleton/Brian Cattell, Partners and Founders, CLP Strategies, Brand Crisis Management

3:00pm – 3:15pm – Coffee Break

3:15pm – 4:50pm – Unintended Consequences of Marketing and Consuming Brands

  • Wish You Were Here? The Effects of FOMO-Inducing Content on Brand Equity (Jacqueline Rifkin, Cindy Chan, Barbara Kahn)
  • Rewards as Instruments for Psychological Closeness: The Role of Reward Contractuality (Monika Lisjak, Andrea Bonezzi, and Derek D. Rucker)
  • The Impostor Syndrome from Luxury Consumption (Dafna Goor, Nailya Ordabayeva, Anat Keinan, Sandrine Crener)
  • Brand Addiction (Mona Mrad)

4:50pm-5:00pm – Closing Remarks

5:00pm-7:00pm – Working Paper Session & Reception

  • Academic researchers are invited to submit papers for the working paper reception. To submit a paper, please send a one-page summary that includes: the paper title, names of the presenter and co-authors, and a long abstract.