Psychology of Brands
Introduction
An SCP Boutique Conference, University of Leeds, 5-7 Jun 2024; Deadline 25 Jan
INTEREST CATEGORY: CONSUMER BEHAVIOR
POSTING TYPE: Calls: Conferences
Posted by: Eric Yorkston
Call for Papers
2024 Boutique Conference Leeds, UK
The Society for Consumer Psychology would like to extend a call for papers for the SCP Boutique Conference Consumer Psychology of Brands, June 5-7, 2024 at the University of Leeds, UK. The event will be chaired by Jo禳ko Brakus, University of Leeds, Sonia Monga, Georgia State University, Sharon Ng, Nanyang Technological University, and Bernd Schmitt, Columbia University.
The submission deadline is January 26, 2024, and notification will be by February 26, 2024.
Conference Theme and Objective
Simply put this conference aims to address the question: Where are brands now? by featuring contemporary research on the psychology of brands.
The evolution of branding is tightly intertwined with technological advancements such as data analytics, the metaverse, artificial intelligence, NFTs and others. Moreover, societal, economic, and political changes are fundamentally reshaping interactions between brands and consumers (Schmitt, 2012; Campbell & Price, 2021). Brands are supposed to be culturally sensitive; take stances on socio-political issues and be ecologically friendly and sustainable. These technological and socio-cultural forces shape marketing and brand communications and have implications for brand theory and measurement.
As a result, the conference aims to explore research questions along five themes:
- Technology of Brands
- Sustainable Brands
- Brands and Socio-political Causes
- Brand Marketing and Communications
- Brand Theory and Measurement
The conference will address these themes from a consumer psychology perspective. How do consumers perceive contemporary brands? How can the use of technology build brand loyalty? How do associations with socio-political causes affect brand perceptions?
By addressing and debating these contemporary questions, this conference and its participants will make an important contribution to current and future brand research.
If you have any questions, please reach out to leeds2024@myscp.org, or visit to learn more.