Contemporary Investigations Into the Relational Understanding of Branding

In line with the conference theme What the World Needs Now, we believe that the contemporary socio-material condition necessitates a relational understanding of branding more than ever. Accordingly, this session brings together three empirical papers focusing on how interrelationships between actors, practices, discourses, and occurrences shape brand trajectories.


Anil Isisag, Craig Thompson, Delphine Dion, Markus Giesler, Ashlee Humphreys, Gregory Carpenter, Nicholas Pendarvis, and Marius Luedicke (2021) ,"Contemporary Investigations Into the Relational Understanding of Branding", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 631-635.


Anil Isisag, emlyon business school
Craig Thompson, University of Wisconsin-Madison
Delphine Dion, ESSEC Business School
Markus Giesler, York University
Ashlee Humphreys, Northwestern University
Gregory Carpenter, Kellogg School of Management, Northwestern University
Nicholas Pendarvis, California State University, Los Angeles
Marius Luedicke, City, University of London


NA - Advances in Consumer Research Volume 49 | 2021

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