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MM Hosts Second Branding Research Symposium
In conjunction with this year’s brand conference, the Department hosted its second branding research symposium. The research symposium attracted an audience of over 60 local and regional academia.
The symposium featured Prof. Rajendra Srivastava from the Institute of Brand Science at Emory University, a leading authority on brand and marketing strategy sharing his insight on how marketers can better leverage brands to manage organic growth and business risks as well as suggesting long-term metrics to measure brands. Other presenters at the symposium came from Rotman School of Management of the University of Toronto, Brand Research Center of Shanghai Jiaotong University, Victoria University of Wellington, and Sasin Graduate Institute of Business Administration of Chulalongkorn University. Topics covered included brand loyalty, increasing brand competitiveness, brand equity, and brand admiration. MM colleague, Dr. Piyush Sharma shared his paper on the moderating role of brand image on offshore outsourcing of customer services.
Once again the symposium was a success and the upcoming 2008 brand symposium will be held in conjunction with the brand conference, planned for the second week of December this year. We would like to take this opportunity to encourage colleagues to contribute papers and presentations in the forthcoming symposium. Invitations for submission of papers and presentations will be announced in due course.
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