Selcan Kara presented: Shared and Connected: Interpersonal Relationships and Shared Brands. She also successfully defended her dissertation proposal titled, “Two Essays on the Effect of Alphanumeric Brand Names on Consumers’ Brand Related Decisions.”
Bin Li passed his CE titled, “Technology and Market Structure: An Empirical Analysis of Entry and Exit in the Banking Industry” and received the Voya Financial Summer Doctoral and School Year Doctoral Fellowship.Continue Reading
Brands and Brand Relationships (BBR) Conference, May 2015, Boston MA
Selcan Kara and Anna J. Vredeveld
Selcan Kara, doctoral candidate in Marketing, presented her work entitled “Shared and Connected: Interpersonal Relationships and Shared Brands” (Co-author: Anna J. Vredeveld) at Brands and Brand Relationships (BBR) Conference in Boston, MA. Kara and Vredeveld’s research examines how married consumers form relational brand connections. Findings show how shared brand consumption and marital satisfaction influence the nature of the consumer’s connection to the brand and the perceived importance of the brand to the marital relationship. From a theoretical perspective, Kara and Vredeveld examine the effect of how consumers incorporate brands into their personal relationships (experiential vs. mundane), and resulting shared brand consumption, on consumers’ brand evaluations. From a managerial perspective, the findings address important implications especially in the advertising domain.