Research

Presentations

"Effects of Information Quantity and Quality on Decision Effectiveness," ORSA/TIMS Marketing Science Conference (February 1984).

"Memory Factors in Advertising: The Effects of Advertising Retrieval Cues on Brand Evaluations," Association for Consumer Research Conference (October 1985 and October 1986), American Marketing Association Educators' Conference (August 1986), and American Psychological Association Annual Meeting (August 1986), Marketing Science Institute Advertising Steering Group (October 1986).

"Memory Retrieval Factors and Advertising Effectiveness," Sandage Symposium III: Contending Psychological Approaches to Advertising, University of Illinois (June 1987), Advertising and Consumer Psychology Conference (May 1989), Marketing Research Society of Australia Conference (October 1990), University of Melbourne Faculty Research Seminar (October 1990), University of Western Australia Faculty Research Seminar (April 1991).

"Consumer Evaluations of Brand Extensions," Marketing Science Institute Brand Equity Conference (February 1988), ORSA/TIMS Marketing Science Conference (February 1988), Association for Consumer Research Conference (October 1988).

"Memory and Evaluation Effects in Competitive Advertising Environments," University of Florida Faculty Research Seminar (April 1988), Pennsylvania State University Faculty Research Seminar (June 1988), Stanford Marketing Camp (August 1988), Association for Consumer Research Conference (October 1989).

"Cue Compatibility and Framing in Advertising," Association for Consumer Research Conference (October 1988), Wharton Faculty Research Seminar (March 1989), University of Michigan Faculty Research Seminar (November 1989), University of Arizona Faculty Research Seminar (March 1990).

"The Effects of Sequential Introduction of Brand Extensions," Association for Consumer Research Conference (October 1989), University of Washington Faculty Research Seminar (December 1989), Duke University Faculty Research Seminar (July 1990).

"Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," University of Auckland Faculty Research Seminar (April 1991), Cornell University Faculty Research Seminar (April 1992), New York University Faculty Research Seminar (April 1992), Columbia University Marketing Camp (June 1992), American Marketing Association 13th Annual Marketing Research Conference (September 1992), Marketing Science Institute Trustees Meeting (November 1992), Harvard University (February 1993).

"The Interaction of Brand Name and Brand Positioning Strategies on Advertising Effectiveness Over Time," Association for Consumer Research Conference (October 1991), University of California, Irvine Faculty Research Seminar (December 1993), Duke University Faculty Research Seminar (March 1994).

"Retrieval Difficulty and Subsequent Recall in an Advertising Setting," Association for Consumer Research Conference (October 1992).

"The Effects of Corporate Images and Branding Strategies on New Product Evaluations," Association for Consumer Research Conference (October 1992), Sheth Foundation Winter Marketing Camp, University of Pittsburgh (February 1995), Marketing Science Institute (January 1996).

“Dave Aaker:  A Wizard, A True Star,” Paul D. Converse Award Symposium (May 1996)

"Building and Measuring Brand Equity," Association for National Advertisers, Corporate Communications Conference (October 1995), Marketing Science Institute, (September 1996)

"Brand Knowledge and Advertising Effectiveness:  Learning and Persuasion Perspectives," University of Texas Faculty Research Seminar (March 1996), University of Florida Faculty Research Seminar (March 1996), University of California at Berkeley Faculty Research Seminar (September 1996).

“Global Brand Equity,” Doctoral Internationalization Consortium, University of Texas (June 1997)

"The Effects of Branding Strategies and Product Experience on Brand Equity," University of Rochester Faculty Research Seminar (June 1997), Duke University Faculty Research Seminar (August 1997), University of Massachusetts, University of Connecticut, and University of Rhode Island Marketing Colloquium (September 1997), London Business School Faculty Research Seminar (October 1997), UCLA Marketing Camp (March 1998), Emory University Faculty Research Seminar (April 1998), MSI Brand Architecture Conference (March 2005), University of Buffalo (March 2005), TCU (April 2008)

“Branding the B-School,” New England Colleges of Business Administrators Conference (September 1997)

"Branding Perspectives on Social Marketing," Association for Consumer Research Conference (October 1997)

“New Perspectives on Integrated Marketing Communications,” Marketing Science Institute Conference on Fundamental Issues and Directions in Marketing (June 1998) and Brandworks University Conference (July 1998).

"Analyzing Media Interactions: The Effects of Coordinated TV-Print Advertising Campaigns," University of New South Wales Faculty Research Seminar (November 1998), Northwestern University Faculty Research Seminar (March 1999), Ohio State University Faculty Research Seminar (April 1999).

“Brand Equity Research: Progress and Priorities,” University of New South Wales Faculty Research Seminar (November 1998).

“The Effects of Brand Expansions and Ingredient Branding Strategies on Parent Brand Extendibility,” Duke University Faculty Research Seminar (September 1999), Univeristy of Toronto Faculty Research Seminar (April 2000), INSEAD Faculty Research Seminar (September 2000), University of Minnesota Faculty Research Seminar (March 2001), Boston University Faculty Research Seminar (April 2001).

“Understanding Global Branding,” Georgetown University Marketing Retreat (April 2001)

“Building Strong Brands:  Lessons from the World’s Top Marketers,” Rice University (December 1999), Japanese Marketing Association (March 2001), Vega School of Brand Communications (South Africa) (May 2001), Gordon Institute of Business Science (South Africa) (December 2002), N.C. State University College of Textiles (September 2005), Taiwan (September 2006).

“Building Brand Equity through Societal Marketing,” MSI Conference on Marketing, Corporate, Social Initiatives, and the Bottom Line (March 2001)

“The Future of Branding,” Advertising Research Foundation (April 2002)

“Building Customer-Based Brand Equity,” MSI Conference on Brand Loyalty (April 2002)

“Building and Managing Corporate Brand Equity,” Conference on Corporate Reputation (May 2002)

"Branding and Brand Health," MSI/Wharton/McKinsey CMO Summit (September 2002)

“The Extendibility and Vulnerability of Abstract Brand Images,” Harvard Business School (April 2003), University of Colorado at Boulder (February 2004), Northwestern Marketing Camp (September 2004), Babson College Research Colloquium (April 2005)

“Consumer Responses to Social and Commercial Sponsorships,” MSI Integrating Social Responsibility and Marketing Strategy Conference, Boston University (September 2003)

"Orchestrating Marketing Communications to Build Brand Equity," Marketing Science Institute Conference on Brand Orchestration, Orlando, FL (December 2003)
 
“Making Marketing Better” University of California at Berkeley (November 2004)

“Understanding Brand Alliances,” Brand Alliance Research Conference, Oklahoma State University (April 2005)

“Marketing Excellence: The New Marketing Imperatives,” Norway (May 2005), Brazil (June 2005), Singapore (July 2005), Tokyo (July 2005), Hong Kong (November 2005), Sweden (October 2006)

“Building Strong Brands:  Three Models for Developing and Implementing Brand Plans,” University of Massachusetts (February 2006), University of Kansas (April 2006), University of Minnesota (May 2006), Brigham Young University (March 2008), University of Arizona (November 2008)

“Developing and Exploiting Brand Equity,” Brand Conclave 2006, Kolkata, India (July 2006)

“The Future of Business Education,” Duke University (December 2006)

“Branding Excellence: The New Branding Imperatives,” Nordic Branding Academy, Stockholm, Sweden (October 2006), George Washington University (March 2007), University of Wisconsin (March 2007), World Management Congress, Brazil (June 2007), Global Marketing Network, London (October 2007), Brand Fair 4, Belgrade, Serbia (February 2008), Jamaica (April 2008), Croatia (September 2008), Iceland (April 2010), Egypt (June 2010), Tobago (February 2011)

“Building Strong Brands Through Sponsorship,” IEG 24th Annual Sponsorship Conference (March 2007)

“Branding India,” Brand India Consortium, University of Connecticut (May 2007)

“Understanding Brand Extensions,” Tuck Overseers (May 2007)

“Achieving Brand Resonance,” MSI Creating and Cultivating Customer Connections Conference, University of Minnesota (June 2007)

“Frontiers in Branding Research,” Norwegian School of Management, Brand Institute, Oslo, Norway (August 2007)

“Building Strong Brands In an Experience Economy,” Nordic Experience Economy Conference, Kristiansand, Norway(August 2007)

“The Seven Deadly Sins of Brand Management,” 2008 Dyess Lectureship in Marketing, Texas Christian University (April 2008)

“Hitting the Branding Sweetspot: How to Best Balance Marketing Trade-offs,” Chicago AMA Brand Smart Conference (June 2008), Porto, Portugal (March 2009), Marketing Science Institute conference on New Art and Science of Branding (September 2009)

“Marketing Excellence: How to Become a Better Marketer,” Carnegie-Mellon University (September 2008)

“Creating a Global Brand,” World Knowledge Forum, Seoul, Korea (October 2008)

"Not-for-Profit and Cause Branding," George Washington University (April 2009)

“Brand Building in Good Times and in Bad,” Tepper School of Business New York City Alumni Chapter (May 2009)

“Branding Today and Tomorrow,” Universidade de São Paulo, São Paulo, Brazil (September 2009)

“The Power of the Retail Brand,” Brazilian Association of Supermarkets (ABRAS ) annual conference, São Paulo, Brazil (September 2009)

“Brand Resonance as a Strategic Marketing Tool,” American Marketing Association “Meeting of the Minds” webinar series (February 2010), Consumer-Brand Relationship Colloquium, Rollins College (April 2010)

“The New Branding Imperatives,&rdqu

“Blending Branding Theory & Practice: Insights & Lessons From Applying the Brand Resonance Model,” Customer Insights Conference, Yale University (May 2010)

"30th Anniversary Talk: Marketing Yesterday, Today, and Tomorrow,” Carnegie-Mellon University, (November 2010)

"Building Powerful, Profitable Brands in Tough Economic Conditions," Trinidad & Tobago (February 2011)

"Research Must Change" (panelist), ARF 75th Anniversary Convention, New York, NY (March 2011)

"Proven Marketing Strategies in Today's Complex Reality," 23rd Vlerick Alumni Marketing Colloquium, Ghent, Belgium (March 2011)

"21st Century Brand Management: Growth & Profitability," Marketing Association of Thailand, Bangkok, Thailand (March 2011)

"Perspectives on the Past, Present, and Future of Branding," AMA Special Session Celebrating the Contributions of the Sheth Foundation, San Francisco, CA (August 2011)

"Proven Marketing Strategies in Challenging Marketing Conditions," Stockholm, Sweden (October 2011)

“Building Strong Brands in Today’s Competitive Marketplace,” Mumbai, India (March 2012), University of Minnesota Brand Matters Series (April 2012)

“Brands and Branding,” Brands and Branding in Law, Accounting and Marketing, University of North Carolina at Chapel Hill (April 2012)

“The Importance of Branding in Today’s Competitive Marketplace,” Johns Hopkins University (May 2012)

“Building Powerful and Profitable Brands in Good and Bad Times,” Mumbai (March 2013), Jakarta (March 2014), Mumbai (March 2014)

“Brand Architecture,” 2013 Cornell Brand Management Roundtable (April 2013)

“Brand Trust,” MSI Spring Trustees Meeting (April 2013)

“Current Research in Branding,” University of Massachusetts, University of Connecticut, and University of Rhode Island Marketing Colloquium (April 2013); University of Pittsburgh Marketing Camp (February 2014), University of Miami (April 2014)

“Five Golden Rules of Branding,” VT/NH Marketing Group 2014 Annual Conference, Woodstock, VT (May 2014)

“Theory + Practice in Branding,” 4th Annual Theory + Practice in Marketing Conference, Northwestern University (May 2014)

“Designing and Funding Research for Practice:  The Role of MSI and Other Considerations,” 2014 Marketing & Public Policy Conference, Boston, MA (June 2014)

“Fulfilling Your Brand Promise: Activating Your Cause,” Doing Well By Doing Good, Hanover, NH (June 2014); Seoul, Korea (November 2014)

“Creating Powerful Brands in a New Marketing World: Five Golden Rules,” Ghent, Belgium (December 2014)

“Bold Branding: New Marketing Imperatives for Profitability,” Kingston, Jamaica (April 2015)