Topics to be covered during the webinar include: ‘How smart brands nurture consumer-AI entanglement’ and ‘An inside look at JCR and what it takes to succeed in the review process of top journals’; registrations open till December 09
24 November, 2021, Bengaluru: The Marketing area at IIM Bangalore will host a webinar on December 11 (Saturday), 2021, from 07.30 pm to 08.30 pm, to be led by Dr Markus Giesler, Professor of Marketing, Schulich School of Business (York University) and Editor - Journal of Consumer Research.
The two topics to be covered during the webinar include: ‘How smart brands nurture consumer-AI entanglement’ and ‘An inside look at JCR and what it takes to succeed in the review process of top journals’.
For registration, please visit: https://forms.gle/DuP8NEEphgh4K4AN7
Please note that those interested need to register for the webinar by December 09, 2021. Those who register will be sent a Zoom link by December 10, 2021. There will not be any certificate offered for participation in this webinar.
About the talk: The technology branding literature has primarily focused on how individual consumers and families experience and engage with new branded technological innovations, as well as how brand managers and marketers can best diffuse and legitimize novel technologies. However, far less theoretical attention has been devoted to a new category of branded technologies and AI devices that acquire agency to shape consumption practices, rituals, and activities. Hence, the research examines how branded technologies modulate consumption practices particularly in the home by conceptualizing and unpacking the concept of smart brands. Focusing on Amazon Alexa and Google Home, the paper illustrates how these two popular smart brands disrupt existing consumption practices in the home and (re)skill networked consumers and their families to new branded consumption constellations. Data gathered via in-depth interviews, participant observations, archival and netnographic methods reveal a novel hierarchy of integrated brand uses from branded information to branded action that families acquire and adopt through smart brands.
In the second phase of the talk, Prof. Giesler, as an Editor of JCR, will provide an inside view of JCR and will talk on what it takes to succeed in the review process of top journals.
About the speaker: Dr Markus Giesler is a consumer researcher and full professor of Marketing at the Schulich School of Business in York University. His research examines how markets dynamically shape human behavior, often in the context of new technologies.
His work has been published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing, and received extensive coverage in media outlets including The New York Times, Wired, Bloomberg Businessweek, and Time Magazine.
He is Editor of the Journal of Consumer Research (2021-2023) and previously an Associate Editor at the Journal of Marketing, as well as an ERB member of the Journal of Consumer Psychology, Consumption, Markets and Culture, Marketing Letters, and Business & Society.
Markus has been named an MSI Scholar by the Marketing Science Institute, acknowledged as ‘One of the best recognized experts studying high-technology consumer behavior’ by Wired, and as a ‘40 under 40’ Professor by Poets & Quants.
At Schulich, where he has won (or been nominated for) the school-wide teaching excellence award, he has created two of the school's most sought-after MBA courses, ‘Entertainment Marketing’ and ‘Customer Experience Design’.
https://schulich.yorku.ca/faculty/markus-giesler/
Topics to be covered during the webinar include: ‘How smart brands nurture consumer-AI entanglement’ and ‘An inside look at JCR and what it takes to succeed in the review process of top journals’; registrations open till December 09
24 November, 2021, Bengaluru: The Marketing area at IIM Bangalore will host a webinar on December 11 (Saturday), 2021, from 07.30 pm to 08.30 pm, to be led by Dr Markus Giesler, Professor of Marketing, Schulich School of Business (York University) and Editor - Journal of Consumer Research.
The two topics to be covered during the webinar include: ‘How smart brands nurture consumer-AI entanglement’ and ‘An inside look at JCR and what it takes to succeed in the review process of top journals’.
For registration, please visit: https://forms.gle/DuP8NEEphgh4K4AN7
Please note that those interested need to register for the webinar by December 09, 2021. Those who register will be sent a Zoom link by December 10, 2021. There will not be any certificate offered for participation in this webinar.
About the talk: The technology branding literature has primarily focused on how individual consumers and families experience and engage with new branded technological innovations, as well as how brand managers and marketers can best diffuse and legitimize novel technologies. However, far less theoretical attention has been devoted to a new category of branded technologies and AI devices that acquire agency to shape consumption practices, rituals, and activities. Hence, the research examines how branded technologies modulate consumption practices particularly in the home by conceptualizing and unpacking the concept of smart brands. Focusing on Amazon Alexa and Google Home, the paper illustrates how these two popular smart brands disrupt existing consumption practices in the home and (re)skill networked consumers and their families to new branded consumption constellations. Data gathered via in-depth interviews, participant observations, archival and netnographic methods reveal a novel hierarchy of integrated brand uses from branded information to branded action that families acquire and adopt through smart brands.
In the second phase of the talk, Prof. Giesler, as an Editor of JCR, will provide an inside view of JCR and will talk on what it takes to succeed in the review process of top journals.
About the speaker: Dr Markus Giesler is a consumer researcher and full professor of Marketing at the Schulich School of Business in York University. His research examines how markets dynamically shape human behavior, often in the context of new technologies.
His work has been published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing, and received extensive coverage in media outlets including The New York Times, Wired, Bloomberg Businessweek, and Time Magazine.
He is Editor of the Journal of Consumer Research (2021-2023) and previously an Associate Editor at the Journal of Marketing, as well as an ERB member of the Journal of Consumer Psychology, Consumption, Markets and Culture, Marketing Letters, and Business & Society.
Markus has been named an MSI Scholar by the Marketing Science Institute, acknowledged as ‘One of the best recognized experts studying high-technology consumer behavior’ by Wired, and as a ‘40 under 40’ Professor by Poets & Quants.
At Schulich, where he has won (or been nominated for) the school-wide teaching excellence award, he has created two of the school's most sought-after MBA courses, ‘Entertainment Marketing’ and ‘Customer Experience Design’.
https://schulich.yorku.ca/faculty/markus-giesler/