Consumers’ brand addiction – What can brand managers do?

Prof. Cui and Dr Mrad will introduce their recent research on brand addiction, a new concept for understanding close consumer-brand relationships, and how brand managers could utilise their research findings to improve brand positioning and ethical consumer-brand relationships.

Content:

· What is brand addiction?

· How different is brand addiction from shopping addiction and other forms of consumer brand relationships?

· What are the main features of brand addiction among different brand types, for example, fast-fashion versus luxury fashion?

· What can brand managers learn from brand addictive behaviours for improving brand positioning and ethical consumer-brand relationships

Professor Charles Cui is a Professor of Marketing at the University of Westminster in London, where he leads the Research Group for Inclusive and Sustainable Business. Dr Mona Mrad is an Assistant Professor of Marketing at the American University of Sharjah and a fashion designer. She is also the co-author of the book “Fashion and Luxury Marketing”.

The Museum’s professional development programme is generously supported by The Marketors’ Trust @marketors