Faculty Highlights

Fetscherin and KC publish an article in Strategic Change journal

Gelbman Family Chair of International Business and Professor of Marketing Marc Fetscherin and Assistant Professor of Marketing Raghabendra KC ’13 have published an article in the journal Strategic Change.

In their article, “Anti‐Consumption in the Context of Brand Relationships,” the authors present a conceptual framework that outlines the various relationships consumers have with brands such as brand satisfaction, brand love, or brand hate, among others. The framework combines more than 40 branding concepts into one comprehensive, coherent, unified, and easy‐to‐understand framework, where concepts are categorized by their degree of intensity.