BrandingSIG

The Branding Pop-Up Special Interest Group (SIG) of the American Marketing Association (AMA) aims to unite academics with a common scholarly interest in the study of all things branding. Academic research on brands and branding has always been a very mainstream pillar of marketing. Importantly, branding academics can be found across the spectrum of consumer behavior scholars, marketing strategy scholars, and quantitative marketing modeling scholars, as well as across international borders. Therefore, this SIG aims to encompass and engage a fairly wide variety of academics. This is the first SIG to explicitly focus on brands and branding by providing a community to academic members with common scholarly interests in the domain of branding.