MRK 2: Branding Strategies    

2:30 – 3:45 PM EDT | Thompson Rivers University room (1-073)

Chair/Président: Robert Opoku (Red Deer Polytechnic)

BEST STUDENT PAPER/MEILLEURE COMMUNICATION ÉTUDIANTE

The effects of online product description and price on consumers’ interest in upcycled products

Author(s)/Auteur(s): Tianfeng Shi (McGill University)

Stratégies des restaurateurs pour susciter l’engagement sur les réseaux sociaux

Author(s)/Auteur(s): Daphnée Manningham (Universite du Quebec en Abitibi Temiscamingue), Hugo Asselin (Universite du Quebec en Abitibi Temiscamingue) & Benoît Bourguignon (Universite du Quebec a Montreal)

To be or to post? Brands taking a stand on social media platforms

Author(s)/Auteur(s): Smaraki Mohanty (Elon University) & Shirley Chen (Wilfrid Laurier University)

It’s Not Always the Thought That Counts: When and Why Heirloom Gifts Are Appreciated, and When They Are Not 

Author(s)/Auteur(s): Ali Tezer (HEC Montréal), Matthew Philp (Toronto Metropolitan University), Ethan Pancer (St-Mary's University)& Queenie Zhu (Toronto Metropolitan University)