The way brands and consumers interact with each other has changed radically in recent years – the starting point for this change is primarily digitalization. The changes affect on the one hand the spaces and media in which brands can be experienced, but also the roles of brands and consumers in the context of interaction. Against this background, we are looking for contributions that deal with the new varieties of brand communication and branding, the successful structuring of communication tools, the content design of messages, the cultivation of relationships between brands and consumers as well as the management of brand appearances.
For detailed information on this issue, please contact Dr. Philipp Scharfenberger of the Institute for Customer Insight: email@example.com
Contributions can be submitted in German or English. Please send your abstract (until 23.10.2020) and the full article (until 16.11.2020) to: firstname.lastname@example.org.