Future of Brands Conference


Columbia Business School’s Center on Global Brand Leadership was pleased to host The Future of Brands Conference on December 5-7, 2019. An exciting joint effort between the Center and the Journal of Consumer Research (JCR), the Future of Brands Conference convened consumer research scholars from around the world to share and debate brand theory and research in a small-conference format.

The conference engaged scholars interested in brands and consumers from a variety of perspectives, including but not limited to:

  • Consumer brand knowledge and relationships
  • Consumer well-being and brands
  • Social media and brands
  • New technologies and brands.


Special Issue

The Future of Brands Conference was held in connection with a special issue of JCR, “The Future of Brands in a Changing Consumer Marketplace,” which will be published in August 2021. Many leading brand scholars, industry experts, as well as the JCR editorial team and several JCR AEs were in attendance at the conference.

We hope that this fun and intellectually inspiring conference on consumers and brands will further stimulate authors to submit their best work on this topic to our JCR special issue by February 2, 2020. (However, attending the conference and/or submitting a manuscript to JCR for publication consideration are independent activities.)


View the latest version of the agenda (PDF).





Thu., Dec. 5, 2019

6:00 PM – 8:00 PM

Welcome cocktail reception

Fri., Dec. 6, 2019

8:00 AM - 8:30 AM

8:30 AM - 8:45 AM

8:45 AM – 10:15 AM


Welcome and Introductory Remarks

- Plenary Keynote Speaker: Kevin Lane Keller, Tuck School of Business at Dartmouth College

- Plenary Panel of Industry Executives

10:15 AM – 10:30 AM

Q&A - JCR Special Issue

10:30 AM – 11:00 AM


11:00 AM – 12:30 PM

Parallel Session 1

12:30 PM – 2:00 PM


2:00 PM – 3:30 PM

Parallel Session 2

3:30 PM – 4:00 PM


4:00 PM – 5:30 PM

Parallel Session 3

6:00 PM – 8:00 PM


Sat., Dec. 7, 2019

8:15 AM - 9:00 AM

9:00 AM – 10:30 AM


Parallel Session 4

10:30 AM – 11:00 AM


11:00 AM – 12:30 PM

Parallel Session 5

12:30 PM – 2:00 PM


1:30 PM – 5:00 PM

Curated Brand Experience Tours in SoHo, Hudson Yards, and Brooklyn



For further information, please contact Jeff Inman, Editor in Chief of JCR at [email protected] for questions about the special issue or Matthew Quint, Director of the Center on Global Brand Leadership at [email protected] with questions about the Future of Brands Conference.

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