Future of Brands Conference


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

The goal of the conference is to engage 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.


See below for a simplified schedule. The core content of the conference are the presentation of research papers that were choosen by the JCR selection committee. The call for submissions in now closed.


An integral part of the conference will be that scholars will have the opportunity to receive peer feedback on their research presentations. If you are attending the conference, we invite you to submit feedback on the presentations that you watch.


Special Issue

The Future of Brands Conference is being held in connection with a special issue of JCR, “The Future of Brands in a Changing Consumer Marketplace,” to be published in August 2021. Consumer researchers planning to submit to the JCR special issue will benefit from attending the conference, as will other junior and senior scholars striving to better understand, teach and build out research in this critical domain. Many leading brand scholars, industry experts, as well as the JCR editorial team and several JCR AEs will be in attendance.

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; authors are welcome to engage in one or both of these activities.

Register to Attend the Conference

The conference registration fee is $400. To be a confirmed attendee of the conference, you must register via Eventbrite here.


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


Travel Info

For more information about hotels in Manhattan for which Columbia University has secured preferred rates, see here.

The two closest, preferred hotels to campus on the Upper West Side that we recommend are:

The Future of Brands Conference will take place at Columbia University, with most events in Uris Hall and a Friday night dinner at Faculty House. View directions to Uris Hall and Faculty House here.


For further information, please contact Tim Janney at tjanney@katz.pitt.edu with any logistical presentation submission questions; and Jeff Inman, Editor in Chief of JCR at jinman@katz.pitt.edu for questions about the special issue; or Matthew Quint, Director of the Center on Global Brand Leadership at mq2120@gsb.columbia.edu with questions about the conference.

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