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One of the UK’s leading marketing professors will share how the modern nature of social status is impacting advertisers at this year’s The Future of Brands conference.
Giana M Eckhardt, the award-winning Professor of Marketing at King’s Business School, King’s College London, will deliver a keynote address.
The Future of Brands, a Mediatel event, is the premier strategy event for marketers at the world’s leading brands.
Eckhardt is an expert in the field of consumer behaviour, branding, consumer social responsibility, consumer culture, and the sharing economy, having published over 50 articles in journals such as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, and Journal of Consumer Research.
Her research has won awards from the Sheth Foundation and the Marketing Science Institute, and been featured in outlets such as The Wall Street Journal, The Economist, The Atlantic, Fortune, Vogue, Scientific American, the BBC, and on National Public Radio.
She also teaches brand management to MBA and executive MBA students.
Eckhardt said: “I am looking forward to sharing insights on the changing nature of contemporary society with marketers at The Future of Brands. New consumer lifestyles have emerged, and thus the logic which determines status and social hierarchies has shifted. In my session, I will explore how social status is now signaled and gained, sharing research into new forms of aspirational consumption.
“I will reveal how flexibility, attention and knowledge are new status symbols, and how this impacts how brand marketers should think about the modern consumer.”
Find out more on the Future of Brands website. Tickets are available here.
