Welcome to the Institute for Brands and Brand Relationships

BBR encourages research that advances the understanding of brands and the relationships consumers form with branded products, services, companies, organizations, marketplace phenomena, and other consumers.

We facilitate the exchange of this knowledge among academics and practitioners worldwide.

We build collaboration and community among academics and practitioners in the brand and brand relationships area.

We support growth and development of the brand and brand relationships sub-disciplines of marketing.

We unite academic research scholars and practitioners around issues concerning brands and consumers’ brand relationships and strive to bridge the gap between theory and practice.

Meet the Team

We are a team of professionals dedicated to uniting academics and practitioners in the mission of developing and advancing brand their relationships with consumers and the sub-disciplines of marketing them.

Susan Fournier

Susan Fournier

President & Chair of the Board

Questrom Professor of Management and Faculty Director of the M.B.A. Program at Boston University

Bio

Susan Fournier is Questrom Professor of Management and Faculty Director of the M.B.A. Program at Boston University. Her research explores the creation and capture of value through branding and brand relationships. Current projects explore the links between brand strategy and shareholder value, management of corporeal person-brands, attachment style effects on relationship quality, brand relationship measurement systems, and brand relationship development processes. Her work has been recognized with seven awards, including the Long-Term Contribution Award in Consumer Research. She is an Editorial Board member of the Journal of Consumer Research, Journal of Marketing, Marketing Theory, Journal of Business-to-Business Marketing, Senior Consulting Editor for the Journal of Brand Management, Senior Advisory Board Member of the Journal of Product and Brand Management, and At-Large Director of the Association for Consumer Research. She previously served on the faculties of Harvard Business School and Dartmouth. She maintains a range of consulting assignments to inform her teaching and research, including a partnership with GfK Research to commercialize her brand relationship frameworks. Her Ph.D. is from the University of Florida

Selected Publications

Aaker, Jennifer, Susan Fournier, and Adam Brasel (2004), “When Good Brands Do Bad,” Journal of Consumer Research, 31 (June), 1-16
Avery, Jill, Susan Fournier, and John Wittenbraker (2014) “Unlock the Mysteries of Your Customer Relationships,” Harvard Business Review, 92 (July/August), 72-81

Fournier, Susan (1998), “Consumers and their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343-373

Fournier, Susan and Claudio Alvarez (2013), “Relating Badly to Brands,” Journal of Consumer Psychology, 23 (April), 253-264

Fournier, Susan and Jill Avery (2011) “The Uninvited Brand,” Business Horizons, 54 (3), May/June, 193-207

Fournier, Susan and Lara Lee (2009), “Getting Brand Community Right,” Harvard Business Review, April, 105-111

Hsu, Liwu, Susan Fournier and Shuba Srinivasan (2015, forthcoming), “Brand Architecture Strategy and Firm Value: How Leveraging, Separating, and Distancing the Corporate Brand Affects Risk and Returns,” Journal of the Academy of Marketing Science, January.

Madden, Thomas J., Frank Fehle and Susan Fournier (2006), “Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value through Brands,” Journal of the Academy of Marketing Science, 34 (2), 224-235

Mike Breazeale

Mike Breazeale

Secretary & Director

Assistant Professor of Marketing at Mississippi State University

Bio

Michael Breazeale is a Marketing educator, researcher, and consultant. Assistant Professor of Marketing at Mississippi State University, he received his Ph.D. from Mississippi State University in 2010 and previously taught at Indiana University Southeast and University of Nebraska at Omaha. His primary areas of research encompass consumer-brand connections, branding for nontraditional organizations, the consumption of experiences, and retail atmospherics. Published in journals including International Journal of Market Research, Marketing Management Journal, Journal of Retailing, and Journal of Business Research, and with numerous conference presentations relating to his research, Mike has won multiple awards for both teaching and research, and serves as reviewer for several top marketing journals. Mike has performed consulting duties with clients as diverse as Millward Brown Optimor and the U.S. Military, and is a founding member and organizer of the Brands & Brand Relationships conference and Institute, and contributes significantly to this annual gathering of marketing scholars and practitioners from around the globe. Mike is co-editor of Consumer-Brand Relationships: Theory and Practice (2012) and Strong Brands, Strong Relationships (2015), both from Routledge Publishing.

Selected Publications

Davis, Robert, Michael Breazeale, and Inna Piven (2014), “A Conceptual Model of Service Brand Consumption in a Social Media Setting,” Journal of Retailing and Consumer Services, 21 (4), 468-481.

Loureiro, Sandra M.C., Francisco J. Miranda, and Michael Breazeale, (2014) “Who Needs Delight? The Greater Impact of Value, Trust, and Satisfaction in Utilitarian, Frequent-Use Retail,” Journal of Service Management, 25 (1), 101-124.

Breazeale, Michael and Nicole Ponder (2013), “Get the Picture? The Visual Servicescape and Self-Image Congruity,Journal of Business Research, 66 (7), 839-846.

White, Allyn, Michael Breazeale, and Joel Collier (2012), “The Effects of Perceived Fairness on Customer Responses to Forced SST Migration,Journal of Retailing, 88 (2), 250-261.

Breazeale, Michael and Jason Lueg (2011), “A Retail Shopping Typology of American Teens,” Journal of Business Research, 64 (6), 565-571.

Moore, Robert S. Moore and Michael Breazeale (2010), “Electronic Commerce Research: The First Fifteen Years in the Fields of Marketing, Management, and Information Systems,” Marketing Management Journal, 20 (1), 105-122.

Breazeale, Michael (2009), “Word of Mouse: An Assessment of Electronic Word-of-Mouth Research,” International Journal of Market Research, 51 (3), 297-318.

Jill Avery

Jill Avery

Treasurer & Director

Senior Lecturer at Harvard Business School where she teaches Marketing, Branding + Different, and Field Immersion

Bio

Jill Avery is a Senior Lecturer at Harvard Business School where she teaches Marketing, Branding + Different, and Field Immersion Experiences for Leadership Development. Her research focuses on brand management and customer relationship management issues. Her research on online brand communities won the Harvard Business School Wyss award for excellence in doctoral research and a Marketing Science Institute Best Paper award. Her work has been published in Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, International Journal of Research in Marketing, Harvard Business Review, MIT Sloan Management Review, Business Horizons, Journal for the Advancement of Marketing Education, and European Business Review. She has written a series of teaching cases on branding that are available from Harvard Business School Publishing. Prior to her academic career, she spent nine years managing brands for Gillette, Braun, Samuel Adams, and AT&T, and spent three years on the agency side of the business, as an account executive managing consumer promotions for Pepsi, General Foods, Bristol-Myers, and Citibank. She received a D.B.A. in marketing from Harvard Business School, an M.B.A. in marketing and finance from the Wharton School, and a B.A. in English and art history from the University of Pennsylvania.

Selected Publications

Paharia, Neeru, Jill Avery and Anat Keinan, (2014) “Positioning Brands versus Large Competitors to Increase Sales,” Journal of Marketing Research, 51 (December), 647-656.

Avery, Jill, Susan Fournier, and John Wittenbraker (2014) “Unlock the Mysteries of Your Customer Relationships,” Harvard Business Review, 92 (7/8), July/August, 72-81.

Avery, Jill (2012) “Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending,” International Journal of Research in Marketing, 29 (December), 322-336.

Heckler, Susan E., Kevin Lane Keller, Michael J. Houston, and Jill Avery (2012) “Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims,” Journal of Marketing Communications, 20 (3), 176-196.

Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor (2011) “The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography,” Journal of Consumer Research, 37 (February), 775-790.

Fournier, Susan and Jill Avery (2011) “Putting the ‘Relationship’ Back into CRM,” MIT Sloan Management Review, 52 (3), Spring, 63-72.

Fournier, Susan and Jill Avery (2011) “The Uninvited Brand,” Business Horizons, 54 (3), May/June, 193-207.

Mike Even

Mike Even

Board of Director

President and Chief Executive Officer, Numeric

Bio

Mike Even joined Numeric as President and CEO in 2006. He is also a member of the Man Executive Committee. Prior to joining Numeric, Mike worked at Citigroup for nine years building a global asset management organization. After Citi merged with Travelers, Mike became Global Chief Investment Officer of the Private Bank and eventually, Global CIO for Citigroup Asset Management, overseeing investment teams running nearly $500B in client assets. Prior to joining Citigroup Mike spent 13 years at Independence Investment Associates in Boston. Mike holds a B.A. in Economics and a B.S. in Operations Research from Cornell University and an M.S. in Business from the Massachusetts Institute of Technology. Mike is a CFA charterholder and currently serves on the investment committees of the Massachusetts Pension Reserves Management Board (PRIM) and the Trustees of the Reservation.

Carol Tienken

Carol Tienken

Board of Director

COO and Vice President of Distribution, The Greater Boston Food Bank

Bio

Carol Tienken has been Chief Operating Officer and VP of Distribution of The Greater Boston Food Bank since 1999. Prior to joining The Food Bank, Tienken was at Polaroid Corporation in Domestic and International Marketing for 18 years. She also was an employee member of the Polaroid Foundation for five years, working on grant responses for the Boston-Area Community Committee. She serves on the board of directors of the Newmarket Business Association; Institute for Brands & Brand Relationships; and the Board of Advisors for Suffolk University’s Master’s in Public Administration. Tienken grew up in Sub-Saharan Africa as the daughter of an American diplomat and received her Bachelor of Arts in Anthropology and MSJ in Magazine Editorial from Northwestern University.

Thomas Leigh

Thomas Leigh

Board of Director

Professor Emeritus, University of Georgia

Bio

Dr. Thomas W. Leigh (D.B.A., Indiana University) is Professor Emeritus, and formerly Emily H. and Charles M. Tanner, Jr. Chair of Sales Management and Coca Cola Center for Marketing Studies Director, at the University of Georgia. He is Past President of the American Marketing Association Academic Council and the AMA Sales Special Interest Group. He served as Board Chairman of the East Georgia Chapter of the American Red Cross in 1992-93. He is presently a Gentleman Farmer and co-owner with his wife of Sunrise Chautauqua Farm in Winterville GA, where they grow blueberries, tomatoes, peppers, okra, brassica greens, and herbs.

Professor Leigh’s research has been published broadly in the marketing journals. Two of his articles have won the annual best paper awards by the Sales SIG. He was awarded the prestigious AMA Sales SIG’s Lifetime Achievement Award for his research and service. He served on the editorial boards of the Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Personal Selling and Sales Management.

Dr. Leigh taught in the Terry College’s MBA/EMBA Programs on the subjects of Marketing Strategy, CRM and B2B Sales Strategy. His executive education experience includes roles at UGA, Penn State, Northwestern, Duke University, Wuhan University (China), the Henley EMBA Program (England), and the University of the West Indies (Trinidad), as well as such corporate clients as Beatrice Foods, Marriott, Reichheld Chemicals, Siam Cement (Bangkok), Moore Business Forms, Inchcape/Caleb Brett, Armstrong World Industries, CISCO Systems, CIGNA Insurance, Digital Equipment, SATYAM Computer (India), and the Seminarium Institute (in Chile, Peru, Columbia, and Mexico). He is a co-author of the book Strategic Sales Leadership: Breakthrough Thinking for Breakthrough Results, with his partners in THE Sales Educators LLC.