Swedish success for Lancaster lecturer

Swedish success for Lancaster lecturer

A paper produced by a University of Cumbria academic which explores the role of sensory branding in marketing has been named as best paper at a prestigious conference.

Dr Karam Al Mandil’s paper called ‘From Brand Experience to Happiness: Exploring the Impacts on Brand Loyalty and Price Premium’ was presented by the marketing lecturer to the 12th Global Brand Conference held at Linnaeus University, Kalmar, Sweden last week.

“The paper was well-received by the conference board and more than 30 researchers attended my presentation on the second day,” Dr Al Mandil said.

“In the prize ceremony my paper was chosen as the best paper in Sensory Branding, which is the main theme in the conference highlighting the role of brands in engaging consumers through the five senses.”

The conference brought together academic delegates from all over the world with Dr Al Mandil’s work being viewed by delegates from Europe, USA, Canada, Australia and Japan.

Two keynote speakers gave practical insights on branding from two iconic Swedish brands, IKEA and ABBA. Areas covered included brand experiences, atmospherics, place branding and neuro-marketing.

 “We are extremely delighted and proud of Dr Al Mandil’s recent success,” Dr Raye Ng, principal lecturer in business at the University of Cumbria said. “His research and teaching continues to be an inspiration, and part of a dynamic and current Business School.”