CBE graduates awarded best paper in Canadian Journal of Administrative Sciences
Two U of G marketing and consumer studies graduates were awarded Best Paper published in 2017 in the Canadian Journal of Administrative Sciences (CJAS) for their article on successful brand community.
The paper – The impact of sense of duty on brand community outcomes – focuses on what markers are essential for successful brand community, and how to validate the role of sense of duty toward the community. From a marketing perspective, this is important in order to understand the marketing levers that influence favourable behavioural outcomes.