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.

The paper was submitted to CJAS by Katharina Goellner and Jennifer Alvarado, both graduates of CBE's MSc marketing and consumer studies program. The paper was Goellner's master’s thesis, and Alvarado assisted with the review process.

Katharina and Jennifer will receive a plaque and cheque during an Awards Luncheon at Ryerson University later this month.