23rd International Conference on

Corporate and Marketing

Communications

Hosted by:

12 - 13 April, 2018

CALL FOR PAPERS

Brand Communications and

Reputation Management
- Developing a 20/20 Perspective -
 23rd International Conference on Corporate and Marketing Communications
BRAND COMMUNICATIONS AND REPUTATION MANAGEMENT
- DEVELOPING A 20/20 PERSPECTIVE -
In today’s era of social media, there are growing expectations around the openness, visibility,
transparency and authenticity of companies and individual brands. This has meant a
burgeoning emphasis on reputation management and reputation risk assessments in brand
management. Managing reputation, however, is now arguably more complex than ever, as
advances in technology and communication have rendered corporate and brand reputations
more vulnerable to criticism and/or attack from various entities. Traditional and social media,
for example, may become threats to the stability of corporate or brand reputation as
maximising online clicks and likes/dislikes have become an important part of business models,
especially in many western countries, where freedom of the press a la the media is deemed
important.

Since organisational and brand reputation resides in the minds of both external and internal
audiences and publics, an essential step in reputation management is building and cultivating
strong brand relationships, in a planned way on an ongoing basis, with key constituencies
such as the government, regulatory agencies, news media, customers, consumers, suppliers,
employees, and other stakeholders.

An organisation’s day-to-day communication practice is characterised by information.

Accountability and employee participation play an important role in organizational evaluation
and increase the probability that an organisation and/or its brands are perceived to be
genuine, credible, and trustworthy. Places, including nations, or celebrities, who have fame
and prominence can also be seen as brands with individual reputations that need to be
managed via marketing and corporate communications.

Corporate and marketing communications are necessary in building positive relations with
stakeholders. Managing corporate, personal, and place brand and reputation will be at the
centre of presentations and discussions for CMC 2018. Questions such as the following arise:

 How does social media add to, augment, or replace traditional brand communication
campaigns?
 In what ways does social media affect corporate or product brand reputation? How is
this similar or dissimilar to brand management in general?
 What is the role of opinion leaders and bloggers in augmenting or detracting from
brand trustworthiness and reputation?
 How can social media at a mass communication and interpersonal level interact with
target audiences in the context of place branding and help to build place image and
reputation?
 To what extent is mass media communication being supplanted by more
individualised online approaches? Is the age of mass media nearing its nadir?
 How does organisational strategic communication interact with corporate capability
factors (e.g. affective leadership) to contribute to a favourable internal reputation?
  How does social media and other digital channels impact on issues pertaining to
public relations activities and communication management?
 How can companies and/or celebrity leaders manage communication crises caused by
misuse of social media platforms?

The 23rd International Conference on Corporate and Marketing Communications (CMC) is

for academic researchers and educators as well as practitioners seeking to promote and
advance knowledge in the domains of corporate and marketing communications, brands and
branding.

Contributions:
This conference will consider both theoretical and empirical papers, working papers, and
extended abstracts for review, and ideas for special session proposals would be welcome.
Prizes will be awarded for the best competitive paper and for the best working paper as
judged by a panel of experts. The best competitive paper will receive automatic acceptance
by the Journal of Marketing Communications, subject to requested editorial changes.
Successful authors will present their papers at the conference and all competitive papers
accepted for the conference will be reviewed by the Editor for consideration to be
submitted to the Journal of Marketing Communications (JMC).
Instructions as to paper style, format, length, word count and so forth will be found on the
website.

The University of Exeter, UK, is delighted to host the 23rd International Conference on
Corporate and Marketing Communications (CMC) on April 12-13, 2018 in Exeter, UK.

Conference Chairs:
Dr Marwa Tourky Prof. William Harvey
m.e.a.tourky@exeter.ac.uk william.harvey@exeter.ac.uk
Department of Organisation Studies
The Business School, University of Exeter
Streatham Court, Exeter, EX4 4PU.

Organising Committee:

Dr Alexander Thompson
Prof. Gareth Shaw
Dr Philip Stern
Dr Sotiris Lalaounis
Key Dates and Deadlines:

Paper Submission Opens: Immediately

Deadline for Paper Submission: January 1st 2018
Feedback to Authors: February 5th 2018
Early Bird Registration Opens: February 10th 2018
Deadline for Early Bird Registration: March 1st 2018
Deadline for Conference Registration: April 1st 2018

Fees:
Early Bird Registration – Till March 1st 2018 – Prices in Pound Sterling
Presenter Non-Presenter PhD Student
£450 £500 £300

Later Registration – After March 1st 2018 – Prices in Pound Sterling

Presenter Non-Presenter PhD Student
550 600 350

The conference registration fee covers admissions to all sessions, conference proceedings,
two luncheons, coffee breaks, the conference gala dinner, and an annual subscription to the
Journal of Marketing Communications.

Accommodation rates are not included in the conference fee and delegates are advised to
book into local hotels and a list of these will be found on the website.

Conference Website: http://business-school.exeter.ac.uk/cmc2018/

Email: CMC2018@exeter.ac.uk
Conference Tracks:

Corporate Communications

 Corporate communications
 Corporate identity, image, reputation
 Integrated corporate communications
 Corporate branding
 Stakeholder communications
 Public relations perspectives
 Managing organisational identification
 Internal communications
 Organizational, business communications
 Internal branding
 Non-profit and voluntary sector branding
 Brand experience and co-creation
 Destination branding
 B2E; B2G communications

Marketing Communications

 Integrated marketing communications (IMC)

 Integrated campaigns
 Promotional mix including: advertising, direct mail/marketing, sales promotion and
marketing public relations (MPR) whether online or offline (but not excluding other
promotional elements)
 Communications efficacy and effectiveness
 Branding and brand management
 Rebuilding trust in brands
 B2C; B2B communications
 Measuring attitudinal/behavioural response
 Marketing communications in non-profit and voluntary sector organizations
 Political marketing communications
 Excellence in marketing communications
 Measuring ROI
 Sponsorship
Interactive and Multichannel Communications

 Communication, interaction, integration

 Relationship and retention marketing
 Internet as a promotion tool or media
 Web advertising effectiveness
 The antecedents of web performance
 Building customer relationships online
 Permission marketing – critical issues
 Web visits measurements – concerns
 Online marketing communication research
 Viral marketing and eWOM
 Mobile marketing
 Multichannel contacts and strategies
 Organisations response to negative eWOM

Related Areas

 Ethical issues of marketing communications

 Critical views on corporate communications
 Communicating and reporting about CSR
 Communications research methods
 Rhetoric, semiotics in communication
 Evaluating communication effects
 Knowledge management and Communication
 Communication in times of economic crisis
 Gaining consumer advocacy
 Cross-cultural analysis
 Leadership, networks, trust-building and communication
 Marketing communications theory
 Communication management
 Agency interactions