Lecturer spreads happy message

Dr Karam Al Mandil, lecturer in marketing at the University of Cumbria, has been in Sweden to deliver a special talk.

Thursday, 27th April 2017, 2:59 pm
Updated Tuesday, 9th May 2017, 6:44 pm
Dr Karam Al Mandil

He wrote a paper on consumerism which was on the agenda for discussion at a prestigious international marketing conference.

The Linnaeus University School of Business and Economics in Kalmar, Sweden, played host to the 12th Global Brand Conference of the Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation.

Dr Al Mandil’s paper is entitled From Brand Experience to Happiness: Exploring the Impacts on Brand Loyalty and Price Premium.

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He said: “My paper argues that since the advent of the 21st century, the overemphasis on the utilitarian aspects of products has shifted the interest to the hedonic facets of consumption.”

Dr Mandil added: “Experience marketing presents a new approach to address this shift and to achieve long and lasting competitive advantages.