Inaugural Lecture by Professor Alexander Josiassen

Unfolding Image

Marketers and people investigating marketing have used the term ‘image’ for many decades as a catch-all for what goes on in consumers heads when considering a product associated with a brand, a destination, a country etc. Terms like brand image, destination image, and country image have caught on like hotcakes, and are today some of the most researched concepts in their respective areas. In this lecture, Alexander Josiassen will retrace the journey he and his co-authors have made over several years attempting to unfold this simplistic concept into far more precise and meaningful concepts and models. Alexander also aims to show the tremendous value to managers of such a clearer understanding of how consumers use information about brands, destinations, and countries to make product-related decisions.

Program:
14:00-14:05 Welcome by Professor Søren Hvidkjær, Dean of Research
14:05-14:15 Introduction by Professor Adam Lindgreen, Head of Department
14:15-15:00 Lecture by Professor Alexander Josiassen
15:00-16.00 Reception in Rotunden (Solbjerg Plads)

Place:
SPs07 and Rotunden

Please register at reception.marktg@cbs.dk