Cristel Russell’s Research on Brand Contestation Named Finalist in Marketing Science Institute Best Paper Awards

Pepperdine Graziadio faculty member Cristel Russell, along with co-author Daniel Dietrich, has received recognition for their groundbreaking research in the field of marketing. Their paper titled "A Framework of Brand Contestation: Toward Brand Antifragility" has been named a finalist in the Marketing Science Institute's esteemed Best Paper Awards for 2023.

The research delves into the intricate dynamics of brand contestation, providing valuable insights for managers navigating consumer attacks and attempts to appropriate a brand. Russell and Dietrich have developed a comprehensive typology and understanding of these dynamics by employing grounded theory methodology, complemented by case studies and expert interviews. Their work sheds light on the nuances of consumer behavior and brand interaction, offering actionable strategies for managers to respond to challenges and safeguard their brand's integrity effectively.

Being recognized as a finalist in the MSI Best Paper Awards underscores the significance of Russell and Dietrich's contribution to marketing scholarship. Their innovative approach and practical implications are poised to shape the future of brand management strategies.

Established in 1993, the MSI Best Paper Award honors authors whose work has made a significant impact on marketing practice and thought. It serves as a testament to the enduring value of research that informs corporate marketing executives' decisions. Each year, the award recognizes the best MSI paper issued two years prior, allowing ample time to assess its impact on the marketing field.

Read the research here.