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Time: 6.00pm - 8.30pm
Venue: Kingston Business School, Kingston Hill campus, Kingston Hill, Kingston upon Thames, Surrey
Speaker(s): Jaywant Singh
Whilst most brands focus on commercial success alone, some have moved towards giving back to the society through supporting regional and global causes (e.g., environment protection, supporting children in need, poverty alleviation). Social responsibility-driven initiatives and investments by businesses, however, largely go unnoticed by people. Societal scepticism towards such initiatives is a bigger problem than before.
Whilst the society is increasingly aware of social and ethical issues involved in consumption decisions, several crucial questions remain unanswered. Are brands keeping up the pace with societal awareness? Why is the society generally indifferent towards a brand supporting a social cause? Why should brands continue investing in critical social issues? Will business initiatives focusing on social issues ever be seen by people as genuine? And can bigger brands mitigate the fundamental 'attribution error' of people towards businesses, by 'sacrificing' and doing more for the society?
In his inaugural lecture, Professor Jaywant Singh will provide new insights, drawing on his research that lies on the intersection of branding, society and ethics. Professor Singh will talk about his journey of research discoveries, spanning across how people buy and consume brands, to understanding the psychology of consumption, and the role marketing and branding play at the individual and societal levels. He will focus on how research informs business practice, and how brands can leverage from social initiatives.
This event is the second in a series of inaugural lectures by academics who have been made professors at Kingston University. These lectures will span a variety of topic subjects and will showcase some of the finest researchers.
Booking is essential to attend this event.
For further information about this event:
Contact: Nicola Condon Cusden
Directions to Kingston Business School, Kingston Hill campus, Kingston Hill, Kingston upon Thames, Surrey:
Nicola Condon Cusden