Susan Fournier

Boston University

Associate Professor of Marketing

595 Commonwealth Avenue

Boston, MA 02215

United States

  • Boston University

    • Email
    • Tel: 617 353 2773
SCHOLARLY PAPERS

11

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SSRN CITATIONS
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95

CROSSREF CITATIONS

185

Scholarly Papers (11)

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1.

Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Brands

Number of pages: 31 Posted: 01 Nov 2002
Thomas Madden, Frank Fehle and Susan Fournier
University of South Carolina - Darla Moore School of Business, BlueCrest Capital and Boston University
Downloads 2,619 (9,136)
Citation 17

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brands, branding, marketing metrics, marketing productivity, return on investment, marketing and finance, return on brand building investments

2.

The Uninvited Brand

Boston University School of Management Research Paper No. 2010-32
Number of pages: 41 Posted: 22 Nov 2011
Susan Fournier and Jill Avery
Boston University and Harvard Business School
Downloads 1,365 (25,349)
Citation 13

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marketing, branding, open source branding, consumer engagement

3.

Brands as Relationship Partners: Warmth, Competence, and In-Between

Journal of Consumer Psychology, Forthcoming, Boston U. School of Management Research Paper No. 2011-19
Number of pages: 32 Posted: 21 Nov 2011 Last Revised: 27 Mar 2012
Susan Fournier and Claudio Alvarez
Boston University and Boston University
Downloads 1,334 (26,190)
Citation 5

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marketing, consumer, branding, consumer brand relationship

4.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Journal of Consumer Research, Vol. 24, March 1998
Number of pages: 32 Posted: 11 Dec 2013
Susan Fournier
Boston University
Downloads 965 (41,770)
Citation 54

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Brans, Brand Relationships, Customer Relationship Management, Consumer Behavior

5.

Branding and Firm Value

HANDBOOK OF MARKETING AND FINANCE, Shankar Ganesan and Sunder Bharadwaj, eds., Edward Elgar Publishing, 2011
Number of pages: 58 Posted: 12 Feb 2011
Shuba Srinivasan, Liwu Hsu and Susan Fournier
Boston University - Questrom School of Business, Boston University - Questrom School of Business and Boston University
Downloads 898 (46,123)

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Branding, Shareholder Value, Firm Risk, Brand Management, Marketing-Finance

6.

Being a Likable Braggart: How Consumers Use Brand Mentions for Self-Presentation on Social Media

Consumer Psychology in a Social Media World, edited by Claudiu Dimofte, Curtis Haugtvedt and Richard Yalch. Armonk, NY: M. E. Sharpe, 2015. Forthcoming
Number of pages: 32 Posted: 20 Jan 2015
Tejvir Singh Sekhon, Barbara A. Bickart, Remi Trudel and Susan Fournier
Boston University - Questrom School of Business, Boston University, Questrom School of Business, Independent and Boston University
Downloads 871 (48,095)
Citation 2

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self-presentation, bragging, brand mentions, social media, electronic word-of-mouth(eWOM), impression management, self-promotion

7.

Online Word-of-Mouth in the Co-Creation and Dissemination of Consumer-Generated Ads

Boston U. School of Management Research Paper No. 2012-16
Number of pages: 26 Posted: 08 May 2012 Last Revised: 10 Dec 2013
Benjamin Lawrence, Susan Fournier and Frederic F. Brunel
Boston University - Questrom School of Business, Boston University and Boston University
Downloads 465 (107,323)

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word-of-mouth, co-creation, social media, consumer generated advertising, engagement

8.

When Companies Don't Make the Ad: A Multi-­Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising

Journal of Advertising, Forthcoming, Boston U. School of Management Research Paper No. 2012-29
Number of pages: 45 Posted: 25 Oct 2012 Last Revised: 26 Sep 2013
Benjamin Lawrence, Susan Fournier and Frederic F. Brunel
Boston University - Questrom School of Business, Boston University and Boston University
Downloads 438 (115,111)
Citation 3

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Advertising, Consumer-generated advertising, Consumer engagement

9.

Relating Badly to Brands

Journal of Consumer Psychology, 23 (2), 253-264, 2013, Boston U. School of Management Research Paper No. 2366145
Number of pages: 12 Posted: 11 Dec 2013
Susan Fournier and Claudio Alvarez
Boston University and Boston University
Downloads 360 (143,895)
Citation 4

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Brands, Brand Relationships, Consumer Behavior, Customer Relationship Management

10.

Word-­of-­Mouth Rhetorics in Social Media Talk

Boston U. School of Management Research Paper No. 2012-17
Number of pages: 38 Posted: 07 May 2012 Last Revised: 08 Jan 2013
Anat Toder Alon, Frederic F. Brunel and Susan Fournier
Peres Academic Center, Boston University and Boston University
Downloads 346 (150,218)

Abstract:

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Electronic Word-of-Mouth (eWOM), Word-of-Mouth (WOM), Rhetorical Methods, Social Media, Online Forum, Community

11.

When Good Brands Do Bad: Brand Personalities, Acts of Transgression, and the Evolution of Relationship Strength

Posted: 01 Nov 2002
Susan Fournier, Adam Brasel and Jennifer Aaker
Boston University, Independent and Stanford University - Graduate School of Business

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