Key dates

Paper Submission Opens: Immediately
Deadline for Paper Submission: January 1st 2018
Feedback to Authors: February 28th 2018
Early Bird Registration Is Now Open
Deadline for Early Bird Registration: March 15th 2018
Deadline for Conference Registration: April 12th 2018

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The 23rd International Conference on Corporate and Marketing Communications

Brand communications and reputation management
Developing a 20/20 perspective

Hosted by University of Exeter, UK
12th - 13th April, 2018

Call for papers

In today’s era of social media, there are growing expectations around the openness, visibility, transparency and authenticity of companies and individual brands. This has meant a burgeoning emphasis on reputation management and reputation risk assessments in brand management. Managing reputation, however, is now arguably more complex than ever, as advances in technology and communication have rendered corporate and brand reputations more vulnerable to criticism and/or attack from various entities. Traditional and social media, for example, may become threats to the stability of corporate or brand reputation as maximising online clicks and likes/dislikes have become an important part of business models, especially in many western countries, where freedom of the press a la the media is deemed important.

Since organisational and brand reputation resides in the minds of both external and internal audiences and publics, an essential step in reputation management is building and cultivating strong brand relationships, in a planned way on an ongoing basis, with key constituencies such as the government, regulatory agencies, news media, customers, consumers, suppliers, employees, and other stakeholders.

An organisation’s day-to-day communication practice is characterised by information. Accountability and employee participation play an important role in organizational evaluation and increase the probability that an organisation and/or its brands are perceived to be genuine, credible, and trustworthy. Places, including nations, or celebrities, who have fame and prominence can also be seen as brands with individual reputations that need to be managed via marketing and corporate communications.

Corporate and marketing communications are necessary in building positive relations with stakeholders. Managing corporate, personal, and place brand and reputation will be at the centre of presentations and discussions for CMC 2018. Questions such as the following arise:

  • How does social media add to, augment, or replace traditional brand communication campaigns?
  • In what ways does social media affect corporate or product brand reputation? How is this similar or dissimilar to brand management in general?  
  • What is the role of opinion leaders and bloggers in augmenting or detracting from brand trustworthiness and reputation?
  • How can social media at a mass communication and interpersonal level interact with target audiences in the context of place branding and help to build place image and reputation?
  • To what extent is mass media communication being supplanted by more individualised online approaches? Is the age of mass media nearing its nadir?
  • How does organisational strategic communication interact with corporate capability factors (e.g. affective leadership) to contribute to a favourable internal reputation?
  • How does social media and other digital channels impact on issues pertaining to public relations activities and communication management? 
  • How can companies and/or celebrity leaders manage communication crises caused by misuse of social media platforms?

The 23rd International Conference on Corporate and Marketing Communications (CMC) is for academic researchers and educators as well as practitioners seeking to promote and advance knowledge in the domains of corporate and marketing communications, brands and branding.

Registration and Deadlines

Key Dates and Deadlines

Paper Submission Opens: Immediately
Deadline for Paper Submission: January 1st 2018
Feedback to Authors: February 28th 2018
Early Bird Registration is Now Open
Deadline for Early Bird Registration: March 15th 2018
Deadline for Conference Registration: April 12th 2018


Early Bird Registration – Till March 15th 2018 – Prices in Pound Sterling

PresenterNon-PresenterPhD Student
£450 £500 £300

Later Registration – After March 15th 2018 – Prices in Pound Sterling

PresenterNon-PresenterPhD Student
£550 £600 £350

The conference registration fee covers admissions to all sessions, conference proceedings, two luncheons, coffee breaks, the conference gala dinner, and an annual subscription to the Journal of Marketing Communications.

Accommodation rates are not included in the conference fee.

Submission Guidelines

The 23rd International Conference on Corporate and Marketing Communications conference will consider both theoretical and empirical papers, working papers, and extended abstracts for review, and ideas for special session proposals would be welcomed.

An electronic copy in Microsoft Word should be sent to conference e-mail address no later than January 1st, 2018. The submitted papers will be reviewed by the Committee of the conference.

Prizes will be awarded for the best competitive paper and for the best working paper as judged by a panel of experts. The best competitive paper will receive automatic acceptance by the Journal of Marketing Communications, subject to requested editorial changes. Successful authors will present their papers at the conference and all competitive papers accepted for the conference will be reviewed by the Editor for consideration to be submitted to the Journal of Marketing Communications (JMC). 

Upon acceptance, the authors agree the following:

  1. to return the manuscript (abstract) in correct format and time to be included in the conference proceedings,
  2. at least one author will present the manuscript at the conference and will register (by March 15th) and
  3. in case that an author presents more than one manuscript, each manuscript will require the registration of a different coauthor.

Manuscript Preparation

Full paper

Papers should follow the Journal of Marketing Communications style. English is the language of the Conference and all related publications. 

Full-length articles: 6,000 words in total, including references and a maximum of 5 tables/figures.

Working paper

A working paper will generally not exceed 4,000 words. However, these papers, which are still work in progress, are expected to cover a short literature review, main research questions, methodological frame or preliminary results of research in order to get constructive feedback during the presentation.

Extended abstract

A typical extended abstract will generally not exceed 1,000 words excluding tables, figures and references. The extended abstract should include keywords at the beginning and the list of relevant references at the end. While writing your abstract, please consider covering the research objectives and questions, the research method, results or findings and originality of paper.

Before submitting your paper, you MUST ensure that you have fulfilled all of the journal’s style requirements. Consider hiring a professional copyeditor to assist with your revision if necessary. Please see the Instructions for authors and the General template Characteristics.

Conference Tracks

Corporate Communications

  • Corporate communications
  • Corporate identity, image, reputation
  • Integrated corporate communications
  • Corporate branding
  • Stakeholder communications
  • Public relations perspectives
  • Managing organisational identification
  • Internal communications
  • Organizational, business communications
  • Internal branding
  • Non-profit and voluntary sector branding
  • Brand experience and co-creation
  • Destination branding
  • B2E; B2G communications

Marketing Communications

  • Integrated marketing communications (IMC)
  • Integrated campaigns
  • Promotional mix including: advertising, direct mail/marketing, sales promotion and marketing public relations (MPR) whether online or offline (but not excluding other promotional elements)
  • Communications efficacy and effectiveness
  • Branding and brand management
  • Rebuilding trust in brands
  • B2C; B2B communications
  • Measuring attitudinal/behavioural response
  • Marketing communications in non-profit and voluntary sector organizations
  • Political marketing communications
  • Excellence in marketing communications
  • Measuring ROI
  • Sponsorship

Interactive and Multichannel Communications

  • Communication, interaction, integration
  • Relationship and retention marketing
  • Internet as a promotion tool or media
  • Web advertising effectiveness
  • The antecedents of web performance
  • Building customer relationships online
  • Permission marketing – critical issues
  • Web visits measurements – concerns
  • Online marketing communication research
  • Viral marketing and eWOM
  • Mobile marketing
  • Multichannel contacts and strategies
  • Organisations response to negative eWOM

Related Areas

  • Ethical issues of marketing communications
  • Critical views on corporate communications
  • Communicating and reporting about CSR
  • Communications research methods
  • Rhetoric, semiotics in communication
  • Evaluating communication effects
  • Knowledge management and Communication
  • Communication in times of economic crisis
  • Gaining consumer advocacy
  • Cross-cultural analysis
  • Leadership, networks, trust-building and communication
  • Marketing communications theory
  • Communication management
  • Agency interactions

Social Activities

To be confirmed

Keynote Speakers

Cees B.M. van Riel

Professor of corporate communication
Rotterdam School of Management, Erasmus University (RSM).

‌Prof. dr. Cees B.M. van Riel is professor in corporate communication at Rotterdam School of Management at Erasmus University. He is the co-founder of the Reputation Institute and has been Editor-in-Chief of the Corporate Reputation Review for 20 years. He has published articles in various academic journals like Academy of Management JournalJournal of Management StudiesLong Range PlanningJournal of MarketingManagement Communication Quarterly, etc. Van Riel has published 14 books that have been translated in 5 different languages, among them Essentials of corporate communicationFame & FortuneThe Alignment Factor. Cees van Riel has founded and managed the first global Executive Master of Corporate Communication program at RSM/Erasmus 20 years ago.

Keynote Speech Abstract: The added value of reputation management in business performance

Prof. dr. Cees B.M. van Riel will present the newest insights in how reputation management can add value in improving the performance of an organization. Best practices will be shared and an overview will be given about the theoretical notions that explain the added value of reputation, plus how it can be measured best and above all how reputation research can be activated to increase business performance. 

Emma Macdonald

Professor of Marketing
Cranfield School of Management, UK

Professor Emma Macdonald is professor of Marketing at Canfield University and (co) Director of the Cranfield Customer Management Forum at Cranfield School of Management. She is also Adjunct at the Ehrenberg Bass Institute, University of South Australia. Professor Macdonald consults, teaches and researches in customer experience strategy and management, customer value (co)creation and assessment, and techniques for customer insight

Through her impactful research, Emma has developed tools for unpacking customer value now implemented in dozens of leading organisations.  Two Knowledge Transfer Partnership Projects (UK Government Grants) with innovative agency, MESH were named amongst the ‘best of the best’ by InnovateUK and recognised in 2015 Impact Case by the Economic and Social Research Council (ESRC).

Professor Macdonald's research on solution quality and value-in-use has been published in the Journal of Marketing and in Industrial Marketing Management.  Her research on real time customer insight has appeared in the Journal of Retailing and in a main feature article in Harvard Business Review.  She has also published research on nudging customer behaviour through social identity forces in Harvard Business Review and in Technology Forecasting and Social Change. 


Coming soon

Conference Program

To be confirmed


University of Exeter Business School

Rennes Drive


By train: Exeter’s main railway station is Exeter St David's. Exeter St David's Station is approximately 10 minutes walk from the Streatham Campus and taxis are available. The average journey time from London Paddington is 2 hours 30 minutes to Exeter. You can use National Rail Enquiries to plan your route.

By plane: Several airlines (such as RyanAir, EasyJet and Flybe) serve both Exeter and Bristol Airports

  • Exeter: there are some direct flights from Spain (Alicante, Malaga and Palma), and other European/UK cities (Paris, Dublin, Amsterdam, Geneva, Aberdeen, Belfast, Edinburgh, Glasgow, Leeds/Bradford, Manchester, Newcastle, Norwich)
  • Bristol: there are several direct flights from Spain and EU. Bristol Airport is easily reachable from Exeter by train + bus (round ticket about £40). Plan your route: Exeter St David's [EXD] to  Bristol’s Airport (by bus) [XPB] on National Rail Enquiries

Directions to the University of Exeter Streatham Campus.


The University has rates with a number of hotels in Exeter, please contact them directly if you wish to make a booking and state this is a University booking.

Jurys Inn Exeter
Tel: +44 (0) 1392 312400
Price: £83

Mercure Rougemont Hotel
Telephone: +44 (0) 1392 312268
Price: £87

Mercure Southgate Hotel
Telephone: +44 (0) 1392 312268
Price: £94

Hotel Du Vin
Telephone: +44 (0) 1392 790120
Price: £105

University accommodation at Reed Hall
Telephone: +44 (0) 1392 723512

Please be aware that University accommodation is very limited.

About Exeter

A modern city with a rich history

Set in the heart of the beautiful Devon countryside, Exeter is consistently rated as one of the best places to live, work, and study in the UK.

Boasting a high quality of life and low crime rate, a quarter of Exeter’s population study or work at the University, making the city a welcoming environment for students and academics alike.

Over recent years a number of big-name companies and organisations have seen the potential of the South West’s capital city, from the Met Office to John Lewis Partnership, while Exeter’s new Science Park provides outstanding opportunities for technologically-driven businesses to develop.

Exeter is the administrative and commercial centre of Devon, and the region’s exquisite coastline and impressive national parks are only a short drive, cycle, bus or train journey away.