New information following the change in COVID-19 alert levels.


Download version:  Program Final.pdf (581 KB)

Venue: All sessions on both days MBS2.15


July 3

3.30pm –


Registration and Social Networking and light refreshments


July 4

9.00am –


Opening Session

Chair: Cheng Lu Wang


Welcome Speech: 

Professor Ted Zorn,

Deputy Vice-Chancellor/Pro Vice-Chancellor - Massey Business School


Conference Co-Chair Speech: Welcome to New Zealand

Professor Henry Chung, Massey Business School


Guest Editor Speech: How to not publish in the special issue of IMM

Professor Cheng Lu Wang, University of New Haven


10.10am –



Morning Tea


10.20am –


Session 1

Session Chair: Brian Brown, Discussant: Xubing Zhang


1. Brand Worlds: Evoking Brand Experiences in B2B

Presenter: Benjamin Österle, Baden-Wuerttemberg Cooperative State University, Germany, and University of Twente, the Netherlands (with Marc M. Kuhn and Jörg Henseler)


2.  The role of corporate branding in business-to-business relationships: A case study of IBM, Ogilvy & Mather and UPS

Presenter:  Sena Ozdemir, Essex Business School, (with Teck-Yong Eng and Suraksha Gupta)


3. Digital Enablement and its role in Internal Branding: A Case Study of HUANYI International Travel Agency

Co-Presenters: Chungqing Li, Xi`an Technological University and Nancy Guo, College of Staten Island - City University of New York (with Li Cao)

12.00pm – 1:00pm           



1.00pm –


Session 2

Session Chair: Yong Wang, Discussant: Nancy Guo


4. The relational effects of online banking in business markets: A comparative study between local and foreign branded banks.

Presenter: Russel Kingshott Curtin University, Australia (with Sharma, Piyush and Henry Chung)


5. The Leverage Effect of a Co-brand's Perceived Brand Globalness and Localness in a B2B Brand Alliance

Presenter: Brian Brown, Virginia Commonwealth University (with Christina Sichtmann, Klaus Schoefer, and Mayoor Mohan)


6. The Relative Influence of Objective versus Subjective Factors on Brand Sensitivity in a B2B Services Context

Co-Presenters: Munyaradzi Nyadzayo, University of Wollongong in Dubai, and Brian Brown (with Riza Cassidy and & Mayoor Mohan)


7. The effect of entrepreneur orientation on branding orientation

Presenter: Yu Chang, Northwestern Polytechnic University, China (with Xinchun Wang, Dennis B. Arnett)


3.00pm –




Afternoon Tea

3.20pm –


Session 3

Session Chair: Henry Chung, Discussant: Cheng Lu Wang


8. Push and Pull strategies by component suppliers when OEMs can produce the component in house: roles of branding in supply chain

Presenter: Xubing Zhang, Hong Kong PolyU (with Chuang Zhang)


9. Importance of employee and client brand perceptions in an industrial services setting

Presenter: Melanie Riding, Broadspectrum, Australia (with Feng Shanfei)


10. Building Global Industrial Brands through Resource Advantage

Presenter: Yong J. Wang, Ohio University (with Noel Capon Cuiling Guan, and Chiquan Guo)


11. Value co-creation and B2B branding in Chinese context

Presenter: Siqing Peng, Beijing University, China (with Guoqun Fu)






AlphaShuttle transport to Dinner

Departing from Quad A - Visitors car park area





Wine Box Café, Dairy Flat Highway

Albany Village



Shuttle transport to accommodation if required

(except Quest which is just 3 minutes walk from the restaurant)



July 5


City Tour and Social Activities

Pick up Quad A bus stop Massey University Albany (Quad A visitors’ car park area)


The tour may include (depending on choices)

  • Mount Eden -  an Auckland style volcano - small but has a wide view of Auckland.
  • The Auckland Volcanic Field is active, but each individual volcano is monogenetic - they only erupt once.
  • Mission Bay, a popular beach area,
  • Central city and Business District
  • The War Museum domain and Winter Gardens



Option A) drop off in City (bring your luggage)


Option B) return to Massey University Albany

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