Social Impact, Good Health and Well-being: Navigating Brand Relationships with Bereaved Customers

Carissa Colligan, LeBow Marketing PhD student, will discuss her paper “Navigating Brand Relationships with Bereaved Customers: The Intensified Case of Mothers Experiencing Baby Loss,” which not only won the Best in Track paper for the Qualitative Data in Customer-Centric Marketing track, it was also selected as the Best in Overall Paper at the 2025 American Marketing Association Summer Academic Conference. This research aligns with the UN PRME Good Health and Well-being sustainable development goal and supports the Colleges Societal Impact goals.

In addition to presenting her research, Carissa will provide advice as to how to pilot socially impactful rigorous research from initiation through fruition at an award winning level of quality (inlcuding collaboration/mentorship, responding to reviewers etc.).