Chen Wu,Huam Hon Tat

This paper explores the mediating role of academic conferences in brand associations and brand image, analyzing the interrelationship between academic conferences, brand associations, and brand image, as well as how academic conferences influence the formation of brand image through their mediating role. As a professional and high-end communication platform, academic conferences enhance a brand’s professionalism, innovation, and authority, which fosters the formation of brand associations and indirectly impacts the construction of brand image. The research shows that academic conferences not only directly shape brand image but also play a mediating role by stimulating brand associations, strengthening consumers' cognitive and emotional connections with the brand. This paper discusses the practical significance of academic conferences in brand management, especially their application in brand creation, brand management strategies, and their far-reaching impact on the long-term development of brands.

Academic Conferences; Brand Associations; Brand Image; Mediating Role; Brand Management; Innovation

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