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  • Office 663A
    Questrom School of Business
    Rafik B. Hariri Building
    595 Commonwealth Avenue
    Boston, MA 02215

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Susan Fournier joined the faculty at Boston University Questrom School of Business in 2005 as an Associate Professor of Marketing and Dean’s Research Fellow. In the ensuing years, she advanced through the faculty ranks and was named Questrom Professor in Management in 2013. She has been an influential member of the community in her varied roles as an educator, researcher, and administrator.

As Questrom’s first academic dean in over 40 years, Susan has the benefit of an inside perspective. She brings a wealth of personal experience in academia with over 24 years in the Undergrad, MBA and Executive classrooms of Harvard Business School, Tuck School of Business at Dartmouth College, and Questrom. She is a celebrated professor who designed and delivered one of Questrom’s Top 10 MBA electives. She recently served as Senior Associate Dean of Faculty & Research, and was a prior Faculty Director of the Questrom MBA and Doctoral programs. She is an award-winning researcher with an in-depth knowledge of the research and publication enterprises, what it takes to produce “research that matters,” how to bring that knowledge into the classroom, and what it takes to translate academic research for the most significant impact on practice—facets critical to understand in the pursuit of creating value for the world.

Susan is also the first woman dean at Questrom, marking a significant moment in our history. She is “looking forward to a time when this descriptor is not considered a unique attribute.” Of equal importance, Susan is a first-generation college student. This status gives her meaningful insight as Questrom continues to focus on diversity and inclusion in all aspects of the School’s life.



In 2015, Susan was named Senior Associate Dean of Faculty & Research at Questrom. In that capacity, she led strategic efforts to hire 22 tenure-track research faculty and 18 non-tenure-track faculty.

She advanced the value of interdisciplinary interfaces by promoting cross-departmental hiring, the development of new cross-disciplinary programs, and faculty engagement in interdisciplinary institutes at both the School and BU at large.

An advocate for “research that matters,” Susan encourages synergies across teaching, research, and service that can advance business practice and the School.

She is a strong supporter of faculty on the teaching track, where she introduced new leadership roles for lecturers and other non-tenure-track faculty, including a pilot experiment for the position of Associate Department Chair and a partnership model for Academic Program Directors that unites research and teaching faculty to yield benefits of complementarity and holistic value creation.

With the support of a stellar staff and guidance of principles of equity and fairness, she developed operating systems to guide and streamline faculty actions processes at Questrom.



Susan is a leading researcher and international voice in the field of branding and consumer behavior. She is credited with pioneering the brand relationships sub-field in marketing – a thriving subject that explores the connections consumers form with branded products, services, and organizations.

Her work spans the disciplines and methods of marketing, psychology, anthropology, and finance with a signature research style that delivers profound theoretical insights and applications for business practice.

One of the most-awarded scholars in marketing, she received six best paper awards from major journals throughout her career. She is one of six researchers to be awarded the Long-Term Contribution Award in Consumer Research, granted to her in recognition of her work on brand relationships. She has been recognized twice for research with the most impact on theory and practice, receiving the Maynard Award from Journal of Marketing for her study on customer satisfaction and the Sheth Award from Journal of the Academy of Marketing Science for an empirical paper demonstrating the creation of shareholder value through branding. She also received the Emerald Publishing Citation of Excellence Award for the Top 50 articles in management.

Susan is consistently ranked among the Top 10% of authors on SSRN in terms of all-time downloads, and claims over 20,000 Google Scholar citations with five published works garnering over 1,000 cites.

Susan is the author of two acclaimed books on branding, over 40 best-selling Harvard Business School case studies, and is a frequent contributor to the Harvard Business Review blog. Her active projects explore the role of risk in branding theory and practice, management of person-brands such as Martha Stewart and Donald Trump, brand co-creation, brand relationship development and dissolution, and the lived experiences of brand “flings,” “abusive marriages,” and “secret affairs.”



Susan’s experience in academia is equaled by her extensive work in private industry. Prior to joining Questrom, she served in a variety of critical management positions including Marketing Research Manager at Polaroid Corporation, Account Manager at Yankelovich, Clancy Shulman, a leading marketing research firm, and Vice President and Associate Research Director at Young & Rubicam Advertising in New York—at the time, the largest private advertising agency in the world.

She also served for twelve years on the Board of Advisors for the Harley Owners Group at Harley-Davidson Motor Company, and for seven years as a brand advisor to Irving Oil Corporation. Her brand relationship research ideas have been translated into products at GfK, one of the top five market research agencies in the world.

She is Founder, President, and Chairman of the Institute for Brands & Brand Relationships, a non-profit international collaborative of academics and practitioners that advances research and dialogue on brand-related phenomena across disciplinary and method boundaries.

To inform her teaching, case development, and research, she maintains a consulting practice with clients including IBM, Coca-Cola, Panera, Procter & Gamble, and the New York Philharmonic.

Susan is a long-standing member of the editorial boards of the Journal of Consumer Research, Journal of Marketing, Journal of Relationship Marketing, Journal of Business-to-Business Marketing, and Marketing Theory. She also serves as Senior Consulting Editor for the Journal of Brand Management and sits on the Senior Advisory Board of the Journal of Product and Brand Management and GfK Marketing Intelligence Review. She is active in the Association for Consumer Research, a professional community where she was nominated multiple times for the presidency and previously served as At-Large Director.

In addition to her appointment at BU, she served on the faculty of Harvard Business School for ten years and was a visiting professor at the Tuck School of Business at Dartmouth College.

Susan received her BSBA in Marketing from University of Massachusetts at Amherst, her MS in Marketing from Pennsylvania State University, and her PhD in Marketing from University of Florida.

  • PhD, University of Florida, 1994
  • MS, The Pennsylvania State University, 1983
  • BS, University of Massachusetts at Amherst, 1980
  • Brick, D., Fournier, S. (Conditionally Accepted). How Consumers' Attitudes Toward Brands are Shaped. In T. Lowrey and M. Solomon (Eds.), "How Consumers' Attitudes Toward Brands are Shaped",
  • Paulssen, M., Fournier, S., Brunel, F. (In Press). "Attachment Style and the Strength of Commercial Relationships: A Longitudinal Study", Boston University School of Management Working Paper
  • Fournier, S., Eckhardt, G. (In Press). "Putting the Person Back in Person-Brands: Understanding and Managing the Two-Bodied Brand", Journal of Marketing Research
  • Fournier, S., Brick, D. (2018). How Consumers' Attitudes toward Brands are Shaped. In T. Lowrey and M. Solomon (Eds.), "The Routledge Companion to Consumer Behavior", Routledge/Taylor & Francis 227-242
  • Fournier, S. (2017). "Lessons Learned about Consumer-Brand Behavior from Hillary and Trump", Forbes
  • Bickart, B., Fournier, S., Nisenholtz, M. (2017). "What Trump Understands About Using Social Media to Drive Attention", Harvard Business Review
  • Hsu, L., Fournier, S., Srinivasan, S. (2016). "Brand Architecture Strategy and Firm Value: How Leveraging, Separating and Distancing the Corporate Brand Affects Risk and Returns", Journal of the Academy of Marketing Science, 44 (2), 261-280
  • Fournier, S. (2016). "Understanding the Pokemon Go! Phenomenon", HBR Facebook Live
  • Fournier, S., Quelch, J., Reitveld, B. (2016). "To Get More Out of Social Media, Think Like an Anthropologist", Harvard Business Review
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S. (2015). Being a Likable Braggart: How Consumers Use Brand Mentions for Self-presentation on Social Media. In Dimoft, Haugtvedt, and Yalch (Eds.), "Consumer Psychology in a Social Media World", M. E. Sharpe 23-39
  • Fournier, S., Breazeale, M., Avery, J. (2015). "Strong Brands, Strong Relationships", Routledge
  • Fournier, S., Breazeale, M. (2015). Contemplating the Futures of Branding. In Fournier, Breazeale and Avery (Eds.), "Strong Brands, Strong Relationships", Routledge 395-414
  • Wittenbraker, J., Zeithoun, H., Fournier, S. (2015). Using Relationship Metaphors to Understand and Track Brands. In Susan Fournier, Michael Breazeale, and Jill Avery (Eds.), "Strong Brands, Strong Relationships", Routledge Taylor & Francis 360-375
  • Toder-Alon, A., Brunel, F., Fournier, S. (2014). "Word-of-Mouth Rhetorics in Social Media Talk", Journal of Marketing Communications: Special Issue on Word-of-Mouth and Social Media, 20 (1-2), 42-64
  • Fournier, S. (2014). "Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands", GfK Marketing Intelligence Review, 6 (1), 28-33
  • Avery, J., Fournier, S., Wittenbraker, J. (2014). "Unlock the Mysteries of Your Customer Relationships", Harvard Business Review, 92 (July/August), 72-81
  • Avery, J., Fournier, S., Wittenbraker, J. (2014). "Some Customers Want to be Your Friends, Some Don't", Harvard Business Review Blog Network
  • Fournier, S., Bardhi, F., Eckhardt, G. (2014). "Four Myths on How Consumers React to the Share Economy", Wall Street Journal, The Accelerators, 7 (May)
  • Lawrence, B., Fournier, S., Brunel, F. (2013). "When Companies Don't Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising", Journal of Advertising, 42 (4), 292-307
  • Fournier, S., Alvarez, C. (2013). "Relating Badly to Brands", Journal of Consumer Psychology, 23 ( April), 253-264
  • Fournier, S., Giana, E., Fleura , B. (2013). "Learning to Play in the New Share Economy", Harvard Business Review, 91 (July/August), 2701-2703
  • Fournier, S., Bob, R. (2013). "Get More Value out of Social Media Brand Chatter", Harvard Business Review Blog Network, 6 (December)
  • Fournier, S., Rietveld, B. (2013). "To Understand Big Data, Think Like an Anthropologist", Harvard Business Review Blog Network, 22 (November)
  • Fournier, S., Eckhardt, G. (2013). "Managing a Corporeal Brand", Compro Biz Blog Network, 24 (September)
  • Fournier, S., Heineke, J. (2013). "Learning with the Case Study Method", Boston University (13-002)
  • Srinivasan, S., Fournier, S. (2012). ""Branding and Firm Value" The Handbook of Marketing and Finance", Edward Elgar 155-203
  • Fournier, S., Breazeale, M., Fetscherin, M. (2012). "Consumer-Brand Relationships: Theory and Practice", Routledge: Taylor & Francis Group
  • , Fournier, S., Miller, F., Allen, C. (2012). ""Exploring Relationship Analogues in the Brand Space," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Chapter 2: 33 pages
  • Fournier, S., Alvarez, C. (2012). ""Brand Flings: When Great Brand Relationships are Not Built to Last," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor Francis Group Chapter 4: 39 pages
  • Fournier, S., Avery, J. (2012). ""Fire Your Best Customers: How Smart Companies Destroy Relationships Using CRM," in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Chapter 16: 29 pages
  • Fournier, S., Breazeale, M. (2012). ""Where do We Go from Here? Charting Directions for Brand Relationships Research" in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor & Francis Group
  • Fournier, S., Alvarez, C. (2012). "Brands as Relationship Partners: Warmth, Competence and In-Between", Journal of Consumer Psychology, 22 (2), 177-185
  • Fournier, S., Eckhardt, G., Bardhi, F. (2012). "Acquiring Zipcar: Brand Building in the Share Economy", Boston University Case Series 12-004
  • Fournier, S., Michael, B., Fetscherin, M. (2012). "Introduction: The Why, How and So What of Consumers' Relationships with their Brands, in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale and Fetscherin (eds.)", Routledge Taylor & Francis Group
  • Fournier, S., Avery, J. (2011). "Putting the 'Relationship' Back into CRM", Sloan Management Review, 52 (3), 63-72
  • Fournier, S. (2011). ""Managing Brands by Managing Brand Relationships," Perspectives on Brand Management M. Uncles (ed.)", Tilde University Press pg. 225-248
  • Fournier, S., Avery, J. (2011). "The Uninvited Brand", Business Horizons, 54 (3), 193-207
  • Hsu, L., Fournier, S., Srinivasan, S. (2011). "How Do Brand Portfolio Strategies Affect Firm Value?", Marketing Science Institute (11-112)
  • Brunel, F., Lawrence, B., Fournier, S. (2010). "Towards a Contingency Theory of Consumers’ Engagement with CGAS", Advances in Consumer Research, Margaret C. Campbell and Jeff Inman and Rik Pieters (Eds.), 37
  • Fournier, S. (2009). ""Lessons Learned about Consumers' Relationships with their Brands" Handbook of Brand Relationships", N.Y: Society for Consumer Psychology Chapter 1 pg.5-pg.23
  • Fournier, S., Lee, L. (2009). "Getting Brand Commmunities Right", Harvard Business Review, 87 (4), 105-111
  • Fournier, S., Solomon, M., Englis, B. (2008). "When Brands Resonate, in Handbook of Brand and Experience Management, Bernd H. Schmitt and David Rogers (eds.), 35-57.", Edward Elgar Publishing
  • Fournier, S., Fehle, F., Madden, T., Shrider, D. (2008). "Brand Value and Asset Pricing", Quarterly Journal of Finance & Accounting, 47 (1), 59-82
  • Fournier, S., Brunel, F. (2008). "Todos Somos Publicistas (We are all publicists now)", Expansion, 91 (May/June) 103-104
  • Madden, T., Fehle, F., Fournier, S. (2006). "Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value through Brands", Journal of the Academy of Marketing Science, 34 (2), 224-235
  • Fournier, S., Sele, K., Schogel, M. (2005). "The Paradoxes of Brand Community "Management"", Thexis: Special Issue on Community Marketing, 3, 16-20, 3 16-20
  • Aaker, J., Fournier, S., Brasel, A. (2004). "When Good Brands Do Bad", Journal of Consumer Research, 31 (June), 1-16
  • Fournier, S., Mick, D. (1999). "Rediscovering Satisfaction", Journal of Marketing, 63 (4), 5-23
  • Fournier, S. (1998). "Consumers and their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, 24 (March), 343-373
  • Fournier, S., Dobscha, S., Mick, D. (1998). "Preventing the Premature Death of Relationship Marketing", Harvard Business Review, 76 (1), 42-51
  • Mick, D., Fournier, S. (1998). "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies", Journal of Consumer Research, 25 (September), 123-143
  • Fournier, S., Yao, J. (1997). "Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationships", International Journal of Research in Marketing, 14 (5), 451-472
  • Fournier, S., Richins, M. (1991). "Popular and Theoretical Notions of Materialism", Journal of Social Behavior and Personality, 6 (6), 403-414
  • Fournier, S., Eckhardt, G."Putting the Human Back in Human Brands:Understanding and Managing the Brand's Two Bodies", Journal of Marketing Research
  • Alvarez Martinez, C., Fournier, S."Turning Points: Investigating Change in Brand Relationship Types", Journal of Consumer Research
  • Miller, F., Fournier, S., Allen, C."The Relevance and Resonance of Interpersonal Relationship Analogues in the Consumer-Brand Space", Journal of Consumer Psychology
  • Fournier, S., Wittenbraker, J."A Measurement and Management System for Mapping Brand Relationships", Journal of Marketing
  • Chris, A., Fournier, S., Miller, F."Brands and their Meaning Makers, in Curtis Haugtvedt, Paul Herr, and Frank Kardes (eds.), Handbook of Consumer Psychology", Lawrence Erlbaum Associates
    Research Presentations
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, IVEY Business School, London, Ontario, 2016
  • Fournier, S.Relating to Brands, IVEY Business School, London, Ontario, 2016
  • Fournier, S.Relating for Growth, Harvard Univeristy, Cambridge, MA, 2016
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, Cornell University School of Hotel Administration, Ithaca New York, 2016
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S.It’s OK; they do it out of love: The role of brand attachment in brand-related bragging, Monaco, 2016
  • Sogut, C., Brunel, F., Bickart, B., Fournier, S.The Paradox of Social Television: The Effects of Connectedness and Distraction on Enjoyment, Society for Consumer Psychology, St. Petersburg, Florida, 2016
  • Fournier, S., Trudel, R., Bickart, B.I Do It Out of Love:Role of Brand Attachment Cues in Consumption Bragging, 2015
  • Fournier, S.Relating for Growth, Harvard University, Cambridge MA, 2015
  • Fournier, S.How Consumer Brand Relationships Evolve, Lehigh University, Lehigh PA, 2015
  • Fournier, S.When the Brand is a Person: Understanding and Managing Corporeal Brands, University of Illinois Urbana Champaign, Urbana-Champaign, 2015
  • Fournier, S.Close Relationships in Consumer Behavior, Association for Consumer Research, Baltimore MD, 2014
  • Fournier, S.Optimizing Brand Relationships: Playing by the Rules, The Market Research Society, Boca Raton, FL, 2014
  • Meng , M., Fournier, S., Trudel, R.Locked-In to Logging-On: Understanding the Experience and Attenuation of Facebook Addiction, Boston, MA, 2014
  • Sekhon, T., Bickart, B., Trudel, R., Fournier, S.Being a Likeable Braggart: Using Brand Mentions for Self-Presentation on Twitter, Boston, MA, 2014
  • Alvarez Martinez, C., Trudel, R., Fournier, S.Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning, Boston MA, 2014
  • Fournier, S.Overcoming Customer Relationship Myopia to Build Stronger Brands, Marketing Science Institute, Charleston, SC, 2014
  • Fournier, S.Contracting with Brands, Univeristy of Massachusetts Amherst Marketing Department, Amherst, MA, 2013
  • Fournier, S.Perspectives on Brands and Branding, Association for Consumer Research, Chicago IL, 2013
  • Trudel, R., Fournier, S., Alvarez, C.Brand Consensus and Multivocality: Disentangling the Effects of the Brand, the Consumer, and the Consumer-Brand Relationship on Brand Meaning, Association for Consumer Research Conference, Chicago Illinios, 2013
  • Fournier, S.Understanding Brand Relationship Development, University of Connecticut, Department of Marketing, Storrs, CT, 2013
    Conference Activities
  • Association for Consumer Research Annual Conference, Association for Consumer Research, Special Sessions Review Committee, Committee Member (2012)
  • BBR Accelerator 2015, Institute for Brands & Brand Relationships, Conference Chair (2014-2015)
  • Society for Consumer Psychology, Society for Consumer Psychology, Program Committee, Committee Member (2014-2015)
  • Brands and Brand Relationships BBR 2014, Conference Chair (2013-2014)
  • Creating and Co-Creating Customer Value, Academy of Marketing Science , Track Co-Chair (2013-2014)
  • Consumer-Brand Relationships CBR 2013, Conference Co-Chair (2012-2013)
  • Consumer Brand Relationships 2012, Simmons College, Conference Co-Chair (2011-2012)
  • Branding: A Research Symposium, I.A.E. and Cerag, Conference Co-Chair (2012-2012)
  • 2nd International Colloquium on Consumer-Brand Relationships, Rollins College, Conference Co-Chair (2010-2011)
  • Association for Consumer Research Program Committee, Association for Consumer Research, Committee Member (1998-2011)
  • ACR Consumer-Brand Behavior Track, Association for Consumer Research, Track Chair (2010-2010)
  • ACR Doctoral Symposium Faculty, Association for Consumer Research (2000-2010)
  • AMA Summer Educator's Conference, Branding and Brand Measurement, American Marketing Association, Track Chair (2009-2010)
  • 1st International Colloquium on Consumer-Brand Relationships, Rollins College, Conference Co-Chair (2009-2010)
  • Capturing and Creating Value through Marketing , BU SMG Feld Career Center, Conference Founder and Chair (2010-2010)
  • ACR Branding Area Editor, Association for Consumer Research Annual Conference (2007-2007)
  • Engaging Communities for the Company and the Brand, BU/Marketing Science Institute, Conference Chair (2007-2007)
  • AMA Doctoral Consortium Faculty, American Marketing Association, Committee Member (1998-2004)
  • ACR Doctoral Symposium, Association for Consumer Research, Conference Chair (2000-2000)
    Awards and Honors
  • 2013, Citations of Excellence Award, Emerald Publishing
  • 2011, Long-term Contribution Award, Association for Consumer Research and Sheth Foundation
  • 2007, Best Article Award, Journal of Consumer Research
  • 2007, Sheth Foundation Best Paper Award, Journal of the Academy of Marketing Science
  • 2001, Best Article Award, Journal of Consumer Research
  • 1999, Harold H. Maynard Award for Most Significant Contribution to Theory and Thought, Journal of Marketing
  • 1998, Honorable Mention Ferber Award, Journal of Consumer Research
  • 1994, MSI Dissertation Award, Marketing Science Institute