Message from the President

Dear Colleagues,

On behalf of the Korean Marketing Association, it is my great pleasure to welcome you to ICAMA 2026 (International Conference of Asian Marketing Associations) in Seoul, Korea.

Since its inception in 2010, ICAMA has been successfully held biennially, thanks to the continued interest, support, and active participation of scholars and marketing associations across Asia. Over the years, ICAMA has grown into an important platform for academic exchange, intellectual collaboration, and professional networking among marketing scholars in Asia.

I believe that this year’s conference will provide another valuable opportunity not only to share new ideas and research insights, but also to strengthen existing partnerships and build new friendships and collaborations for the future.

This year’s conference will be held at Mirae Hall, University of Seoul, an excellent venue offering a welcoming and well-equipped environment for academic exchange and interaction. Our organizing committee has been working diligently to make ICAMA 2026 a meaningful, engaging, and memorable conference for all participants.

I sincerely look forward to welcoming you to Seoul for ICAMA 2026 and hope that the conference will inspire stimulating discussions, fruitful collaborations, and lasting connections among all participants.

Message from the Co-Chair

Dear Colleagues,

We are delighted to welcome you to Seoul for the 8th International Conference of Asian Marketing Associations (ICAMA 2026).

ICAMA has long been a valuable forum for marketing scholars across Asia and beyond to share ideas, present new research, and build meaningful academic connections. As co-chair of the ICAMA 2026 Organizing Committee, I am pleased to invite you to join us for what we hope will be a productive and engaging conference.

The theme of ICAMA 2026 is “AI and Marketing Innovation: Reimagining Consumer Value, Strategy, and Market Transformation.” AI is changing the ways consumers search, evaluate, and experience markets, as well as how firms create value, design strategies, build brands, and deliver services. These changes raise important questions for marketing scholars and practitioners about innovation, trust, creativity, responsibility, and the future of consumer–firm relationships.

ICAMA 2026 will provide an opportunity to discuss these issues from diverse theoretical, methodological, managerial, and cultural perspectives. In particular, we hope the conference will encourage conversations that reflect the richness of Asian markets while also contributing to broader global debates in marketing.

I would like to express my sincere appreciation to all authors, reviewers, speakers, session chairs, sponsors, and organizing committee members for their contributions to ICAMA 2026. Your participation and support are essential to making this conference a meaningful academic gathering.

We look forward to welcoming you to Seoul and sharing an inspiring and memorable ICAMA 2026 together.