International Conference on Marketing Research 2024 (ICMR ‘24), on the theme, “Technology driven Marketing for Sustainable Value Creation” was conducted on 15th & 16th, March 2024, organized by LIBA in Partnership with Albers School of Business & Economics, Seattle University, USA. The first LIBA International Conference on Marketing Research is conceived and conceptualised by Loyola Institute of Business Administration (LIBA), Chennai, India, to be one of the flagship events in the global academic circle, that intends to focus on the ever evolving and contemporary fields in marketing area with special focus on consumer research, branding & advertising, technology trends, sustainable marketing, and artificial intelligence. Prof. Andrea Holtan, Professor of Marketing, Albers School of Business and Economics was the Chief Guest and Prof. Amit Mittal, ProVC – Research, Chitkara University, Punjab was the Guest of Honour for the Inaugural function. More than 85 abstracts were received from which 60 papers were selected for presentation at the conference, which witnessed more than 100 participants. A research colloquium and case workshop were also organised during the 2-day conference. Cash prizes worth Rs. 25,000/- were awarded to the Best Papers.
