Dawn Lerman

Dawn Lerman is Professor and Executive Director of the Center for Positive Marketing at Fordham University's Gabelli School of Business. She serves as Special Advisor to the Provost on Strategy and joined Fordham in 2000. Located at 140 W. 62nd Street in New York City.

Research expertise spans:

• Linguistic dimensions of branding and consumer behavior
• Cross-cultural marketing and phonetic symbolism
• Consumer-brand relationships and emotional connections

Publications demonstrate consistent focus on brand language (2004-2023), with recent work exploring emotional connections to possessions. Authored books include 'The Language of Branding: Theory, Strategies, and Tactics' (2017) and 'The Things We Love' (2022). Directs research initiatives through the Center for Positive Marketing.