Latest entries

The secret ingredient for superior customer experience – the body

Tiina-Kaisa Kuuru & Elina Närvänen analyse the role of embodied interaction in customer experience in the group fitness context.

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Using controversial celebrities as endorsers for luxury fashion brands

François Carrillat & Anne-Maree O’Rourke, along with their co-author Catherine Plourde, investigate whether a negatively publicised celebrity endorser can lead to favourable brand attitudes toward a luxury fashion product.

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Can marketers create brand value by fanning the flames of a social media firestorm?

Joachim Scholz and Andrew N. Smith investigate how social media firestorms can actually provide opportunities to create brand value, and argue that brands can benefit from fighting back online.

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The power of aesthetics in retailing

John Murray, Christoph Teller and Jonathan Elms examine how consumers perceive store designs and the effectiveness of retailers’ efforts to create attractive store atmospheres.

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Can we trust consumer reviews of pilgrimage sites?

Tom van Laer & Elif Izberk-Bilgin explore how consumers communicate the spiritual and material aspects of pilgrimage experiences by examining over 800 online consumer reviews of the most sacred pilgrimage sites of the world’s major five faith groups.

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Entrepreneurial marketing and hybrid entrepreneurship

Caitlin Ferreira discusses research with Sarah Lord Ferguson and Leyland Pitt into hybrid entrepreneurship, and introduces the concept of the comfort entrepreneur.

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