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.Read more
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.Read more
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.Read more
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.Read more
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.Read more