Deromanticising the market: Advances in Consumer Culture Theory
JMM Special Issue Call for Papers: Deromanticising the market: Advances in Consumer Culture Theory. (Deadline for submissions 1 October 2020). Guest Editors: James Cronin & James Fitchett.Read more
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