A simple metric to track your brand heritage

Fabien Pecot discusses research that provides practitioners with a scientifically grounded metric to grasp consumers’ perception of their brand’s heritage.

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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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Understanding how and why people change

Sharyn Rundle-Thiele and Patricia David discuss their research with Willmott, Pang, Eagle and Hay, investigating how new methods and more robust research designs that track individual people over time help us to learn why some people change behaviour and why others don’t.

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Plural Religious Identities

Rodner and Preece conceptualise four types of religious transits to understand how consumers can move between seemingly competing – and theologically incompatible – faiths.

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Creative experiences of sharing used children’s clothing

Elaine Ritch explores how consumers bypass retailers and embrace second hand redistribution markets for children’s clothing.

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Servant, friend, or master?

Schweitzer, Belk, Jordan & Ortner discuss their research into consumer relationships with voice controlled smart assistants (VCSAs).

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The appeal of spiritual products in satiating concerns about randomness

Shepherd and Kay posit that products imbued with religious/spiritual significance help manage consumer concerns about randomness and uncontrollability.

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