Category: Blog
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.
Read moreThe 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 moreUsing 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 moreCan 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 moreThe 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.
Read moreCan 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 moreEntrepreneurial 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 moreUnderstanding 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.
Read morePlural Religious Identities
Rodner and Preece conceptualise four types of religious transits to understand how consumers can move between seemingly competing – and theologically incompatible – faiths.
Read moreCreative experiences of sharing used children’s clothing
Elaine Ritch explores how consumers bypass retailers and embrace second hand redistribution markets for children’s clothing.
Read moreServant, friend, or master?
Schweitzer, Belk, Jordan & Ortner discuss their research into consumer relationships with voice controlled smart assistants (VCSAs).
Read moreThe 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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