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
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.Read more
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.Read more