kuluttaja ostoksilla

Marketing and Consumption Research

About the research group

Marketing and Consumption Research Group has been traditionally known for its strong competence in consumer research. Today, this foundation is developed to encompass the multiplicity of different, but interrelated, marketplace actors operating in ecosystems consisting of both consumer and business partners.

The multiplicity in terms of research areas, methodologies, and focus of analysis constitute our key expertise. We combine profound market and consumer understanding within networked business knowledge to create novel insights and transformative marketing solutions that address strategic marketing and societal challenges from a systemic perspective. Thereby, our research shows how customers' mundane practices or decision-making rooted in socio-technical and historic frames are connected to offerings of variable business collaborators, and how this co-operation may induce value-creating outcomes. 

Our aim is to

  • Produce new marketing knowledge and refine the extant knowledge to customer value in co-creation with various stakeholders on the way towards a sustainable and prosperous society. 

The sustainability lens is a given starting point in our research providing an intersecting theme in the various research projects in transformative marketing. Our research group studies areas such as energy transition, food consumption, wood consumption and construction, retailing and tourism, as well as housing and living, fashion industry and higher education focusing both urban and rural contexts. The areas are approached with a view aiming at increasing well-being in all forms and levels of society. 

The paradigmatic and methodological variance is an important feature of our research group. Our research approaches comprise traditional surveys, experiments, case-studies, narratives, interviews, ethnographies and even more recently emergent areas such as priming studies, gamification, netnography, as well as practice theory. 

Accordingly, our research paradigms vary. Consumer studies are grounded on consumer psychology, evolutionary inspired theoratisation, Consumer Culture Theory, and Transformative Consumer/Service Research. The B2B (Business to Business) research stems from, besides Industrial Marketing Discipline, research approaches based on the IMP (Industrial Marketing and Purchasing), Business Relationships & Networks, and Innovation Management theories as ways to shape stakeholder value creation in business ecosystems. 

Regardless of the research topic related either to the business or consumer value creation or societal challenge at hand, we find ways to examine it.

We work in close collaboration with other academic schools at the University of Vaasa and with the university’s three research platforms (VEBIC, Digital Economy, and InnoLab). The different stakeholders including companies, cities, and municipalities as well as other non-profit organizations are our key partners.

The leader of our research group is Senior Researcher Henna Syrjälä. 

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Publications

Publications in the SoleCRIS research database
2024
  • Luxury Shoppers' Experiences with Background Music

    Jaskari, Minna-Maarit E.; Kauppinen-Räisänen, Hannele; Jauffret, Marie-Nathalie, 2024, Jaskari, Minna-Maarit, Building Strong Brands and Engaging Customers With Sound, 32-57, DOI: 10.4018/979-8-3693-0778-6.ch002, A3 Book chapter (peer-reviewed)

  • Using Music to Assemble Dance and Exercise Class Experiencescapes

    Norrgrann, Anu, 2024, Jaskari, Minna-Maarit, Building Strong Brands and Engaging Customers With Sound, 152-175, chapter 7, DOI: 10.4018/979-8-3693-0778-6.ch007, A3 Book chapter (peer-reviewed)

  • Business models for enhanced solar photovoltaic (PV) adoption: Transforming customer interaction and engagement practices

    Shakeel, Shah Rukh; Juntunen, Jouni K.; Rajala, Arto, 2024, Solar energy, 268, 112324, DOI: 10.1016/j.solener.2024.112324, A1 Journal article (peer-reviewed)

  • Academic Design Thinking Pedagogy as an Approach to Foster Sustainability Skills in Higher Education

    Jaskari, Minna-Maarit, 2024, Chai Lee Goi, Teaching and Learning for a Sustainable Future; Practice, Progress, and Proficiency in Sustainability, 69-90, DOI: 10.4018/978-1-6684-9859-0.ch004, A3 Book chapter (peer-reviewed)

  • The effect of nutrition labels on lunch buffet consumption: a real-life experiment

    Junkkari, Terhi; Kantola, Maija; Arjanne, Leena; Luomala, Harri; Hopia, Anu, 2024, British food journal, 126, 13, 18-39, DOI: 10.1108/bfj-06-2023-0532, A1 Journal article (peer-reviewed)

  • One Solution Does Not Fit All: Reward-Based and Meaningful Gamification in Higher Education

    Jaskari, Minna-Maarit; Syrjälä, Henna, 2024, Veronica Membrive, Practices and Implementation of Gamification in Higher Education; Advances in Educational Technologies and Instructional Design, 22-49, DOI: 10.4018/979-8-3693-0716-8.ch002, A3 Book chapter (peer-reviewed)

  • Building Strong Brands and Engaging Customers With Sound

    Jaskari Minna-Maarit (toim.), 2024, DOI: 10.4018/979-8-3693-0778-6, C1 Scientific book (peer-reviewed)

2023
  • Integrating Health Leadership and Management Perspectives: The M.E.S.H. Framework for Culturally-Informed Food Design Thinking and Wellbeing Promotion

    Tillotson, Jack S.; Tassiello, Vito; Bettany, Shona; Laker, Benjamin, 2023, BMJ leader, 2024:8, 1, 25-31, DOI: 10.1136/leader-2023-000838, A1 Journal article (peer-reviewed)

  • Packaging journey from retail to home: how the meaning of sustainability for colour transforms

    Sekki, Sanna; Kauppinen-Räisänen, Hannele; Kylkilahti, Eliisa; Autio, Minna, 2023, International journal of retail and distribution management, 51, 13, 47-63, DOI: 10.1108/ijrdm-12-2021-0579, A1 Journal article (peer-reviewed)

  • Driving marketing outcomes through social media-based customer engagement

    Kulikovskaja, Viktorija; Hubert, Marco; Grunert, Klaus G.; Zhao, Hong, 2023, Journal of retailing and consumer services, 74, 103445, DOI: 10.1016/j.jretconser.2023.103445, A1 Journal article (peer-reviewed)

  • Priming shoppers’ well-being goal in grocery stores: Moving toward healthier food choices?

    Luomala, Harri T.; Järvinen, Sari; Peltola, Johannes; Pennanen, Kyösti; Sihvonen, Jenniina, 2023, Food quality and preference, 108, 104882, DOI: 10.1016/j.foodqual.2023.104882, A1 Journal article (peer-reviewed)

  • Business model innovation in the Finnish power electricity sector

    Rabetino, Rodrigo; Kohtamäki, Marko; Rahman, Nayeem; Huikkola, Tuomas, 2023, 2023 International Conference on Future Energy Solutions (FES), DOI: 10.1109/fes57669.2023.10182564, A4 Article in conference proceedings (peer-reviewed)

  • Measurement invariance of the comprehensive feeding practices questionnaire in dual-earner parents with adolescent children in Chile

    Del Valle, Carola; Miranda, Horacio; Orellana, Ligia; Grunert, Klaus G.; Schnettler, Berta, 2023, Frontiers in psychology, 13, 1031391, DOI: 10.3389/fpsyg.2022.1031391, A1 Journal article (peer-reviewed)

  • Consumers’ Preferences towards Bread Characteristics Based on Food-Related Lifestyles: Insights from Slovenia

    Kušar, Anita; Pravst, Igor; Pivk Kupirovič, Urška; Grunert, Klaus G.; Kreft, Ivan; Hristov, Hristo, 2023, Foods, 12, 20, 3766, DOI: 10.3390/foods12203766, A1 Journal article (peer-reviewed)

  • Students’ Perception of the Development of Generic Competencies in a User Innovation Course Context – A Longitudinal Study Comparing Different Teaching Modes in Higher Education

    Enell-Nilsson, Mona; Jaskari, Minna-Maarit; Borisov, Päivi, 2023, Nordic journal of business, 72, 4, 218-236, A1 Journal article (peer-reviewed)

  • Ilmastoviisaan asumisen teemat ja kontekstit – Kun systeemimaailma kohtaa elämismaailman julkisessa keskustelussa

    Koskela, Merja; Salmela, Eveliina; Kääntä, Liisa; Syrjälä, Henna, 2023, Lillqvist, Ella; Eronen-Valli, Maria; Manninen, Ville; Nissilä, Niina; Salmela, Eveliina, Communicating with Purpose, VAKKI publications, 15, 189-206, A4 Article in conference proceedings (peer-reviewed)

  • The Choice of a Persona: An Analysis of Why Stakeholders Choose a Given Persona for a Design Task

    Salminen, Joni; Şengün, Sercan; Santos, João M.; Jung, Soon-gyo; Nielsen, Lene; Jansen, Bernard, 2023, Kurosu, Masaaki; Hashizume, Ayako; Marcus, Aaron; Rosenzweig, Elizabeth; Soares, Marcelo M.; Harris, Don; Li, Wen-Chin; Schmorrow, Dylan D.; Fidopiastis, Cali M.; Rau, Pei-Luen Patrick, HCI International 2023 – Late Breaking Papers: 25th International Conference on Human-Computer Interaction, HCII 2023, Copenhagen, Denmark, July 23–28, 2023, Proceedings, Part I, Lecture notes in computer science, 14054, 288–310, DOI: 10.1007/978-3-031-48038-6_18, A4 Article in conference proceedings (peer-reviewed)

  • Rhythms of Living Cultural Heritage: Co-Creating Memorable Tourism Experiences

    Jaskari, Minna-Maarit E., 2023, Rawal, Yashwant Singh; Sinha, Rupa; Mukherjee, Sankar Kumar; Batabyal, Debasish, Exploring Culture and Heritage Through Experience Tourism, 180-195, Chapter 14, DOI: 10.4018/978-1-6684-9957-3.ch014, A3 Book chapter (peer-reviewed)

  • Simple ways to improve nutrient content and health profile in different types of foodservice products

    Junkkari, Terhi; Hopia, Anu; Paakki, Maija; Mattila, Saila; Arjanne, Leena; Kantola, Maija; Luomala, Harri, 2023, Journal of foodservice business research, Published online: 30 Dec 2023, 1-21, DOI: 10.1080/15378020.2023.2298626, A1 Journal article (peer-reviewed)

  • How can algorithms help in segmenting users and customers? A systematic review and research agenda for algorithmic customer segmentation

    Salminen, Joni; Mustak, Mekhail; Sufyan, Muhammad; Jansen, Bernard J., 2023, Journal of marketing analytics, 11, 4, 677–692, DOI: 10.1057/s41270-023-00235-5, A2 Review article in a scientific journal (peer-reviewed)

  • Organisational Metamorphosis Through Balancing On A Tightrope: Identifying Tensions Of And Building Balancing Routines For Identity Change

    Huikkola, Tuomas; Kohtamäki, Marko; Makkonen, Hannu, 2023, Bigdeli, Ali; Kohtamäki, Marko; Rabetino, Rodrigo; Baines, Tim, Proceedings of the Spring Servitization Conference: The Role of Servitization in Grand Challenges, 137-144, A4 Article in conference proceedings (peer-reviewed)

  • Measuring Engagement Through Remote Interactions of Customers: Introducing METRIC

    Azem, Jinan Y.; Salminen, Joni; Jung, Soon-gyo; Jansen, Bernard J., 2023, 2023 International Symposium on Networks, Computers and Communications (ISNCC), DOI: 10.1109/isncc58260.2023.10323669, A4 Article in conference proceedings (peer-reviewed)

  • Supporting consumers' informed food choices: Sources, channels, and use of information

    Meijer, Gert W.; Grunert, Klaus G.; Lähteenmäki, Liisa, 2023, Toldrá, Fidel, Advances in Food and Nutrition Research, Advances in Food and Nutrition Research, 104, 229-257, DOI: 10.1016/bs.afnr.2022.10.005, A3 Book chapter (peer-reviewed)

  • Kuluttajat ilmastoviisaan asumisen haasteiden äärellä

    Kääntä, Liisa; Koskela, Merja; Salmela, Eveliina; Syrjälä, Henna, 2023, Politiikasta.fi, E1 Popularised article, newspaper article

  • Towards sustainable development : Coupling green marketing strategies and consumer perceptions in addressing greenwashing

    Rahman, Saleem ur; Nguyen-Viet, Bang, 2023, Business strategy and the environment, 32, 4, 2420-2433, DOI: 10.1002/bse.3256, A1 Journal article (peer-reviewed)

  • Kevyesti flipaten : Opettajien kokemuksia käänteisestä opettamisesta

    Jaskari, Minna-Maarit; Jokipii, Annukka; Eronen, Sanna; Urrila, Laura; Leipämaa-Leskinen, Hanna; Syrjälä, Henna; Havinen, Laura; Koivunen, Niina; Koljonen, Janne; Elmusrati, Mohammed, 2023, Vaasan yliopiston raportteja, 42, D4 Published development or research report or study

  • How to Make Workplaces More Inclusive for People with Invisible Disabilities

    Tillotson, Jack; Laker, Benjamin; Pereira, Vijay; Bhatnagar, Kushagra, 2023, Harvard business review, E1 Popularised article, newspaper article

  • How to Build a Blameless Work Culture

    Pereira, Vijay; Laker, Benjamin; Tillotson, Jack; Collings, Ben, 2023, Harvard business review, E1 Popularised article, newspaper article

  • Beyond sugar: Exploring the influence of health and naturalness framing on attitudes towards products with sweet proteins in Europe

    Banovic, Marija; Grunert, Klaus G., 2023, Food research international, 175, 113767, DOI: 10.1016/j.foodres.2023.113767, A1 Journal article (peer-reviewed)

  • Resenting hunters but appreciating the prey? - Identifying moose meat consumer segments

    Matilainen, Anne; Luomala, Harri; Lähdesmäki, Merja, Viitaharju, Leena; Kurki, Sami, 2023, Human dimensions of wildlife, 29, 1, 30-47, DOI: 10.1080/10871209.2023.2177778, A1 Journal article (peer-reviewed)

  • Fuzzy Front-end of Market Innovation: Lessons from a Study of Gamification in Healthcare

    Makkonen, Hannu; Kindström, Daniel; Kaartemo, Valtteri, 2023, Academy of Management annual meeting proceedings, Published Online:24 Jul 2023, DOI: 10.5465/AMPROC.2023.17393abstract, A4 Article in conference proceedings (peer-reviewed)

  • Who creates luxury? Unveiling the essence of luxury creation through three perspectives: a scoping review

    Gummerus, Johanna; von Koskull, Catharina; Kauppinen-Räisänen, Hannele; Medberg, Gustav, 2023, Qualitative market research, Article publication date: 4 August 2023, DOI: 10.1108/QMR-02-2023-0025, A2 Review article in a scientific journal (peer-reviewed)

  • Pieniä neliöitä, aurinkopaneeleita ja kulutuksen vähentämistä - Ilmastotietäminen kodin käytänteissä

    Laitinen, Sara-Ellen; Kylkilahti, Eliisa; Syrjälä, Henna, 2023, Kulutustutkimus.Nyt, 17, 1-2, 34-60, DOI: 10.54333/kulutustutkimus.127368, A1 Journal article (peer-reviewed)

  • Goal-framing theory in environmental behaviours : review, future research agenda and possible applications in behavioural change

    do Canto, Natália Rohenkohl; Grunert, Klaus G.; Dutra de Barcellos, Marcia, 2023, Journal of social marketing, 13, 1, 20-40, DOI: 10.1108/JSOCM-03-2021-0058, A2 Review article in a scientific journal (peer-reviewed)

  • Operational environment review for reusable packaging used in fast moving consumer goods

    Tenhunen-Lunkka, Anna; Lahtinen, Jussi H.; Hakola, Liisa; Palmgren, Rosa; Sundqvist, Henna; Balatsas Lekkas, Angelos; Erwan, Mouazan; Luomala, Harri; Pennanen, Kyösti, 2023, VTT Technology, 415, 95, DOI: 10.32040/2242-122X.2023.T415, D4 Published development or research report or study

  • Betydelsen av att förstå sårbara konsumenters erfarenheter (The importance of understanding the experiences of vulnerable consumers)

    Gummerus, Johanna; von Koskull, Catharina; O’Loughlin, Deirdre; Kelleher, Carol, 2023, Ekonomiska samfundets tidskrift, 2, 14-20, A1 Journal article (peer-reviewed)

  • Common distress and reorganization patterns by sector and country for SMEs in six European countries using PDFR

    Tascóna, María-Teresa; Laitinen, Erkki K.; Castaño, Francisco J.; Castro, Paula; Jokipii, Annukka, 2023, Revista de contabilidad, 26, 2, 291-314, DOI: 10.6018/rcsar.420171, A1 Journal article (peer-reviewed)

  • Employing large language models in survey research

    Jansen, Bernard J.; Jung, Soon-gyo; Salminen, Joni, 2023, Natural language processing journal, 4, 100020, DOI: 10.1016/j.nlp.2023.100020, A1 Journal article (peer-reviewed)

  • The Effect of Nutrition Label Type and Consumer Characteristics on the Identification of Healthy Foods in Finland

    Kantola, Maija; Kara, Anna; Lahti-Koski, Marjaana; Luomala, Harri, 2023, Journal of international food and agribusiness marketing, Published online: 14 Oct 2023, DOI: 10.1080/08974438.2023.2267048, A1 Journal article (peer-reviewed)

  • Exploring a customer engagement spillover effect on social media : the moderating role of customer conscientiousness

    Hollebeek, Linda D.; Kulikovskaja, Viktorija; Hubert, Marco; Grunert, Klaus G., 2023, Internet research, 33, 4, 1573-1596, DOI: 10.1108/INTR-08-2021-0619, A1 Journal article (peer-reviewed)

  • How Do Users Perceive Deepfake Personas? Investigating the Deepfake User Perception and Its Implications for Human-Computer Interaction

    Kaate, Ilkka; Salminen, Joni; Jung, Soon-Gyo; Almerekhi, Hind; Jansen, Bernard J., 2023, Gena, Cristina; De Russis, Luigi; Spano, Davide; Lanzilotti, Rosa; Di Mascio, Tania; Prandi, Catia; Andolina, Salvatore, CHItaly '23: Proceedings of the 15th Biannual Conference of the Italian SIGCHI Chapter, 1-12, 4, DOI: 10.1145/3605390.3605397, A4 Article in conference proceedings (peer-reviewed)

  • Consumer acceptance of precision fermentation technology : A cross-cultural study

    Banovic, Marija; Grunert, Klaus G., 2023, Innovative food science and emerging technologies, 88, 103435, DOI: 10.1016/j.ifset.2023.103435, A1 Journal article (peer-reviewed)

  • Solar PV adoption at household level: Insights based on a systematic literature review

    Shakeel, Shah Rukh; Yousaf, Hassan; Irfan, Muhammad; Rajala, Arto, 2023, Energy strategy reviews, 50, 101178, DOI: 10.1016/j.esr.2023.101178, A2 Review article in a scientific journal (peer-reviewed)

  • Technology entrepreneurship in healthcare: Challenges and opportunities for value creation

    Kulkov, Ignat; Ivanova-Gongne, Maria; Bertello, Alberto; Makkonen, Hannu; Kulkova, Julia; Rohrbeck, Rene; Ferraris, Alberto, 2023, Journal of innovation and knowledge, 8, 2, 100365, DOI: 10.1016/j.jik.2023.100365, A1 Journal article (peer-reviewed)

  • How Can Natural Language Processing and Generative AI Address Grand Challenges of Quantitative User Personas?

    Salminen, Joni; Jung, Soon-gyo; Almerekhi, Hind; Cambria, Erik; Jansen, Bernard, 2023, Degen, Helmut; Ntoa, Stavroula; Moallem, Abbas, HCI International 2023 – Late Breaking Papers: 25th International Conference on Human-Computer Interaction, HCII 2023, Copenhagen, Denmark, July 23–28, 2023, Proceedings, Part VI, Lecture notes in computer science, 14059, 211–231, DOI: 10.1007/978-3-031-48057-7_14, A4 Article in conference proceedings (peer-reviewed)

  • Låt de äldre konsumenterna tala för sig själva – om att bo hemma så länge som möjligt eller flytta till ett äldreboende

    von Koskull, Catharina, 2023, Ekonomiska samfundets tidskrift, 3, 15-22, A1 Journal article (peer-reviewed)

  • Consumption trends and perspectives for milk and dairy products in Slovakia

    Šedík, Peter; Horská, Elena; Predanócyová, Kristína; Grunert, Klaus G.; Hudecová, Martina; Nagyová, Ľudmila, 2023, Journal of international food and agribusiness marketing, Published online: 07 Nov 2023, DOI: 10.1080/08974438.2023.2275560, A1 Journal article (peer-reviewed)

  • Verkkopankkipalveluiden saavutettavuus: emotionaalisen ulottuvuuden huomioiminen asiakaskokemuksen kehittämisessä

    Hyppönen, Annikki; Koskela, Merja; Jaskari, Minna-Maarit, 2023, Kulutustutkimus.Nyt, 17, 1-2, 122-148, DOI: 10.54333/kulutustutkimus.128096, A1 Journal article (peer-reviewed)

  • Brändit: mitä? miksi? miten?

    Norrgrann, Anu, 2023, Ilmola, Annika, Verkkopalveluilla saavutettava kirjasto - Gör biblioteket tillgängligt med online tjänster, I1 Audiovisual publication

  • Food-related consumer behaviours in times of crisis: Changes in the wake of the Ukraine war, rising prices and the aftermath of the COVID-19 pandemic

    Grunert, Klaus G.; Chimisso, Costanza; Lähteenmäki, Liisa; Leardini, Delphine; Sandell, Mari A.; Vainio, Annukka; Vranken, Liesbet, 2023, Food research international, 173, 2, 113451, DOI: 10.1016/j.foodres.2023.113451, A1 Journal article (peer-reviewed)

  • Delineating the fuzzy front end of market shaping

    Kindström, Daniel; Makkonen, Hannu; Kaartemo, Valtteri, 2023, Industrial marketing management, 112, 51-59, DOI: 10.1016/j.indmarman.2023.05.004, A1 Journal article (peer-reviewed)

  • The Realness of Fakes : Primary Evidence of the Effect of Deepfake Personas on User Perceptions in a Design Task

    Kaate, Ilkka; Salminen, Joni; Santos, Joao; Jung, Soon-Gyo; Olkkonen, Rami; Jansen, Bernard, 2023, International journal of human-computer studies, 178, 103096, DOI: 10.1016/j.ijhcs.2023.103096, A1 Journal article (peer-reviewed)

  • Does organic labelling affect restaurant choice? A study on the Danish Organic Cuisine Label

    Futtrup, Rebecca; Grunert, Klaus G., 2023, Scandinavian journal of hospitality and tourism, 23, 1, 29-50, DOI: 10.1080/15022250.2023.2174180, A1 Journal article (peer-reviewed)

  • Finetuning Analytics Information Systems for a Better Understanding of Users : Evidence of Personification Bias on Multiple Digital Channels

    Jansen, Bernard J.; Jung, Soon-gyo; Salminen, Joni, 2023, Information systems frontiers, DOI: 10.1007/s10796-023-10395-5, A1 Journal article (peer-reviewed)

  • Leveraging Personas for Social Impact: A Review of Their Applications to Social Good in Design

    Guan, Kathleen W.; Salminen, Joni; Jung, Soon-Gyo; Jansen, Bernard J., 2023, International journal of human-computer interaction, Published online: 07 Sep 2023, DOI: 10.1080/10447318.2023.2247568, A2 Review article in a scientific journal (peer-reviewed)

  • Geek Cuisine: Extending the Narrative of a Junk Food Gamer

    Joelsson, Tapani N.; Syrjälä, Henna; Luomala, Harri; Mäkilä, Tuomas, 2023, Games and culture: a journal of interactive media, 18, 8, 1071-1094, DOI: 10.1177/15554120221150348, A1 Journal article (peer-reviewed)

  • How does an imaginary persona's attractiveness affect designers' perceptions and IT solutions? An experimental study on users' remote working needs

    Salminen, Joni; Santos, João M.; Jung, Soon-gyo; Jansen, Bernard J., 2023, Information technology and people, 36, 8, 196-225, DOI: 10.1108/ITP-09-2022-0729, A1 Journal article (peer-reviewed)

  • Artificial intelligence - driven sustainable development: Examining organizational, technical, and processing approaches to achieving global goals

    Kulkov, Ignat; Kulkova, Julia; Rohrbeck, Rene; Menvielle, Loick; Kaartemo, Valtteri; Makkonen, Hannu, 2023, Sustainable development, First published: 06 October 2023, 1-15, DOI: 10.1002/sd.2773, A1 Journal article (peer-reviewed)

  • Learning to Live with an Unruly Consuming Body

    Bhatnagar, Kushagra; Tillotson, Jack S.; Toyoki, Sammy; Laker, Benjamin, 2023, Journal of consumer research, Published: 26 June 2023, ucad041, DOI: 10.1093/jcr/ucad041, A1 Journal article (peer-reviewed)

  • Food prosumption technologies: A symbiotic lens for a degrowth transition

    Vicdan, Handan; Ulusoy, Emre; Tillotson, Jack S.; Hong, Soonkwan; Ekici, Ahmet; Mimoun, Laetitia, 2023, Marketing theory, First published online August 30, 2023, 1-21, DOI: 10.1177/14705931231199962, A1 Journal article (peer-reviewed)

  • Is it me or others who matter? The interplay between consumer values vis-à-vis status and affiliation motives as shapers of meat alternative interest

    Pennanen, Kyösti; Malila, Roosa-Maaria; Luomala, Harri T., 2023, Appetite, 192, 107114, DOI: 10.1016/j.appet.2023.107114, A1 Journal article (peer-reviewed)

  • Buying center-selling center interaction as a driver for power dynamics in buyer-supplier relationships

    Siemieniako, Dariusz; Makkonen, Hannu; Mitrega, Maciej, 2023, Industrial marketing management, 114, 94-109, DOI: 10.1016/j.indmarman.2023.08.007, A1 Journal article (peer-reviewed)

  • Is Death Only the Beginning? How People Mourn Artificial Characters in Social Media

    Şengün, Sercan; Santos, João M.; Salminen, Joni; Milenkovic, Milica; Jansen, Bernard J., 2023, Games and culture: a journal of interactive media, First published online August 9, 2023, DOI: 10.1177/15554120231190195, A1 Journal article (peer-reviewed)

  • Understanding Audiences, Customers, and Users via Analytics: An Introduction to the Employment of Web, Social, and Other Types of Digital People Data

    Jansen, Bernard J.; Aldous, Kholoud K.; Salminen, Joni; Almerekhi, Hind; Jung, Soon-gyo, 2023, DOI: 10.1007/978-3-031-41933-1, C1 Scientific book (peer-reviewed)

  • Will they take this offer? A machine learning price elasticity model for predicting upselling acceptance of premium airline seating

    Thirumuruganathan, Saravanan; Emadi, Noora Al; Jung, Soon-gyo; Salminen, Joni; Robillos, Dianne Ramirez; Jansen, Bernard J., 2023, Information and management, 60, 3, 103759, DOI: 10.1016/j.im.2023.103759, A1 Journal article (peer-reviewed)

  • Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation

    Rather, Raouf Ahmad; Rasul, Tareq; Khan, Huda; Khan, Imran, 2023, International journal of hospitality management, 116, 103572, DOI: 10.1016/j.ijhm.2023.103572, A1 Journal article (peer-reviewed)

    Updated 9 April 2024

Research projects

Project Duration Actors
STOPP - Marketing and Communication, Marketing and Consumption Research
Sustainable and responsible food province - Marketing and Communication, Marketing and Consumption Research
Organizing REKO - Marketing and Consumption Research, Marketing and Communication
Twin Revolution - Marketing and Communication, Marketing and Consumption Research
4everPack - Circular business from reusable packaking for fast moving consumer goods - Marketing and Consumption Research, Marketing and Communication
Citizens as agents of change in decarbonizing suburban and rural housing (DECARBON-HOME) - Marketing and Communication, Marketing and Consumption Research, Communication studies
Co-development of healthier reformulated successful food products in South-Ostrobothnia (orig. Terveellisemmäksi reformuloitujen menestysruokatuotteiden yhteiskehittäminen Etelä-Pohjanmaalla) - Marketing and Consumption Research, Marketing and Communication
FLEXIMAR, Novel marketplace for energy flexibility - Smart electric systems, VEBIC, Marketing and Consumption Research
SolarX – Maximizing PV integration capacity in energy and power systems - Smart electric systems, VEBIC, Marketing and Consumption Research, Technology and Innovations

Tutkijoiden ja tutkimushankkeiden podcasteja

Oivalluksia-podcast: Kriisissä kaupassa

Oivalluksia-podcast: Sähköshokkeja

Oivalluksia-podcast: Paikkaseksikäs maaseutu

Oivalluksia-podcast: Löylyn henkeä etsimässä

Oivalluksia-podcast: Vastauksia vaateähkyyn

Research group members

Leader of the research group: Henna Syrjälä
Head of subject: Hannu Makkonen
Programme manager: Hanna Leipämaa-Leskinen (M.Sc. programme in marketing)
Programme manager: Anu Norrgrann (B.Sc. programme in marketing)

Henna Syrjälä

Henna Syrjälä

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498483
Ankkuri 1. floor
Open profile page
Hannu Makkonen

Hannu Makkonen

Professor in Marketing
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498102
Ankkuri 1. floor
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Hanna Leipämaa-Leskinen

Hanna Leipämaa-Leskinen

Associate Professor (tenure track)
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498496
Ankkuri 1. floor
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Anu Norrgrann

Anu Norrgrann

University Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498745
Ankkuri 1. floor
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Other research group members

Hanna Ahtosalo

Hanna Ahtosalo

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498759
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Waleed Akhtar

Waleed Akhtar

Postdoctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498409
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Bernardo Amado Baptista de Figueiredo

Bernardo Amado Baptista de Figueiredo

Guest
School of Marketing and Communication, Marketing
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Joel Anderssen

Joel Anderssen

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Anne-Kristiina Arvola

Anne-Kristiina Arvola

Project Researcher
School of Marketing and Communication, Marketing
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Angelos Balatsas Lekkas

Angelos Balatsas Lekkas

Postdoctoral Researcher
School of Marketing and Communication, Marketing
+358294498692
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Anu Bask

Anu Bask

Professor
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498360
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Petra Berg

Petra Berg

Postdoctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498600
Ankkuri 1. floor
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Mona Enell-Nilsson

Mona Enell-Nilsson

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498400
Tritonia T605
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Shahid Hafeez

Shahid Hafeez

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Eero Halmelinna

Eero Halmelinna

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Ari Huuhka

Ari Huuhka

University Lecturer
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498479
Ankkuri 1. floor
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Ilona Huuskonen

Ilona Huuskonen

Teaching Assistant
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Essi Häyhänen

Essi Häyhänen

School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Minna-Maarit Jaskari

Minna-Maarit Jaskari

University Lecturer
School of Marketing and Communication, Marketing
+358294498437
Ankkuri 1. floor
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Maija Kantola

Maija Kantola

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498566
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Sami Karhu

Sami Karhu

Professor of Practise, Cooperative business models
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358400545989
Ankkuri 1. floor
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Suzi Kimura

Suzi Kimura

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Niklas Kurki

Niklas Kurki

Grant-Funded Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Pirjo Laaksonen

Pirjo Laaksonen

Professor Emerita
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
Tervahovi B310
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Eero Lehti

Eero Lehti

Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Harri Luomala

Harri Luomala

Professor
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498461
Ankkuri 1. floor
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Roosa-Maaria Malila

Roosa-Maaria Malila

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498510
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Erwan Mouazan

Erwan Mouazan

Postdoctoral Researcher
School of Marketing and Communication, Marketing
Ankkuri 1. floor
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Evianna Pehkonen

Evianna Pehkonen

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Kyösti Pennanen

Kyösti Pennanen

Senior Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498713
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Nayeem Rahman

Nayeem Rahman

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498432
Vaasan Yliopisto Helsingin toimipiste
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Asta Salmi

Asta Salmi

Docent
School of Marketing and Communication, International Business
firstname.lastname@uwasa.fi
+358294498452
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Joni Salminen

Joni Salminen

Associate Professor (tenure track)
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498675
Ankkuri 1. floor
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Shah Shakeel

Shah Shakeel

Postdoctoral Researcher
School of Marketing and Communication, Marketing
+358294498477
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Ekaterina Sofroneeva

Ekaterina Sofroneeva

Doctoral Student
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Katariina Sorvari

Katariina Sorvari

Doctoral Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498731
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Elina Tikkanen

Elina Tikkanen

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498393
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Jack Tillotson

Jack Tillotson

Assistant Professor (tenure track)
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498541
Ankkuri
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Linda Turtola

Linda Turtola

Research Assistant
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Essi Vesterinen

Essi Vesterinen

Teacher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Catharina von Koskull

Catharina von Koskull

Associate Professor (tenure track)
School of Marketing and Communication, Marketing
+358294498113
Vaasan Yliopisto Helsingin toimipiste H408
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Tiia Vuorinen

Tiia Vuorinen

Project Researcher
School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
+358294498343
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Mujde Yuksel

Mujde Yuksel

School of Marketing and Communication, Marketing
firstname.lastname@uwasa.fi
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Doctoral researchers

  • Hanna Ahtosalo
  • Tiia Alkkiomäki
  • Ann-Sofi Backgren
  • Päivi Borisov
  • Laura Forsman
  • Nicoleta Dudau (Szakali)
  • Mika Hakosalo
  • Audur Hermannsdóttir
  • Maija Kantola
  • Suzi Kimura
  • Heidi Kock
  • Niklas Kurki
  • Lena Lindholm
  • Roosa-Maaria Malila
  • Krista Niemi
  • Salla Niskanen
  • Nayeem Rahman
  • Anna-Mari Rimppi
  • Ekaterina Sofroneeva
  • Katariina Sorvari
  • Iina Vartia
  • Essi Vesterinen
  • Leena Viitaharju