Hannele Kauppinen-Räisänen

Yliopistonlehtori, markkinointi

Markkinoinnin ja viestinnän yksikkö, Markkinointi
029 449 8203
Wolffintie 34, 65200 Vaasa
Tervahovi A338

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OPETUS 2021-2022:

MARK2011 Kandidaatintutkielma

MARK2032 Brändijohtaminen

MARK2036 Tutkielmaprojekti

MARK2047 Markkinointikommunikaatio

MARK2046 Asiakaskeskeinen liiketoimintalogiikka

MODL2005 Global trends in branding

MARK3990 Maisteritutkielma 30 op


Univaasan Tutkimusryhmä: Kulutustutkimus ja asiakasarvon luominen

Tutkimusyhteistyö, mm. University of Angers, International University of Monaco, Hanken School of Economics

Tutkimushanke yhteistyö: Lyftkraft 2019-2021 (PJ Irene Vänninen/LUKE); ANR CRI-KEE (2020-2022) (PJ Gaelle Panthin-Sohier/University of Angers)

Tutkimusvierailut: International University of Monaco 2021; 2019; 2018; University of Angers 2017

Tutkimusprofiilit: ResearchgateGoogle ScholarSolecris

Hirsto, H., Enell-Nilsson, M., Kauppinen-Räisänen, H. & Keng, N.,2020. Workplace Communication III, Vakki Publications 12. (1st Ed.). Vaasa University.

Björk, P., & Kauppinen-Räisänen, H. 2020. Exploring barriers to scholarly knowledge use in organisational decision-making. VAKKI Publications, No. 12.

Cristini, H., & Kauppinen-Räisänen, H. (2020). Managing the transformation of the global commons into luxuries for all. Journal of Business Research. 116, 467-473.

Syrjälä, H., Kauppinen-Räisänen, H., Luomala, H.T., Joelsson, T.N., Könnölä, K., & T. Mäkilä. (2020). Gamified package: Extending value of brand engagement. Journal of Business Research.  119 (Oct), 423-434

Kauppinen-Räisänen, H., Mühlbacher, H., & Taishoff, M. (2020). Exploring the luxurious shopping experiences. Journal of Retailing and Consumer Services. 57

Kauppinen-Räisänen, H., van der Merwe, D., Bosman, L. (2020). Global brand packaging with a local touch or localizing global brand packaging? International Review of Retail, Distribution and Consumer Research. 48(7), 727-748

Björk P. & H. Kauppinen-Räisänen. (2019). Destination foodscape: A stage for travelers' food experience. Tourism Management, 71 (April), 466-465.

Kauppinen-Räisänen, H., Koskull, v. C., Gummerus, J. and Cristini, H. (2019). The new wave of luxury: The meaning and value of luxury to the contemporary consumer. International Journal of Qualitative Market Research. 22(3).

Radic, A., Björk P. and Kauppinen-Räisänen, H. (2019). Cruise holidays - How on-board service quality affects passengers' behaviour. Tourism in Marine Environments, 14(1).

Kaupinen-Räisänen, H. and Jauffret, M-N (2018). Using colour semiotics to explore colour meanings. Qualitative Market Research: An International Journal, 21(1), 101-117.

Kauppinen-Räisänen, H., Björk, B., Lönnström, A. and Jauffret, M-N. (2018). How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84(March), 72-81.

Björk P. and Kauppinen-Räisänen, H. (2017). A destination's gastronomy as a means for holiday well-being. British Food Journal, 119(7), 1578-1591.

Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M and Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101-107.

Björk P. and Kauppinen-Räisänen, H. (2017). Interested in eating and drinking? How food affects travel satisfaction and the overall holiday experience. Scandinavian Journal of Tourism and Hospitality, 17(1), 9-21.


Björk, P, Kauppinen-Räisänen, H. (2020). Travellers' experiences gained through absorption and immersion in destinations' food events. In A. Steffen and S. Doppler. (eds). Consumer Science and Strategic Marketing: Case Studies on Food Experiences: Insights for Marketing, Retail and Event. Elsevier.

Kauppinen-Räisänen, H., Cristini, H., Jauffret, M-N. (2019). The pursuit of silence of contemporary travelers. In. M. Volgger and. Pfister (eds). Advances in Culture, Tourism and Hospitality Research: The Tourism Atmospheric Turn: Environmental, place, and process impacts on marketing and customer behavior. Emerald. 16, pp. 15.

Sääksjärvi, M., Hellen, K. and Kauppinen-Räisänen, H. (2018). Envy: Narcissistic human traits in predicting benign and malicious envy. In H. Syrjälä and H. Leipämaa-Leskinen (eds). Seven Deadly Sins in Consumption. Edward Elgar Publishing.


Torchia, M-T, Cristini, H., Kauppinen-Räisänen, H. (2020). Well-being in the workplace. Do christian leaders behave differently?. ICBESR 2020: International Conference on Business Ethics and Social Responsibility. Dubai 12/2020. Accepted.

Taishoff, M., Mühlbacher, H., & Kaupinen-Räisänen, H. (2020). The evolution of luxury ecosystems: L´art de Vivre in the Billionaires´ Playground. Abstract of the 4rd Monaco Symposium on Luxury, Monaco. 8-10.4.2020. Accepted

Gummerus, J., von Koskull, C., & Kauppinen-Räisänen, H. (2020). Revisiting luxury. Tri-categorization of luxury perspectives. Abstract of the 4rd Monaco Symposium on Luxury, Monaco. 8-10.4.2020. Accepted

Cristini, H. & Kauppinen-Räisänen, H. (2019). From mass tourism to mindful tourism. From homo idiot to homo spirituality. 28th Nordic Symposium on Tourism and Hospitality Research 2019, Roskilde University. 23-25.10.2019.

Björk, P. & Kauppinen-Räisänen, H. (2019). Destination value de-construction dimensions ? on-line information that makes tourists say "no thank you, not that destination". 28th Nordic Symposium on Tourism and Hospitality Research 2019, Roskilde University. 23-25.10.2019.

Turunen, L., Kauppinen-Räisänen, H., & Ketola, J. (2019).Virtual proximity: luxury fashion brands alluring millennials? Global Fashion Management Conference. Digital and Social Media Marketing and Management in Fashion Industry. Paris 7/2019

Jaskari, M-M, & Kauppinen-Räisänen, H. (2018). How background music influences online luxury shopping. Proceedings of the 4rd International Colloquium on Corporate Branding, Identity, Image and Reputation, pp 3, Italy.

Syrjälä, H., Kauppinen-Räisänen, H., Luomala, H.T., Joelsson, T.N., Könnölä, K., & Mäkilä, T. (2018). Gamified package: Extending brand value in retail stores. Proceedings of the 4rd International Colloquium on Corporate Branding, Identity, Image and Reputation, pp 3, Italy

Cristini, H., & Kauppinen-Räisänen, H. (2018). From visible to invisible violence as met by immigrants. Abstracts of 5th Nordic Conference on Consumer Research, pp. 3, Finland.

Kauppinen-Räisänen, H. & Mühlbacher, H. (2018). Experiences in directly operated luxury brand stores. Abstract of the 3rd Monaco Symposium on Luxury, p. 1, Monaco.


Björk P. & H. Kauppinen-Räisänen 2014. Culinary tourism - a search for local food experiences. Food Science and Nutrition, 44(4), 294-309. AWARDEDEmerald Awards for Excellence 2015

Cântara, S., Kauppinen-Räisänen, H. & D. Sá 2015. Pharmaceutical branding: The impact of the package on the purchase decision of non-prescription drugs - Comparative Study. The Portuguese Marketing Conference, pp.14, Portugal. AWARDEDEmerald Best Paper Award.

Gummerus, J., von Koskull, C., Kauppinen-Räisänen, H. & G. Medberg 2014. Jag är värd det! Om att unna sig själv en lyxig present. Marknadsföring och påverkan på konsumenten. Söderlund, M. (ed.). Stockholm: Studentlitteratur, 267-286. AWARDEDÅrets Marknadsföringsbok 2015.