Marketing Effectiveness and Profitability

This theme includes research on measured and perceived effects of marketing activities for the company, other stakeholders and society.


Responsible faculty member:ackreditering_stor.jpg
Prof. Jaakko Aspara


Researchers focusing on the area:
Prof. Jaakko Aspara
Prof. Emer. Christian Grönroos
Prof. Maria Holmlund-Rytkönen
Prof. Tore Strandvik
Asst. Prof. Paul Viio
Asst. Prof. Johanna Frösén


Specific topics

  • Marketing metrics and accountability
  • Service productivity, relationship productivity
  • Return on relationships
  • Sales-marketing interface and effectiveness
  • Corporate marketing in financial markets; investor perceptions of brands and marketing activities
  • Pricing models; interactions of price and other promotional variables


Focus industries studied in the area

  • Financial services and banking industry
  • FMCG industry
  • Entertainment and events industry
  • Public services sector
  • Welfare services sector
  • Healthcare industry

Recent publications

In the research database you will find all research activity.
To the research database


2019 Simone Wies, Arvid Oskar Ivar Hoffmann, Jaakko Aspara, Joost M.E. Pennings 'Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?' Journal of Marketing, vol 83, no. 4, pp. 58-80 .


2017 Henrik Virtanen, Peter Björk, Elin Sjöström 'Follow for follow: marketing of a start-up company on Instagram' Journal of Small Business and Enterprise Development, vol 24, no. 3, pp. 468-484.
2017 Mario Kienzler, Christian Kowalkowski 'Pricing strategy' Journal of Business Research, vol 78, no. September, pp. 101-110.
2017 Maria Jose del Rio Olivares, Kristina Wittkowski, Jaakko Aspara, Tomas Falk, Pekka Mattila 'Relational price discounts: Consumers' metacognitions and nonlinear effects of initial discounts on customer retention' Journal of Marketing, vol 82, no. 1, pp. 115-131.


2016 Johanna Frösén, Jukka Luoma, Matti Jaakkola, Henrikki Tikkanen, Jaakko Aspara 'What Counts Versus What Can Be Counted: The Complex Interplay of Market Orientation and Marketing Performance Measurement' Journal of Marketing, vol 80, no. 3, pp. 60-78.
2016 Matti Jaakkola, Johanna Frösén, Henrikki Tikkanen, Jaakko Aspara, Antti Vassinen, Petri Parvinen 'Is more capability always beneficial for firm performance? Market orientation, core business process capabilities and business environment' Journal of Marketing Management, vol 32, no. 13-14, pp. 1359-1385.
2016 Johanna Frösén, Matti Jaakkola, Iya Churakova, Henrikki Tikkanen 'Effective forms of market orientation across the business cycle' Industrial Marketing Management, vol 52, no. January, pp. 91-99.


2015 Jaakko Aspara, Amitav Charkavarti, Arvid O. I. Hoffmann 'Focal versus background goals in consumer financial decision-making: Trading off financial returns for self-expression?' European Journal of Marketing, vol 49, no. 7/8, pp. 1114-1138.
2015 Jaakko Aspara, Arvid Hoffmann 'Selling losers and keeping winners' Marketing Letters, vol 26, no. 2, pp. 201-211.
2015 Christian Grönroos, Katri Ojasalo 'Service productivity as mutual learning' International Journal of Quality and Service Sciences, vol 7, no. 2-3, pp. 296-311.


2014 Michelle Andrews, Xueming Luo, Zheng Fang, Jaakko Aspara 'Cause marketing effectiveness and the moderating role of price discounts' Journal of Marketing, vol 78, no. 6, pp. 120-142.
2014 Xueming Luo, Ran Zhang, Weining Zhang, Jaakko Aspara 'Do institutional investors pay attention to customer satisfaction, and why?' Journal of the Academy of Marketing Science, vol 42, no. 2, pp. 119-136.
2014 Jaakko Aspara, Bram Van Den Bergh 'Naturally designed for masculinity vs. femininity?' International Journal of Research in Marketing, vol 31, no. 1, pp. 117-121.


2013 Jaakko Aspara 'The role of product and brand perceptions in stock investing' Journal of Behavioral Finance, vol 14, no. 3, pp. 195-212.


2012 Christian Grönroos, Pekka Helle 'Return on relationships:' Journal of Business & Industrial Marketing, vol 27, no. 5, pp. 344-359.


2010 Christian Grönroos, Pekka Helle 'Adopting a service logic in manufacturing Conceptual foundation and metrics for mutual value creation' Journal of Service Management, vol 21, no. 5, pp. 564-590.