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

 

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

Senaste

Kalender

2023, 'Consumers’ behavioural responses to price promotions of organic products: An introspective pre-study and an online field experiment', European Journal of Marketing, vol. 57, no. 7, pp. 1804-1825. https://doi.org/10.1108/EJM-04-2022-0321 ,
2023, 'Hi, I’m taking over this account! Leveraging social media takeovers in fostering consumer-brand relationships', Journal of Business Research, vol. 165, https://doi.org/10.1016/j.jbusres.2023.114030
2022, 'Developing and renewing marketing as a scientific discipline through reflexive cocreation', AMS Review, https://doi.org/10.1007/s13162-022-00244-0
2022, 'Revisiting the paradox of whether retail buyers behave more like consumers or industrial purchasers: the case of price discounts', Marketing Letters, vol. 33, no. 3, pp. 499-521. https://doi.org/10.1007/s11002-022-09634-7
2020, 'Customer journey analyses in digital media: exploring the impact of cross-media exposure on customers’ purchase decisions', Journal of Service Management, vol. 31, no. 3, pp. 489-508. https://doi.org/10.1108/JOSM-11-2018-0360 ,
2019, 'Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?', Journal of Marketing, vol. 83, no. 4, pp. 58-80 . https://doi.org/10.1177/0022242919841584
2019, 'Consumer price effects: Loss aversion in value vs. in demand', Journal of the Operational Research Society, https://doi.org/10.1080/01605682.2019.1609884
2019, 'Examining the link between marketing controls and firm performance', Journal of Business Research, https://doi.org/10.1016/j.jbusres.2019.01.021
2017, 'Effect of intelligence on consumers' responsiveness to a pro-environmental tax: Evidence from large-scale data on car acquisitions of male consumers', Journal of Consumer Psychology, vol. 27, no. 4, pp. 448-455. https://doi.org/10.1016/j.jcps.2017.03.002
2017, '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. https://doi.org/10.1108/JSBED-12-2016-0202
2017, 'Pricing strategy', Journal of Business Research, vol. 78, no. September, pp. 101-110. https://doi.org/10.1016/j.jbusres.2017.05.005
2017, 'Relational price discounts: Consumers' metacognitions and nonlinear effects of initial discounts on customer retention', Journal of Marketing, vol. 82, no. 1, pp. 115-131. https://doi.org/10.1509/jm.16.0267
2016, 'Effective forms of market orientation across the business cycle', Industrial Marketing Management, vol. 52, no. January, pp. 91-99. https://doi.org/10.1016/j.indmarman.2015.05.012
2016, '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. https://doi.org/10.1080/0267257X.2016.1181098
2016, '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. https://doi.org/10.1509/jm.15.0153
2015, 'Do Ethical Social Media Communities Pay Off? An Exploratory Study of the Ability of Facebook Ethical Communities to Strengthen Consumers' Ethical Consumption Behavior', Journal of Business Ethics, vol. 144, no. 3, pp. 449-465. https://doi.org/10.1007/s10551-015-2830-y
2015, '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. https://doi.org/10.1108/EJM-04-2014-0244
2015, 'Selling losers and keeping winners', Marketing Letters, vol. 26, no. 2, pp. 201-211. https://doi.org/10.1007/s11002-013-9275-9
2015, 'Service productivity as mutual learning', International Journal of Quality and Service Sciences, vol. 7, no. 2-3, pp. 296-311. https://doi.org/10.1108/IJQSS-03-2015-0035
2014, 'Cause marketing effectiveness and the moderating role of price discounts', Journal of Marketing, vol. 78, no. 6, pp. 120-142. https://doi.org/10.1509/jm.14.0003
2014, 'Do institutional investors pay attention to customer satisfaction, and why?', Journal of the Academy of Marketing Science, vol. 42, no. 2, pp. 119-136. https://doi.org/10.1007/s11747-013-0342-9
2014, 'Naturally designed for masculinity vs. femininity?', International Journal of Research in Marketing, vol. 31, no. 1, pp. 117-121. https://doi.org/10.1016/j.ijresmar.2013.09.001
2013, 'The role of product and brand perceptions in stock investing', Journal of Behavioral Finance, vol. 14, no. 3, pp. 195-212. https://doi.org/10.1080/15427560.2013.819803
2013, 'Value Creation Processes and Value Outcomes in Marketing Theory - Strangers or Siblings?', Marketing Theory, vol. 13, no. 1, pp. 19–46. https://doi.org/10.1177/1470593112467267
2012, 'Return on relationships:', Journal of Business & Industrial Marketing, vol. 27, no. 5, pp. 344-359.
2010, '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. https://doi.org/10.1108/09564231011079057