04.07.2018
Research news
University news

JSBE marketing research was awarded in Emerald Literati Awards

An article by Janne Hepola, Heikki Karjaluoto and Anni Hintikka has been selected as Highly Commended in the 2018 Emerald Literati Awards.

Hepola, Karjaluoto and Hintikka gained the recognition with the article ”The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement”.  The winners were selected based on their research excellence, rigour and relevance.  

- The research related to consumer engagement has increased dramatically in recent years and the business policy-makers are extremely interested in engaging their customers comprehensively. This research helps us to understand both the factors behind consumer engagement, and the engagement’s effects on the brand capital, explains JSBE University Teacher Janne Hepola. 

The data were collected through an online survey targeted at customers of a Finnish tableware brand. Data collection platforms included the Facebook page of the brand and other Facebook groups in which the brand’s customers participate. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. 

The article has aroused interest - it has been downloaded approx. 1700 times after it was published. 

 

More information

Heikki Karjaluoto

Professor

Jyväskylä University School of Business and Economics

heikki.karjaluoto@jyu.fi