Munnukka Juha, Senior researcher / Yliopistotutkija

Munnukka Juha, Senior researcher / Yliopistotutkija


Dr. Juha Munnukka, Senior Researcher, got his doctoral degree in marketing in 2004. Munnukka gives mainly advanced level courses in marketing, for example pricing management and evolution of marketing theory. In addition, he acts as a supervisor of bachelor's and master’s theses of marketing.

His main research interests are in digital consumer behavior, the formation of customer value in the consumer market context, and pricing. Recent research projects study customer value in the contexts of product packages and new packaging technologies. His research has been published for example in Journal of Service Theory and Practices, Computers in Human Behavior, Journal of Marketing Management, Journal of Supply and Purchase Management, and Journal of Product and Brand Management.

Areas of Interest

Customer value and pricing, digital marketing, organizational buying, risk perceptions

Research Areas

Consumer Marketing, Digital Marketing

Recent Publications

  • Karjaluoto, H., Munnukka, J., & Salmi, M. (2016). How Brand Personality, Identification, and Relationship Length Drive Loyalty in Sports? Journal of Service Theory and Practice, 26(1), 50-71.
  • Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand?. Computers in Human Behavior51, 429-439.
  • Uusitalo, O., Pellinen, A., Törmäkangas, K. & Munnukka, J. (2015). Beliefs Affecting Additional Investment Intentions of Mutual Fund Clients. Journal of Financial Services Marketing, 20(1), 62-73.
  • Munnukka, J., & Järvi, P. (2014). Perceived risks and risk management of social media in an organizational context. Electronic Markets24(3), 219-229.
  • Munnukka, J. & Järvi, P. (2012). The price-category effect and the formation of customer value of high-tech products, Journal of Consumer Marketing, 29(4), 293-301.

Research group: Digital Marketing

Teaching (list of courses)

  • YMAA140, Marketing management - marketing management simulation game (Markkinoinnin johtamisen simulaatiopeli, in Finnish), Spring 2008-.
  • YMAS230 Research methodology (Metodiopinnot, in Finnish), Autumn 2008-.
  • YMAS240 Evolution of marketing theory (Markkinoinnin tutkimussuunnat, in Finnish), Autumn 2007-.
  • YMAS380 Pricing Management (Hinnoittelun johtaminen, in Finnish), Spring 2009-.
  • YMAS991 Master’s thesis seminar (Syventävien opintojen seminaari, in Finnish), 2005-.
  • YMAA900 Bachelor's seminar (Aineopintojen seminaari, in Finnish), 2014-.

In the past, Munnukka has also taught for example Basics of marketing (2005-2007), Marketing on Internet (2005-2007), Marketing management in international environment (2006).