Organisation
Marketing
Research Group
The research of the Marketing department focuses on understanding and influencing customer behavior in both commercial and non-commercial settings. The department strives to conduct research that is characterized by both high practical applicable and high scientific quality. Keywords: customer value, sensory marketing, co-creation, and healthcare marketing.
Current researchers
1 - 10 of 31 results
- Sandra STREUKENS (Responsible)
- Lowie CNOCKAERT (Member)
- Lieve DOUCE (Member)
- Rabii EL GOMRI (Member)
- Yanbing HE (Member)
- Bieke HENKENS (Member)
- Gallus HOUGHTON (Member)
- Jinhan JIAO (Member)
- Louise-Marie KUIJPERS (Member)
- Sara LEROI-WERELDS (Member)
Projects
1 - 10 of 33
- IoT adoption: A process model from the Perspective of Consumer LearningFrom16 May 2024 → TodayFunding: BOF - mobility
- Shaping Future Stores: Unraveling the Impact of Personalized Sensory Atmospherics on Consumer BehaviorFrom16 Feb 2024 → TodayFunding: BOF - doctoral mandates
- Person-centered rehabilitation from a marketing perspectiveFrom1 Jan 2024 → TodayFunding: BOF - projects
- The role of automatic and deliberate mental imagery in multi-sensory digital consumer environments.From1 Jan 2024 → TodayFunding: FWO research project (including WEAVE projects)
- IOF mandate Faculty of Business Economics (BEW) 2024-2028From1 Jan 2024 → TodayFunding: IOF - mandates
- ASMR marketing: The effect of ASMR adverts and its interaction with responder type, ad message type, and product type on consumer reactions.From1 Nov 2023 → TodayFunding: BOF - doctoral mandates
- Making Healthcare Technology A Success Story: Developing A Patient-centric Toolset to Design, Manage, Evaluate and Optimize Patient Healthcare Technology Usage.From1 Oct 2023 → TodayFunding: Foreign foundations, funds with scientific view
- Exploring Immersive Technologies and Crossmodal Correspondences in Enhancing Sensory Imagery and Consumer BehaviorFrom1 Oct 2023 → TodayFunding: BOF - projects
- The effect of sensory-enabling technologies on consumer behavior via haptic imagery in a digital contextFrom1 Jan 2023 → TodayFunding: BOF - projects
- Building Trust Through Transparent Artificial IntelligenceFrom1 Sep 2022 → TodayFunding: BOF - doctoral mandates
Publications
1 - 10 of 181
- Social influence and reduction of animal protein consumption among young adults: Insights from a socio-psychological model(2023)
Authors: Rosaly SEVERIJNS, Sandra STREUKENS, Jasperina BROUWER, Sebastien LIZIN
- Learning from the resourceness blind spot for service innovation at the base of the pyramid(2021)
Authors: Michelle Greene, Allard VAN RIEL
Pages: 933 - 946 - Toward a more balanced customer perspective on automated service interactions(2022)
Authors: Eline HOTTAT, Sara LEROI-WERELDS
Number of pages: 368 - MaaS modelling: a review of factors, customers' profiles, choices and business models(2023)
Authors: Carolina Cisterna, Negarsadat Madani, Claudia Bandiera, Francesco Viti, Mario COOLS
- What drives ecopreneurship in women and men? - A structured literature review(2021)
Authors: Arien GUNAWAN, Allard VAN RIEL, Caroline Essers
- Boosting customer engagement through gamification: A customer engagement marketing approach(2019)
Authors: Sandra STREUKENS, Allard VAN RIEL, Daria NOVIKOVA, Sara LEROI-WERELDS
Pages: 35 - 54Number of pages: 20 - Investigating entrepreneurial use of intuition and rationality in decision-making: a QCA approach(2020)Series: Handbooks of Business and Management Research as Practice series
Authors: Ariel N. Gani, Allard VAN RIEL, Sandra STREUKENS, Andreas Grössler
Pages: 73 - 85Number of pages: 13 - Unequal Consumers: Consumerist healthcare technologies and their creation of new inequalities(2018)
Authors: Laura VISSER, Yvonne W. M. Benschop, Inge L. Bleijenbergh, Allard VAN RIEL
Pages: 1025 - 1044 - Business Model Innovation and Value-creation: The Triadic Way(2018)
Authors: T. W. Andreassen, L. Lervik-Olsen, H. Snyder, Allard VAN RIEL, J. Sweeney, Y. Van Vaerenbergh
Pages: 883 - 906 - Can’t touch this: The impact of Augmented Reality vs. Touch and Non-touch Interfaces on Perceived Ownership(2018)
Authors: Malaika BRENGMAN, Kim WILLEMS, Helena Van Kerrebroeck
Pages: 269 - 280