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 30 results
- Sandra STREUKENS (Responsible)
- Lowie CNOCKAERT (Member)
- Lieve DOUCE (Member)
- Rabii EL GOMRI (Member)
- Yanbing HE (Member)
- Bieke HENKENS (Member)
- Gallus HOUGHTON (Member)
- Louise-Marie KUIJPERS (Member)
- Sara LEROI-WERELDS (Member)
- Marc LOGMAN (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 184
- The Effect of High, Partial, and Low Multisensory Congruity between Light and Scent on Consumer Evaluations and Approach Behavior(2022)
Authors: Lieve DOUCE
- Brand personality appeal in retailing: Comparing fashion- and grocery retailing(2022)
Authors: Kim WILLEMS
- To automate or not to automate? A contingency approach to service automation(2023)
Authors: Eline HOTTAT, Sara LEROI-WERELDS, Sandra STREUKENS
Pages: 696 - 724 - Healthcare service users as resource integrators: investigating factors influencing the co-creation of value at individual, dyadic and systemic levels(2020)
Authors: Justine Virlée, Wafa Hammedi, Allard VAN RIEL
Pages: 277 - 306 - Bootstrapping and PLS-SEM: A step-by-step guide to get more out of your bootstrap results(2016)
Authors: Sandra STREUKENS, Sara LEROI-WERELDS
Pages: 618 - 632 - Going beyond the service exchange: Employees’ perceived value of an engagement platform.(2016)
Authors: Sara LEROI-WERELDS, Sandra STREUKENS
Number of pages: 1 - Life cycle extension of mobile phones: an exploration with focus on the end-consumer(2018)
Authors: Odette Penners, Janjaap Semeijn, Allard VAN RIEL, Wim Lambrechts
Pages: 7 - 37 - Is robotic shopping set to be the next big thing?(2019)
Authors: Malaika BRENGMAN, Laurens De Gauquier, Stephanie van de Sanden, Kim WILLEMS
Pages: 167 - 174 - Unique… Like everybody else: An examination of the differentiating role of store personality(2013)
Authors: Kim WILLEMS, Gilbert SWINNEN
Pages: 157 - 178 - Bargain effectiveness in differentiated store environments: When a good deal goes bad(2014)
Authors: Lieve DOUCE, Kim WILLEMS, Wim JANSSENS
Pages: 34 - 35