Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (as defined by American Marketing Association, 2017)


Marketing research is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. American Marketing Association

A glance at our recent research topics

You fooled me, so I’ll tell you about myself! personnel-related brand betrayal experiences and disclosure of personal information (2024) studies one potentially important positive consequence of brand personnel betrayal experiences (i.e., a consumer’s feeling of being betrayed by the brand staff members)

Priming shoppers’ well-being goal in grocery stores: Moving toward healthier food choices? (2023) investigates how concrete sensory cues can activate consumers well-being goal in a retail store context. Activated well-being goal can affect in-store movements and food purchases.

Broadening the Concept of Luxury: Transformations and Contributions to Well-Being (2022) is a critical commentary of foundational literature that includes examining the ongoing luxury transformation in the ongoing COVID-19 era in a world of climate change and disaster displacements, environmental degradation, and awareness of future pandemics.