Research

Brandinnova researchers are involved in a broad range of brand-related projects and contribute regularly to the international frontier of branding research. We also publish in applied journals and magazines in order to spread important findings to a broader group of marketing practitioners. Below are lists of recent published work and ongoing projects.

Contact us

Phone: +47 90161348
Email: magne.supphellen@nhh.no

OUR Research areas

Branding of innovations and start-ups
Branding and consumer psychology
Branding and sustainability
Strategic brand management & leadership
Generic branding and labeling
Branding and the new value chains
International and origin branding
Brand research methods

View our ONGOING PROJECTS

BRANDINNOVA - Recent publications (2019 - 2023)

Authors	Title	Publication
Zarei, Mohammad; Supphellen, Magne; Bagozzi, Richard P.	Research streams, gaps and opportunities in servant leadership research	Leadership & Organization Development Journal; 2023
Jakubanecs, A.; Supphellen, M.; Helgeson, J. G.; Haugen, H. M.; Sivertstøl, N.	The impact of cultural variability on brand stereotype, emotion and purchase intention	Journal of Consumer Marketing, 40(1), 112-123; 2023
Bagozzi, R. P.; Khoshnevis, M.	How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use	Journal of Marketing Theory and Practice, 31(4), 383-402, 2023
Foroudi, P.; Marvi, R.; Cuomo, M. T.; Bagozzi, R.; Dennis, C.; Jannelli, R.	Consumer perceptions of sustainable development goals: conceptualization, measurement and contingent effects	British Journal of Management, 34(3), 1157-1183, 2023
Lourenço, C. J.; Isabella, G.; Verbeke, W.; Vo, K.; Dimoka, A.; Bagozzi, R. P.	How songs from growing up and viewers' attachment styles affect video ads' effectiveness	Psychology & Marketing, 40(1), 209-233, 2023
Zarei, Mohammed; Supphellen, Magne; Bagozzi, Richard P.	Servant leadership in marketing: A critical review and a model of creativity-effects	Journal of Business Research; 2022
Hem, Alexander; Supphellen, Magne.	Developing and testing a typology of brand benefit differentiation	Journal of Product & Brand Management; 2021
Supphellen, Magne.	Hvorfor og hvordan integrere bærekraft i merkeposisjoneringen	Magma; 10/2020
Le, Nhat Quang; Supphellen, Magne; Bagozzi, Richard P.	Effects of negative social information on the willingness to support charities: the moderating role of regulatory focus	Marketing letters (12 pages); 2020
Supphellen, Magne.	Hvordan bygge sterke merkevarer med norsk identitet i dagligvarehandelen?	Mot bedre vitende i norsk matsektor; page 193 - 214; 2020
Hem, Leif E.; Iversen, Nina M.	Merkelogoen som virkemiddel for å utvikle sterke merker	Magma; 6/2020
Jacobsen, Jens Kr. Steen; Iversen, Nina M.; Hem, Leif E.	Hotspot crowding and over-tourism: Antecedents of destination attractiveness	Annals of Tourism Research; Volume 76, Pages 53-66, May 2019
Oklevik, Ove; Supphellen, Magne; Mæhle, Natalia.	Time to retire the concept of brand personality? Extending the critique and introducing a new framework	Journal of Consumer Behaviour 2019 s. 1-8
Jakubanecs, Aleksandrs; Supphellen, Magne; Fedorikhin, Alexander; Haugen, Hege Mathea; Sivertstøl, Njål.	Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context	International Journal of Market Research (IJMR) 2019 ;Volum 61.(5) s. 518-533
Ruge, Christian O.; Le, Nhat Quang; Supphellen, Magne.	When and why employees of non‐profits promote their organizations: Determinants of positive staff‐word‐of‐mouth	International Journal of Nonprofit & Voluntary Sector Marketing 2020
Jakubanecs, Aleksandrs; Supphellen, Magne; Haugen, Hege Mathea; Sivertstøl, Njål.	Developing brand emotions across cultures: effects of self-construal and context	Journal of Consumer Marketing 2019 ;Volum 36.(4) s. 472-483
Supphellen, Magne.	Hvorfor og hvordan integrere bærekraft i merkeposisjoneringen	Magma - Tidsskrift for økonomi og ledelse 2020 (6) s. 48-58
Sivertstøl, Njål; Supphellen, Magne; Jakubanecs, Alexander; Haugen, Hege Mathea.	Bør norske merkevarer i asiatiske markeder kulturtilpasses?	Magma - Tidsskrift for økonomi og ledelse 2020 (6) s. 77-85
Pedersen, Per Egil; Nysveen, Herbjørn; Oklevik, Ove.	Motiver for å delta i eventer: betydningen av deltakernes rolle.	Eventledelse : En forskningsbasert antologi. Universitetsforlaget 2019 ISBN 978-82-15-03219-1. s. 128-143
Pedersen, Per Egil; Nysveen, Herbjørn.	Understanding Mobile Apps as Platform Based Services in Multisided Markets. Adoption and Diffusion	The Oxford Handbook of Mobile Communication and Society. Oxford University Press 2020 ISBN 9780190864385.
Warren, Caleb; Batra, Rajeev; Loureiro, Sandra Maria Correia; Bagozzi, Richard P.	Brand Coolness	Journal of Marketing, Volume: 83 issue: 5, page(s): 36-56
Lee, Joon Sung; Kwak, Dae Hee; Bagozzi, Richard P.	Cultural cognition and endorser scandal: Impact of consumer information processing mode on moral judgment in the endorsement context	Journal of Business Research, 27 November 2020.
Ruvio, Ayalla; Bagozzi, Richard P.; Hult, G. Tomas M.; Spreng, Richard	Consumer arrogance and word-of-mouth	Journal of the Academy of Marketing Science volume 48, pages 1116–1137 (2020)
Bagozzi, Richard P.; Romani, Simona; Grappi, Silvia; Zarantonello, Lia	Psychological Underpinnings of Brands	Annual Review of Psychology, Vol. 72:- (Volume publication date January 2021)
Xie, Chunyan; Bagozzi, Richard P; Grønhaug, Kjell.	The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences	Journal of Business Research 2018
Bashir, Hussnain; Jørgensen, Sveinung; Pedersen, Lars Jacob Tynes; Skard, Siv E. Rosendahl.	Experimenting with sustainable business models in fast moving consumer goods	Journal of Cleaner Production 2020 ;Volum 270.
Skard, Siv E. Rosendahl; Adam, Sunniva; Engdahl, Lise Fredrikke.	Host or Sponsor? Consumer Responses to Event Origins and Brand-related Event Leveraging	Event Management 2020
Qiu, Xinlu; Haugland, Sven Arne.	The role of regulatory focus and trustworthiness in knowledge transfer and leakage in alliances.	Industrial Marketing Management 2019 ;Volum 83. s. 162-173
Ness, Håvard; Haugland, Sven Arne; Aarstad, Jarle.	Interfirm resource integration in destination contexts	Current Issues in Tourism 2019
Aarstad, Jarle; Ness, Håvard; Haugland, Sven Arne.	Destination cobranding in interorganizational networks: Assessing the role of central tourism organizations	Journal of Destination Marketing & Management 2020 ;Volum 17.(Sept.)

Ongoing projects

Determinants of sustainability reputation: The role of sustainability officers.
Sustainability activities that make sense to stakeholders: Principles of stakeholder evaluations.
On the effects of objective sensory skills on consumer evaluations of branded coproduced outcomes.
Effects of generic logos and message frames in the promotion of new seafood export products.

Performance effects of customer orientation and experimentation in start-ups
Relative and interactive effects of traditional and digital media in generic communication
Distribution strategies in the digital age: How to combine direct digital strategies and traditional distribution via retailers