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Proceedings of the European Marketing Academy - 11th EMAC Regional Conference

The 11the EMAC Regional Conference 2020 was a unique and different conference compared to previous EMAC conferences. It was the only EMAC conference in 2020, due to the COVID19 pandemic, and the first EMAC conference in history to be held completely online. In that sense, the 11th EMAC Regional Conference became the meeting point for 169 marketing academics and practitioners not only from the region but from 36 countries all over the world. In the advent of new technologies that have (re)shaped our world in the past several decades, doing marketing research has become more exciting, but also more challenging than ever. Today, there is no area of marketing that has not been affected by technology ; from the evolving landscape of martech ; the role of technology in mapping the consumer journey and the consumer decision-making process ; the rise of multi-sided platforms and omnichannel marketing ; big data and prescriptive analytics ; artificial intelligence, virtual and augmented reality to strategic and ethical implications and challenges such developments bring. This is why we have decided to call for more interdisciplinarity and collaboration in marketing research, and define “Challenging the status quo in marketing research” as the overarching theme of this year’s conference. The 11th EMAC Regional Conference Proceedings offer a collection of 37 papers presented at the conference. They cover a variety of attractive marketing topics using a wide range of methodologies ; from qualitative and quantitative to mixed-methods research. Also, the papers provide insights from both the consumer and company perspective to answer new and contemporary marketing problems related to food marketing, privacy concerns, sensory marketing, sustainable consumption, shared vs public mobility services, and value co-creation. Furthermore, the researchers aimed to shed more light on branding in different contexts, the COO effect, and retailing, both offline and online. Some are providing new perspectives on business tourism, entrepreneurial marketing and other areas of non- profit marketing Since the majority of the papers was written in very challenging times and circumstances, we would like to congratulate and express our gratitude to all the authors for their persistence and willingness to write the papers and participate in the conference. Also, we are very grateful to our reviewers who contributed to the conference (please see a full list at the end of Conference Proceedings). Finally, we would like to invite you to browse through and read these papers to use them as a stepping stone for your future research.

marketing research

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