My current research interests are in corporate social responsibility and its impacts on brand loayalty. More specifically, I investigate how psychological traits affect our views on corporate social responsiblity and how these two concepts together affect brand loyalty. In recent years I have conducted research in the fields of arts marketing, brands, retailing, marketing strategy, innovations and digital marketing. My expertise is in testing theories and providing theoretical contributions through analyzing quantitative data using advanced statistical methods. I mostly use Structural Equation Modeling (SEM) as my tool to provide explanations for complex interactions and thus implications for theory.
At the moment I teach mainly at the Aalto University Business School (Department of Marketing) and at the Aalto University Executive Education (DBA-program). I am also an Adjunct Professor of Marketing at the University of Helsinki.