Kirsten Cowan, Ph.D. Senior Lecturer in Marketing
Kirsten Cowan, Ph.D. Senior Lecturer in Marketing
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A dual model of product involvement for effective virtual reality: The roles of imagination, co-creation, telepresence, and interactivity
K Cowan, S Ketron
Journal of Business Research 100, 483-492, 2019
How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study
K Cowan, F Guzman
Journal of business research 117, 683-693, 2020
Green spirit: Consumer empathies for green apparel
K Cowan, T Kinley
International Journal of Consumer Studies 38 (5), 493-499, 2014
When inter-firm relationship benefits mitigate power asymmetry
K Cowan, AK Paswan, E Van Steenburg
Industrial Marketing Management 48, 140-148, 2015
Marketing practices of rural micro and small businesses in Ghana: The role of public policy
C Blankson, K Cowan, WK Darley
Journal of Macromarketing 38 (1), 29-56, 2018
Prioritizing marketing research in virtual reality: Development of an immersion/fantasy typology
K Cowan, S Ketron
European Journal of Marketing 53 (8), 1585-1611, 2019
Privacy concerns when using augmented reality face filters? Explaining why and when use avoidance occurs
K Cowan, A Javornik, P Jiang
Psychology & Marketing 38 (10), 1799-1813, 2021
A review of the relationships and impact of market orientation and market positioning on organisational performance
C Blankson, K Cowan, J Crawford, S Kalafatis, J Singh, S Coffie
Journal of Strategic marketing 21 (6), 499-512, 2013
Perception is reality… How digital retail environments influence brand perceptions through presence
K Cowan, N Spielmann, E Horn, C Griffart
Journal of Business Research 123, 86-96, 2021
Who is the “self” that buys?: An exploratory examination of imaginative consumption and explanation of opinion leadership
KL Cowan, B Dai
Psychology & Marketing 31 (11), 1008-1023, 2014
The influence of rituals on luxury product consumption: implications for brands
K Cowan, N Spielmann
Journal of Brand Management, 1-14, 2017
Consequences of moral transgressions: How regulatory focus orientation motivates or hinders moral decoupling
K Cowan, A Yazdanparast
Journal of Business Ethics 170, 115-132, 2021
It’s alive! Increasing protective action against the coronavirus through anthropomorphism and construal
J Wan, K Kulow, K Cowan
Journal of the Association for Consumer Research 7 (1), 81-88, 2022
The sweet taste of consistency in brand name sound & product/label shapes: Investigating appetitive responses in a dessert context and obstacles that suppress
N Spears, S Ketron, K Cowan
Journal of Brand Management 23, 439-456, 2016
Culture is in the “I” of the beholder: Identity confirmation in tourist advertisements
K Cowan, N Spielmann
Journal of Business Research 121, 378-388, 2020
Can you smell the (virtual) roses? The influence of olfactory cues in virtual reality on immersion and positive brand responses
K Cowan, S Ketron, A Kostyk, K Kristofferson
Journal of Retailing 99 (3), 385-399, 2023
Moral foundations and judgment: conceptualizing boundaries
K Cowan, A Yazdanparast
Journal of Consumer Marketing 36 (3), 356-365, 2019
Anything you can imagine is possible: How imagining can overcome visceral drive states elicited in promotional advertising
K Cowan
Journal of Business Research 120, 529-538, 2020
What makes digital content influential? A comparison of celebrities and influencers: An abstract
K Cowan, L Hunt
Finding New Ways to Engage and Satisfy Global Customers: Proceedings of the …, 2019
The Reality of Virtuality: Harness the Power of Virtual Reality to Connect with Consumers
K Cowan, S Ketron, A Kostyk
De Gruyter, 2023
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