Публикации и конференции

Публикации на рецензии

1. Mukhutdinova R., Kireeva A., Okulova O. Brand-Art Collaborations in Contemporary Art Fairs: New Customer Experience (на рассмотрении в журнале Arts and the Market)

Purpose. The purpose of this paper is to empirically test if collaborations of fashion brands with artists in contemporary art fairs are associated with a more positive brand attitude and higher purchase intentions after receiving this experience.

Methodology. The study applies quasiexperimental design rooted in the S-O-R framework. The framework is operationalised by testing three constructs: brand attitude, purchase intention, attitude toward collaborations before experiencing the brand-art collaboration and afterwards. The sample includes 200 visitors of the Cosmoscow art fair equally distributed across the control and treatment group.

Findings. The study demonstrates how collaborations between fashion brands and artists at contemporary art fairs lead to higher brand attitude, purchase intention, and more positive collaboration attitude among customers. The results show that customers exposed to such collaborations have a statistically significant more positive brand attitude, higher purchase intention, and a more favorable attitude toward collaborations in general. Effect sizes were from medium to large controlling for age, income, and an interest in art supported the hypotheses.

Originality. This study contributes to academic literature in marketing of arts and fashion marketings by examining how brand-artist collaborations at contemporary art fairs contribute to brand attitude, purchase intention, and collaboration attitude, which have been underexplored compared to digital or mass-market research, especially using quantitative research design. It advances understanding of brand-art collaborations in culturally rich, live, dynamic environments, which contributes to a more intricate practical contribution of live events to overall brand marketing.

2. Strakhov A., Smirnova E., Okulova O. Winning the Love of Young Consumers: An Exploratory Study of Premium Brands in an Economy under Sanctions (на рассмотрении в журнале Journal of Indian Business Research)

Purpose. This study explored how local premium brands in an economy under sanctions develop emotional connections with Gen Z consumers providing unique insights from Russian market. The research specifically studied the tools by which brands from different premium product categories foster brand attachment and loyalty among young consumers, applying Sternberg’s Triangular Theory of Love

Methodology. Paper opted for an exploratory study using the open-ended approach of grounded theory, including 11 in-depth interviews with young customers of three categories of premium brands: fashion, interior design and household appliances. The data were complemented by the coding procedure with formulation of unique insights to extend the theory of love and applying it to the “brand-consumer” relations

Findings. The paper provided insights into the practices which boost brand love in each stage of brand-customer relationships - intimacy, passion and decision/commitment using social media tools, technologies and personal touch points with the clients. The findings contribute to previous studies of consumer behaviour changes in economies under sanctions.

Practical Implications. The research offered actionable insights for managers of premium brands seeking to enhance their market positioning amidst sanctions.

Originality. This study contributes to growing literature of consumer behaviour while focusing on the market’s unique context of an economy under sanctions. This research is among the first to apply the triangular theory of love to analyze brand-consumer relationships in an economy under sanctions. The study offered a novel conceptual framework and practical recommendations for local brands and international brands navigating turbulent economic conditions.

3. Myasnikova N., Plyusnina D., Okulova O., Zelenskaya E. Signals that sell: what drives buying decisions in online luxury jewellery resale? (на рассмотрении в журнале International Journal of Retail and Distribution Management)

Purpose. This study focuses on the resale of women’s jewellery and investigates how seller-related signals influence consumer buying decisions on online luxury fashion resale platforms. By using signaling theory, the study addresses the problem of information asymmetry in peer-to-peer markets.

Methodology. A dataset of 2,992 women’s luxury jewellery sellers is used to test the impact of four independent variables — seller type, account verification status, number of subscribers, and duration on the platform — on consumer buying decisions, operationalised through the number of “likes” per product listing, was examined using multiple linear regression analysis.

Results. Consumer buying decisions are significantly affected by trust-based signals like verified account status, extended seller presence on the platform, and seller types. The number of subscribers has a positive, however, weak impact. These results demonstrate that in high-involvement categories like luxury jewellery, credibility-based signals are more significant than soft popularity cues.

Originality. This work adds to the body of literature by applying signaling theory to the little-studied domain of online luxury jewellery resale. It presents “like” as a scalable measure of consumer decision-making in online marketplaces and offers useful insights on how to boost user engagement, build trust, and reduce knowledge asymmetry in peer-to-peer trade.

Конференции

1. ХII ЕЖЕГОДНАЯ МЕЖДУНАРОДНАЯ НАУЧНАЯ КОНФЕРЕНЦИЯ «ЭКОНОМИКА И МЕНЕДЖМЕНТ» (1-4 октября 2025, ВШМ, Санкт-Петербург)

Название доклада: “Personal Brand of the Founder: The Impact of Controversial Events on The Perception of a Fashion Brand” 

Докладчики: Страхов Александр Михайлович, Смирнова Елизавета Вячеславовна, Зеленская Елена Михайловна

2. II Международная научно-практическая конференция «Современные проблемы управления: исследования, диагностика, решения» (9-10 октября 2025, МГУ имени М. В. Ломоносова, Москва)

Название доклада: "Collaborations of Fashion Brands with Artists at Contemporary Art Fairs: The Formation of New Customer Experience" 

Слайды доклада (PDF, 2.20 Мб) 

Докладчики: Мухутдинова Регина, Киреева Ангелина

3. ХI ЕЖЕГОДНАЯ МЕЖДУНАРОДНАЯ НАУЧНАЯ КОНФЕРЕНЦИЯ «ЭКОНОМИКА И МЕНЕДЖМЕНТ» (1-5 октября 2024, ВШМ, Санкт-Петербург)

Название доклада: “Russian Premium Brands: Developing Image and Building Loyalty among the Youth” 

Докладчики: Страхов Александр Михайлович, Смирнова Елизавета Вячеславовна, Окулова Ольга Игоревна