Journal articles

Halonen, E. (2013) “Mirror, mirror, on the wall – which brand is like me, most of all? Integrating consumers into brand personality measurement”. International Journal of Market Research, Vol.55, No. 1.


”Jamie Oliver at Sainsbury’s – analysis of a brand alliance” (2011) Strategic Direction, Vol. 27, No 2. (review journal). A review of the below paper in a journal directed at marketing practitioners.


Halonen-Knight, E. & Hurmerinta, L. (2010) “Who endorses whom? Meaning transfer in celebrity endorsement”. Journal of Product and Brand Management, Vol. 19, No. 6, pp.452 – 460.

Conference presentations

  • Caldwell, L. & Halonen, E. (2012) “JDM for dummies: turning decision research into practical tools for marketers”, Annual Conference of Society for Judgment and Decision Making, Minneapolis, USA. (Poster)

  • Caldwell, L. & Halonen, E. (2012) “Sunk cost fallacy: psychological causes and economic effects”, TIBER XI Symposium on Behavioural Economics, Tilburg, The Netherlands. (Poster)

  • Caldwell, L. & Halonen, E. (2012) “Sunk cost effect: psychological, cultural, or just economically rational?”, 30th International Congress of Psychology, Cape Town, South Africa.

  • Halonen, E. (2012) “Self-construals, consumer need for uniqueness, and self-brand congruence”, 30th International Congress of Psychology, Cape Town, South Africa.

  • Caldwell, L. &  Halonen, E. (2012) “Sunk cost effect: psychological, cultural, or just economically rational?” International Association for Cross-Cultural Psychology 21st International Congress, Stellenbosch, South Africa.

  • Halonen, E. (2012) “Self-construals, consumer need for uniqueness, and self-brand congruence”,  International Association for Cross-Cultural Psychology 21st International Congress,  Stellenbosch, South Africa.

  • Kende, J. &  Halonen E. (2012) “Window to the global mind: cross-cultural differences and similarities in Google searches”, International Association for Cross-Cultural Psychology 21st, International Congress, Stellenbosch, South Africa.

  • Caldwell, L. &  Halonen, E. (2012) “Sunk cost effect: psychological, cultural, or just economically rational?”, International Conference on Thinking 2012, London, UK.

  • Halonen-Knight, E. & Hurmerinta, L. (2011) “Managing celebrity endorsement as a strategic brand alliance”, 1st International Colloquium on Corporate Identity, Zürich, Switzerland.

  • Halonen-Knight, E. & Hurmerinta, L. (2009) “Celebrity endorsement – a form of brand alliance?”5th International Brand Identity and Corporate Reputation Conference, Cambridge, UK.

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publications