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Scientific research

Research projects

Results 

35%
Gamification and loyalty programs
Starting year: 2017
Affiliated grants: 0
Affiliated publications: 7
Key words: gamification, loyalty programs, game mechanics.
 

Articles in scientific journals:

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  1. Muravskaia S., Smirnova M., Golovachova K., Alkanova O., Muravskii D. Loyalty in the "3D" perspective: identifying approaches to managing consumer loyalty // Bulletin of St. Petersburg State University. Management. 2019. 18(1), P: 70-93.  In Russian, Web of science RSCI 

  2. Starov S., Gladkih I., Muravskii D. Research of using brand associations for building strategic brand maps // Marketing and Marketing Research. 2019. No. 2. P. 116-130. In Russian ​

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Grants for scientific work:

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  1. Adaptive models of consumer behavior in the conditions of consumer culture transformation in Russia during the 2010s// Research project, St. Petersburg State University (together with Alkanova O., Golovachova K., Romadanova S., Smirnova М.) 2017-2018 (16.23.1459.2017).

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Publications in conference proceedings:

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  1. Muravskaia, S., Muravsky, D., & M. Smirnova. Gamification as a Tool of Persuasion: Consequences of Gamification Recognition. In C. Strong, C. Bosangit, N. Koenig-Lewis, Z. Lee, O. Moldes Andres & E. Rosier (Eds.), Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, 2024. Cardiff University. ISBN 978-1-3999-9060-8 Link

  2. Muravskaia S., Muravskii D., Smirnova M. Are you Playing Fair? Consequences of Gamification Recognition // Proceedings of the Australian and New Zealand Marketing Academy Conference, The University of Melbourne, Melbourne, Australia, 29.11-01.12, 2021. 

  3. Golovacheva K., Muravskii D., Smirnova M., Muravskaia S. Using a narrative in sales promotions: An online vignette study // Proceedings of the 4th International GamiFIN Conference. 2020. P. 72-81. Scopus  

  4. Muravskaia S., Smirnova M., Muravskii D. Introducing Perceived Gamification in Marketing // Proceedings of the Annual GSOM Emerging markets conference. 2020. P. 294-299 

 

Books and book chapters:

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  1. Muravsky D., & Muravskaia S, 2024. "Gamification for Teaching Social Responsibility in Business Schools," Springer Books, in: Aušrinė Šilenskytė & Miguel Cordova & Marina A. Schmitz & Soo Min Toh (ed.), The Palgrave Handbook of Social Sustainability in Business Education, chapter 0, pages 331-347, Springer. Link

Ecosystem of brand communities
35%
Key words: brand communities, comic conventions, ecosystems
 
Starting year: 2012
Affiliated grants: 0
Affiliated publications: 4

Publications in conference proceedings:

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  1. Muravskii D.V. Exploring Storyteller branding // Proceedings of the Academy of Marketing Conference 2016, Newcastle Business School, Northumbria University Newcastle, UK, July, 4-6, 2016.

  2. Muravskii D.V., Landgraf P. Exploring the Ecosystem of Brand Communities // Proceedings of the 47th Academy of Marketing Conference «Marketing Dimensions: People, Places and Spaces», UK, pp. 76, July, 2014.

  3. Muravskii D., Landgraf P. An explorative study of the role of “ally” and “rival” brand communities in forming consumer perceptions of brands // Proceedings of the 4th European marketing assosiation regional conference: "Marketing Theory Challenges in Emerging Societies", St. Petersburg University Graduate School of Management, St. Petersburg, Russia, September 25-27, 2013, pp. 225-231. — ISBN 978-5-9924-0081-6.

  4. Ландграф П.А., Муравский Д.В., 2012. Исследование представления брендов а рамках архитектуры "дом брендов" на примере компании Marvel, Сборник докладов Пятой ежегодной научной конференции «Современный менеджмент: проблемы, гипотезы, исследования» 23-25 октября 2012 г. Москва, Россия 

Brand alliance management
Key words: brand alliances, co-branding, brand equity, consumer brand equity
Starting year: 2012
Affiliated grants: 2
Affiliated publications: 10
70%

Articles in scientific journals:

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  1. Muravskii D., Smirnova M., Muravskaia S. Engaging Allies for Better or Worse: Investigating the Relationship between Multiple-Brand Alliances and Persuasion Knowledge // International Journal of Advertising. 2022. Vol. 41. No. 7 P. 1282-1313. DOI

  2. Муравский Д.В., Смирнова М.М. Брендовые альянсы в современной теории маркетинга// Вестник Санкт-Петербургского государственного университета. Серия Менеджмент. – 2017. – №1. – С. 33-68. Elibrary

  3. Муравский Д.В. Восприятие потребителями брендовых альянсов // Вестник Университета (Государственный университет управления) – 2014. - Вып. 3. – С. 147-152. Elibrary

  4. Муравский Д.В., Смирнова М. М., Алканова О. Н. Оценка восприятия брендов потребителем, производителем и инвестором: развитие трехаспектного представления о капитале бренда. Вестник Санкт-Петербургского государственного университета. Серия Менеджмент. – 2013. – № 3. – С. 23-49. Elibrary

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Grants for scientific work:

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  1. Brand management in emerging markets: formation of competitive advantages, trademark protection, brand strategies// Research project, St. Petersburg State University (together with Alkanova O., Kousch S., Starov S. and Smirnova M.). 2012-2014 (16.23.978.2012).

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​Publications in conference proceedings:

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  1. Samuilova Е., Muravskii D., Alkanova O., Smirnova M. The role of brand characteristics in brand alliance engagement with different types of partners// Proceedings of the Academy of Marketing Conference 2016, Newcastle Business School, Northumbria University Newcastle, UK, July, 4-6, 2016.

  2. Муравский Д.В., Нефедов К., Смирнова М.М., Яблонский С.А. Роль совместного брендинга в создании ценности многосторонних платформ // Современный менеджмент: проблемы, гипотезы, исследования. Сборник научных трудов. – 2014. – №5. – С. 426-434.

  3. Muravskii D. You are judged by the allies you keep: The role of borrowed brand equity // Proceedings of the Academy of Marketing Conference Doctoral colloquium, University of South Wales, University of South Wales, Cardiff, UK, 8 July, 2013.

  4. Muravskii D., Smirnova M., Alkanova O. Brand Equity as a Goal and as a Source of Control: What to Measure and When to Measure// Proceedings of Academy of Marketing Conference 2013, University of South Wales, Cardiff, UK, 2013

  5. Muravskii D., Smirnova M. Keeping Multiple Brand Allies: the consumer perspective // Proceedings of Academy of Marketing Conference: "Marketing Relevance", University of South Wales, University of South Wales, Cardiff, UK, 8-11 July, 2013.

  6. Muravskii D., Samuilova E., Smirnova M., Alkanova O. Exploring the Brand Ecosystem: May all Who Enter as Guests Leave as brand Allies! // Proceedings of the 42nd Annual Conference of European Marketing Academy, Istanbul Technical University, Istanbul, Turkey, 2013.

Starting year: 2012
Affiliated grants: 2
Affiliated publications: 9
Marketing in multi-sided network platforms
100%
Key words: multi-sided platforms, network effects, two-sided markets, e-publishing, business incubators

Articles in scientific journals:

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  1. Mironova D., Muravskii D., Kuznetsova S., Morozova D., Morozova T., T. Lai. Exploring forms of academic engagement for MNEs in the Russian it industry (Part II. University-industry cooperation models, EMC corporation case study) // Инновации. 2018. – №8 (238). – С. 59-65.  Elibrary

  2. Mironova D., Muravskii D., Kuznetsova S., Morozova D., Morozova T., T. Lai. Exploring forms of academic engagement for MNEs in the Russian it industry (Part I. Academic engagement and multinational enterprises) // Инновации. 2018. – №7 (237). – С. 50-57. Elibrary

  3. Muravskii D., Yablonsky S. and  Romadanova S. 2017. E-publishing as a multi-sided platform: Evaluating disruptive innovation potential// Экономика и предпринимательство. 2017. – № 7. – C. 787-803. Elibrary

  4. Муравский Д.В., Яблонский С.А. Принципы многосторонней платформы // Инновации. – 2015. - №3 (197). - С. 45-49. Elibrary 

  5. Яблонский C. А., Муравский Д. В., Смирнова М. М. Управление брендами в многосторонних платформах: роль совместного брендинга// Маркетинг и маркетинговые исследования – 2013. – № 5. – С. 356-363. Elibrary

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Grants for scientific work:

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  1. Обмен знаниями в многосторонних платформах и его влияние на результаты деятельности фирм // НИР СПбГУ, Мероприятие 2/15. Проведение фундаментальных научных исследований по областям знаний (совместно с Кокоулиной, Л. О., Чураковой, И. Ю., Яблонским, С. А.) 01/01/2015 - 31/12/2017 (16.38.378.2015).

  2. Многосторонние сетевые платформы: методы описания и анализа бизнес-моделей международных и российских компаний // НИР СПбГУ, Мероприятие 7, средства СПбГУ, полученные от приносящей доход деятельности (совместно с Яблонским, С. А.).10/05/2012 - 30/11/2013 (16.23.981.2012).

​Publications in conference proceedings:

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  1. Muravskii D., Pavlysh A. Analysing the effectiveness of using social media as a tool of conflict management in Yandex LCC. // Proceedings of the 2nd International Forum on Knowledge Asset Dynamics, St. Petersburg, Russia, 7-9 June, 2017.

  2. Muravskii D., Yablonsky S., Nefedov K., Ivanov S. Innovation greenhouses: analysis of the evolution of business incubation industry // Proceedings of GSOM Emerging Markets Conference 2015: “Business and Government Perspectives", St. Petersburg University Graduate School of Management, St. Petersburg, Russia, 2015. 

  3. Muravskii D., Yablonsky S. Disruptive innovation potential of multi-sided platforms: case of digital books // Proceedings of the  XXVI ISPIM Innovation Conference, Budapest (Hungary), June, 14-17, 2015. Editors: Huizingh Eelko, Torkkeli Marko, Conn Steffen, and Bitran Iain. LUT Scientific and Expertise Publications 40. Tutkimusraportit Р Research Reports, ISSN-L 2243-3376, ISSN 2243-3376. ISBN 978-952-265-779-4.

  4. Муравский Д.В., Нефедов К., Смирнова М.М., Яблонский С.А. Роль совместного брендинга в создании ценности многосторонних платформ // Современный менеджмент: проблемы, гипотезы, исследования. Сборник научных трудов. – 2014. – №5. – С. 426-434.

 

@2015-2025 | Daniel Muravsky | educator, researcher, marketer

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