Ulla
Hakala
markkinointi
D.Sc. (Econ.&Bus.Adm.); Brand Researcher; Senior Advisor; Associate Professor
Linkit
Asiantuntijuusalueet
Markkinointiviestintä ja brändien johtaminen
Julkaisut
Liking and not Liking—Understanding the Package Preference with Eye-Tracking (2026)
(A3 Vertaisarvioitu kirjan tai muun kokoomateoksen osa)Does the boys’ club look the same everywhere? A comparison of gender inequalities in Finnish, Polish, and U.S. advertising agencies (Presentation at the 23rd International Conference on Research in Advertising (ICORIA) 2025) (2025)
(O2 Muu julkaisu )Integrated Marketing Communication (2025)
(D2 Artikkeli ammatillisessa kokoomateoksessa)Transferring meanings from archetypes in advertising – findings of an eye-tracking study (Presentation at the 18th Global Brand Conference 2025) (2025)
(O2 Muu julkaisu )Co-branding (2024)
(D2 Artikkeli ammatillisessa kokoomateoksessa)Place branding and translocal chronotopes in Finnish municipality slogans (2024)
Language and Communication
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä )
Could AI eliminate the need for human eye-tracking testing in advert evaluation? (Presentation at the 22nd International Conference on Research in Advertising (ICORIA) 2024) (2024)
International Conference on Research in Advertising
(O2 Muu julkaisu )
An Eye-Tracking Analysis of Visual Attention in the Emotionally Appealing Commercial (2024)
International Conference on Research in Advertising
(A4 Vertaisarvioitu artikkeli konferenssijulkaisussa)
Using AI in the creation of municipality slogans (2024)
Place Branding and Public Diplomacy
(A1 Vertaisarvioitu alkuperäisartikkeli tieteellisessä lehdessä )