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Scientific research

Research area:

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My research is about how companies communicate with consumers they are in a relationship with, and what that communication creates or destroys, for the company and for the people affected by it. Attachments to brands are lasting, and they are shaped by other brands, by fan communities, and by consumption cultures that consumers build themselves and the company has limited control of.

 

Communication that does not account for this comes back at the firm, sometimes when consumers recognise an attempt to manipulate them and stop listening, other times when their negative reaction becomes public outrage and spreads well beyond the original audience. I work on both sides of this: on what makes communication land differently, in design and in the choices that precede it, and on what the failures cost and who ends up paying for them.

1. Brand alliances and rivalries. A firm's choice of ally is a strategic decision about who the brand belongs with, and I study how that choice affects brand perception. The same connections are made by consumers on their own terms. Fandoms and consumption collectives form alliances and rivalries across ecosystems of related brands, where alliance and rivalry can run between the same brands at once, and where a firm has limited control over the result. I study what this offers firms and what it costs them, and whether brand alliances, both initiated or uncontrolled, can be a route to social value that firms could not create on their own.

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2. Perceived gamification. My construct of perceived gamification captures what consumers recognise about the promotional mechanics they are given, and I study how that recognition is associated with persuasion knowledge. The same mechanics can give a consumer a proactive and joyful role in what a brand does, or simply hold their attention, distracting while a promotional message goes in. Knowing what consumers perceive is what tells those uses apart, which is the condition for applying gamification responsibly.

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3. Corporate stance-taking. Firms increasingly take positions on political and social questions, and those positions become part of the relationship consumers have with the brand. I study what happens to the people a stance is about, particularly minorities and vulnerable groups a company claims to support, when the communication is careless or when the firm retreats from a position it has taken. My interest is in how the consequences of these decisions are distributed between the brand and the groups it speaks for.

Research focus                  Results

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Brand alliances and rivalries
Key words: brand alliances, brand rivalries, co-branding, consumer brand equity, multiple brand alliances, persuasion knowledge, fandoms, comic cons, football, multi-sided network platforms.

Highlights:
 

  • More brand allies can make consumers more alert to persuasion. (Muravskii et al., 2022)

  • Types of brand partners can shape how alliances are perceived. (Samuilova et al., 2016)

  • Consumers experience brands within ecosystems, rather than in isolation. (Muravskii & Landgraf, 2014)

  • Brand communities create alliances and rivalries beyond firms’ control. (Muravskii & Landgraf, 2013)

  • Alliance and rivalry can coexist within the same brand ecosystem. (Muravskii & Landgraf, 2013)

  • Co-branding can create value across multi-sided platform ecosystems. (Muravskii et al., 2013; Muravskii et al., 2014)

Starting year: 2012
Affiliated grants: 5
Affiliated journal publications: 9
50%

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. 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

  3. 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

  4. 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

  5. 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

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

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

  8. 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

  9. 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).

  2. Knowledge exchange in multilateral platforms and its impact on the performance of firms// Research project, St. Petersburg State University (together with Kokoulina, L., Churakova, I., Yablonsky, S.). 01/01/2015 - 31/12/2017 (16.38.378.2015).

  3. Creating a sustainable advantage in the context of an emerging market: organizational, networking and marketing capabilities of Russian companies // Research project, St. Petersburg State University (together with Alkanova, O., Golovacheva, K., Menshikova, A., Pakhomova, L., Fresen, I., Khomich, S., Smirnova, M.) 2015-2016 (16.23.1846.2015).

  4. 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).

  5. 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, Newcastle Business School, Northumbria University Newcastle, UK, July, 4-6, 2016.

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

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

  5. Muravskii D.V., Landgraf P. Exploring the Ecosystem of Brand Communities // Proceedings of the Academy of Marketing Conference, UK, pp. 76, July, 2014.

  6. 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.

  7. 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 European Marketing Assosiation Regional Conference, St. Petersburg University Graduate School of Management, St. Petersburg, Russia, September 25-27, 2013, pp. 225-231. — ISBN 978-5-9924-0081-6.

  8. Muravskii, D., Alkanova, O., & Smirnova, M. (2015, December). What was brand equity anyway, and how did they measure it?. In Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress (pp. 311-314). Cham: Springer International Publishing.

  9. 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.

  10. 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, University of South Wales, Cardiff, UK, 2013

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

  12. 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 Annual Conference of European Marketing Academy, Istanbul Technical University, Istanbul, Turkey, 2013.

  13. Ландграф П.А., Муравский Д.В., 2012. Исследование представления брендов а рамках архитектуры "дом брендов" на примере компании Marvel // Современный менеджмент: проблемы, гипотезы, исследования. 23-25 октября 2012 г. Москва, Россия 

35%
Gamification and loyalty programs
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Starting year: 2017
Affiliated grants: 1
Affiliated publications: 2
Key words: gamification, loyalty programs, game mechanics.

Highlights:
 

  • Gamification matters when consumers recognise promotional mechanics as game-like. (Muravskaia et al., 2020)

  • Recognising gamification can activate consumers’ knowledge of persuasive intent. (Muravskaia et al., 2021, 2024)

  • Gamification recognition can change how consumers respond to promotions. (Muravskaia et al., 2021, 2024)

  • Perceived gamification distinguishes designed mechanics from consumers’ actual experience. (Muravskaia et al., 2020)

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. Elibrary​

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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 10, pages 331-347, Springer. Link

public outrage marketing.jpg
Starting year: 2020
Affiliated grants: 2
Affiliated publications: 4
Corporate stance-taking
Key words: crisis communications, marketing communications, social marketing, market withdrawals, public outrage, consumer backlash, CSR, sustainability.

Highlights:
 

  • Strong CSR signalling can intensify backlash when expectations are broken. (Muravsky & Singh, 2026)

  • Empathy cannot simply undo expectations created by previous CSR signalling. (Muravsky & Singh, 2026) 

  • Corporate exits can rupture long-standing relationships with affected stakeholders. (Muravsky, 2024) 

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Articles in scientific journals:

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  1. ​Muravsky, D., & Singh, L. (2026). Set fire to the rain: can empathetic crisis communication help when CSR signalling backfires? Journal of Strategic Marketing, 1–19. DOI

  2. ​Muravskii, D., & Muravskaia, S. (2023). From an important concept to a normal practice: corporate social responsibility education initiatives for non-practitioner students. Emerald Open Research, Vol. 1 No. 8.DOI

  3. Muravsky, D., Muravskaia, S., Akkalaeva, D., & Shkaruba, S. (2022). Beyond all boundaries: women empowerment and the Russian sportswear market. Emerald Emerging Markets Case Studies, 12(4), 1-17. DOI

  4. ​Muravskii, D., Muravskaia, S., Romanova, E., & Kudinova, V. (2020). Sustainable growth in times of crisis: L’Oréal Russia. Emerald Emerging Markets Case Studies, 10(4), 1-12. DOI​​

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Grants for scientific work:

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  1. Developing Communication Tools for Mitigating Hate Crime among Football Fans// Research project, UWS Research Crucible Grant (together with Nunez-Alvarez N., Talbert A., Myles H., and Ingram J.). 2023-2024.

  2. Transformation of Marketing Strategies for Customer-Oriented Business in the Global Digital Economy // Research project, HSE University, Protocol No.23 dd 22.06.2021 of the HSE GSB Research Committee (together with Butkouskaya V., Kazakov S., Oyner O., and Shafranskaia I.)​. 2021-2022.

​Publications in conference proceedings:

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  1. Muravsky, D. (2024). The Ex-Factor: A study of consumer-brand breakups in the mass corporate exodus from Russia. 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. Cardiff University. ISBN: 978-1-3999-9060-8.Link​​

 

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

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