Lighting the fire of curiosity: How agents of transformation can ignite and sustain transformative consumer journeys

Yuliya Komarova; Joan Ball; Verena Hüttl-Maack; Julia Bayuk; Rebecca Rabino; Courtney Droms Hatch; Myla Bui; Darima Fotheringham; Hillary Smith

doi:10.1007/s13162-024-00295-5

Lighting the fire of curiosity: How agents of transformation can ignite and sustain transformative consumer journeys

Yuliya Komarova
, Joan Ball
, Verena Hüttl-Maack
, Julia Bayuk
, Rebecca Rabino
, Courtney Droms Hatch
, Myla Bui
, Darima Fotheringham
, Hillary Smith

Marketing and Business Law

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	AMS Review
DOIs	https://doi.org/10.1007/s13162-024-00295-5
State	Published - Jan 14 2025

ASJC Scopus Subject Areas

Marketing

Keywords

Agents of transformation
Curiosity
Transformation
Transformative consumer journey
Well-being

Access to Document

10.1007/s13162-024-00295-5

Cite this

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title = "Lighting the fire of curiosity: How agents of transformation can ignite and sustain transformative consumer journeys",

keywords = "Agents of transformation, Curiosity, Transformation, Transformative consumer journey, Well-being",

author = "Yuliya Komarova and Joan Ball and Verena H{\"u}ttl-Maack and Julia Bayuk and Rebecca Rabino and Hatch, \{Courtney Droms\} and Myla Bui and Darima Fotheringham and Hillary Smith",

note = "Publisher Copyright: {\textcopyright} Academy of Marketing Science 2025.",

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doi = "10.1007/s13162-024-00295-5",

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journal = "AMS Review",

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T2 - How agents of transformation can ignite and sustain transformative consumer journeys

AU - Komarova, Yuliya

AU - Ball, Joan

AU - Hüttl-Maack, Verena

AU - Bayuk, Julia

AU - Rabino, Rebecca

AU - Hatch, Courtney Droms

AU - Bui, Myla

AU - Fotheringham, Darima

AU - Smith, Hillary

PY - 2025/1/14

Y1 - 2025/1/14

KW - Agents of transformation

KW - Curiosity

KW - Transformation

KW - Transformative consumer journey

KW - Well-being

UR - https://www.scopus.com/pages/publications/85217245074

UR - https://www.scopus.com/pages/publications/85217245074#tab=citedBy

U2 - 10.1007/s13162-024-00295-5

DO - 10.1007/s13162-024-00295-5

M3 - Article

AN - SCOPUS:85217245074

SN - 1869-814X

JO - AMS Review

JF - AMS Review

ER -

Lighting the fire of curiosity: How agents of transformation can ignite and sustain transformative consumer journeys

ASJC Scopus Subject Areas

Keywords

Access to Document

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