Saila Saraniemi


Brand marketing


As professor of brand marketing, my research focuses on brand relationships and networks as well as brand experiences. I study also value creation in service businesses and particularly in digital services. I am specialized in B2B, FinTech, digital health and tourism services.  I have extensive project management experience (e.g. as scientific leader of ReDO project). At the moment, I lead BrandEx project within Eudaimonia Institute. I have done research visits to Copenhagen Business School and Lancaster University Management School. 

Research interests

  • Corporate branding
  • Place branding
  • Digital services
  • Value creation logics
  • Customer experience
  • Business relationships
  • Digital health
  • FinTech ecosystems
  • Tourism services


Brändimarkkinointi (KTK), Advanced perspectives in brand co-creation (KTM), Master's thesis in marketing

Asiakaslähtöinen liiketoiminta (eMBA)

Social media

Scientific merits

Professional and community activities

  • Member of steering group, Gateway to Kuusamo-Lapland project, Naturpolis, 1.5.2016-30.4.2019
  • Member of steering group KoKo “Korkeammalle korkeakouluyhteistyössä” project (e.g. coordination of Business Kitchen), 2015-2017

Research groups

  • Principal Investigator, BrandEx
  • Founding member, SHARP Research group

Selected publications

  • Karjaluoto, Heikki; Shaikh, Aijaz A.; Saarijärvi, Hannu; Saraniemi, Saila (2019) How perceived value drives the use of mobile financial services apps. - International Journal of Information Management in press, in press . [Original]
  • Komulainen, Hanna; Saraniemi, Saila (2019) Customer centricity in mobile banking: a customer experience perspective. - International journal of bank marketing 37 (5), 1082-1102 . [Original] [Self-archived]
  • Saraniemi, Saila; Komppula, Raija (2019) The development of a destination brand identity: a story of stakeholder collaboration. - Current issues in tourism online first, online first . [Original]
  • Aro, Kaisa; Suomi, Kati; Saraniemi, Saila (2018) Antecedents and consequences of destination brand love : A case study from Finnish Lapland. - Tourism management 67, 71-81 . [Original]
  • Taiminen, Heini Sisko Maarit; Saraniemi, Saila; Parkinson, Joy (2018) Incorporating digital self-services into integrated mental healthcare: A physician’s perspective. - European Journal of Marketing 52 (11), 2234-2250 . [Original] [Self-archived]
  • Törmälä, Minna; Saraniemi, Saila (2018) The roles of business partners in corporate brand image co-creation. - Journal of product and brand management 27 (1), 29-40 . [Original]
  • Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, Pauliina; Hurmelinna-Laukkanen, Pia (2017) The strategic hybrid orientation and brand performance of B2B SMEs. - Journal of small business and enterprise development 24 (3), 585-606 . [Original]
  • Huotari, Lauri; Ulkuniemi, Pauliina; Saraniemi, Saila; Mäläskä, Minna (2015) Analysis of content creation in social media by B2B companies. - Journal of business & industrial marketing 30 (6), 761-770
  • Mäläskä, M., Saraniemi, S., Tähtinen, J. (2011) Network actors' participation in B2B SME branding. - Industrial Marketing Management 40 (7), 1144–1152 . [Original]
  • Saraniemi Saila, Kylänen, Mika (2011) Problematizing the concept of Tourism Destination: An Analysis of Different Theoretical Approaches. - Journal of Travel Research 50 (2), 133-143

Thesis supervisions

Supervised PhD Thesis
  • Alapeteri, Anna (2018): The effects of using English as a business lingua franca on spoken brand co-creation communication: a discursive approach

  • Oikarinen, Eeva-Liisa (2018): Perspectives on humor in recruitment advertising on the Internet


  • Anees-ur-Rehman, Muhammad (2017): How multiple strategic orientations affect the brand performance of B2B SMEs

  • Mäläskä, Minna (2015): Co-creation of corporate brand through stakeholder relationships in B2B SMEs