Jonas HOLMQVIST

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Jonas Holmqvist is a senior lecturer in luxury marketing at KEDGE Business School in Bordeaux, France. He holds a PhD in Marketing from the Hanken School of Economics in Finland. He has also conducted research visits to the National University of Singapore, HEC Montréal, Bocconi University and the American University of Sharjah. His research primarily focuses on luxury and services marketing. He is particularly interested in luxury services, the creation and perception of value in luxury goods and services, consumer experiences, and unconventional and agentic forms of luxury. Another key area of his work concerns the use of language in service interactions. His work has appeared in several leading academic journals, including the Journal of Service Research, the Journal of Retailing, the International Journal of Research in Marketing, the Journal of Business Ethics, the Journal of Business Research, Psychology & Marketing, Industrial Marketing Management and the European Journal of Marketing. At KEDGE Business School, he teaches luxury and services marketing primarily at Master's level. He is in charge of the Luxury Marketing specialisation within the Grande École programme and supervises Master's and PhD students. He also collaborates with companies in the luxury sector on projects focusing particularly on customer experience and value creation.

    Recent publications
    Publication Year of publication Type of publication
    HOLMQVIST, J., "Luxury Service Consumption in the Age of Social Media" in The Sage Handbook of Luxury Brand Management and Marketing., Klaus Heine, Michel Phan, Ian Phau, Marie-Cecile Cervellon, and Eunjo Ko Eds, Sage, 2026 2026 Book chapter
    GUSTAFSSON, A., J. HOLMQVIST, T. GHANBARPOUR, "An Empirics-First Approach to Problem Formulation in Service Research: An Illustration Using the Cynefin Framework", Journal of Service Management, 2026 2026 Journal article
    HOLMQVIST, J., S. KABADAYI, D. WINFREY, "AI isn’t everything: a call for human-centric service research", Journal of Services Marketing, 2026, vol. 40, no. 2, pp. 89-95 2026 Journal article
    HOLMQVIST, J., J. WIRTZ, "Luxury Service Experiences and Culture", International Marketing Review, 2026 2026 Journal article
    PONSIGNON, F., J. HOLMQVIST, "A Framework for Designing Visitor Experiences in Branded Tourist Attractions: Insights from a Luxury Cognac Brand", Journal of Vacation Marketing, 2025, vol. 31, no. 1, pp. 240-253 2025 Journal article
    HOLMQVIST, J., F. PONSIGNON, "Liminality in customer experiences: The uncertain outcome of employing liminal spaces for customer escapism", Journal of Business Research, 2025, vol. 186, pp. 115003 2025 Journal article
    HOLMQVIST, J., C. BERGER, A. DE KEYSER, K. VERLEYE, "Luxury in the Circular Economy: An Engagement Journey Perspective", Journal of Consumer Behaviour, 2025, vol. 24, no. 3, pp. 1486-1497 2025 Journal article
    HOLMQVIST, J., J. WIRTZ, M. P. FRITZE, "Luxury Service Consumption" in Elgar Encyclopedia of Service Studies., Gallouj, F., Gallouj, C., Monnoyer, M., Rubalcaba, L., & Scheuer, M. Eds, Edward Elgar Publishing, pp. 223-225, 2023 2023 Book chapter
    HOLMQVIST, J., C. KOWALKOWSKI, "Traceability in luxury: Harnessing B2B relationships to enhance ethical practices in the luxury industry", Industrial Marketing Management, 2023, vol. 111, pp. 257-267 2023 Journal article
    HOLMQVIST, J., J. WIRTZ, A. ISSANDOU, "Research note: conceptualizing agentic luxury in luxury services", Journal of Services Marketing, 2023, vol. 37, no. 9, pp. 1113-1119 2023 Journal article
    HOLMQVIST, J., J. WIRTZ, M. P. FRITZE, "Managing the Exclusivity of Luxury Service Experiences" in Handbook of Service Management., Edvardsson, B & Tronvoll, B Eds, Palgrave Macmillan, chap. 13, pp. 263-276, 2022 2022 Book chapter
    AZAB, C., J. HOLMQVIST, "Discrimination in Services: How Service Recovery Efforts Change with Customer Accent", Journal of Business Ethics, 2022, vol. 180, no. 1, pp. 355-372 2022 Journal article
    HOLMQVIST, J., J. WIRTZ, M. P. FRITZE, "Digital Luxury Services - Traditions Versus Innovation in Luxury Fashion" in Services Marketing: People, Technology, Strategy (Ninth Edition) 9th Edition., Jochen Wirtz, Christopher Lovelock Eds, World Scientific, pp. 550-552, 2021 2021 Book chapter
    MININA, A., J. HOLMQVIST, "Liquid, solid and in-between: service relationships in global mobility", Consumption Markets & Culture, 2021, vol. 24, no. 6, pp. 575-595 2021 Journal article
    HOLMQVIST, J., L. M. VISCONTI, C. GRÖNROOS, B. GUAIS, A. KESSOUS, "Understanding the value process: Value creation in a luxury service context", Journal of Business Research, 2020, vol. 120, pp. 114-126 2020 Journal article
    THOMSEN, T., J. HOLMQVIST, S. VON WALLPACH, A. HEMETSBERGER, R. BELK, "Conceptualizing unconventional luxury", Journal of Business Research, 2020, vol. 116, pp. 441-445 2020 Journal article
    HOLMQVIST, J., J. WIRTZ, M. P. FRITZE, "Luxury in the Digital Age: A multi-actor service encounter perspective", Journal of Business Research, 2020, vol. 121, pp. 747-756 2020 Journal article
    WIRTZ, J., J. HOLMQVIST, M. P. FRITZE, "Luxury Services", Journal of Service Management, 2020, vol. 31, no. 4, pp. 665-691 2020 Journal article
    DIAZ RUIZ, C., J. HOLMQVIST, L. PEÑALOZA, "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes", European Journal of Marketing, 2020, vol. 54, no. 5, pp. 999-1024 2020 Journal article
    HOLMQVIST, J., C. DIAZ RUIZ, L. PEÑALOZA, "Moments of luxury: Hedonic escapism as a luxury experience", Journal of Business Research, 2020, vol. 116, pp. 503-513 2020 Journal article
    JIMENEZ, A., J. HOLMQVIST, D. JIMÉNEZ, "Cross-border communication and private participation projects: the role of genealogical language distance", Management International Review, 2019, vol. 59, no. 6, pp. 1009-1033 2019 Journal article
    HOLMQVIST, J., Y. VAN VAERENBERGH, R. LUNARDO, M. DAHLÉN, "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use", Journal of Retailing, 2019, vol. 95, no. 2, pp. 115-129 2019 Journal article
    KRAAK, J., J.HOLMQVIST, "The authentic service employee: Service employees' language use for authentic service experiences", Journal of Business Research, 2017, vol. 72, pp. 199-209 2017 Journal article
    HOLMQVIST, J., "Vad vill den finlandssvenska kunden? Om företagens språkval och om kundbeteende" in Svenskan i Finland - i dag och i går., Ed., Svenska Litteratursällskapet i Finland, vol. 2, chap. 10, pp. 197-207, 2017 2017 Book chapter
    HOLMQVIST, J., Y.VAN VAERENBERGH, C.GRÖNROOS, "Language use in services: Recent advances and directions for future research", Journal of Business Research, 2017, vol. 72, pp. 114-118 2017 Journal article
    HOLMQVIST, J., C.DIAZ RUIZ, "Service ecosystems, markets and business networks", The TQM Journal, 2017, vol. 29, no. 6, pp. 800-810 2017 Journal article
    Teaching domains

    Marketing

    • Luxury marketing, services marketing
    Research domains

    Marketing

    • Luxury marketing, service marketing