The Hunt/Maynard Award recognizes the 2020 Journal of Marketing article that has made the most significant contribution to marketing theory. The winners of the 2020 Shelby D. Hunt/Harold H. Maynard Award are Anton Siebert (University of Reading, UK), Ahir Gopaldas (Fordham University, USA), Andrew Lindridge (Newcastle University London, UK) and Cláudia Simões (University of Minho, Portugal) for their article “Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals,” published in Volume 84 of the Journal of Marketing. This award is granted by the American Marketing Association and is the first time a Portuguese researcher is part of the winning team.
The selection committee, noted: “We are delighted to recognize Anton, Ahir, Andrew and Cláudia’s article as the winner of this prestigious award. … [T]his innovative article makes a convincing case that purchases in sticky journeys should occur after some level of consumer experience or engagement, in contrast to smooth journeys where consumers are led to purchase before experiencing the good or service. The new perspectives on customer experience management developed in this paper are almost certain to inspire a substantial amount of theoretical and empirical research in the years to come. …”