Digital Commons Network^™

Should It Be Green Or Not? Investigating What Constitutes Prototypical Packaging Design For Organic Food, Polymeros Chrysochou, Alexandra Festila, Aleksandra Georgieva, Diana Todorova

Polymeros Chrysochou

The market for organic food products showed impressive growth rates in 2010, accounting for 59 billion US dollars (Sahota, 2012). This high growth is underpinned by an increased availability of organic food products through big retail chains and by following similar marketing strategies to conventional brands. Hence, communication at the point of sale that the product is organic is of increased importance in order to be distinguished from conventional ones. Packaging is among those marketing tools that contribute in brand differentiation and establish brand identity and, since most of the food choices are made in store, it represents the only …

Light Vs. Regular Brands: Do They Follow The Same Patterns?, Therese Sjostrom, Polymeros Chrysochou, Armando Maria Corsi, Carl Driesener

Polymeros Chrysochou

Little is known about the market performance of brands that carry light claims (i.e. light brands) in comparison to their regular counterparts. In order to fill this gap, we explore whether light brands a) perform similarly to regular brands in terms of brand performance measures, b) achieve similar loyalty levels to regular brands, and c) share the same customers (show similar partitions) as regular brands. The analysis is conducted on four product categories (Colas, Flavoured Carbonated Beverage, Soups and Margarine) using household panel data provided by TNS. The results show that when considering standard brand performance measures (i.e. market share, …

Tourism Destination Image (Tdi): The Case Of Pertouli, Greece, Panagiota Kokkali, Alexandros Koutsouris, Polymeros Chrysochou

Polymeros Chrysochou

No abstract provided.

Cognitive Components Of Rural Tourism Destination Images: The Case Of Lake Plastiras, Greece, Panagiota Kokkali, Alexandros Koutsouris, Polymeros Chrysochou

Polymeros Chrysochou

This paper aims at exploring issues related to rural tourism destination image focusing on TDI cognitive components. By means of empirical research addressing tourists visiting the Lake Plastiras area, Central Greece, the cognitive components of the area’s TDI were identified along with their effect on destination attractiveness. Furthermore, the influence of tourists’ characteristics on their cognitive TDI was explored. The results indicate that: (1) the area’s TDI can be delineated in six cognitive factors; (2) the area’s attractiveness is significantly influenced by three of these factors; (3) visitors can be classified in four clusters according the cognitive factors; (4) tourists’ …

An Exploration Of Loyalty Determinants In Greek Wine Varieties, Athanasios Krystallis, Polymeros Chrysochou

Polymeros Chrysochou

Purpose: This paper aims to provide a deeper understanding of the market structure of red and white wines from Greek wine varieties and measure loyalty behaviour of frequent wine buyers in Greece.

Design/methodology: The study concerned measuring brand performance and loyalty of 4 different Greek wine varieties. Based on stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. To measure loyalty behaviour, the polarisation index φ (phi) is used as a measure to model loyalty both at the brand name and specific wine attributes and attribute-levels.

Findings: The findings of the present study …

Rural Tourism And Local Development: The Case Of The Northern Mt Pelion, Greece, Polymeros Chrysochou, Isabella Gidarakou, Panagiota Kokkali, Alexandros Koutsouris

Polymeros Chrysochou

The paper intends to critically examine rural tourism development in Mt Pelion, one of the famous Greek destinations. The paper utilises two surveys conducted in Northern Pelion addressing: a) lodging owners, and b) tourists. Through the analysis and critical review of the data of the surveys a number of issues emerge as far as the profiles of lodging owners and tourists, the tourism ‘pull factors’ of the area and the role of rural tourism in local development are concerned. Thereafter, a number of policy implications concerning rural tourism in the area are drawn.