Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 5 of 5
Full-Text Articles in Marketing
Understanding Consumer-Generated Advertising For Mainstream Fashion Goods, Athanasios Krystallis, Polymeros Chrysochou
Understanding Consumer-Generated Advertising For Mainstream Fashion Goods, Athanasios Krystallis, Polymeros Chrysochou
Polymeros Chrysochou
This paper provides empirical evidence about the existence of the source effect in the context of consumer-generated advertising (CGA) for mainstream fashion goods. In particular, it investigates consumer perceptions towards the creator and the message in a CGA as opposed to a company-created ad, and if those perceptions influence general consumer attitudes towards the ad, attitudes towards the brand, as well as consumers’ purchase intention. An online 2x2 between-subjects experiment was constructed in which participants were exposed to an actual CGA or an actual company-created ad for a mainstream fashion brand; moreover, subjects were provided different information about the source …
An Examination Of The Effects Of Service Brand Dimensions On Customer Satisfaction, Athanasios Krystallis, Polymeros Chrysochou
An Examination Of The Effects Of Service Brand Dimensions On Customer Satisfaction, Athanasios Krystallis, Polymeros Chrysochou
Polymeros Chrysochou
The present study intends to examine how consumers evaluate service brands. Building on past literature, several causal relationships are examined between key brand dimensions and consumer satisfaction using the airline industry as an exemplary branded service category. Results reveal price, core service, feelings and self-image congruence to be the most important dimensions of a service brand which, in turn, impact significantly on consumer satisfaction. Except price, these attributes are intangible components of the service brand that can only be assessed by the customer during the use stage of decision-making. Besides these brand components, controlled communications are also found to strongly …
Brand Patronage And Loyalty Patterns: Store Vs. Manufacturer Brands In The Greek Soft Drink Category, Athanasios Krystallis, Polymeros Chrysochou, Christos Fotopoulos
Brand Patronage And Loyalty Patterns: Store Vs. Manufacturer Brands In The Greek Soft Drink Category, Athanasios Krystallis, Polymeros Chrysochou, Christos Fotopoulos
Polymeros Chrysochou
No abstract provided.
Investigating Brand Loyalty Using Dirichlet Benchmarks: The Case Of Light Dairy Products, Athanasios Krystallis, Polymeros Chrysochou
Investigating Brand Loyalty Using Dirichlet Benchmarks: The Case Of Light Dairy Products, Athanasios Krystallis, Polymeros Chrysochou
Polymeros Chrysochou
During the last years, a strong consumer interest appears for food products with low caloric content (“light” products). Due to their popularity, the real success of these products in the marketplace is a worth-investigating issue. The creation of buyers that are loyal to light food brands constitutes an indication of this success. The present work aims to investigate consumer loyalty to light dairy (milk and yoghurt) brands. First, basic Brand Performance Measures (BPMs) are empirically estimated to describe market structure of the dairy categories under investigation. Then, the Dirichlet model (Ehrenberg et al., 2004) was fitted to the empirical data, …
Pull Factors In Rural Tourism: The Case Of Lake Plastiras, Prefecture Of Karditsa (In Greek), Panagiota Kokkali, Alexandros Koutsouris, Polymeros Chrysochou
Pull Factors In Rural Tourism: The Case Of Lake Plastiras, Prefecture Of Karditsa (In Greek), Panagiota Kokkali, Alexandros Koutsouris, Polymeros Chrysochou
Polymeros Chrysochou
No abstract provided.