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Full-Text Articles in Marketing
Product Involvement And Brand Loyalty: Revisiting The Relationship Between The Two Constructs, Polymeros Chrysochou, Athanasios Krystallis
Product Involvement And Brand Loyalty: Revisiting The Relationship Between The Two Constructs, Polymeros Chrysochou, Athanasios Krystallis
Polymeros Chrysochou
No abstract provided.
Can Packaging Elements Elicit Consumers’ Emotional Responses?, Lewis Liao, Armando Corsi, Larry Lockshin, Polymeros Chrysochou
Can Packaging Elements Elicit Consumers’ Emotional Responses?, Lewis Liao, Armando Corsi, Larry Lockshin, Polymeros Chrysochou
Polymeros Chrysochou
Emotion has been an important concept in many areas of consumer research such as judgment, decision-making and advertising. Little research has been done on emotion in packaging adopting the physiological measures used in other areas. This paper draws on past studies in advertising that measure emotional responses toward image, colour and font, and apply them to packaging research. The study tests the extent at which packaging can elicit consumers’ spontaneous emotional response for each of those three elements, by using skin conductance, facial electromyography (EMG) and self assessment scales. The results show that packaging can elicit an emotional response via …
Breaking Down The Stereotypes In Advertising Of Healthy Foods: Can Overweight Endorsers Be Equally Effective?, Polymeros Chrysochou, Georgios Nikolakis
Breaking Down The Stereotypes In Advertising Of Healthy Foods: Can Overweight Endorsers Be Equally Effective?, Polymeros Chrysochou, Georgios Nikolakis
Polymeros Chrysochou
This paper investigates endorsers’ effectiveness in advertisements of foods. More specifically, it tests whether endorsers’ body image in print advertisements influences consumers’ attitudes and purchase intention toward healthy foods. An online study was conducted during which endorsers’ body image (normal weight vs. overweight) and food type (healthy vs. unhealthy) were experimentally manipulated in print advertisements. Results show that normal weight endorsers are more effective than overweight ones irrespective of whether the food is healthy or not. However, when controlling for participants’ body weight (obese vs. normal weight), overweight endorsers were found to be more effective than normal weight ones among …
Light Vs. Regular Brands: Do They Follow The Same Patterns?, Therese Sjostrom, Polymeros Chrysochou, Armando Maria Corsi, Carl Driesener
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, …
Do Organic Labels Drive Repeat Purchase Loyalty? Investigating Reasons Of Growth Of The Danish Organic Food Market, Polymeros Chrysochou, Boyan Vassilev
Do Organic Labels Drive Repeat Purchase Loyalty? Investigating Reasons Of Growth Of The Danish Organic Food Market, Polymeros Chrysochou, Boyan Vassilev
Polymeros Chrysochou
This paper investigates the reasons that have led to the growth of the organic food market in Denmark; a country with the highest market among countries in Europe. To fulfil this objective trends are explored in market performance and repeat purchase loyalty for a period of ten years (2001-2010) across nine product categories. The results show that growth during this period is primarily driven by penetration, whereas repeat purchase loyalty and purchase frequency remain almost stationary. Another important finding is that organic foods suffer in terms of repeat purchase loyalty, mainly due to lack of availability. Implications from this research …
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 …