Business Commons^™

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 …

Like It Or Not? Customer Brand Engagement On Online Social Media Platforms, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

Social networking is currently the most popular online activity among consumers worldwide accounting for almost one in every five minutes spent online, and reaching 82% of the entire world’s online population, which represents an audience of nearly 1.2 billion internet users (comScore, 2011). For those firms who pursue their presence in social media, the issue of consumer engagement and how it further contributes in creating deeper and more lasting customer brand relationships has emerged (Kumar et al., 2010). Despite the increasing interest on customer engagement through social media, anecdotal research shows that the resulting levels of engagement are rather low. …

Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the …

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

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

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

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

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 …

Does Behaviour Of Heavy And Light Wine Buyers Differ?, Polymeros Chrysochou, Larry Lockshin, Sarah Habenschuss, Giang Trinh

Polymeros Chrysochou

Purpose: The aim of this paper is to explore the differences in behaviour between heavy and light wine buyers. This is conducted by comparing heavy and light buyers of wine in terms of their repertoires including the size, purchase frequency and market shares across brands, as well as loyalty exhibited towards particular wine attributes.

Design/methodology/approach: Using panel data of wine purchases in the UK for each buyer group (light and heavy) market shares and loyalty to wine attributes were examined. The polarisation index φ (phi) was used as a measure of loyalty.

Findings: The light buyers’ market share for small …

Exploring Differences In Product Attribute Preferences Of Private Vs. Manufacturer Brand Buyers, Athanasios Krystallis, Polymeros Chrysochou, Simon Jödecke, Inga Polster

Polymeros Chrysochou

No abstract provided.

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

Polymeros Chrysochou

No abstract provided.

Branding As Marketing Communication At The Retailers’ Environment: Store Brand Patronage And Loyalty Patterns, Polymeros Chrysochou, Athanasios Krystallis

Polymeros Chrysochou

No abstract provided.

Repertoire And Frequency Of Consumption In Wine: Are Heavy Buyers More Loyal To Product Attributes?, Polymeros Chrysochou, Athanasios Krystallis

Polymeros Chrysochou

Frequency of consumption has always been an important criterion for characterising and segmenting buyers. The aim of this paper is to provide a deeper understanding of the repertoire and loyalty structures between heavy and light wine buyers. Based on a study conducted with stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. The polarisation index φ (phi) is used as a measure to model loyalty. Results show that light buyers have a wider repertoire than heavy buyers, buying more small brands. In terms of loyalty, heavy buyers are more loyalty prone than light …

Symbolism And Semantic Responses Towards Healthy Eating Among Danish Consumers, Polymeros Chrysochou, Dorthe B. Kristensen, Lenne H. Jeppesen, Klaus G. Grunert, Søren Askegaard

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’ …

What Drives Customer Loyalty Towards Greek Wine Varieties? Using Polarization To Model Consumer Loyalty, Yiorgos Kotseridis, Polymeros Chrysochou, Athanasios Krystallis

Polymeros Chrysochou

No abstract provided.

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 …

Why Are Buyers Loyal? Exploring The Role Of Psychographics On Loyalty Performance And Market Structure Of Brands, Polymeros Chrysochou, Athanasios Krystallis, Cam Rungie

Polymeros Chrysochou

Research on brand loyalty from the repeat purchase approach has extensively aimed at describing the structure of the market and defining loyalty patterns. Various models, such as the NDB-Dirichlet, have been used successfully to describe patterns and structure of the markets. A drawback of such models is their inability to incorporate the way buyers' characteristics and psychographics influence the overall market structure and loyalty performance in repeat purchase occasions. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. This paper aims to provide an approach of estimating the effect …

Exploring Associations Towards Healthy Eating Among Danish Consumers (Poster Presentation), Polymeros Chrysochou, Klaus Grunert

Polymeros Chrysochou

No abstract provided.

Analysing The Impact Of Buyers' Personality Constructs On The Market Structure Of Brands., Polymeros Chrysochou, Athanasios Krystallis, Cam Rungie

Polymeros Chrysochou

In order to operationalize brand loyalty, various models have been applied that estimate brand measures and further describe patterns and the structure of the markets. A well known model in this area is the Dirichlet-NBD model. Despite major advancements to those models, how buyers' characteristics and psychographics influence actual brand measures and the overall market structure in repeat purchase occasions is still under-researched. Moreover, measuring the type and magnitude of buyer-related effects on brand loyalty could provide additional valuable information to brand managers. Aim of this paper is to provide an approach of estimating the effect that various personality constructs …

Health And Branding: Insights From An Exploratory Study On The Danish Food Industry, Klaus G. Grunert, Tino Bech-Larsen, Polymeros Chrysochou, Thomas B. Anker

Polymeros Chrysochou

No abstract provided.

Is Designation Of Origin An Important Cue Driving Consumer Loyalty Behaviour? Evidence From Scanner Data On Dry-Cured Ham, Polymeros Chrysochou, Georges Giraud

Polymeros Chrysochou

Reference to origin and region has become a factor of differentiation and added value for food product companies. Although previous studies argue that designation of origin can be considered as an extrinsic cue affecting consumer preferences, the main concern which still exists is whether designation of origin influences their actual purchase behaviour and, moreover, behavioural loyalty towards them. For measuring loyalty we applied the Dirichlet model on scanner supermarket data on dry-cured ham, a common local French food product. Results show that designation of origin is not that an important driver of loyalty comparing to price and brand name.

Benchmarking Against The Dirichlet Model On Local Food Products: Does Designation Of Origin Affect Brand Loyalty?, Polymeros Chrysochou, Georges Giraud, George Chryssochoidis

Polymeros Chrysochou

For more than 15 years the European Community has been interested in the support of local food products. The main aim of this strategy was local food products gain a respective market share, alongside with increasing consumer loyalty towards them. Although the results from many studies show high involvement and commitment from consumers towards local food products, the main issue which still exists is whether attributes such as designation of origin influence the actual purchase behaviour and, moreover, behavioural loyalty towards them. For measuring loyalty we applied the Dirichlet model on scanned data on dry-cured ham collected in French supermarkets. …

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.

Consumer Loyalty Behaviour Towards Typical Food Products: Analysis Of French Consumer Panel Data On Dry-Cured Ham, Georges Giraud, Polymeros Chrysochou

Polymeros Chrysochou

Within the European project so-called TYPIC Typical Food Products in Europe: Consumer Preference and Objective Assessment, supported by the European Commission, DG Research, Quality of Life, www.typic.org which intends to cross-tabulate consumer responses and instrumental analysis of the same origin labelled products: Spanish and French dry-cured hams and German and French red wines. We will present the French results focusing on consumer purchasing behaviour and a descriptive analysis with respect to brand effect for dry-cured ham.