Minas Kastanakis | ESCP Europe (original) (raw)

Papers by Minas Kastanakis

Research paper thumbnail of Letter from the incoming Editor-in-Chief

European Management Journal, Apr 1, 2018

Research paper thumbnail of Letter from the outgoing Editor-in-Chief

European Management Journal, Apr 1, 2021

Research paper thumbnail of Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

Journal of Business Research, Oct 1, 2012

Research paper thumbnail of Cultural effects on perception and cognition:integrating recent findings and reviewing implications for consumer research

ACR North American Advances, 2012

Research paper thumbnail of Co-creating stakeholder and brand identities: Introduction to the special section

Journal of Business Research, 2017

This article introduces the special section on reciprocal co-creation of stakeholder and brand id... more This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four articles as well as related commentaries and discusses their contributions towards establishing a new dynamic paradigm of co-created and reciprocal brand and stakeholder identities.

Research paper thumbnail of Tackling pandemic‐related health grand challenges: The role of organizational ambidexterity, social equality, and innovation performance

Journal of Product Innovation Management, Feb 21, 2023

The outbreak of COVID‐19 has brought the world to a standstill, with severe consequences on econo... more The outbreak of COVID‐19 has brought the world to a standstill, with severe consequences on economic and health systems, requiring the identification and implementation of innovative solutions. This study's aims are threefold: first, to examine the impact of balanced and combined dimensions of ambidexterity on for‐profit organizations' innovation performance related to pandemics; second, to uncover whether and to what extent such innovation performance contributes to tackling global health grand challenges (i.e., mortality rate, risk of infection, and life expectancy) associated with pandemics; and, third, to investigate the moderating role of social equalities in health in the relationships between innovation performance and health‐related outcomes associated with pandemics. To uncover how for‐profit firms tackle the health‐related consequences of pandemics, we examine whether they have introduced product innovations to the health sector, defined as the market introduction of a new or significantly improved good, that have helped address the health challenges associated with the COVID‐19 pandemic. Using a panel dataset (1974–2020) with 15,062 firm‐year observations from the United States, we show that both the separate and the synchronous implementation of the balanced and combined dimensions of ambidexterity have a strong positive effect on firms' innovation performance and, particularly, innovation initiatives related to the pandemic. The results also reveal that innovation activities (i.e., granted patents and citations focused on COVID‐19) negatively affect mortality rate and risk of infection, as well as the positive impact of innovation on increasing life expectancy, with social equalities in health moderating this relationship. Taken together, we make novel contributions to the literature on how to tackle the health‐related consequences of pandemics through innovation and provide actionable managerial guidance on how firms can enhance innovation performance.

Research paper thumbnail of Signalling Effects in Luxury Consumption

ACR European Advances, 2011

Research paper thumbnail of Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

International Journal of Consumer Studies, Jan 21, 2023

Masstige marketing has gained considerable attention in the recent past as a theoretically signif... more Masstige marketing has gained considerable attention in the recent past as a theoretically significant and practically relevant concept. Masstige strategy encompasses all those activities directed to position the products for the masses, neither by offering drastic price reductions nor discounts. Rather its success depends on product innovation and promotion. Although it has been recognized as an important strategic construct, the nascent concept needs further investigation for better understanding. This research identifies significant gaps in the extant literature on fashion accessories masstige brands and intends to bridge them. The objective of the current study is to empirically investigate the factors that facilitate or inhibit masstige purchase intentions. Our study uncovers the role of normative influence in influencing the purchase intentions of a masstige fashion accessory brand, that is, Armani Exchange. Data were collected from 395 respondents, and structural equation modeling was applied to check the proposed hypotheses. The study's results revealed that conspicuous and social values play an important role as facilitators. In addition, the study highlighted that masstige brands need to overcome inhibitors like identity avoidance and deficit‐value avoidance to develop masstige purchase intention. Moderation analysis highlighted the significant influence of celebrity endorsement in strengthening the facilitators and overcoming inhibitors associated with masstige purchase intention. The study's results can help marketers to position their masstige brands by adopting the right strategies that can be formulated by taking into account the influence of stimulus, facilitators, inhibitors, and a moderating variable examined in the study.

Research paper thumbnail of Leveraging user behavior and data science technologies for management: An overview

Journal of Business Research, 2023

Research paper thumbnail of Explaning variation in luxury consumption

43 As a general rule, luxury products are considered examples of extreme-end cases of high-involv... more 43 As a general rule, luxury products are considered examples of extreme-end cases of high-involvement decision making (Rossiter, Percy & Donovan, 1991); Horiuchi (1984) observes that it makes intuitive sense to classify luxuries as high rather than low-involvement products; on the same issue, Vigneron & Johnson (1999) note that the involvement model is useful in distinguishing "prestige" from "normal" products, although it "does not significantly differentiate the level of prestige among prestige brands. 44 To quote their exact description of this paradox: "In the world of luxury brands, it therefore looks as if awareness feeds dream but purchase makes dream come true and therefore contributes to destroy it". 64 In 2002 Zenith raised 40% its watch prices overnight with no (negative) effect on sales. 65 For years the Channel No5 perfume could only be bought in the company store at 31 rue Gambon in Paris. 66 Dubois, Laurent, & Czellar (2001) "Consumer rapport to luxury: analyzing complex and ambivalent attitudes". 67 The perception of the luxury concept, however, is not a unique case of such ambivalence. The ambivalent nature of attitudes in high-involvement consumption situations is very well documented in the literature (

Research paper thumbnail of Pleasure, meaning or spirituality: Cross-cultural differences in orientations to happiness across 12 countries

Journal of Business Research, Sep 1, 2021

Abstract Firms and institutions are increasingly embracing well-being initiatives as a critical w... more Abstract Firms and institutions are increasingly embracing well-being initiatives as a critical way to retain and engage with their employees, customers and citizens all over the world. However, cross-cultural research on the paths to happiness remains scarce and fragmented, typically conceptualizing happiness as an individualistic pleasure-based construct without considering its collectivistic meaning-based dimension. This research investigates simultaneously how hedonic (pleasure) and eudaimonic (meaning and spirituality) orientations to happiness (life satisfaction) vary across 12 countries and among 2615 individuals representing different regions of the world (six continents) and different cultural contexts (individualism or collectivism). Findings reveal no significant difference in terms of the structure of happiness across countries, and that meaning emerges as a stronger predictor of life satisfaction compared to pleasure and spirituality. Accordingly, we inform human resource and marketing managers, policy makers and individuals about common routes to well-being in an international context.

Research paper thumbnail of Forty years of European Management Journal: A bibliometric overview

European Management Journal, Feb 1, 2022

The European Management Journal (EMJ) is a renowned peer-reviewed journal of international reputa... more The European Management Journal (EMJ) is a renowned peer-reviewed journal of international reputation in the fields of business and management research since 1982. EMJ publishes original and high-quality conceptual, empirical, and review research papers that contribute to the advancement of the body of knowledge and its application in the field. Until the time of this overview, 2164 papers (including 2004 articles, 96 editorials, 28 conference papers, 27 notes, and 3 short surveys) have been published in the journal between 1982 and 2020. We analyzed all these articles using bibliometric techniques to examine the impact of the journal's publications, most productive and influential authors, and their contributions in the field of business and management research. Co-authorship among the top authors, co-occurrences of the topics, cocitations of the journals, bibliographic coupling of the authors, affiliating institutes, and countries were analyzed by applying network analysis techniques using VOSviewer software. The advancement of research in the field of management during the last decade is also critically discussed in order to understand recent developments in the field of business and management research.

Research paper thumbnail of Bandwagon, Snob and Veblen Effects in Luxury Consumption

ACR North American Advances, 2011

Conceptualization Many years ago Leibenstein (1950) highlighted the importance of "signaling effe... more Conceptualization Many years ago Leibenstein (1950) highlighted the importance of "signaling effects" on consumption, which means that the utility derived from a product is enhanced or decreased due to the fact that "others" are purchasing and consuming it or due to the fact that the product bears a higher or lower price tag. In marketing it was taken for granted that "people buy luxuries to impress": most of consumer research has implicitly assumed that luxuries are consumed for social signaling purposes (Kapferer, 2006; Dubois, Laurent, and Czellar, 2001). However, there is a scarcity of empirical support to this claim. This study tries to plug this gap by providing empirical support to the possible antecedents of three luxury consumption effects. It aims to improve the existing theoretical understanding of the psychological antecedents and signaling behavior of luxury consumption. Specifically, a veblen effect arises when consumer preference for a good increases as a direct function of its price; a snob effect when preference for a good increases as its quantity in the market is decreased; and a bandwagon effect is observed where consumer preference for a good increases as the number of people buying it is increased. As Vigneron and Johnson (1999) have pointed out, these effects are particularly observed in luxury product markets. Research on luxuries' consumption has led to recent evidence (Tsai, 2005) that calls for a distinction between socially and personally-oriented luxury consumers (Wiedmann, Hennigs, and Siebels, 2007). The origins of these two orientations can be traced in an individual's self-concept. Some individuals focus more on the "internal domain" and their self-related goals or needs (independent self-concept); while others are more concerned about the interpersonal domain, the reaction of others and their external "persona" (inter-dependent self-concept). This literature (Wong and Ahuvia, 1998) advocates that consumers with an independent self show a more personal orientation in the way that they consume luxuries (focusing on their hedonic, utilitarian and self-communication goals) whereas consumers with interdependent self care more for the social impact of such consumption (the three investigated effects). The existing work has not paid sufficient attention to the social effects (i.e., the bandwagon, snob, and veblen effects). It is not clear how exactly the self orientations impact on the consumption of luxuries. Against the previous background, this study proposes that these effects are driven by both an independent and an interdependent self-concept (they are both personally and socially-driven behaviors) and that a number of relevant traits act as mediators between the self-concept(s) and the signaling behavior. With the help of the literature and qualitative exploratory research (interviews with managers of luxury products) the following four traits emerge to be related to the bandwagon, snob and veblen effects: need-for-uniqueness, vanity, status-seeking, and susceptibility to interpersonal influence. Need-for-uniqueness (NFU) is "the trait of pursuing differentness relative to others through the acquisition, utilization and disposition of consumer goods" (Tepper, Bearden and Hunter, 2001). NFU is positively related to both independent and interdependent self concepts and is hypothesized to be an antecedent of both snob and veblen effects, while negatively related to a bandwagon effect. Vanity (Netemeyer, Burton, and Lichtenstein, 1995) has a physical and an achievement dimension. Vanity is hypothesized to

Research paper thumbnail of On theorizing and methodological fetishism

European Management Journal, Oct 1, 2020

Abstract We posit that our scholarship is developed on the basis of ontological, epistemological ... more Abstract We posit that our scholarship is developed on the basis of ontological, epistemological and methodological dogmas which impede further progress. In particular, we problematize the theorizing and methodological fetishism that exist across both quantitative and qualitative traditions and we propose some ways to overcome them. In this way we join relevant discussions which question the value, relevance and legitimacy of our research endeavors – while being confident that a more thoughtful, collective reflection will propel management scholarship to become stronger and more nuanced.

Research paper thumbnail of Does merger & acquisition (M&A) strategy matter? A contingency perspective

European Management Journal

Research paper thumbnail of Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

International Journal of Consumer Studies

Research paper thumbnail of Consumers' relationship with mass prestige brands and happiness

European Management Review

Research paper thumbnail of “How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment

Journal of Business Research

Research paper thumbnail of The role of consumer data in marketing: A research agenda

Journal of Business Research

Research paper thumbnail of Leveraging user behavior and data science technologies for management: An overview

Journal of Business Research

Research paper thumbnail of Letter from the incoming Editor-in-Chief

European Management Journal, Apr 1, 2018

Research paper thumbnail of Letter from the outgoing Editor-in-Chief

European Management Journal, Apr 1, 2021

Research paper thumbnail of Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

Journal of Business Research, Oct 1, 2012

Research paper thumbnail of Cultural effects on perception and cognition:integrating recent findings and reviewing implications for consumer research

ACR North American Advances, 2012

Research paper thumbnail of Co-creating stakeholder and brand identities: Introduction to the special section

Journal of Business Research, 2017

This article introduces the special section on reciprocal co-creation of stakeholder and brand id... more This article introduces the special section on reciprocal co-creation of stakeholder and brand identities. Branding research and practice traditionally focus on the managerial creation and implementation of brand identity. Based on recent paradigmatic shifts from managerial to co-creative branding and from consumer to multi-stakeholder approaches in marketing, this special section develops a dynamic, process-oriented perspective on brand identity. Brand identity continuously emerges as a dynamic outcome of social processes of stakeholder interaction. Reciprocally, brand identity plays a potentially important role in ongoing interactive identity development processes of stakeholders. The special section contributes to deepening the understanding of this reciprocal co-creation of stakeholder and brand identities, through a series of conceptual and empirical articles. The Introduction reviews four articles as well as related commentaries and discusses their contributions towards establishing a new dynamic paradigm of co-created and reciprocal brand and stakeholder identities.

Research paper thumbnail of Tackling pandemic‐related health grand challenges: The role of organizational ambidexterity, social equality, and innovation performance

Journal of Product Innovation Management, Feb 21, 2023

The outbreak of COVID‐19 has brought the world to a standstill, with severe consequences on econo... more The outbreak of COVID‐19 has brought the world to a standstill, with severe consequences on economic and health systems, requiring the identification and implementation of innovative solutions. This study's aims are threefold: first, to examine the impact of balanced and combined dimensions of ambidexterity on for‐profit organizations' innovation performance related to pandemics; second, to uncover whether and to what extent such innovation performance contributes to tackling global health grand challenges (i.e., mortality rate, risk of infection, and life expectancy) associated with pandemics; and, third, to investigate the moderating role of social equalities in health in the relationships between innovation performance and health‐related outcomes associated with pandemics. To uncover how for‐profit firms tackle the health‐related consequences of pandemics, we examine whether they have introduced product innovations to the health sector, defined as the market introduction of a new or significantly improved good, that have helped address the health challenges associated with the COVID‐19 pandemic. Using a panel dataset (1974–2020) with 15,062 firm‐year observations from the United States, we show that both the separate and the synchronous implementation of the balanced and combined dimensions of ambidexterity have a strong positive effect on firms' innovation performance and, particularly, innovation initiatives related to the pandemic. The results also reveal that innovation activities (i.e., granted patents and citations focused on COVID‐19) negatively affect mortality rate and risk of infection, as well as the positive impact of innovation on increasing life expectancy, with social equalities in health moderating this relationship. Taken together, we make novel contributions to the literature on how to tackle the health‐related consequences of pandemics through innovation and provide actionable managerial guidance on how firms can enhance innovation performance.

Research paper thumbnail of Signalling Effects in Luxury Consumption

ACR European Advances, 2011

Research paper thumbnail of Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

International Journal of Consumer Studies, Jan 21, 2023

Masstige marketing has gained considerable attention in the recent past as a theoretically signif... more Masstige marketing has gained considerable attention in the recent past as a theoretically significant and practically relevant concept. Masstige strategy encompasses all those activities directed to position the products for the masses, neither by offering drastic price reductions nor discounts. Rather its success depends on product innovation and promotion. Although it has been recognized as an important strategic construct, the nascent concept needs further investigation for better understanding. This research identifies significant gaps in the extant literature on fashion accessories masstige brands and intends to bridge them. The objective of the current study is to empirically investigate the factors that facilitate or inhibit masstige purchase intentions. Our study uncovers the role of normative influence in influencing the purchase intentions of a masstige fashion accessory brand, that is, Armani Exchange. Data were collected from 395 respondents, and structural equation modeling was applied to check the proposed hypotheses. The study's results revealed that conspicuous and social values play an important role as facilitators. In addition, the study highlighted that masstige brands need to overcome inhibitors like identity avoidance and deficit‐value avoidance to develop masstige purchase intention. Moderation analysis highlighted the significant influence of celebrity endorsement in strengthening the facilitators and overcoming inhibitors associated with masstige purchase intention. The study's results can help marketers to position their masstige brands by adopting the right strategies that can be formulated by taking into account the influence of stimulus, facilitators, inhibitors, and a moderating variable examined in the study.

Research paper thumbnail of Leveraging user behavior and data science technologies for management: An overview

Journal of Business Research, 2023

Research paper thumbnail of Explaning variation in luxury consumption

43 As a general rule, luxury products are considered examples of extreme-end cases of high-involv... more 43 As a general rule, luxury products are considered examples of extreme-end cases of high-involvement decision making (Rossiter, Percy & Donovan, 1991); Horiuchi (1984) observes that it makes intuitive sense to classify luxuries as high rather than low-involvement products; on the same issue, Vigneron & Johnson (1999) note that the involvement model is useful in distinguishing "prestige" from "normal" products, although it "does not significantly differentiate the level of prestige among prestige brands. 44 To quote their exact description of this paradox: "In the world of luxury brands, it therefore looks as if awareness feeds dream but purchase makes dream come true and therefore contributes to destroy it". 64 In 2002 Zenith raised 40% its watch prices overnight with no (negative) effect on sales. 65 For years the Channel No5 perfume could only be bought in the company store at 31 rue Gambon in Paris. 66 Dubois, Laurent, & Czellar (2001) "Consumer rapport to luxury: analyzing complex and ambivalent attitudes". 67 The perception of the luxury concept, however, is not a unique case of such ambivalence. The ambivalent nature of attitudes in high-involvement consumption situations is very well documented in the literature (

Research paper thumbnail of Pleasure, meaning or spirituality: Cross-cultural differences in orientations to happiness across 12 countries

Journal of Business Research, Sep 1, 2021

Abstract Firms and institutions are increasingly embracing well-being initiatives as a critical w... more Abstract Firms and institutions are increasingly embracing well-being initiatives as a critical way to retain and engage with their employees, customers and citizens all over the world. However, cross-cultural research on the paths to happiness remains scarce and fragmented, typically conceptualizing happiness as an individualistic pleasure-based construct without considering its collectivistic meaning-based dimension. This research investigates simultaneously how hedonic (pleasure) and eudaimonic (meaning and spirituality) orientations to happiness (life satisfaction) vary across 12 countries and among 2615 individuals representing different regions of the world (six continents) and different cultural contexts (individualism or collectivism). Findings reveal no significant difference in terms of the structure of happiness across countries, and that meaning emerges as a stronger predictor of life satisfaction compared to pleasure and spirituality. Accordingly, we inform human resource and marketing managers, policy makers and individuals about common routes to well-being in an international context.

Research paper thumbnail of Forty years of European Management Journal: A bibliometric overview

European Management Journal, Feb 1, 2022

The European Management Journal (EMJ) is a renowned peer-reviewed journal of international reputa... more The European Management Journal (EMJ) is a renowned peer-reviewed journal of international reputation in the fields of business and management research since 1982. EMJ publishes original and high-quality conceptual, empirical, and review research papers that contribute to the advancement of the body of knowledge and its application in the field. Until the time of this overview, 2164 papers (including 2004 articles, 96 editorials, 28 conference papers, 27 notes, and 3 short surveys) have been published in the journal between 1982 and 2020. We analyzed all these articles using bibliometric techniques to examine the impact of the journal's publications, most productive and influential authors, and their contributions in the field of business and management research. Co-authorship among the top authors, co-occurrences of the topics, cocitations of the journals, bibliographic coupling of the authors, affiliating institutes, and countries were analyzed by applying network analysis techniques using VOSviewer software. The advancement of research in the field of management during the last decade is also critically discussed in order to understand recent developments in the field of business and management research.

Research paper thumbnail of Bandwagon, Snob and Veblen Effects in Luxury Consumption

ACR North American Advances, 2011

Conceptualization Many years ago Leibenstein (1950) highlighted the importance of "signaling effe... more Conceptualization Many years ago Leibenstein (1950) highlighted the importance of "signaling effects" on consumption, which means that the utility derived from a product is enhanced or decreased due to the fact that "others" are purchasing and consuming it or due to the fact that the product bears a higher or lower price tag. In marketing it was taken for granted that "people buy luxuries to impress": most of consumer research has implicitly assumed that luxuries are consumed for social signaling purposes (Kapferer, 2006; Dubois, Laurent, and Czellar, 2001). However, there is a scarcity of empirical support to this claim. This study tries to plug this gap by providing empirical support to the possible antecedents of three luxury consumption effects. It aims to improve the existing theoretical understanding of the psychological antecedents and signaling behavior of luxury consumption. Specifically, a veblen effect arises when consumer preference for a good increases as a direct function of its price; a snob effect when preference for a good increases as its quantity in the market is decreased; and a bandwagon effect is observed where consumer preference for a good increases as the number of people buying it is increased. As Vigneron and Johnson (1999) have pointed out, these effects are particularly observed in luxury product markets. Research on luxuries' consumption has led to recent evidence (Tsai, 2005) that calls for a distinction between socially and personally-oriented luxury consumers (Wiedmann, Hennigs, and Siebels, 2007). The origins of these two orientations can be traced in an individual's self-concept. Some individuals focus more on the "internal domain" and their self-related goals or needs (independent self-concept); while others are more concerned about the interpersonal domain, the reaction of others and their external "persona" (inter-dependent self-concept). This literature (Wong and Ahuvia, 1998) advocates that consumers with an independent self show a more personal orientation in the way that they consume luxuries (focusing on their hedonic, utilitarian and self-communication goals) whereas consumers with interdependent self care more for the social impact of such consumption (the three investigated effects). The existing work has not paid sufficient attention to the social effects (i.e., the bandwagon, snob, and veblen effects). It is not clear how exactly the self orientations impact on the consumption of luxuries. Against the previous background, this study proposes that these effects are driven by both an independent and an interdependent self-concept (they are both personally and socially-driven behaviors) and that a number of relevant traits act as mediators between the self-concept(s) and the signaling behavior. With the help of the literature and qualitative exploratory research (interviews with managers of luxury products) the following four traits emerge to be related to the bandwagon, snob and veblen effects: need-for-uniqueness, vanity, status-seeking, and susceptibility to interpersonal influence. Need-for-uniqueness (NFU) is "the trait of pursuing differentness relative to others through the acquisition, utilization and disposition of consumer goods" (Tepper, Bearden and Hunter, 2001). NFU is positively related to both independent and interdependent self concepts and is hypothesized to be an antecedent of both snob and veblen effects, while negatively related to a bandwagon effect. Vanity (Netemeyer, Burton, and Lichtenstein, 1995) has a physical and an achievement dimension. Vanity is hypothesized to

Research paper thumbnail of On theorizing and methodological fetishism

European Management Journal, Oct 1, 2020

Abstract We posit that our scholarship is developed on the basis of ontological, epistemological ... more Abstract We posit that our scholarship is developed on the basis of ontological, epistemological and methodological dogmas which impede further progress. In particular, we problematize the theorizing and methodological fetishism that exist across both quantitative and qualitative traditions and we propose some ways to overcome them. In this way we join relevant discussions which question the value, relevance and legitimacy of our research endeavors – while being confident that a more thoughtful, collective reflection will propel management scholarship to become stronger and more nuanced.

Research paper thumbnail of Does merger & acquisition (M&A) strategy matter? A contingency perspective

European Management Journal

Research paper thumbnail of Normative influence and masstige purchase intention: Facilitators, inhibitors, and the moderating effect of celebrity endorsement

International Journal of Consumer Studies

Research paper thumbnail of Consumers' relationship with mass prestige brands and happiness

European Management Review

Research paper thumbnail of “How mAy I help you today?” The use of AI chatbots in small family businesses and the moderating role of customer affective commitment

Journal of Business Research

Research paper thumbnail of The role of consumer data in marketing: A research agenda

Journal of Business Research

Research paper thumbnail of Leveraging user behavior and data science technologies for management: An overview

Journal of Business Research