Meletios I . Niros PhD | University of West Attica / Πανεπιστήμιο Δυτικής Αττικής (original) (raw)

Papers by Meletios I . Niros PhD

The sustainability of a corporation requires the support of not only its customers, but also its ... more The sustainability of a corporation requires the support of not only its customers, but also its multiple stakeholders. To survive and thrive, it needs performative and social legitimacy, that is, to be respected as a local community member (so as to be allowed to operate without hindrances) and to be perceived as an acceptable provider of goods and services,a desirable employer and a lucrative investment opportunity (so as to be able to draw the necessary resources). In a nutshell, it needs a strong and positive corporate brand image that inspires confidence in people and a desire to form stakeholder relationships with it. In the globalized economy of the 21st century, however, corporate brand image, and the resulting public support, are subject to national identity congruence. Countries become increasingly more multicultural, national identities and perceptions of ‘foreignness’ are renegotiated, country stereotypes change, and the balance of ethnocentrism and cosmopolitanism in a ...

Springer proceedings in business and economics, 2024

International Marketing Review

PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brand... more PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.Design/methodology/approachThis study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.FindingsCET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are mor...

International Marketing Review, Aug 18, 2022

Purpose – This study proposes marketing strategies for global fast-moving consumer good (FMCG)... more Purpose – This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.
Design/methodology/approach – This study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.
Findings – CET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases
are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.
Practical implications – Practitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments
based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.
Originality/value – This research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer... more This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modeling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. Political event only strengthened Chinese consume...

There is a strong piece of evidence that companies in countries facing ongoing recession proceed ... more There is a strong piece of evidence that companies in countries facing ongoing recession proceed on serious marketing budget cut-offs in order to meet their financial goals (Rollins et al., 2014). As a result, customer experience gets poorer when consumers interact with the brand, which culminates in brand switching and reduced customer loyalty (Brakus et al., 2009; Sussan et al., 2012). Given that recent economic crisis rapidly aggravates, it is imperative that firms should implement marketing strategies in favor of retaining customers (Ou et al., 2013). One further issue is to measure poor consumer morale that predicts consumer behavior. More specifically, in order to measure recession and figure out consumer psychology, OECD has developed the Consumer Confidence Scale. A significant phenomenon during financial turmoil is the restricted Consumer Confidence (CC), which results in lower spending and shifts in terms of price sensitivity. Thus, in marketing terms consumers with high C...

Archives of Business Research

Purpose –The purpose of this research is to unveil effective SME marketing actions and strategies... more Purpose –The purpose of this research is to unveil effective SME marketing actions and strategies in terms of performance during post-crisis era of fragile economic conditions. This paper further examines the effects of IT Marketing Infrastructure (ITMI) on both performance and Customer Equity Drivers (CEDs). Last, but not least, indirect effects of Market Orientation (MO) on Performance are also researched. Design/methodology/approach – A personal interview survey was conducted in Greece using a structured instrument deriving from adjusted items of past research. A systematic random sample of 242 SMEs was collected from major Greek cities and a wide range of industries. Findings – Findings unveiled that the same actions applied by large companies, also work for SMEs/VSEs. In addition, ITMI enable smaller firms to apply marketing strategies required to achieve higher Marketing Performance. However, MO is the key for excessive performance. Nevertheless, the indirect effect of MO on ...

Firms around the globe spend millions of dollars on marketing programs in order to build strong b... more Firms around the globe spend millions of dollars on marketing programs in order to build strong brands and positively affect consumer behaviour (Rust et al., 2004). Marketing spending enables brands to retain existing customers, attract new ones as well as to increase their share of wallet (Oliver, 1999; Rust et al., 2004; Vogel et al. 2008; Ou et al., 2013; Lee et al.; 2014). Thus, marketing has a direct effect on cash-flow deriving from customers, posing them a market-based capital (Rust et al, 2000). Though, these marketing efforts are still very difficult to be linked to certain behavioural outcomes and returns (Vogel et al. 2008). To increase the monetary value of a firm’s customers, Rust et al. (2000), proposed a customer-centric model integrating brand management, value management and relationship management. The aforementioned areas of marketing practices result in customer retention as well as higher Loyalty Intentions leading to higher levels of Customer Lifetime Value (CL...

Global recessions and the rise of patriotism in the last decade indicate shifts in consumer moral... more Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mallintercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.

The purpose of this research is to explore any relationship between brand personality and brand i... more The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent IMC are necessary tactics to build brand attachment. The latter, along with customer inertia lead to favora...

Fragile international and economic relationships between nations in the last decade, have resulte... more Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer... more This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modelling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. The political event only strengthened Chinese co...

The purpose of this research is to explore the antecedents and effects of mobile app satisfaction... more The purpose of this research is to explore the antecedents and effects of mobile app satisfaction. A survey conducted using a “positivism” approach, in which 450 app users participated to answer the research instrument. Emotional Attachment and App design proved to be the most influential antecedents of app satisfaction, whereas Safety of personal data & user identification were important as well. However, app satisfaction has no effect on Intention to upgrade to premium service, showing that the basic revenue stream still derives from advertising and sponsorships. On the other hand, Word of Mouth communication is stimulated by app user satisfaction. This finding shows that satisfaction is the vehicle to spread the value of the app to other users cheaper and with more credibility. This research provides certain implications to digital marketing practitioners and academics in order to make decisions on building strong service brands using a mobile app as a distribution channel.

Archives of Business Review, 2020

Purpose-The purpose of this research is to unveil effective SME marketing actions and strategies ... more Purpose-The purpose of this research is to unveil effective SME marketing actions and strategies in terms of performance during post-crisis era of fragile economic conditions. This paper further examines the effects of IT Marketing Infrastructure (ITMI) on both performance and Customer Equity Drivers (CEDs). Last, but not least, indirect effects of Market Orientation (MO) on Performance are also researched. Design/methodology/approach-A personal interview survey was conducted in Greece using a structured instrument deriving from adjusted items of past research. A systematic random sample of 242 SMEs was collected from major Greek cities and a wide range of industries. Findings-Findings unveiled that the same actions applied by large companies, also work for SMEs/VSEs. In addition, ITMI enable smaller firms to apply marketing strategies required to achieve higher Marketing Performance. However, MO is the key for excessive performance.Nevertheless, the indirect effect of MO on the relationship between marketing strategy and OP is negative, illustrating a need of strategic focus for SME. Research limitations/implications-Despite survey presents certain trends and inference, it lacks qualitative data such as sentiments that are of equal importance in SME research. Practical implications-This research facilitates SMEs to decide on effective actions against fragile economic conditions to achieve higher performance. In addition, it demonstrates the need to bolster chain value through ITMI. In specific, ITMIs forge core capabilities to apply CEDs that result in greater MO and Performance. Moreover, MO is proven to be a key factor to sustain higher levels of Performance when applying either a RE or a VE strategy. Originality/value-In spite of the existence of research of effective actions and strategies during recessions, there is lack of SMEs research regarding fragile economic conditions after recessions or crises. ITMI and MO will facilitate SMEs to apply CEDs and sustain higher Organizational Performance.

The purpose of this research is to explore any relationship between brand personality and brand i... more The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent IMC are necessary tactics to build brand attachment. The latter, along with customer inertia lead to favorable WoM and customer loyalty. This project provides telecom brand managers with valuable know-how in order to design “out of the box” strategies and tactics.

Brand equity involves the market value of a brand and it is customer driven. Brand image, brand l... more Brand equity involves the market value of a brand and it is customer driven. Brand image, brand liking, awareness and costumer “attachment” augment a product’s value. Service brands on the other hand require different brand strategies and practices comparing to products. Service attributes like intangibility, heterogeneity and inseparability demand case sensitive strategies in order to stimulate perceptions about brand quality, facilitate brand image and minimize consumer’s search efforts. Brand personality is the key for service brands to reinforce brand image, because consumers need to establish strong, endurable relations and trust. Especially in intangible value offerings, trust is the key to build brand perceptions of superior quality necessary to maintain high level of customer satisfaction. By meeting customer expectations about service performance, service brands are capable of affecting Brand Attachment and consumer behavior interpreted as Customer Loyalty and Word of Mouth communication (WoM). In this paper, we try to define brand personality and show its linkages to consumer equity through a theoretical framework.

Conference Presentations by Meletios I . Niros PhD

10TH International Conference on Contemporary Marketing Issues, 2022

E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digit... more E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digital stores to limit physical interaction. This research explores the effectiveness of digital loyalty strategies in services' industry under the light of the ongoing pandemic and the respective increase in terms of Digital Adoption (DA) within the industry. In addition, this study investigates the direct effects of perceived in-store infection threat (SIT). To collect data, online self-administered survey was utilized in Greece, where 235 adult consumers participated. Findings revealed that SIT benefits Repurchase Intentions (RI) of digital services, since it exerted positive direct effects in using digital channels. Moreover, DA moderates the effectiveness of loyalty strategies. As a result, marketing strategies and practices are proposed sensitive to digital adoption or frequency of use.

Proceedings of the European Marketing Academy, 51st, (107224), May 26, 2022

The purpose of this research is to investigate the effects of online digital customer experience ... more The purpose of this research is to investigate the effects of online digital customer experience quality (OCXQ) on customer equity drivers (CEDs) of digital platforms and the respective effect of CEDs on repurchase intentions (RI). Most importantly, we unveil the indirect effects of store infection threat (SIT) on the relationship between CEDs and RI as a basic consequence of the ongoing COVID-19 pandemic. The methodology utilized was the positivism approach using an online survey in which 283 adults participated. OCXQ indicated a strong direct effect on the digital brand’s CEDs, whereas CEDs highly impact RI. This research stresses the importance of OCXQ in strengthening CEDs, which are important for online decision-making. In addition, SIT is proven to be a basic moderator of the effectiveness of CEDs in terms of RI. Thus, firms need to carefully design customized digital marketing practices.

10TH International Conference on Contemporary Marketing Issues (ICCMI), 2022

The purpose of this research is to check whether store atmosphere and playfulness matter during t... more The purpose of this research is to check whether store atmosphere and playfulness matter during the ongoing pandemic crisis. To fulfil this purpose, we utilized an online self-administered survey in Greece using pretested scales from past research. The sample consisted of 400 adult consumers with recent experience in store settings. Findings revealed that store atmospheric cues remain influential in terms of experiential value and more specifically in terms of playfulness or hedonic value during the pandemic. However, an adjusted mix of atmospheric cues is important to trigger playfulness such as display, music, and color. Moreover, playfulness was proven to be a very strong precursor of repurchase intentions. Regarding the originality and value of this research, this study is the first to explore the antecedents and effects of playfulness on physical stores during the pandemic. As a result, a mix of atmospheric cues are proposed to strengthen playfulness, which is very important during the pandemic to outcome favorable behavioral intentions.

6 th International Conference on Contemporary Marketing IssuesAt: Athens, Greece, 2018

Fragile international and economic relationships between nations in the last decade, have resulte... more Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.

The sustainability of a corporation requires the support of not only its customers, but also its ... more The sustainability of a corporation requires the support of not only its customers, but also its multiple stakeholders. To survive and thrive, it needs performative and social legitimacy, that is, to be respected as a local community member (so as to be allowed to operate without hindrances) and to be perceived as an acceptable provider of goods and services,a desirable employer and a lucrative investment opportunity (so as to be able to draw the necessary resources). In a nutshell, it needs a strong and positive corporate brand image that inspires confidence in people and a desire to form stakeholder relationships with it. In the globalized economy of the 21st century, however, corporate brand image, and the resulting public support, are subject to national identity congruence. Countries become increasingly more multicultural, national identities and perceptions of ‘foreignness’ are renegotiated, country stereotypes change, and the balance of ethnocentrism and cosmopolitanism in a ...

Springer proceedings in business and economics, 2024

International Marketing Review

PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brand... more PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.Design/methodology/approachThis study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.FindingsCET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are mor...

International Marketing Review, Aug 18, 2022

Purpose – This study proposes marketing strategies for global fast-moving consumer good (FMCG)... more Purpose – This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.
Design/methodology/approach – This study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.
Findings – CET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases
are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.
Practical implications – Practitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments
based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.
Originality/value – This research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer... more This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modeling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. Political event only strengthened Chinese consume...

There is a strong piece of evidence that companies in countries facing ongoing recession proceed ... more There is a strong piece of evidence that companies in countries facing ongoing recession proceed on serious marketing budget cut-offs in order to meet their financial goals (Rollins et al., 2014). As a result, customer experience gets poorer when consumers interact with the brand, which culminates in brand switching and reduced customer loyalty (Brakus et al., 2009; Sussan et al., 2012). Given that recent economic crisis rapidly aggravates, it is imperative that firms should implement marketing strategies in favor of retaining customers (Ou et al., 2013). One further issue is to measure poor consumer morale that predicts consumer behavior. More specifically, in order to measure recession and figure out consumer psychology, OECD has developed the Consumer Confidence Scale. A significant phenomenon during financial turmoil is the restricted Consumer Confidence (CC), which results in lower spending and shifts in terms of price sensitivity. Thus, in marketing terms consumers with high C...

Archives of Business Research

Purpose –The purpose of this research is to unveil effective SME marketing actions and strategies... more Purpose –The purpose of this research is to unveil effective SME marketing actions and strategies in terms of performance during post-crisis era of fragile economic conditions. This paper further examines the effects of IT Marketing Infrastructure (ITMI) on both performance and Customer Equity Drivers (CEDs). Last, but not least, indirect effects of Market Orientation (MO) on Performance are also researched. Design/methodology/approach – A personal interview survey was conducted in Greece using a structured instrument deriving from adjusted items of past research. A systematic random sample of 242 SMEs was collected from major Greek cities and a wide range of industries. Findings – Findings unveiled that the same actions applied by large companies, also work for SMEs/VSEs. In addition, ITMI enable smaller firms to apply marketing strategies required to achieve higher Marketing Performance. However, MO is the key for excessive performance. Nevertheless, the indirect effect of MO on ...

Firms around the globe spend millions of dollars on marketing programs in order to build strong b... more Firms around the globe spend millions of dollars on marketing programs in order to build strong brands and positively affect consumer behaviour (Rust et al., 2004). Marketing spending enables brands to retain existing customers, attract new ones as well as to increase their share of wallet (Oliver, 1999; Rust et al., 2004; Vogel et al. 2008; Ou et al., 2013; Lee et al.; 2014). Thus, marketing has a direct effect on cash-flow deriving from customers, posing them a market-based capital (Rust et al, 2000). Though, these marketing efforts are still very difficult to be linked to certain behavioural outcomes and returns (Vogel et al. 2008). To increase the monetary value of a firm’s customers, Rust et al. (2000), proposed a customer-centric model integrating brand management, value management and relationship management. The aforementioned areas of marketing practices result in customer retention as well as higher Loyalty Intentions leading to higher levels of Customer Lifetime Value (CL...

Global recessions and the rise of patriotism in the last decade indicate shifts in consumer moral... more Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mallintercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.

The purpose of this research is to explore any relationship between brand personality and brand i... more The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent IMC are necessary tactics to build brand attachment. The latter, along with customer inertia lead to favora...

Fragile international and economic relationships between nations in the last decade, have resulte... more Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer... more This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modelling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. The political event only strengthened Chinese co...

The purpose of this research is to explore the antecedents and effects of mobile app satisfaction... more The purpose of this research is to explore the antecedents and effects of mobile app satisfaction. A survey conducted using a “positivism” approach, in which 450 app users participated to answer the research instrument. Emotional Attachment and App design proved to be the most influential antecedents of app satisfaction, whereas Safety of personal data & user identification were important as well. However, app satisfaction has no effect on Intention to upgrade to premium service, showing that the basic revenue stream still derives from advertising and sponsorships. On the other hand, Word of Mouth communication is stimulated by app user satisfaction. This finding shows that satisfaction is the vehicle to spread the value of the app to other users cheaper and with more credibility. This research provides certain implications to digital marketing practitioners and academics in order to make decisions on building strong service brands using a mobile app as a distribution channel.

Archives of Business Review, 2020

Purpose-The purpose of this research is to unveil effective SME marketing actions and strategies ... more Purpose-The purpose of this research is to unveil effective SME marketing actions and strategies in terms of performance during post-crisis era of fragile economic conditions. This paper further examines the effects of IT Marketing Infrastructure (ITMI) on both performance and Customer Equity Drivers (CEDs). Last, but not least, indirect effects of Market Orientation (MO) on Performance are also researched. Design/methodology/approach-A personal interview survey was conducted in Greece using a structured instrument deriving from adjusted items of past research. A systematic random sample of 242 SMEs was collected from major Greek cities and a wide range of industries. Findings-Findings unveiled that the same actions applied by large companies, also work for SMEs/VSEs. In addition, ITMI enable smaller firms to apply marketing strategies required to achieve higher Marketing Performance. However, MO is the key for excessive performance.Nevertheless, the indirect effect of MO on the relationship between marketing strategy and OP is negative, illustrating a need of strategic focus for SME. Research limitations/implications-Despite survey presents certain trends and inference, it lacks qualitative data such as sentiments that are of equal importance in SME research. Practical implications-This research facilitates SMEs to decide on effective actions against fragile economic conditions to achieve higher performance. In addition, it demonstrates the need to bolster chain value through ITMI. In specific, ITMIs forge core capabilities to apply CEDs that result in greater MO and Performance. Moreover, MO is proven to be a key factor to sustain higher levels of Performance when applying either a RE or a VE strategy. Originality/value-In spite of the existence of research of effective actions and strategies during recessions, there is lack of SMEs research regarding fragile economic conditions after recessions or crises. ITMI and MO will facilitate SMEs to apply CEDs and sustain higher Organizational Performance.

The purpose of this research is to explore any relationship between brand personality and brand i... more The purpose of this research is to explore any relationship between brand personality and brand image in mobile telecom branded offerings. Furthermore, this paper explores brand image as an antecedent of both perceived quality and consumer behavior. A survey conducted using a “positivism” approach, in which 318 consumers participated through a face to face handing over. Sincerity, competence and sophistication proved to be dominant precursors of brand image. On the other hand, brand image suggests a basic aspect of perceived quality in intangible telecom branded offerings. Moreover, customer satisfaction concerns a mediating factor impacting the relationship between perceived quality and brand attachment. Thus, perceived quality does not guarantee brand attachment and customer satisfaction is the key to achieve that. Hence, fair pricing, low service access costs and consistent IMC are necessary tactics to build brand attachment. The latter, along with customer inertia lead to favorable WoM and customer loyalty. This project provides telecom brand managers with valuable know-how in order to design “out of the box” strategies and tactics.

Brand equity involves the market value of a brand and it is customer driven. Brand image, brand l... more Brand equity involves the market value of a brand and it is customer driven. Brand image, brand liking, awareness and costumer “attachment” augment a product’s value. Service brands on the other hand require different brand strategies and practices comparing to products. Service attributes like intangibility, heterogeneity and inseparability demand case sensitive strategies in order to stimulate perceptions about brand quality, facilitate brand image and minimize consumer’s search efforts. Brand personality is the key for service brands to reinforce brand image, because consumers need to establish strong, endurable relations and trust. Especially in intangible value offerings, trust is the key to build brand perceptions of superior quality necessary to maintain high level of customer satisfaction. By meeting customer expectations about service performance, service brands are capable of affecting Brand Attachment and consumer behavior interpreted as Customer Loyalty and Word of Mouth communication (WoM). In this paper, we try to define brand personality and show its linkages to consumer equity through a theoretical framework.

10TH International Conference on Contemporary Marketing Issues, 2022

E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digit... more E-consumer Behaviour is a shifting fast as more and more consumers migrate from physical to digital stores to limit physical interaction. This research explores the effectiveness of digital loyalty strategies in services' industry under the light of the ongoing pandemic and the respective increase in terms of Digital Adoption (DA) within the industry. In addition, this study investigates the direct effects of perceived in-store infection threat (SIT). To collect data, online self-administered survey was utilized in Greece, where 235 adult consumers participated. Findings revealed that SIT benefits Repurchase Intentions (RI) of digital services, since it exerted positive direct effects in using digital channels. Moreover, DA moderates the effectiveness of loyalty strategies. As a result, marketing strategies and practices are proposed sensitive to digital adoption or frequency of use.

Proceedings of the European Marketing Academy, 51st, (107224), May 26, 2022

The purpose of this research is to investigate the effects of online digital customer experience ... more The purpose of this research is to investigate the effects of online digital customer experience quality (OCXQ) on customer equity drivers (CEDs) of digital platforms and the respective effect of CEDs on repurchase intentions (RI). Most importantly, we unveil the indirect effects of store infection threat (SIT) on the relationship between CEDs and RI as a basic consequence of the ongoing COVID-19 pandemic. The methodology utilized was the positivism approach using an online survey in which 283 adults participated. OCXQ indicated a strong direct effect on the digital brand’s CEDs, whereas CEDs highly impact RI. This research stresses the importance of OCXQ in strengthening CEDs, which are important for online decision-making. In addition, SIT is proven to be a basic moderator of the effectiveness of CEDs in terms of RI. Thus, firms need to carefully design customized digital marketing practices.

10TH International Conference on Contemporary Marketing Issues (ICCMI), 2022

The purpose of this research is to check whether store atmosphere and playfulness matter during t... more The purpose of this research is to check whether store atmosphere and playfulness matter during the ongoing pandemic crisis. To fulfil this purpose, we utilized an online self-administered survey in Greece using pretested scales from past research. The sample consisted of 400 adult consumers with recent experience in store settings. Findings revealed that store atmospheric cues remain influential in terms of experiential value and more specifically in terms of playfulness or hedonic value during the pandemic. However, an adjusted mix of atmospheric cues is important to trigger playfulness such as display, music, and color. Moreover, playfulness was proven to be a very strong precursor of repurchase intentions. Regarding the originality and value of this research, this study is the first to explore the antecedents and effects of playfulness on physical stores during the pandemic. As a result, a mix of atmospheric cues are proposed to strengthen playfulness, which is very important during the pandemic to outcome favorable behavioral intentions.

6 th International Conference on Contemporary Marketing IssuesAt: Athens, Greece, 2018

Fragile international and economic relationships between nations in the last decade, have resulte... more Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.

European Marketing Academy Annual Conference, 2018

Global recessions and the rise of patriotism in the last decade indicate shifts in consumer moral... more Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mall-intercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.

The basic aim of the proposed research is to unveil which Brand Experience dimensions are the mos... more The basic aim of the proposed research is to unveil which Brand Experience dimensions are the most effective in terms of Brand Loyaltyin various Consumer Confidence levels.Ou et al.(2013) recently suggested moderation analysis in branding literature as the best methodology to explore the most effectiveCustomer Equity Drivers(CEDs) in terms of Brand Loyalty case sensitive to CC. The aforementioned researchers concluded that businesses should segment potential or existing customers and implement the most effective strategies depending on their CC status. Thus, the moderation effect of consumer confidence in the relationship between Brand Experience and Brand Loyalty will be explored for the first time. A “positivism” research philosophy will be used in combination with quantitative data collection method. Overall, more than 2000 adult consumers are planned to participate in a survey through a face to face handing over. The aforementioned survey is planned to cover both service and product brands in Greece. The data collected will be analyzed by using SPSS AMOS application. Structural Equitation Modeling (SEM) will be the core quantitative methodology in order to validate a reliable and consistent research model. Although there is a great deal of academic research exploring the relationship between Brand Experience and Brand Loyalty (Brakus et al., 2009; Lee and Kang, 2012; Ding et al., 2015; Huang et al., 2015), the implications of CC are still unchartered. Thus, the proposed paper will provide marketing practitioners and academics with enough piece of evidence needed to adjust brand experience practices depending on CC. In the proposed research model Demographics and Brand Involvement will be further used as controlling variables.

5th international conference on cntemporary marketing issues (ICCMI 2017), 2017

Firms around the globe spend millions of dollars on marketing programs in order to build strong b... more Firms around the globe spend millions of dollars on marketing programs in order to build strong brands and positively affect consumer behaviour (Rust et al., 2004). Marketing spending enables brands to retain existing customers, attract new ones as well as to increase their share of wallet (Oliver, 1999; Rust et al., 2004; Vogel et al. 2008; Ou et al., 2013; Lee et al.; 2014). Thus, marketing has a direct effect on cash-flow deriving from customers, posing them a market-based capital (Rust et al, 2000). Though, these marketing efforts are still very difficult to be linked to certain behavioural outcomes and returns (Vogel et al. 2008). To increase the monetary value of a firm’s customers, Rust et al. (2000), proposed a customer-centric model integrating brand management, value management and relationship management. The aforementioned areas of marketing practices result in customer retention as well as higher Loyalty Intentions leading to higher levels of Customer Lifetime Value (CLV) (Rust et al., 2004; Vogel et al. 2008). The basic task of marketing is to increase the brand’s perceived value, resulting on favourable consumer behaviour and thus, increased CLV (Lee et al.; 2014; Kang & Park, 2016). This is achieved through three basic strategies or drivers of enhancing customer equity referred to as Customer Equity Drivers (CEDs); brand equity (BE), value equity (VE) as well as relationship equity (RE) (Keller, 1993; Blattberg&Deighton, 1996; Rust et al., 2004). According to the aforementioned authors, company’s marketing efforts (e.g. loyalty campaigns, promotion etc.) effect brand image, perceived quality and brand associations (i.eBE). They also stressed that marketing stimuli formulate consumer perceptions about value received for what it is given (i.e. VE) as well as the intensity and quality of customer’s relationship with the brand (i.e. RE). Thus, marketing practices lead to limited brand switching behaviour and managers should be aware of the most effective decisions in terms of Customer Equity (CE). Our ultimate goal is to develop a theoretical model, proposing clear strategies in foreign markets case sensitive to Consumer Ethnocentrism and Confidence

5th international conference on cntemporary marketing issues (ICCMI 2017), 2017

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer... more This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modeling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. Political event only strengthened Chinese consumers’ ethnocentric beliefs.