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Article
Publication date: 21 August 2017

Ravi Pappu and George Christodoulides

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1166

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Journal of Product & Brand Management, vol. 26 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 7 October 2021

Cleopatra Veloutsou, George Christodoulides and Francisco Guzmán

Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains…

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73

Abstract

Purpose

Despite luxury's increasing globalization and broadening scope via digitalization and new markets, the intellectual structure of the overall research corpus remains tenuous. This work therefore aims to provide an overview of published work on international luxury marketing and to contribute to a better understanding of the research area.

Design/methodology/approach

Using a systematic approach, 1151 items (papers) were retrieved and 181 selected from the international luxury marketing field published before 2019. These items were analyzed by using various bibliometric techniques to identify the most productive countries, journals, influential authors, papers and research clusters.

Findings

Although most of the outputs originate from business, management and marketing journals, other disciplines also research this topic. The analysis reveals an emerging field, with 85% of the published papers appearing between 2010 and 2018, which are primarily the output of US- and UK-based authors and none of whom dominates the field. The three identified keyword clusters are (1) consumers and consumption (2) tools and (3) core themes.

Practical implications

This article contributes to our understanding of the evolution, current status and research trends of published research on international luxury marketing by presenting a mapping analysis and proposing future research directions.

Originality/value

This is the first bibliometric mapping analysis of research on the topic from its conception to 2019. It contributes insights from different research disciplines, adds to the categorization of the international luxury marketing literature and provides promising future research directions in terms of research areas and strategies.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 16 August 2021

Nina Michaelidou, George Christodoulides and Caterina Presi

Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on…

Abstract

Purpose

Limited research has examined the segment of ultra-high-net-worth individuals (UHNWIs). This study aims to explore how this segment self-presents with regard to luxury on Instagram.

Design/methodology/approach

We use a qualitative research approach to content-analyze 815 publicly available photos on Instagram. The analytical approach involves multiple stages and yields three key themes.

Findings

Through Instagram images, UHNWIs engage in inconspicuous consumption via subtle displays of luxury possessions and more cues that indicate luxury experiences, power and social connections. The results further identify four dimensions of self-presentation in luxury consumption on social media: ostentatious, humble, revealed and hidden.

Research limitations/implications

The study adopts an inductive approach to identify themes related to UHNWIs’ self-presentation on Instagram. Other research could adopt a quantitative approach to identify drivers of the various themes. In addition, the unit of analysis was the photo posted by the UHNWI rather than the UHNWI himself or herself. Further research might explicitly consider the overall profile of each UHNWI and their holistic approach to posting with a view to developing a typology of UHNWIs based on the way they self-present and portray their luxury consumption.

Practical implications

Luxury marketers should focus on inconspicuous products and experiences that allow the UHNWIs to decelerate and spend time with their loved ones, access rare experiences and demonstrate power via their networks.

Originality/value

We extend prior research on self-presentation on Instagram. The authors focus on UHNWIs, a neglected yet significant segment of the luxury market.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 24 May 2013

Cleopatra Veloutsou, George Christodoulides and Leslie de Chernatony

The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece.

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2794

Abstract

Purpose

The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece.

Design/methodology/approach

Data were collected from semi‐structured interviews with senior brand consultants and managers, five in the UK, five in Germany and five in Greece.

Findings

The findings suggested four categories of measures which can be used to define brand equity. These are the consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' affective response towards the brand; and consumers' behaviour towards the brand. Specific dimensions are identified as indicators of each category.

Research limitations/implications

Although the focus of this study is Europe, data were only collected from the UK, Germany and Greece, countries representing three of the five European cultural clusters. The resultant taxonomy adds to the fragmented literature on brand equity measurement by proposing four categories to gauge brand equity.

Practical implications

The suggested taxonomy provides indicators of a framework managers could use when assessing brand equity.

Originality/value

There is little agreement on what constitutes brand equity and therefore measures of brand equity are fragmented. To date, the views of practicing managers have not been taken into account in research. This paper draws on the views of practitioners and academics to suggest a taxonomy of categories of measures for brand equity.

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Journal of Product & Brand Management, vol. 22 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 11 May 2015

Nikoletta-Theofania Siamagka, George Christodoulides and Nina Michaelidou

The extant literature highlights the significant role of brand perceptions in buying behavior and brand equity. Despite the importance of brand perceptions and the…

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1340

Abstract

Purpose

The extant literature highlights the significant role of brand perceptions in buying behavior and brand equity. Despite the importance of brand perceptions and the proliferation of online brands, research in an online context is still scarce. The purpose of this paper is to address this gap by investigating the effect of positive and negative comparative affective states (online vs offline) on online brand perceptions. Consistent with existing evidence, highlighting the role of culture on brand perceptions and affective states, this research is conducted in a cross-national setting to identify the stability of the hypothesized relationships among countries.

Design/methodology/approach

The study uses consumer survey data from five countries (UK, USA, Australia, Canada and China). After imposing metric and factor variance invariance, we used multi-group CFA to test the hypotheses regarding the impact of positive and negative comparative affective states on online brand perceptions across the five countries in the sample.

Findings

The results show that positive comparative affective states have a significant and positive impact on online brand perceptions across the countries studied, although the impact size varies by country. The findings also show that negative comparative affective states, which are context-specific and not induced by any particular brand, have no effect on online brand perceptions across the country samples.

Practical implications

Managers can use the findings reported in this research to inform their branding strategies. For instance, managers may focus on triggering feelings of comfort online as these lead to more favorable online brand perceptions rather than on supressing feelings of caution, as the latter do not directly impact online brand perceptions.

Originality/value

The study builds on and extends the recent work of Christodoulides et al. (2013) by focussing on online brand perceptions and looking into the role of affective states in a cross-national setting.

Details

International Marketing Review, vol. 32 no. 3/4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 11 May 2015

George Christodoulides, John W. Cadogan and Cleopatra Veloutsou

The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations…

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7221

Abstract

Purpose

The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis-à-vis the measurement of brand assets across countries.

Design/methodology/approach

Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624).

Findings

The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts.

Originality/value

The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used conceptualization of consumer-based brand equity. Contrary to previous research, this study has used data from real consumers who evaluated a range of brands across product categories (including goods, services and internet).

Details

International Marketing Review, vol. 32 no. 3/4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 23 March 2020

Neeraj Pandey, Preeti Nayal and Abhijeet Singh Rathore

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research…

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7390

Abstract

Purpose

This study aims to analyze the available literature on the use of digital marketing in a business-to-business (B2B) context. It identifies gaps in the current research knowledge and proposes a research agenda for scholars and practitioners.

Design/methodology/approach

A systematic literature review has been conducted on B2B digital marketing. The various themes have been identified on the basis of the comprehensive analysis of extant literature. Also, semi-structured interviews with B2B marketing experts were also conducted to further refine the emerged digital marketing themes.

Findings

Although some B2B firms use digital marketing, most are unable to leverage its full benefits because of the dearth of comprehensive research on the subject. This review provides an insight into the emerging themes by developing a collaborative conceptual framework. The review highlights that few areas such as digital marketing communication and sales management have witnessed steady development while decision support systems, critical success factors, electronic marketing orientation (EMO), etc., were lesser explored. Furthermore, it identifies research gaps and highlights the emerging research themes for future researchers.

Practical implications

The collaborative framework will help organizations to align their digital marketing activities as per the changing market dynamics such as the focus on building social media capability, EMO and value co-creation.

Originality/value

Research on the use of digital marketing by B2B firms is still at the embryonic stage. This study is a pioneering effort to review the use of digital marketing in B2B organizations and identify research priorities for scholars and practitioners.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 13 July 2015

Darren Andrew Coleman, Leslie de Chernatony and George Christodoulides

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand…

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4960

Abstract

Purpose

This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time.

Design/methodology/approach

Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose.

Findings

Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance.

Research limitations/implications

Data were only collected from executives in the UK. This research would benefit from replicative studies.

Practical implications

This research empirically establishes the brand management activities that drive brand performance.

Originality/value

This is the first empirical study to assess the influence service brand identity has on brand performance.

Details

European Journal of Marketing, vol. 49 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 February 2013

George Christodoulides, Nina Michaelidou and Nikoletta Theofania Siamagka

The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for…

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2078

Abstract

Purpose

The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for constructing typologies of internet users and for assessing the invariance of clusters across national cultures. This paper aims to address this issue.

Design/methodology/approach

Four focus groups were carried out with internet users to adapt a set of affective states identified from the literature to the online environment. An online survey was then designed to collect data from internet users in four Western and four East Asian countries.

Findings

Based on a cluster analysis, six cross‐national market segments are identified and labelled “Positive Online Affectivists”, “Offline Affectivists”, “On/Off‐line Negative Affectivists”, “Online Affectivists”, “Indistinguishable Affectivists”, and “Negative Offline Affectivists”. The resulting clusters discriminate on the basis of national culture, gender, working status and perceptions towards online brands.

Practical implications

Marketers may use this typology to segment internet users in order to predict their perceptions towards online brands. Also, a standardised approach to e‐marketing is not recommended on the basis of affective state‐based segmentation.

Originality/value

This is the first study proposing affective state‐based typologies of internet users using comparable samples from four Western and four East Asian countries.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 30 May 2008

Leslie de Chernatony, George Christodoulides, Stuart Roper and Temi Abimbola

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969

Abstract

Details

European Journal of Marketing, vol. 42 no. 5/6
Type: Research Article
ISSN: 0309-0566

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