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IMPACT OF FEMVERTSING ON BRAND CREDIBILITY, BRAND AUTHENTCITY AND PURCHASE INTENTION
Athanasios Poulis,Anastasios Panopoulos,Prokopis Theodoridis,Ann-Kathrin Schmitt 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This study aims to investigate how attitudes towards femvertising affects brand credibility, brand authenticity, and purchase intention. Further, the mediation of femwashing on these relationships was investigated. And lastly, the impact of brand credibility and authenticity on purchase intention was examined. The results show that a favourable attitude towards femvertising positively affects brand credibility and authenticity but is not significant for purchase intention. Likewise, the mediation of femwashing on these relationships was not significant. In addition, brand credibility and brand authenticity had a positive impact on purchase intention.
REACHING ETHICAL CONSPICUOUSNESS: WHAT DO OTHERS THINK?
George Panigyrakis,Eirini Koronaki,Anastasios Panopoulos 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The relationships among corporate social responsibility (CSR) practices, corporate identity, and Hedonic and Utilitarian Dimensions of Consumer Attitude were evaluated for the luxury corporation Hermes. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected both dimensions of consumer attitude. Both corporate expertise and corporate social values were significant predictors of consumer attitude. The results are interpreted within a dual process model of corporate identity.
THE IMPACT OF SOCIAL NETWORK CHARACTERISTICS ON EMPLOYEE-BASED BRAND EQUITY
Wisker Zazli,Poulis Athanasios,Panigyrakis George,Panopoulos Anastasios 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.
THE IMPACT OF SOCIAL NETWORK CHARACTERISTICS ON EMPLOYEE-BASED BRAND EQUITY
Wisker Zazli,Poulis Athanasios,Panigyrakis George,Panopoulos Anastasios 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.
INTRINSIC VALUES REFLECTED IN LUXURY FASHION ADVERTISING: AN EXPLORATORY STUDY
Antigone G. Kyrousi,Athina Y. Zotou,Eirini Koronaki,Anastasios Panopoulos 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.