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Recent Publications

Articles in refereed journals

  • Chari, Simos, Christodoulides, George, Presi, Caterina, Wenhold, Jil and Casaletto, John (in press) “Consumer Trust in User-Generated Brand Recommendations on Facebook” Psychology & Marketing ISSN 0742-6046
  • Chatzipanagiotou, Kalliopi, Veloutsou, Cleopatra, and Christodoulides, George (2016) “Decoding the complexity of the consumer-based brand equity process”, Journal of Business Research Vol.69, Iss:11, pp.5479-5486 Available at doi: 10.1016/j.jbusres.2016.04.159
  • Schivinski, Bruno, Christodoulides, George and  Dabrowski, Dariusz (2016) “Developing and Validating a Scale To Measure Consumers’ Engagement with Social Media Brand-Related Content”, Journal of Advertising Research, Vol. 56 Iss: 1, pp. 64-80.
  • Siamagka, Nikoletta-Theofania, Christodoulides, George, Michaelidou, Nina  and Valvi, Aikaterini (in press) Determinants of Social Media Adoption by B2B Organizations”, Industrial Marketing Management, Vol. 51, pp.89-99 . Available at: doi:10.1016/j.indmarman.2015.05.005
  • Coleman, Darren, de Chernatony, Leslie and Christodoulides, George (2015) “Does B2B Service Brand Identity Drive Brand Performance? An Empirical Investigation” (with Darren Coleman and Leslie de Chernatony), European Journal of Marketing, Vol. 49 Iss: 7/8, pp.1139 – 1162.
  • Christodoulides, George, Cadogan, John, and Veloutsou, Cleopatra (2015) “Consumer-Based Brand Equity Measurement:  Lessons Learned from an International Study”, International Marketing Review, Vol. 32 Iss: 3/4, pp.307 – 328.
  • Siamagka, Nikoletta-Theofania, Michaelidou, Nina and Christodoulides, George (2015) "The Impact of Comparative Affective States on Online Brand Perceptions: A Five Country Study”, International Marketing Review, Vol. 32 Iss: 3/4, pp.438 – 454.
  • Veloutsou, Cleopatra, Christodoulides, George and de Chernatony, Leslie (2013) “A Taxonomy of Measures for Consumer-Based Brand Equity: Drawing on the views of Managers in Europe” Journal of Product & Brand Management 22(3): 238-248.
  • Christodoulides, George, Michaelidou, Nina, and Siamagka, Nikoletta-Theofania (2013) “A Typology of Internet Users based on Comparative Affective States: Evidence from Eight Countries” European Journal of Marketing 47(1/2): 153-173.
  • Christodoulides, George, Jevons, Colin and Bonhomme, Jennifer (2012) “Memo to Marketers: Quantitative Evidence for Change: How User-Generated Content Really Affects Brands?” Journal of Advertising Research 52(1): 53-64.
  • Leek, Sheena and George Christodoulides (2012) “A framework for generating brand value in B2B markets: The contributing role of functional and emotional components” Industrial Marketing Management 41(1): 106-114.
  • Christodoulides, George, Michaelidou, Nina and Argyriou, Evmorfia (2012) “Cross-National Differences in E-WOM Influence” European Journal of Marketing 46(11/12): 1689-1707.
  • Michaelidou, Nina, Christodoulides, George and Torova, Katerina (2012) “Determinants of Intention to Eat Healthy: A Cross-Cultural Comparison between the UK and Czech Republic” International Journal of Consumer Studies 36(1): 17-22.
  • Michaelidou, Nina and Christodoulides, George (2011) “Antecedents of Attitude and Intention toward Counterfeit Symbolic and Experiential Products” Journal of Marketing Management 27(9/10): 976-991.
  • Christodoulides, George and Jevons, Colin (2011) “The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content Forces Smart Marketers to Listen” Journal of Advertising Research 51(1): 101-111.
  • Leek, Sheena and George Christodoulides (2011) “A Literature Review of B2B Branding:  Challenges of Branding in a B2B Context” Industrial Marketing Management 40(6): 830-837.
  • Michaelidou, Nina, Nikoletta-Theofania Siamagka and George Christodoulides (2011) “Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium B2B Brands” Industrial Marketing Management 40(7): 1153-1159.
  • Coleman, Darren, Leslie de Chernatony and George Christodoulides (2011) “B2B Service Brand Identity: Scale Development and Validation” Industrial Marketing Management 40(7): 1063-1071.
  • Leek, Sheena and Christodoulides, George (2011) “Brands: Just for Consumers?” Industrial Marketing Management 40(7): 1060-1062.
  • Christodoulides, George and Michaelidou, Nina (2011) “Shopping Motives as Antecedents of E-Satisfaction and E-Loyalty” Journal of Marketing Management 27(1/2): 181-197.
  • Christodoulides, George and de Chernatony, Leslie (2010) “Consumer Based Brand Equity Conceptualization and Measurement:  A Literature Review” International Journal of Market Research 52(1): 43-66.
  • Leek, Sheena and Christodoulides, George (2009) "Next Generation Mobile Marketing: How Young Consumers React to Bluetooth Enabled Advertising" Journal of Advertising Research 49(1): 44-53.
  • Christodoulides, George (2009) "Branding in the Post-internet Era" Marketing Theory 9 (1): 141-144.
  • Christodoulides, George, Michaelidou, Nina and Li, C.H. (2009) "Measuring Perceived Brand Luxury: An Evaluation of the BLI Scale" Journal of Brand Management, Special Issue on Brand Luxury 16(5/6): 395-405.
  • Christodoulides, George (2008) "Breaking Free from the Industrial Age Paradigm of Branding" Journal of Brand Management 15 (4): 291-293.
  • Christodoulides, George, de Chernatony, Leslie, Furrer, Olivier, Shiu, Eric and Abimbola, Temi. (2006) "Conceptualising and Measuring the Equity of Online Brands" Journal of Marketing Management 22 (7&8): 799-825.
  • Christodoulides, George and de Chernatony, Leslie (2004) "Dimensionalising On- and Off-line Brands' Composite Equity" Journal of Product and Brand Management 13 (3): 168-179.
  • de Chernatony, Leslie and Christodoulides, George (2004)  "Taking the Brand Promise Online: Challenges and Opportunities"  Interactive Marketing 5 (3): 238-251.
  • de Chernatony, Leslie, Fiona J Harris and George Christodoulides (2004)  "Developing a Brand Performance Measure for Financial Services Brands"  Service Industries Journal 24 (2): 15-33.

Guest Editorials

  • Jevons, Colin, Cleopatra Veloutsou, George Christodoulides and Leslie de Chernatony (2010) “Introduction: Thought Leadership in Brand Management” Journal of Business Research 63(11): 1111-1112
  • de Chernatony, Leslie, Cleopatra Veloutsou, George Christodoulides and Susan Cottam (2009) “Introduction: Special Issue on Advances in Brand Management” Journal of Business Research 62(3): 289-290.
  • de Chernatony, Leslie , George Christodoulides, Stuart Roper, and Temi Abimbola (2008) "Guest Editorial" European Journal of Marketing 42 (5/6): 533-536.

Books

  • Christodoulides, George, Stathopoulou, Anastasia and Eisend, Martin (eds.) (2016),  Advances in Advertising Research (Vol. VII), Springer Gabler.
  • Christodoulides, George, Veloutsou, Cleopatra., Jevons, Colin., de Chernatony, Leslie, and Papadopoulos, Nicholas (eds.) (2010) Contemporary Issues in Brand Research, Athens: ATINER (ISBN: 978-960-6672-68-2)

Book Chapters

  • Yenicoglu, Baskin and Christodoulides, George (2014) “Branding in the age of digital connectivity” pp. 268-281. In Moutinho et al.  (eds) The Routledge Companion to the Future of Marketing, Oxon: Routledge.
  • Christodoulides, George (2014) “Brand Equity” In Wiley Encyclopaedia of Management, Vol. 9 (Marketing), 3rd Edition.
  • Veloutsou, Cleopatra and Christodoulides, George (2010) “Brand equity: Does Personality Congruency Matter?” In Christodoulides et al. (eds.) (2010) Contemporary Issues in Brand Research, Athens: ATINER

Recent Conference Proceedings

  • Siamagka, Nikoletta-Theofania and Christodoulides, George (2016) “Understanding Consumer Brand Forgiveness” Global Marketing Conference at Hong Kong Proceedings, pp.265-269.
  • Chari, Simos, George Christodoulides, Caterina Presi and John Casaletto (2015) “Ad Skepticism and Consumer Trust in User-Generated Brand Recommendations in Social Network Sites” American Marketing Association (AMA), Chicago, USA.
  • Stahtopoulou, Anastasia, Laurence Borel, George Christodoulides and Douglas West (2015) Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement? ICORIA, London.
  • Michaelidou, Nina, George Christodoulides and Uygar Kilic (2014) “Developing a Brand Talkativeness Scale” 43rd Academy of Marketing Science Annual Conference, IN: Indianapolis.
  • Siamagka, Nikoletta, Nina Michaelidou and George Christodoulides (2014) “The Impact of Comparative Affective States on Online Brand Perceptions: The Moderating Role of Cultural Dimensions” 43rd Academy of Marketing Science Annual Conference, IN: Indianapolis.
  • Christodoulides, George, Nikoletta-Theofania Siamagka and Nina Michaelidou (2013) “A model for the adoption of Social Media by B2B Organizations” 42nd Academy of Marketing Science Annual Conference, CA: Monterey.
  • Christodoulides, George, John Cadogan, Cleopatra Veloutsou and Leslie de Chernatony (2012) “Revisiting Brand Equity: Evidence from Three European Countries” 41st EMAC Annual Conference, Lisbon.

Professor George Christodoulides