Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach

Article

Hussain, S., Melewar, T., Priporas, C., Foroudi, P. and Yousef, W. 2021. Understanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach. Corporate Reputation Review. 24 (4), pp. 247-262. https://doi.org/10.1057/s41299-020-00107-z
TypeArticle
TitleUnderstanding celebrity trust and its effects on other credibility and image constructs: a qualitative approach
AuthorsHussain, S., Melewar, T., Priporas, C., Foroudi, P. and Yousef, W.
Abstract

By using signalling theory, this study has examined the concept of celebrity trust in terms of both the cognitive and affective dimensions, and to examine its effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. A qualitative approach was used, with 11 interviews and 4 mini focus groups with academics, marketers, advertisers and consumers conducted in and around London. Data from the interviews and focus groups was analysed using thematic analysis. The findings suggest that celebrity trust is based on a celebrity’s optimistic characteristics and/or goodwill towards consumers. They also suggest that celebrity trust has positive effects on advertising credibility, advertising image, brand credibility, brand image, corporate credibility and corporate image. There is very little evidence available in the literature on this topic, especially based on the qualitative study. Therefore, aim of this study is to minimise the gap, understand trust within the context of celebrity endorsement and examine its effects based on a qualitative research method.

PublisherPalgrave Macmillan
JournalCorporate Reputation Review
ISSN1363-3589
Electronic1479-1889
Publication dates
Online12 Oct 2020
Print30 Nov 2021
Publication process dates
Deposited29 Sep 2020
SubmittedMar 2019
Accepted28 Sep 2020
Output statusPublished
Accepted author manuscript
Copyright Statement

This is a post-peer-review, pre-copyedit version of an article published in Corporate Reputation Review. The definitive publisher-authenticated version, Hussain, S., Melewar, T.C., Priporas, C. et al. Understanding Celebrity Trust and Its Effects on Other Credibility and Image Constructs: A Qualitative Approach. Corp Reputation Rev , 24(4), 247–262, is available online at: https://doi.org/10.1057/s41299-020-00107-z

Digital Object Identifier (DOI)https://doi.org/10.1057/s41299-020-00107-z
LanguageEnglish
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Sujchaphong, N., Nguyen, B. and Melewar, T. 2017. Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies. The Marketing Review. 17 (1), pp. 87-116. https://doi.org/10.1362/146934717x14909733966128
Corporate logo: history, definition, and components
Foroudi, P., Melewar, T. and Gupta, S. 2017. Corporate logo: history, definition, and components. International Studies of Management and Organization. 47 (2), pp. 176-196. https://doi.org/10.1080/00208825.2017.1256166
Information technology and marketing performance within international market-entry alliances: a review and an integrated conceptual framework
Zhao, S. and Priporas, C. 2017. Information technology and marketing performance within international market-entry alliances: a review and an integrated conceptual framework. International Marketing Review. 34 (1), pp. 5-28. https://doi.org/10.1108/IMR-01-2016-0024
Integrating identity, strategy and communications for trust, loyalty and commitment
Melewar, T., Foroudi, P., Gupta, S., Kitchen, P. and Foroudi, M. 2017. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing. 51 (3), pp. 572-604. https://doi.org/10.1108/EJM-08-2015-0616
Critical brand innovation factors (CBIF): understanding innovation and market performance in the Chinese high-tech service industry
Nguyen, B., Yu, X., Melewar, T. and Gupta, S. 2016. Critical brand innovation factors (CBIF): understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research. 69 (7), pp. 2471-2479. https://doi.org/10.1016/j.jbusres.2016.02.016
An investigation of the corporate identity construct in China: managerial evidence from the high technology industry
Nguyen, B., Melewar, T., Japtura, A., Han, S., Chen, C. and Yu, X. 2018. An investigation of the corporate identity construct in China: managerial evidence from the high technology industry. Journal of Marketing Communications. 24 (8), pp. 779-800. https://doi.org/10.1080/13527266.2016.1143382
Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image
Syed Alwi, S., Nguyen, B., Melewar, T., Loh, Y. and Liu, M. 2016. Explicating industrial brand equity: integrating brand trust, brand performance and industrial brand image. Industrial Management & Data Systems. 116 (5), pp. 858-882. https://doi.org/10.1108/IMDS-09-2015-0364
An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry
Chen, C., Nguyen, B. and Melewar, T. 2016. An investigation of the uses of corporate reputation: a managerial perspective in the Taiwanese pharmaceutical industry. Qualitative Market Research: An International Journal. 19 (3), pp. 357-376. https://doi.org/10.1108/QMR-06-2015-0053
Brand ambidexterity and commitment in higher education: an exploratory study
Nguyen, B., Yu, X., Melewar, T. and Hemsley-Brown, J. 2016. Brand ambidexterity and commitment in higher education: an exploratory study. Journal of Business Research. 69 (8), pp. 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026
Luxury fashion brands: factors influencing young female consumers' luxury fashion purchasing in Taiwan
Wu, M., Chaney, I., Chen, C., Nguyen, B. and Melewar, T. 2015. Luxury fashion brands: factors influencing young female consumers' luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal. 18 (3), pp. 298-319. https://doi.org/10.1108/QMR-02-2014-0016
Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership
Sujchaphong, N., Nguyen, B. and Melewar, T. 2015. Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education. 25 (2), pp. 204-237. https://doi.org/10.1080/08841241.2015.1040104
Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia
Che-Ha, N., Nguyen, B., Yahya, W., Melewar, T. and Chen, Y. 2016. Country branding emerging from citizens’ emotions and the perceptions of competitive advantage: the case of Malaysia. Journal of Vacation Marketing. 22 (1), pp. 13-28. https://doi.org/10.1177/1356766715586454
Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability
Nguyen, B., Yu, X., Melewar, T. and Chen, J. 2015. Brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management. 51, pp. 11-25. https://doi.org/10.1016/j.indmarman.2015.04.017
Exploring the corporate image formation process
Tran, M., Nguyen, B., Melewar, T. and Bodoh, J. 2015. Exploring the corporate image formation process. Qualitative Market Research: An International Journal. 18 (1), pp. 86-114. https://doi.org/10.1108/QMR-05-2014-0046
Five areas to advance branding theory and practice
Melewar, T. and Nguyen, B. 2014. Five areas to advance branding theory and practice. Journal of Brand Management. 21 (9), pp. 758-769. https://doi.org/10.1057/bm.2014.31
The brand likeability scale: an exploratory study of likeability in firm-level brands
Nguyen, B., Ekinci, Y., Simkin, L. and Melewar, T. 2015. The brand likeability scale: an exploratory study of likeability in firm-level brands. International Journal of Market Research. 57 (5), pp. 777-800. https://doi.org/10.2501/IJMR-2015-063
Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting
Foroudi, P., Melewar, T. and Gupta, S. 2014. Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research. 67 (11), pp. 2269-2281. https://doi.org/10.1016/j.jbusres.2014.06.015
IMC antecedents and the consequences of planned brand identity in higher education
Foroudi, P., Dinnie, K., Kitchen, P., Melewar, T. and Foroudi, M. 2017. IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing. 51 (3), pp. 528-550. https://doi.org/10.1108/EJM-08-2015-0527
Influence of innovation capability and customer experience onreputation and loyalty
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. and Foroudi, M. 2016. Influence of innovation capability and customer experience onreputation and loyalty. Journal of Business Research. 69 (11), pp. 4882-4889. https://doi.org/10.1016/j.jbusres.2016.04.047
The effect of mobile retailing effect on consumption experiences: a dynamic perspective
Pantano, E. and Priporas, C. 2016. The effect of mobile retailing effect on consumption experiences: a dynamic perspective. Computers in Human Behavior. 61, pp. 548-555. https://doi.org/10.1016/j.chb.2016.03.071
Competitive intelligence organization in practice: the case of a multinational retailer
Gatsoris, L., Priporas, C. and Theodoridis, C. 2015. Competitive intelligence organization in practice: the case of a multinational retailer. in: Vrontis, D., Sakka, G. and Amirkhanpour, M. (ed.) Management Innovation, Entrepreneurship: A Global Perspective Newcastle upon Tyne, UK Cambridge Scholars Publishing. pp. 152-182
Continuities in marketing sensing
Prince, M. and Priporas, C. 2015. Continuities in marketing sensing. in: Prince, M. and Priporas, C. (ed.) Market Sensing Today New York Business Experts Press. pp. 1-18
Exploring the negotiation thesis application among ski resort tourists: a segmentation approach
Vassiliadis, C., Bellou, V., Priporas, C. and Andronikidis, A. 2018. Exploring the negotiation thesis application among ski resort tourists: a segmentation approach. Journal of Hospitality and Tourism Research. 42 (5), pp. 716-739. https://doi.org/10.1177/1096348015597030
Exploring the constraint profile of winter sports resort tourist segments
Priporas, C., Vassiliadis, C., Bellou, V. and Andronikidis, A. 2015. Exploring the constraint profile of winter sports resort tourist segments. Journal of Travel Research. 54 (5), pp. 659-671. https://doi.org/10.1177/0047287514528285
Counterfeit purchase typologies during an economic crisis
Priporas, C., Kamenidou, I., Kapoulas, A. and Papadopoulou, F. 2015. Counterfeit purchase typologies during an economic crisis. European Business Review. 27 (1), pp. 2-16. https://doi.org/10.1108/EBR-11-2013-0132
The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review
Ali, R., Lynch, R., Melewar, T. and Jin, Z. 2015. The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review. Journal of Business Research. 68 (5), pp. 1105-1117. https://doi.org/10.1016/j.jbusres.2014.10.013
Corporate impression formation in online communities: a qualitative study
Hallier Willi, C., Nguyen, B., Melewar, T. and Dennis, C. 2014. Corporate impression formation in online communities: a qualitative study. Qualitative Market Research: An International Journal. 17 (4), pp. 410-440. https://doi.org/10.1108/QMR-07-2013-0049
“Geiz-ist-geil” strategy: a three-company study
Bridges, K., Melewar, T. and Otubanjo, B. 2007. “Geiz-ist-geil” strategy: a three-company study. Management Decision. 45 (6), pp. 1023-1037. https://doi.org/10.1108/00251740710762071
In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes
Balabanis, G., Mueller, R. and Melewar, T. 2007. In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes. International Journal of Business & Globalisation. 1 (3), pp. 328-344. https://doi.org/10.1504/IJBG.2007.015052
Corporate communications, identity and image: a research agenda
Karaosmanoglu, E. and Melewar, T. 2006. Corporate communications, identity and image: a research agenda. Journal of Brand Management. 14 (1/2), pp. 196-206. https://doi.org/10.1057/palgrave.bm.2550060
The demise of independent wine production in France: a marketing challenge?
Pike, W. and Melewar, T. 2006. The demise of independent wine production in France: a marketing challenge? International Journal of Wine Marketing. 18 (3), pp. 183-203. https://doi.org/10.1108/09547540610704756
Danone branding strategy in China
Melewar, T., Badal, E. and Small, J. 2006. Danone branding strategy in China. Journal of Brand Management. 13 (6), pp. 407-417.
The relationship between corporate websites and brand equity: a conceptual framework and research agenda
Argyriou, E., Kitchen, P. and Melewar, T. 2006. The relationship between corporate websites and brand equity: a conceptual framework and research agenda. International Journal of Market Research. 48 (5), pp. 575-599.
Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives
Melewar, T. and Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioners' perspectives. European Journal of Marketing. 40 (7/8), pp. 846-869. https://doi.org/10.1108/03090560610670025
The role of communication and visual identity in modern organisations
Melewar, T., Bassett, K. and Simoes, C. 2006. The role of communication and visual identity in modern organisations. Corporate Communications: An International Journal. 11 (2), pp. 138-147. https://doi.org/10.1108/13563280610661679
A relationship marketing perspective in electronic banking: evidence from Greece
Argyriou, E., Melewar, T. and Meadows, M. 2005. A relationship marketing perspective in electronic banking: evidence from Greece. Journal of Euromarketing. 15 (1), pp. 47-73.
Corporate identity: concept, components and contribution
Melewar, T., Karaosmanoglu, E. and Paterson, D. 2005. Corporate identity: concept, components and contribution. Journal of General Management. 31 (1), p. 59.
Corporate visual identity: the re-branding of France Télécom
Melewar, T., Hussey, G. and Srivoravilai, N. 2005. Corporate visual identity: the re-branding of France Télécom. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540233
The role of corporate identity in the higher education sector: a case study
Melewar, T. and Akel, S. 2005. The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International Journal. 10 (1), pp. 41-57. https://doi.org/10.1108/13563280510578196
Corporate reputation and crisis management: the threat and manageability of anti-corporatism
Tucker, L. and Melewar, T. 2005. Corporate reputation and crisis management: the threat and manageability of anti-corporatism. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1540233
The importance of brand power: a review of the European car market
Melewar, T. and Sambrook, L. 2004. The importance of brand power: a review of the European car market. The European Business Journal. 16 (4), pp. 167-177.
International advertising strategy: a review, reassessment and recommendation
Melewar, T. and Vemmervik, C. 2004. International advertising strategy: a review, reassessment and recommendation. Management Decision. 42 (7), pp. 863-881. https://doi.org/10.1108/00251740410550934
The influence of culture on brand building in the Chinese market: a brief insight
Melewar, T., Meadows, M., Zheng, W. and Rickards, R. 2004. The influence of culture on brand building in the Chinese market: a brief insight. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540190
Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia
Rosmimah, M. and Melewar, T. 2004. Linking practices reflective of “Asian values” and relationship marketing in the grocery distribution channels in Malaysia. International Journal of Retail & Distribution Management. 32 (1), pp. 33-44. https://doi.org/10.1108/09590550410515533
Global corporate brand building: guidelines and case studies
Melewar, T. and Walker, C. 2003. Global corporate brand building: guidelines and case studies. Journal of Brand Management. https://doi.org/10.1057/palgrave.bm.2540163
Determinants of the corporate identity construct: a review of the literature
Melewar, T. 2003. Determinants of the corporate identity construct: a review of the literature. Journal of Marketing Communications. 9 (4), pp. 195-220. https://doi.org/10.1080/1352726032000119161
The Internet revolution: some global marketing implications
Melewar, T. and Smith, N. 2003. The Internet revolution: some global marketing implications. Marketing Intelligence & Planning. 21 (6), pp. 363-369. https://doi.org/10.1108/02634500310499220
Is the French model of capitalism becoming more like the Anglo-Saxon model?
Melewar, T. and Mott, A. 2003. Is the French model of capitalism becoming more like the Anglo-Saxon model? Journal of General Management. 28 (4), p. 47.
Can Swiss multinational corporations be considered truly global firms?
Melewar, T. and Osborne, L. 2003. Can Swiss multinational corporations be considered truly global firms? The European Business Journal. 15 (1), pp. 24-34.
The human values’ lenses of country of origin images
Balabanis, G., Mueller, R. and Melewar, T. 2002. The human values’ lenses of country of origin images. International Marketing Review. 19 (6), pp. 582-610. https://doi.org/10.1108/02651330210451935
Leveraging corporate identity in the digital age
Melewar, T. and Navalekar, A. 2002. Leveraging corporate identity in the digital age. Marketing Intelligence & Planning. 20 (2), pp. 96-103. https://doi.org/10.1108/02634500210418518
Defining the corporate identity construct
Melewar, T. and Jenkins, E. 2002. Defining the corporate identity construct. Corporate Reputation Review. 5 (1), pp. 76-90. https://doi.org/10.1057/palgrave.crr.1540166
The impact of information technology on global marketing strategies
Melewar, T. and Stead, C. 2002. The impact of information technology on global marketing strategies. Journal of General Management. 27 (4), pp. 29-40.
Industry in transition: corporate identity on hold?
Melewar, T. and Bains, N. 2002. Industry in transition: corporate identity on hold? International Journal of Bank Marketing. 20 (2), pp. 57-66. https://doi.org/10.1108/02652320210419661
The relationship between consumer ethnocentrism and human values
Balabanis, G., Mueller, R. and Melewar, T. 2002. The relationship between consumer ethnocentrism and human values. Journal of Global Marketing. 15 (3-4), pp. 7-37. https://doi.org/10.1300/J042v15n03_02
Corporate identity in the service sector
Melewar, T. and Storrie, T. 2001. Corporate identity in the service sector. Public Relations Quarterly. 46 (2).
The complexities of communicating to customers in emerging markets
Fletcher, R. and Melewar, T. 2001. The complexities of communicating to customers in emerging markets. Journal of Communication Management. 6 (1), pp. 9-23. https://doi.org/10.1108/13632540210806900
The dynamics of corporate identity: a review of a process model
Melewar, T. and Wooldridge, A. 2001. The dynamics of corporate identity: a review of a process model. Journal of Communication Management. 5 (4), pp. 327-340. https://doi.org/10.1108/13632540110806866
The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies
Balabanis, G., Diamantopoulos, A., Mueller, R. and Melewar, T. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490943
The role of corporate identity in merger and acquisition activity
Melewar, T. and Harrold, J. 2000. The role of corporate identity in merger and acquisition activity. Journal of General Management. 26 (2), pp. 17-31.
International advertising strategies of multinational enterprises in the Middle East
Balabanis, G., Turnbull, S. and Melewar, T. 2000. International advertising strategies of multinational enterprises in the Middle East. International Journal of Advertising. 19 (4).
International corporate visual identity: standardization or localization?
Melewar, T. and Saunders, J. 1999. International corporate visual identity: standardization or localization? Journal of International Business Studies. https://doi.org/10.1057/palgrave.jibs.8490084
An integrated model of firms' brand likeability: antecedents and consequences
Nguyen, B., Choudhury, M. and Melewar, T. 2015. An integrated model of firms' brand likeability: antecedents and consequences. Journal of Strategic Marketing. 23 (2), pp. 122-140. https://doi.org/10.1080/0965254X.2014.914071
Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation
Roslin, R. and Melewar, T. 2001. Supplier-retailer relationships in grocery distribution in Malaysia: indications of dominance, conflict, and cooperation. Journal of Asia-Pacific Business. 3 (2), pp. 5-36. https://doi.org/10.1300/J098v03n02_02
Measuring visual identity: a multi-construct study
Melewar, T. 2001. Measuring visual identity: a multi-construct study. Corporate Communications: An International Journal. 6 (1), pp. 36-42. https://doi.org/10.1108/13563280110381206
Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2001. Cause, effect and benefits of a standardised corporate visual identity system of UK companies operating in Malaysia. European Journal of Marketing. 35 (3/4), pp. 414-427. https://doi.org/10.1108/03090560110694772
The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia
Melewar, T., Saunders, J. and Balmer, J. 2000. The saliency of Olins' visual identity structure in relation to UK companies operating in Malaysia. Corporate Reputation Review. 3 (3), pp. 194-200. https://doi.org/10.1057/palgrave.crr.1540114
Discovering relational bonds in channel relationships: a case study of Malaysia
Roslin, R. and Melewar, T. 2000. Discovering relational bonds in channel relationships: a case study of Malaysia. Journal of Global Marketing. 14 (3), pp. 49-76. https://doi.org/10.1300/J042v14n03_04
Global corporate visual identity systems: using an extended marketing mix
Melewar, T. and Saunders, J. 2000. Global corporate visual identity systems: using an extended marketing mix. European Journal of Marketing. 34 (5/6), pp. 538-550. https://doi.org/10.1108/03090560010321910
Global corporate visual identity system: standardisation, control and benefits
Melewar, T. and Saunders, J. 1998. Global corporate visual identity system: standardisation, control and benefits. International Marketing Review. 15 (4), pp. 291-308. https://doi.org/10.1108/02651339810227560
Segmentation and brand positioning for Islamic financial services
Muhamad, R., Melewar, T. and Alwi, S. 2012. Segmentation and brand positioning for Islamic financial services. European Journal of Marketing. 46 (7/8), pp. 900-921. https://doi.org/10.1108/03090561211230061
Consumer attitudes revisited: a review of attitude theory in marketing research
Argyriou, E. and Melewar, T. 2011. Consumer attitudes revisited: a review of attitude theory in marketing research. International Journal of Management Reviews. 13 (4), pp. 431-451. https://doi.org/10.1111/j.1468-2370.2011.00299.x
Can a company’s presence in the Net influence the purchasing behavior of the consumer in the physical store?
Priporas, C. and Karatzolas, N. 2005. Can a company’s presence in the Net influence the purchasing behavior of the consumer in the physical store? Cyprus Journal of Sciences. 3, pp. 103-114.
Young consumers' perception of food quality: an illustration from Greece
Kamenidou, I., Priporas, C., Michailidis, A. and Mamalis, S. 2003. Young consumers' perception of food quality: an illustration from Greece. Cahiers Options Méditerranéennes. 61, pp. 191-199.
Private label milk and Greek consumers' behaviour
Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Private label milk and Greek consumers' behaviour. New Medit. 1 (2), pp. 29-33.
Age and gender effects on consumers’ awareness and source of awareness for food related private label brands
Tzimitra-Kalogianni, I., Kamenidou, I., Priporas, C. and Tziakas, V. 2002. Age and gender effects on consumers’ awareness and source of awareness for food related private label brands. Agricultural Economics Review. 3 (1), pp. 23-36.
Can alternative tourism be the way forward for the development of tourism in Northern Greece?
Priporas, C. and Kamenidou, I. 2003. Can alternative tourism be the way forward for the development of tourism in Northern Greece? Tourism - an International Interdisciplinary Journal. 51 (1), pp. 53-62.
Competitive intelligence activity: evidence from Greece
Priporas, C., Gatsoris, L. and Zacharis, V. 2005. Competitive intelligence activity: evidence from Greece. Marketing Intelligence & Planning. 23 (7), pp. 659-669.
Is it difficult to market a city as a convention destination? The case of Thessaloniki
Priporas, C. 2005. Is it difficult to market a city as a convention destination? The case of Thessaloniki. Journal of Convention & Event Tourism. 7 (2), pp. 87-99.
The Greek food shopper: segmentation on the basis of attitudes to store features
Bourlakis, M., Ness, M. and Priporas, C. 2006. The Greek food shopper: segmentation on the basis of attitudes to store features. EuroMed Journal of Business. 1 (2), pp. 29-49.
Examining leisure constraints for ski centre visitors: implications for services marketing
Andronikidis, A., Vasiliadis, C., Priporas, C. and Kamenidou, I. 2007. Examining leisure constraints for ski centre visitors: implications for services marketing. Journal of Hospitality & Leisure Marketing. 15 (4), pp. 69-86.
Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry
Psychogios, A. and Priporas, C. 2007. Understanding total quality management in context: qualitative research on managers' awareness of TQM aspects in the Greek service industry. The Qualitative Report. 12 (1), pp. 40-66.
Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers
Andronikidis, A., Vassiliadis, C., Fotiadis, T. and Priporas, C. 2008. Exploring Marketing Information Systems (MkIS) selection and evaluation criteria: implications for suppliers. International Journal of Technology Marketing. 3 (1), pp. 20-38.
Services managers’ awareness of crisis management: attitudes and preparation
Priporas, C. and Poimenidis, I. 2008. Services managers’ awareness of crisis management: attitudes and preparation. Innovative Marketing. 4 (3), pp. 37-45.
Patient satisfaction measurement for in-hospital services: a pilot study in Greece
Priporas, C., Laspa, C. and Kamenidou, I. 2008. Patient satisfaction measurement for in-hospital services: a pilot study in Greece. Journal of Medical Marketing. 8 (4), pp. 325-340. https://doi.org/10.1057/jmm.2008.21
University students attitudes to mobile political communication
Mylona, I. and Priporas, C. 2008. University students attitudes to mobile political communication. International Journal of Mobile Marketing. 3 (2), pp. 54-60.
Measuring destination image and consumer choice criteria: the case of Mykonos Island
Kamenidou, I., Mamalis, S. and Priporas, C. 2009. Measuring destination image and consumer choice criteria: the case of Mykonos Island. Tourismos: an international multidisciplinary refereed journal of tourism. 4 (3), pp. 67-79.
Store choice in computer retailing: the case of home users in Greece
Theodoridis, C. and Priporas, C. 2009. Store choice in computer retailing: the case of home users in Greece. EuroMed Journal of Business. 4 (1), pp. 58-68. https://doi.org/10.1108/14502190910956693
Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels
Kamenidou, I., Balkoulis, N. and Priporas, C. 2009. Hotel business travellers satisfaction based on service quality: a segmentation approach in inner city five-star hotels. International Journal of Leisure and Tourism Marketing. 1 (2), pp. 152-172. https://doi.org/10.1504/IJLTM.2009.026481
A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece
Galanou, E. and Priporas, C. 2009. A model for evaluating the effectiveness of middle managers' training courses: evidence from a major banking organization in Greece. International Journal of Training & Development. 13 (4), pp. 221-246.
Factors predicting consumers’ knowledge of spirulina health benefits
Kamenidou, I. and Priporas, C. 2010. Factors predicting consumers’ knowledge of spirulina health benefits. Journal of Food, Agriculture & Environment. 8 (1), pp. 16-20.
The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece
Iliopoulos, E. and Priporas, C. 2011. The effect of internal marketing on job satisfaction in health services: a pilot study in public hospitals in Northern Greece. BMC Health Services Research. 11 (261).
Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
Priporas, C. and Kamenidou, I. 2011. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management. 18 (4/5), pp. 264-273. https://doi.org/10.1057/bm.2010.40
Qualitative findings on marketing management practices from Greek ski centers
Priporas, C., Vassiliadis, C. and Stylos, N. 2012. Qualitative findings on marketing management practices from Greek ski centers. Qualitative Market Research: An International Journal. 15 (4), pp. 385-403. https://doi.org/10.1108/13522751211257079
An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece
Vassiliadis, C., Priporas, C. and Andronikidis, A. 2013. An analysis of visitor behaviour using time blocks: a study of ski destinations in Greece. Tourism Management. 34, pp. 61-70. https://doi.org/10.1016/j.tourman.2012.03.013
Value marketing through corporate reputation: an empirical investigation of Thai hospitals
Srivoravilai, N., Melewar, T., Liu, M. and Yannopoulou, N. 2011. Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management. 27 (3-4), pp. 243-268. https://doi.org/10.1080/0267257X.2011.545676
Investigating the implications of business and culture on the behaviour of customers of international firms.
Gupta, S., Navare, J. and Melewar, T. 2011. Investigating the implications of business and culture on the behaviour of customers of international firms. Industrial Marketing Management. 40 (1), pp. 65-77. https://doi.org/10.1016/j.indmarman.2010.09.011
Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers
Priporas, C. and Mylona, I. 2008. Mobile services: potentiality of Short Message Service as new business communication tool in attracting consumers. International Journal of Mobile Communications. 6 (4), pp. 456-466.
The importance of impulse purchasing behaviour in the international airport environment
Crawford, G. and Melewar, T. 2003. The importance of impulse purchasing behaviour in the international airport environment. Journal of Consumer Behaviour. 3 (1), pp. 85-98. https://doi.org/10.1002/cb.124
Business-to-business relationship marketing: an internet and international perspective
Melewar, T., Hunt, C. and Bridgewater, S. 2001. Business-to-business relationship marketing: an internet and international perspective. The Marketing Review. 2 (2), pp. 169-185. https://doi.org/10.1362/1469347012569832