Constantinos-Vasilios Priporas

• PhD
• Lecturer at Middlesex University

Influencer marketing research is rapidly evolving, with growing interest in the dynamics between social media influencers and their followers. Engagement, defined as the active interaction between followers and influencers, remains a fragmented area of study, despite valuable insights from recent research. This systematic literature review synthesi...

Purpose Celebrity endorsers are usually considered to bring positive effects to associated nodes, such as brands and corporations. However, limited evidence suggests that brands and corporations are equally responsible for affecting celebrities and their credibility. Drawing on associative network theory, this study explores the effects of brand cr...

Drawing on social cognitive theory, this study examines the effects of technology distraction on consumers’ responses, sensory overload, and discomfort. Its three objectives are: (i) to explore the effects of technology distraction on three types of consumer responses, i.e. cognitive, affective, and behavioural responses; (ii) to explore the effect...

Consumer scepticism has attracted increasing scholarly attention in recent years. However, the scientific un-derstanding of the development and consequences of consumer scepticism towards corporate social re-sponsibility (CSR) and related programmes remains fragmented. In response, this paper reviews, synthesises and assesses the CSR-related scepti...

Internationalisation of women-owned firms is considered a new strategy for unlocking the full economic potential of a country. However, there has been a desultory work on gender and trade, particularly the epistemological and methodological approaches to explore this phenomenon, which has received inadequate attention. Drawing on the institution-ba...

Mental volatilities are seen to be on the rise when it comes to retail employees and consumers. Specifically, in times of crisis there is a need to be able to customise care management in a way that is coherent and comprehensive to address mental volatility. This customisation is sought in technology and people. However, thus far there is no toolki...

Purpose This study aims to examine the effects of celebrity negative publicity on attitude towards brand, corporation, brand reputation and corporate reputation, both directly and through the moderating effects of social media involvement, brand commitment, identification and attribution (both types). Associative network theory has been used to exp...

Purpose The current paper aims at exploring negative aspects in reviews about Airbnb listings in Athens, Greece. Design/methodology/approach The aspect-based sentiment approach (ABSA), a subset of sentiment analysis, is used. The study analyzed 8,200 reviews, which had at least one negative aspect. Based on dependency parsing, noun phrases were ex...

Purpose This paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It also aims to propose new-normal market entry strategies to address the uncertainty as a result of COVID-19's implications and provide for lack of knowledge and informatio...

Purpose The research has the aim of exploring whether and how relevant studies about nonprofit organizations (NPOs) have so far investigated the fruitful effects that can be generated by proactive governance, management and marketing of their IC – particularly when considering its extension to SC – with relation to the promotion of corporate reputa...

Purpose This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers. Design/methodology/approach Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognit...

In today’s competitive environment, the growth and survival of family firms depend significantly on the extent to which they can build, extend, or reconfigure organisational capabilities in response to changing environments. Family members’ belief in their unified efforts to organise and execute courses of action can be instrumental in addressing b...

The pilot study aimed to identify and conceptualise latent needs as cognitive elements arousing pre-decisional action-based dissonance states guiding healthcare decision-making choices among the Generation-Z cohort (Gen-Z). This qualitative study employed an abductive approach with face-to-face semi-structured interviews to understand the phenomeno...

The term “heritage” seems to have different meanings. Hewison (The heritage industry: Britain in a climate of decline. Methuen, 1987) states that heritage is derived from past images of history transmitted into current reality. Park (Annals of Tourism Research 37:116–135, 2010) describes heritage as an essential part of national representation and...

This study aims to understand the extent to which a time of emergency, (e.g. the COVID-19 pandemic), impacts consumer behaviour in terms of risk and expectations. The methodology involves the systematic content analysis of 15,000 tweets collected from three countries (UK, Italy and Spain) in April 2020. The results suggest that the top-of-mind expe...

The importance of the Generation Z cohort in tourism has significantly increased. Although the past literature on the role of this generational cohort in the tourism sector is limited, this chapter aims at exploring the tourism behaviour of Generation Z. As independent travellers, Gen Zers are active during their trips and get involved in many acti...

This chapter explores issues in sustainable branding within the healthcare industry from the Generation Z consumer perspective when confronting a brand that has explicitly showcased value-added, whilst having a multitude of options at their disposal by illustrating the case of a developing economy and the effects on sustainable branding within heal...

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 min...

Purpose This paper aims to use signalling theory to examine the concept of advertising credibility and its effects on brand credibility, brand image, corporate credibility and corporate image. Design/methodology/approach A qualitative approach was used. Ten interviews and four focus groups were conducted among participants drawn from the London ar...

Although counterfeiting has been discussed in the literature, research focusing on the newly-emerged upper-middle class from emerging economies remains scarce. The aim of this exploratory study is to uncover the new upper-middle class consumers’ attitudes towards counterfeiting in China. Qualitative research method was adopted to provide richer and...

Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, both directly and based on the moderating variables of age, gender and ethnicity. The research has three objectives: (i) to explore the effects of celebrity tru...

Purpose The purpose of this paper is to explore the extent to which luxury brand retailers use new technologies as a tool for corporate marketing communication. Design/methodology/approach The authors used a multiple-case study approach consisting of five information-rich cases, with the similar characteristics of large firms selling luxury brands...

Purpose The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting. Design/methodology/approach An exploratory qualitative research study utilising open-ended, semi-structured Skype interviews with 26 respondents was conducted in...

This qualitative study explores ethical luxury in Taiwan, a country that represents a significant demographic in the luxury market. The study utilized the ZMET technique and focus groups. A total of 28 heavy users of luxury brands were interviewed. Results indicate that luxury brands are chiefly defined by such constructs as price, quality and aest...

Purpose Competitive intelligence (CI) is a vital tool for any company to survive and remain competitive in today’s hypercompetitive and uncertain business environment. The purpose of this paper is to investigate the use of CI in liquor retailing in the USA. Design/methodology/approach An exploratory single longitudinal case study was performed thr...

A number of studies have recently been published reporting researchers' efforts to create new, more efficient recommender systems to support tourists' decision making. This current research operationalizes a recommender system by filtering user-generated data that is abundantly available online, based on individuals' evaluation criteria, to produce...

The search for an ethical vendor who is honest and trustworthy in the exchange process is conceptualized as the Diogenes Effect, an innovative concept. In the light of this effect, the theoretical framework of the current study's model involved retail buyer responses to vendor persuasive communications. The model was tested by having a sample of re...

This paper aims to explore the role of stakeholder engagement in the link between innovativeness and the final innovation outcome (i.e. innovative products) in the case of SMEs in the beverage sector. Four case studies based on small, family owned Italian producers of alcoholic beverages explore to what extent the concept of radical or incremental...

The originality of the present study lies in that it examines generation Z residents' engagement with the city's social media during economic crisis in relation to city image, city brand personality and residents' overall satisfaction. In order to test our hypotheses, 947 usable questionnaires were collected in Thessaloniki, Greece via the mall int...

Purpose Research into the introduction of innovative technologies directly at the storefront window is limited. The purpose of this paper is to model the behavioural attitudes and the subsequent benefits of, introducing innovative technologies to the storefront, while also considering the role of personal innovativeness in the decision process. De...

Purpose Due to the emergent use of social media for marketing purposes, and the limited number of studies focusing on the use of social media by firms, the purpose of this paper is to explore the inclusion of social networks in the traditional 4Ps marketing mix model. Design/methodology/approach A sample of 20 small and large Italian liquor prod...

The importance of students' preparedness to work immediately after university, industry demand of specific graduates, and current trends in marketing studies are pushing university to reconsider their traditional marketing programs by including more interdisciplinary perspectives, such as innovation and technology management. However, innovation th...

This exploratory study investigates whether and in which way motivation and destination, travel, and event selection criteria influence sport tourists' involvement in small-scale events. Thus, a model was developed and tested at a small-scale sport event in Sfendami, Greece. To test the six hypotheses of the proposed model a primary research study...

Previous studies have demonstrated the extent to which an analysis of patent growth can be used to study the innovation level of a certain industry, national competitiveness in terms of technological innovation, and the inventive capacity in a specific domain etc. In terms of the retail industry, there is a propensity for patenting and an increasin...

The aim of this paper is to explore how luxury brands use new technologies in the context of smart retailing. Building on qualitative data from multiple cases from the luxury industry, our analysis reveals that this sector is conscious of the benefits of using smart technologies as marketing tools, while the effective use of these innovative system...

Intuition is essential to marketing scholarship and practice. Furthermore, under certain business conditions, it becomes invaluable as a primary mode of decision making. Reflecting this perspective, conceptual research on the topic is abundant. Empirical studies in business school settings that address marketing intuitive decision making are scarce...

Purpose This study develops the idea of smart retailing, exemplified in innovative, technology-enriched retail services as part of service-oriented strategies. In particular, the purpose of this paper is to provide a new integrated framework to understand the emerging retail scenario based on the smart usage of technologies to improve retail servic...

Food security as a concept attracts the attention of policy makers, practitioners, and academics around the world (Jones et al. 2013), as it is considered one of the key essentials of life (Priporas et al. (2015), since it is related to individual well-being (Magaña-Lemus and Lara-Álvarez 2015) and because food scarcity or food insecurity can affec...

Purpose-This study examines the influence of perceived city brand image on emotional attachment to the city. The study also compares the effects of perceived brand image of the city on the emotional attachment to the city across two groups: residents and visitors. Design/methodology- A total of 207 usable questionnaires were collected from 107 res...

Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as...

This paper investigates service quality, customer satisfaction, and loyalty in Airbnb accommodation. A self-administered questionnaire was distributed to a nonprobability sample of 202 international tourists in Phuket, Thailand, which is one of the top tourist destinations worldwide. The results verify that a positive relationship among service qua...

Purpose This study investigates customers’ perceptions of the service quality facets of Airbnb accommodation using social exchange theory as a suitable conceptual framework to explain aspects of interactivity between guests and hosts. Design/methodology/approach A self-administered questionnaire consisting of 25 accommodation- specific service q...

The increasing amount of user-generated content spread via social networking services such as reviews, comments, and past experiences, has made a great deal of information available. Tourists can access this information to support their decision making process. This information is freely accessible online and generates so-called “open data”. While...

Continuous progress in information and communication technology is changing the retail industry, by building a new changeable competitive scenario. The aim of this paper is to provide a clearer understanding of the innovative forces affecting the sector, by focusing on the evaluation of innovation through patent analysis. These measurement tools co...

Purpose The purpose of this paper is to engage in a comprehensive review of the research on information technology (IT)-mediated international market-entry alliances. Design/methodology/approach This paper provides a theory-informed conceptual framework of IT-enabled cross-border interfirm relationships and performance outcomes. It integrates pers...

Competitiveness and complexity in the retail industry are increasing due to rapid technological changes and diffusion. Patent analysis is largely used in innovation studies to assess and monitor technological changes in different sectors. The aim of this paper is to provide a comprehensive view of the innovative forces affecting the retailing secto...

The emerging retail culture is characterized by the extensive use of mobile technologies, high connectivity, ubiquitous computing and contactless technologies, which enable consumers to experience shopping differently. In fact, innovative mobile technologies provide new tools (apps) which are able to separate the moment of purchase from the moment...

The retail industry is continuously affected by advances in digital technologies, which dramatically change the competitive scenario. On the one hand consumers expect to find technology-enriched retail environments, on the other, retailers achieve advantages through the use of new tools for market seizing and sensing. The aim of this paper is to pr...

Purpose – This paper aims to explore, and attempts to explain, consumer perspectives on the purchasing of counterfeit brands. The economic crisis has become a global phenomenon, although in Europe it mostly affected the Mediterranean countries of Southern Europe. In times of economic stress, counterfeit products increase their market share. Design/...

The increased consumers’ shift towards a healthier lifestyle resulted also in a change towards a natural way of healing and curing diseases and disorders. Therefore, the health and wellness industry grew rapidly all over the world, making it a dynamic tourism market in a country's economy. Under this context, this study aims in segmenting customers...

The purpose of this study was to investigate successful methods for the prevention of parallel importation, and in particular to investigate what methods Bulgarian marketers consider to be effective. Additionally, the article looks at prevention in terms of the use of non-pricing tools. A qualitative study was performed via in-depth interviews. Nin...

Many studies have confirmed the importance of market segmentation both theoretically and empirically. Surprisingly though, no study has so far addressed the issue from the perspective of leisure constraints. Since different consumers face different barriers, we look at participation in leisure activities as an outcome of the negotiation process tha...

Assurance has been identified as a key service quality dimension but has not attracted theoretical and empirical attention on a distinct basis. The present pilot study adopts both qualitative and quantitative methods to look at how distinct customer groups (internal and external) perceive assurance in particular when they evaluate service quality....

This study presents a time-based analysis of activities undertaken by visitors to ski destinations. Only a few marketing studies have examined behaviour in tourism and leisure activities using an analysis based on time blocks. Data collection was undertaken by means of a diary-type semi-structured questionnaire which was administered in face to fac...

Purpose The purpose of this study is to discover the extent to which the marketing practices of Greek ski centers take into consideration visitors' preferences and the interests of other stakeholders in order to improve their tourism product. The existing ski centers and destinations are crucial for the ongoing development of winter tourism in Gree...

The purpose of this study was to explore the effect of internal marketing on job satisfaction in health services, particularly in public hospitals in Northern Greece. A questionnaire with three sections was used. The first one referred to internal marketing by using Foreman and Money's scale, while the second one contained questions on job satisfac...

Appendix 1. This additional file contains a copy of the questionnaire used in our study.

Purpose: The purpose of this study is to explore the marketing management actions taken by managers of ski centers in Greece, in terms of advancing sustainable development at their facilities. The supporting marketing management practices at ski destinations were researched and evaluated according to their actual impact on the local economy, societ...

The purpose of this study is to explore the importance of UK business schools’ brand reputation as a criterion of choice for postgraduate studies by Greek university students. The research was exploratory in nature and data was collected by carrying out semi-structured in-depth interviews with 27 students. Respondents identified the name as a major...

Due to its numerous health benefits for humans spirulina is gaining interest as a nutraceutical, deriving in this way in its commercial demand worldwide. This paper reports the results of a study conducted within the above context. Researchers investigated awareness and factors predicting consumers subjective knowledge level of spirulina and its he...

Contemporary management thinking embraces the organizational training theory that sustainable success rests, to a great extent, upon a systematic evaluation of training interventions. However, the evidence indicates that few organizations take adequate steps to assess and analyse the quality and outcomes of their training. The authors seek to devel...

Purpose This paper aims to evaluate the relationship between demographics and the choice of retail outlet in the computer retailing sector in Greece so as to provide a general understanding of what criteria home computer users' use in selecting a retail outlet. Design/methodology/approach A convenience sample of 600 consumers was employed. The res...

This article categorises business customers based on their satisfaction with the service quality provided by hotels. Field research was undertaken using a sample of 162 business customers' in two five-star hotels. The research outcomes revealed seven factors that business customers take into account while determining their level of satisfaction and...

Destination image has long been identified as an environmental characteristic that influences consumer behaviour and choice. As destinations compete nowadays globally, marketers need to acquire new knowledge and a greater understanding of the business and the environment, in which they operate in order to determine and adopt an appropriate marketin...

This study forms a determination research into the existence of constraint factors in the demand of ski centre services. After collecting 1,316 questionnaires from twelve ski centre destinations in Greece, the power efficiency of three important theoretical classifications (intrapersonal, interpersonal, and structural constraints) was explored thro...

The paper aims to assess the quality of Greek hospitals by focusing on patients' perceptions. Hospitals' performance was measured using the patient satisfaction survey approach. A structured questionnaire was used and seven hospitals were included in the study. In total, 225 patients were asked to report their judgments on their experience of servi...

Purpose The purpose of this paper is to explore the practice, prevention, and problems pharmaceutical companies face with respect to crisis management (CM). The pharmaceutical sector is considered to be the most crisis prone of all industries. Design/methodology/approach The study is exploratory in nature and data were collected by carrying out se...

Simple ratio analysis (SRA) and data envelopment analysis (DEA) are widely used in benchmarking to identify organisations with best practice. This study tests the consistency of the two methods by investigating whether they could substitute for each other in performance measurement. To evaluate the relative precision of the two techniques, the pape...

Short Message Service (SMS) is used worldwide by many corporations in order to communicate with consumers. The objective of this study is to investigate the use of SMS in young consumers and their responses to SMS as a potential communication vehicle by the companies. The research was qualitative in nature. Data was collected through open and semi-...

This paper reports the findings of a research that incorporated two phases – before and after – the acquisition of the Marketing Information System (MkIS) product. An extensive account of the criteria in the selection and evaluation process used by a sample of Greek manufacturing companies is given to illustrate perceived benefits and critical poin...

This study addresses managers' awareness and familiarity with Total Quality Management (TQM). Eighteen (18) semi-structured, in-depth interviews were conducted with managers working in a variety of service organizations in Greece. The major argument of the study is that although the acronym TQM and some of its concepts and practices are known by a...