Yioula Melanthiou

• PhD in Marketing (University of Manchester)
• Assistant Professor at Cyprus University of Technology

The concept of VUCA – volatility, uncertainty, complexity, and ambiguity – captures the essence of today’s global and organizational challenges. This chapter explores strategies for thriving in such an environment, emphasizing the importance but also the need for organizations to advance ahead of competitors rather than merely keeping up. Innovatio...

This paper deals with the advancement of servitisation in the Italian manufacturing industries, identifying the service offerings, the performances and the dimensions of servitised firms. Data were collected from 7,840 manufacturing firms. The results show that 45.6% of the selected manufacturing firms undertake servitisation. The provision of prod...

This paper investigates how cannabis can be introduced through brand architecture as a medicinal product. It discusses the setting of medical cannabis brand architecture and classifies cannabis products into brands under a brand hierarchy. A literature review produced a pool of data related to medical cannabis and brand architecture and set the fou...

Literature on nation branding is heterogeneous and varies significantly, not only in terminological terms but also in theoretical approaches and practical application. This paper aims to conduct an extensive exploratory study that empirically develops a comprehensive nation brand framework for Palestine, with international applications as well. De...

This paper discusses an investigation of medical cannabis in an attempt to explore opportunities to liberate the product from its stigmatization and to identify possible routes for its candidacy to become a medical brand. It is believed that this is feasible with the contribution of social marketing. We present a conceptual model for medical cannab...

The aim of this study is to investigate the level of knowledge (cognition), attitudes, and behaviour of customers toward sustainability issues in the context of fast fashion. It incorporates empirical evidence that focuses on investigating what consumers know and feel, and how they behave towards fast fashion brands in the context of sustainability...

The metaverse is a hybrid world, mixing real, augmented, and virtual spaces, in which people (as users) can be represented in a three-dimensional way, with an avatar, activating services, interacting with other users/avatars, and exploiting/exploring innovative experiences. The difference with other virtual reality worlds as known so far is essenti...

Organisational design is an established literature stream within organisation studies (Turner, R., & Miterev, M., The Organizational Design of the Project-Based Organization. Journal of Project Management, 50(4), 487–498. https://doi.org/10.1177/8756972819859746, 2019; Van de Ven et al., Perspectives on Innovation Processes. The Academy of Manageme...

Social media is a widely used tool by companies to communicate with their customers. This study explores customers’ perception of social media marketing efforts by companies and their role in enhancing corporate reputation. It also evaluates the mediating role of corporate brand credibility in the relationship between social media marketing efforts...

Purpose Education can provide learners with the necessary awareness, values and skills to understand the complexity of sustainability. This study aims to analyse the extent to which sustainability concepts have been implemented in higher education programmes in the tourism and hospitality fields. Design/methodology/approach For the purpose of the...

Purpose The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer...

The present study aims at examining the alignment between environmental turbulence and strategic aggressiveness in sport businesses during a period of economic crisis. A questionnaire-based research with the participation of 161 senior and top-ranking members of sport businesses has been carried out. The instrument was based on modification of Anso...

The aim of this paper is to examine a promising, but yet unexplored relationship between cinematography, consumer behaviour and viral marketing. The main purpose is to provide a deeper understanding of how certain practices and tools can become universal drivers of virality in the context of YouTube for application by non-governmental organisations...

Purpose It has been suggested that brands and products often assume a role in selfies (Ham, 2014) where the expression of brands and products provokes consumer emotions that bring about greater engagement (Tsai and Men, 2013) and contributes to the interactivity with the brands. This study aims to understand how the selfie phenomenon could mobilize...

Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that...

This paper discusses three aspects of the sharing economy: the marketing aspect, the financial aspect, and the socio-cultural aspect. The discussion of the marketing aspect suggests that mindful consumption and advances in technology have made sharing economy possible and increasingly popular. This has modified consumption patterns, particularly in...

This paper discusses three aspects of the sharing economy: the marketing aspect, the financial aspect, and the socio-cultural aspect. The discussion of the marketing aspect suggests that mindful consumption and advances in technology have made sharing economy possible and increasingly popular. This has modified consumption patterns, particularly in...

Purpose Evidence has shown that the population is growing “increasingly gray” and growing too are the concerns for the elderly population with regards to their food choices. Being well informed and seeking variety in food choices increase the likelihood that people will be better nourished and hence improve the quality of life for this group, and a...

This chapter explores the challenges of an integrated Omni-channel retailing strategy in the ‘bricks and clicks’ retail cosmetics industry of Cyprus, and the impact of this strategy on the attitudinal perspective of customers’ loyalty. Through a qualitative exploratory approach, and specifically a single embedded case study, it was found that when...

Although previous studies have highlighted the importance of implementing corporate entrepreneurship to foster innovation within organizations, little emphasis has been placed on examining the concept from a change management perspective. In an attempt to bridge this gap, the current study aims at understanding the mechanisms and tools that top man...

Purpose This paper aims to explore the nature of the celebrity chef phenomenon and its impact on the contemporary hospitality industry, to both enrich current knowledge on the topic, as well as inform future research endeavors. Design/methodology/approach The study was based on a narrative literature review of secondary data sources, namely, aca...

Struggling in an incessantly changing and highly turbulent market environment, higher education institutions (HEIs) are increasingly turning to industry-style business practices to meet their strategic targets, grow or simply survive. Though still a subject of intense discussion, primarily on social and ethical grounds, the phenomenon is both unden...

Loyalty programs, popular in today’s competitive business environment, have been capturing the attention of the tourism industry since the mid 80’s. While many segments of the industry have successfully utilized loyalty programs, the development of a country-wide loyalty scheme still poses major challenges. Reflecting the findings of an extensive m...

The purpose of this study is to investigate if and how the perception of a product and the evaluation of the experience of consumption can change depending on the consumer's propensity to purchase branded or unbranded products. Data for this study is drawn from a choice experiment conducted with consumers purchasing Italian jeans. The results highl...

The personal data of millions of internet users is publically made available; some with permission, some without permission, and some with no permission hence ‘leaking’ big data. By utilizing an exploratory quantitative online study (100 complete responses) the present study sought to understand the perceptions of users regarding their personal dat...

The purpose of this article is to present an initial exploratory investigation on e-recruiting and the role of social network sites (hereafter SNSs) during the process. Particularly, the aim is to identify if companies use social media during their recruitment processes to attract and screen applicants. Three critical elements guided the research:...

This article responds to the lack of research on the adoption and practice of social media by companies, by focusing on the findings of a study carried out in the business sector in Cyprus. The study objectives were to identify if and how companies in Cyprus use social media, how effective they perceive it to be, and what specific factors affect so...

Corporate social responsibility (CSR) has gained global awareness in recent years. The proponents of CSR state that a good corporate reputation may be beneficial to an organization. This research pa- per reviews the theoretical basis of CSR, and by adopting a qualita- tive methodology examines the characteristics of CSR strategies and CSR communica...

This paper made use of event study methodology to scan whether horizontal mergers alter the value of the acquiring firm. To evaluate the validity of the results two different models have been estimated, but the similarity of the results suggested that the findings are unbiased to model choice. Additionally, the study used different windows so as to...

Within the tourism industry, hotels and airlines are encouraging potential customers to make their reservations online. Because of the significant setup costs involved in website development, assessing online behaviour and website effectiveness is necessary. This paper explores the factors influencing online shopping. Moreover, by using three airli...

The organizational long term success of promotional campaigns and the integration of marketing communications are affected by the effective use of information communication technologies, including the use of the Internet. Today, the Internet implementation in the marketing process is inexpensive, delivers instant international reach, offers great r...

Within the tourism industry, hotels and airlines are encouraging potential customers to make their reservations online. Because of the significant setup costs involved in website development, assessing online behaviour and website effectiveness is necessary. This paper explores the factors influencing online shopping. Moreover, by using three airli...

Looking beyond the basic use of a traditional website, this paper aims to address the proposition of how higher education institutions could use social networks as an effective promotional tool. Research which examined the relationship that students have with social networks was carried out, and some suggestions have been provided as to how higher...

Even though the area of student choice for higher education has received considerable attention, the research that has been undertaken until now has not directly dealt with gaining a full understanding of the behaviour of students towards the decision to pursue higher education, but has rather concentrated on various factors influencing University...

The organizational long-term success of promotional campaigns and the integration of marketing communications (IMC) are affected by the effective use of information communication technologies (ICT). E-content that combines all media, visual, text, sound, video and animation represents the base knowledge. Internet technology, as a source of communic...

This research proposes a contemporary higher education student-choice model for developed countries through a contingency methodological route. The research initially utilizes existing models, interrelating them and distilling the important parameters affecting student behavior, to develop an integrated preliminary generic higher education student-...