N. Kyriakopoulos
5 records found
1
The effects of personal brand equity on hiring recommendation
Why, how, when…?
Although previous literature has identified personal branding as an important concept in marketing, little is understood about the effects of personal brand equity (PBE) during the personnel selection process. To address this research gap, we performed two experimental studies an
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On the curvilinear effect of suspicion on consumer judgement suspension
The role of uncertainty towards the brand and product imagery
When exposed to advertisements, consumers are often suspicious of brand claims. To that end, prior research has explored how individuals evaluate claims to form a judgement under a state of suspicion. Yet, consumer research has not examined how suspicion affects consumers' suspen
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In certain sectors (e.g., consumer electronics), products are developed as part of successive product transitions where the new generation of the product replaces its predecessor. To the best of our knowledge, this paper is the first that takes a marketing perspective to examine
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