Person: Stamatogiannakis, Antonios
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First Name
Antonios
Last Name
Stamatogiannakis
Affiliation
IE University
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IE Business School
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Marketing and Communication
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Publication Barómetro de fidelización IE-Inloyalty 2018: el reto de la fidelización de clientes visto desde las empresas españolas(IE University, 2019-03-07) Sinha, Shameek; Serra, Teresa; Stamatogiannakis, Antonios; Gonçalves, Dilney; Díaz Bernardo, Ramón; https://ror.org/02jjdwm75Descripción de la investigación: Encuesta nacional (España), Online, 900 personas, 9 categorías de productos, 2 canales de compra en cada categoría de producto – tienda física y online. Objetivo de la Investigación: Entender la importancia de distintos inputs en las distintas etapas de la toma de decisión del consumidor. Etapas: Búsqueda de información; Evaluación de alternativas y drivers de decisión de compra; Evaluación post-compra.Publication How mortality salience hurts brands with different personalities(Elsevier B.V., 2024) Landgraf, Polina; Yang, Haiyang; Stamatogiannakis, Antonios; Agencia Estatal de Investigación; Ivey Business School; Western University; https://ror.org/02jjdwm75From deadly disease outbreaks to crimes and terrorism,consumers often experience mortality salience (MS). This research examines how MS-inducing events impact brand evaluations. We propose that under MS,consumers avoid experiencing change. Because consumers perceive brands with an exciting personality to be more closely associated with the notion of change than brands with other types of personality,the onset of MS is more likely to hurt the evaluations of exciting brands than those of other brands. Study 1,a large-scale secondary data study,showed that the 9/11 terror attacks degraded consumers’ evaluations of exciting brands but not of other types of brands. Subsequent studies demonstrated causality and the underlying mechanism. In Study 2,experimentally inducing MS decreased evaluations of an exciting brand but not of a control brand. Using a process-by-moderation approach,Study 3 showed that manipulating consumers’ perception of the extent to which an exciting brand was associated with the notion of change moderated the negative impact of MS on brand evaluations. Studies 4a-4b demonstrated that consumers’ tendency to avoid experiencing change mediated the detrimental effect of MS on the evaluations of an exciting brand but not of a control brand. These findings add to the literature on branding and offer practical insights for brand management during crises. © 2024 The AuthorsPublication Attainment versus maintenance goals: Perceived difficulty and impact on goal choice(Elsevier, 2018-09-19) Chattopadhyay, Amitava; Chakravarti, Dipankar; Stamatogiannakis, Antonios; European Union’s 7th Framework Programme; INSEAD; https://ror.org/02jjdwm75We argue that individuals monitor and evaluate attainment and maintenance goals differently. Attainment goals feature a salient current-end state discrepancy that is processed more than the corresponding match for maintenance goals. For maintenance goals, for which a salient discrepancy is absent, contextual influences on goal success/failure receive more processing than for attainment goals. Thus, objectively more difficult attainment goals may be judged as easier than maintenance goals, when they feature sufficiently small discrepancies, or when context information is unfavorable. Study 1 establishes this core effect. Study 2 shows that thought listings capturing the relative processing of the current-end state discrepancy (match) and context information mediate perceived goal difficulty. Study 3 shows that the favorability of context information moderates the effect. Study 4 establishes joint difficulty evaluations as a boundary condition. Studies 5 and 6 (and Appendix B) show that such goal difficulty judgments affect consequential goal choices in real-world financial, workplace, and shopping situations.Publication Consumers’ choices between products with different uniqueness duration(Emerald Group Holdings Ltd., 2021) Calderón Urbina, Susan Danissa; Stamatogiannakis, Antonios; Gonçalves, Dilney; https://ror.org/02jjdwm75Purpose: This study aims to introduce the duration of uniqueness,an important dimension of unique products. It studies how choices between products with long versus short duration of uniqueness are influenced by the interaction between pressure and consumers’ need for uniqueness (NFU). Design/methodology/approach: This research uses a multi-method study approach. A pilot field-study tested the novelty and importance of the research by asking retail professionals to predict the choice of a hypothetical consumer. A retrospective study assessed the importance of duration of uniqueness in unique product choices,by asking consumers about a real and recent unique product purchase. Four additional experimental studies directly tested hypotheses by manipulating pressure and by measuring or manipulating uniqueness motivations. Findings: The pilot field-study showed the novelty and relevance of this research for professionals. Study 1 revealed that,retrospectively,uniqueness duration was considered important for the choice of unique products,by high-NFU consumers under pressure. Studies 2 and 3 demonstrated that pressure increases the tendency of high-NFU,but not low-NFU,consumers to choose products with long over short uniqueness duration. Study 4 provided initial evidence for the process behind the effect. Study 5 showed that considerations of uniqueness duration when choosing mediated the effects. Research limitations/implications: The results of the pilot field-study and retrospective study might be affected by recall bias or lay theories. The findings need to be replicated with other sources of pressure and uniqueness. This calls for further research. Practical implications: Results are important for companies marketing unique products and they suggest that pressure-based marketing appeals can be used strategically to increase sales of products with long uniqueness duration but decrease sales of products with short uniqueness duration. Although the research provides these guidelines,managers should consider the ethical implications of pressure strategies. Originality/value: This is the first attempt to empirically investigate the duration of uniqueness. Although extant research has examined choices between products with different degrees of uniqueness,this research studies choice of products with similar degrees of uniqueness,but different uniqueness duration. Thus,this research adds to the scarce literature studying the duration of symbolic benefits. Moreover,although pressure and NFU frequently co-exist in uniqueness consumption settings,this study is the first to study their joint effects. © 2021,Susan Danissa Calderón Urbina,Antonios Stamatogiannakis and Dilney Goncalves.Publication The Effect of Corporate Social Performance on the Financial Performance of Business-to-Business and Business-to-Consumer Firms(Wiley, 2019-03-27) Stamatogiannakis, Antonios; Luffarelli, Jonathan; Markou, Panos ; Gonçalves, Dilney; https://ror.org/02jjdwm75There exists a widespread managerial belief that higher corporate social performance (CSP) increases both firm value and sales. Although numerous studies provide evidence of a positive effect of CSP on firm value, whether CSP can impact sales remains largely unknown. Can CSP influence sales? Is this effect contingent on the product-market profile, that is, on whether firms operate in business or consumer markets? We use a panel dataset comprising 23,769 firm-year observations to help address these questions. We find that higher CSP has a strong negative effect on sales for business-toconsumer firms but an insignificant or economically trivial effect for business-to-business firms. However, we also find that higher CSP has a positive effect on firm value for both types of firms. Taken together, these results demonstrate that higher CSP results in higher firm value but can hurt sales. We discuss the theoretical contributions and managerial implications of these findings.Publication Trendy or Timeless? The Effect of Need for Uniqueness and Pressure on the Choice of Unique Products(UIB, 2017) Gonçalves, Dilney; Stamatogiannakis, Antonios; Calderón, Susan; https://ror.org/02jjdwm75Consumers trying to satisfy their need for uniqueness (NFU) frequently choose between products with similar degrees but different durations of uniqueness: timeless versus trendy products. These choices are often made under pressure generated by time or product availability constrains, usually controlled by companies. Although NFU and pressure frequently co-exist in choices of unique products, their joint effect is unknown. Our research covers this gap and examines how NFU and pressure interact to affect choices between timeless and trendy products. Three studies show that high-NFU individuals under higher (vs. lower) pressure tend to choose timeless (vs. trendy) products. Pressure does not affect choices of low-NFU individuals. This interaction is mediated by the extent to which individuals focus on duration of uniqueness when making choices. A pilot field-study highlights the managerial relevance and novelty of our investigation. We discuss how managers can shape their marketing appeals to better manage their product portfolio.