Person:
Stamatogiannakis, Antonios

Profile Picture
Email Address
Birth Date
Research Projects
Organizational Units
Job Title
First Name
Antonios
Last Name
Stamatogiannakis
Affiliation
IE University
School
IE Business School
Department
Marketing and Communication
Identifiers
Name

Filters

2021 - 20242
Reset filters

Settings

End date: 2024 × Start date: 2020 ×

Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    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/02jjdwm75
    From 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 Authors
  • Thumbnail Image
    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/02jjdwm75
    Purpose: 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.