John Kehagias

Shopping orientation-defined segments based on store-choice criteria and satisfaction: an empirical investigation

The purpose of this article is to contribute to the topics of segmentation, store-choice and satisfaction by providing additional knowledge to retail managers when standing in front of critical marketing decisions. In order to support our goal, we employ the shopping orientation segmentation approach which allows to segment customers in a “live” and therefore exploitable manner. According to the findings of an exit survey among retail customers, this study reveals that “situational” as well as “individual” store-choice criteria do merit our attention as the basis for segmenting retail customers. These criteria, together with satisfaction, can be seen as a conceptual platform based on which retail customers can be effectively segmented. As our findings suggest, the customers interviewed clearly fall into two distinct segments, namely the “fastidious” and the “easy-going” customers, each calling for special attention from retailing managers in order to obtain higher levels of satisfaction.

Plaiting pricing into product categories and corporate objectives

Purpose – Using the product classification proposed by the Commodity School as it was originally expressed and later developed, this research aims to focus on defining pricing strategies for specific corporate objectives, that is, profit increase, market share increase, and prevention of new competitors from entering the market.Design/methodology/approach – In order to investigate the relationship between four consumer product categories and alternative pricing strategies in light of various corporate objectives, a set of research questions and propositions was formed and tested on the basis of data reflecting opinions expressed by marketing executives through a mailed survey in Greece.Findings – For convenience and preference products, the low‐price strategy is used more often, irrespective of corporate objectives, whereas the high‐price strategy is used more often, irrespective of corporate objectives, for specialty products. For shopping products, the low‐price strategy is used more often when the main...

Personal Development Planning under the Scope of Self-Brand Orientation.

Purpose – The purpose of this paper is to contribute to the empirical body of knowledge regarding the role of universities today. In addition, it aims to investigate the topic of personal development planning (PDP) programs, under a different perspective borrowed from marketing theory, namely, the “self‐brand orientation” approach.Design/methodology/approach – The study focused on investigating the core research topics and parameters perceived to be important to students. The theoretical perspectives of PDPs and brand orientation served as conceptual bases, and both have been operationalised through the empirical study conducted.Findings – The study findings reveal a “gap” between todays student needs and what the universities offer. “self‐brand oriented” management, seems to support the development of PDPs in a promising way, since the majority of the students claim that they are willing to participate in such a program.Research limitations/implications – Because of sample limitations, the findings of t...

Developing a structural brand equity model for cultural destinations

Purpose – This paper aims to investigate the structural relationships between the brand equity (BE) dimensions, when the fifth dimension of cultural brand assets is incorporated. The paper seeks to establish and validate a five-dimensional BE measure for cultural urban destination, by comparing findings in two destinations. Design/methodology/approach – The structural model was tested from the perspective of 399 international tourists visiting Athens. Confirmatory factor analysis and structural equation modeling analysis are used to test and validate an integrated BE model for cultural destinations. Findings are compared with respective ones in the case of Rome. Findings – Findings reveal the significance of cultural brand assets for the BE of cultural urban destinations. Further, the study provides useful insight into the theory of reasoned action by investigating the structural relationships developed between BE dimensions and their impact on loyalty. Research limitations/implications – The study argues...

Employer of choice: does gender matter?

Purpose – This paper aims to set out to add to extant knowledge by delineating the content of employer of choice (EOC) regardless of sector and shedding light on the role of gender in the EOC profile. Becoming an employer of choice (EOC) is a strategy that can help organizations manage current and prospective employee expectations of their employment relationship. Design/methodology/approach – Responses were gathered from 896 working adults. The questionnaire was developed by the researchers to reflect the employment experience. Parallel analysis and factor analysis were used to analyze the content of the EOC, and t-tests compares EOC factors between male and female individuals. Findings – The results verify the multi-dimensionality of EOC and enrich its content. The most important facets of EOC for employees are the quality of workplace relationships, work prerequisites and satisfying work setting as the most important. With regards to how male and female employees perceive the EOC, both differences and ...

Investigating the “new product acceptance function” in Greek enterprises

Purpose – The purpose of this paper is to provide insights into the relationship between quality and accessibility, as selective influencing parameters of new product acceptance for Greek, fast moving, and consumer products.Design/methodology/approach – The data for this study come from a mail questionnaire sent to 680 executives operating in Greek enterprises, by using a combination of sampling criteria (advertising budget, turnover). Non‐parametric tests (Wilcoxon, Spearman, Kruskal‐Wallis and Pearson χ2) were used, together with descriptive measures to test the hypotheses.Findings – The results indicate that quality (usage/support) is a more important factor than Accessibility (economic/physical) in the formation of a “new product acceptance function”. Furthermore, usage quality is more important than support quality, while economic accessibility is more important than physical accessibility.Research limitations/implications – The research limitations refer to the fact that the justification of the hyp...

Towards an Enhanced Model for Customer Patronage: A Structured Abstract

Understanding brand equity dimensions and antecedents enables managers to build strategies that strengthen brand–customer relationships. However, prior research has dealt with the effect of brand equity on purchase intention and patronage in such a manner that allows for further contributions (Cobb-Walgren et al. 1995; Veloutsou et al. 2013).