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Luxury brand consumption has remained strong even in countries with recessions. This study explores the role of personal factors, socio-cognitive factors, and potential marketing forces, in driving consumers' luxury purchase intentions in a market that is struggling to recover from a recession – Greece. Data were collected using a self-administered survey via an online panel. The results indicate that consumers' need to escape and impulsiveness are positively associated with luxury brand purchase intentions in a recession. Sales promotions moderate the relationship between escape, self-expression, and luxury brand purchase intentions. Consumers' perceptions about the recession effect on society also moderate the relationship between escape, self-expression, social status, and luxury brand purchase intentions. This study contributes to the literature and practice of luxury branding in recession by identifying the interplay between various personal, social, and marketing factors that can influence luxury brand purchase intentions in a recessionary environment. [ABSTRACT FROM AUTHOR]

This paper aims to examine the main problems and constraints of the traditional brand management system and to give insight into the main trends for its future development. It reviews changes which have occurred at the main environmental variables, influencing the structure, and the problems that brand managers must deal with. Based on the expressed doubts concerning the future of the structure, it researches the brand managers' opinions on the future development and existence of the position. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to identify the components of consumer-based brand equity from the perspective of experts in brand management in the UK, Germany and Greece. Design/methodology/approach – Data were collected from semi-structured interviews with senior brand consultants and managers, five in the UK, five in Germany and five in Greece. Findings – The findings suggested four categories of measures which can be used to define brand equity. These are the consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' affective response towards the brand; and consumers' behaviour towards the brand. Specific dimensions are identified as indicators of each category. Research limitations/implications – Although the focus of this study is Europe, data were only collected from the UK, Germany and Greece, countries representing three of the five European cultural clusters. The resultant taxonomy adds to the fragmented literature on brand equity measurement by proposing four categories to gauge brand equity. Practical implications – The suggested taxonomy provides indicators of a framework managers could use when assessing brand equity. Originality/value – There is little agreement on what constitutes brand equity and therefore measures of brand equity are fragmented. To date, the views of practicing managers have not been taken into account in research. This paper draws on the views of practitioners and academics to suggest a taxonomy of categories of measures for brand equity. [ABSTRACT FROM AUTHOR]

One of the primary concerns of companies is to develop loyal customers,and banks are no exception. Past research attempted to examine the role of satisfaction, perceived quality and image,as drivers of bank brand loyalty. However the characteristics of specific bank brands were not taken into consideration. Using data collected from a sample of 216 retail bank customers, banking with five different banks in Athens Greece, this paper investigates whether similar antecedents could be used to predict brand loyalty in various institutions. The results imply that, depending on the bank, different drivers could influence in a dissimilar manner the formation of loyalty and therefore further research is needed to generalise the suggested models. [ABSTRACT FROM AUTHOR]

The growth of own label brands of products offered by supermarket chains is changing the "rules of the game" when managing fast moving consumer good products. A lot is written on the development of these brands and the consumers' behavior in regions where their use is widely spread, but not in other markets. This paper compared the importance of choke criteria when purchasing own label and national brands and the perceived characteristics of the products carrying store and manufacturer brands in two regions of the European Union where the development of own label brands is at a different stage, Greece and Scotland. The results indicate that own label and manufacturer brands have an overall different positioning; Greeks are less familiar with own label products and assess them somewhat differently than the Scots, while several own label related attributes may be good predictors of the loyalty to the supermarket. [ABSTRACT FROM AUTHOR]

Most of the previous research on banking examined only the banking needs of core customers. The views of people experiencing financial exclusion are unknown, but some of the excluded customer segments may have been habitually overlooked by Financial service providers. This study investigated the financial needs and the views on ATM usage of a sample of 359 people living in remote Greek islands, who have never experienced financial inclusion. Furthermore, the views of inhabitants who have always lived in the area and are used to this situation are contrasted with the views of those who have lived for a part of their lives in other regions. The results show that they all express some dissatisfaction about the financial services provided. Moreover, those who have lived elsewhere express more dissatisfation with the provided services. [ABSTRACT FROM AUTHOR]

Analyzes brand manager's expected and perceived roles in the automobile industry in Greece. Degree of the adoption of the brand management structure in the industry; Importance of vertical communication in the delegation of duties; Brand managers' specific tasks.