Profile
College / Department
Teaching areas
Luxury, Brand Management, Marketing
Research areas
Brand Management, Luxury Marketing
Education
Other, Postgraduate Certificate in Higher Education Learning & Teaching, University of Birmingham, United Kingdom
PhD, Commerce (Brand Marketing), University of Birmingham, United Kingdom
MS, International Marketing, Strathclyde University, United Kingdom
BS, Marketing, Lancaster University, United Kingdom
Professional experience
Chalhoub Professor of Luxury Brand Management and Full Professor of Marketing at American University of Sharjah, United Arab Emirates(2018 - Present)
Visiting Professor at Birkbeck, University of London, United Kingdom(2018 - 2021)
Contact
+971 6 515 4641
Dr. George Christodoulides
Professor | Chalhoub Professor of Luxury Brand Management
PhD in Commerce (Brand Marketing), University of Birmingham, UK
George Christodoulides joined AUS from Birkbeck, University of London where he was Assistant Dean (Research) and Head of Marketing Group. His research and teaching interests lie in the areas of brand management and luxury. His research has attracted funding from prestigious external bodies, e.g., ESRC, British Academy. He is a regular presenter/speaker at conferences and has contributed to various journals including Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Psychology & Marketing and Journal of Advertising Research. He is an Associate Editor for International Marketing Review while he serves on the boards of several other scientific journals.
Publications
Cleopatra Veloutsou, Kalliopi Chatzipanagiotou, George Christodoulides, The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands, Published, Journal of Business Research, 111, pp. 41-51, 2020
George Christodoulides, N Michaelidou, N-T Siamagka, Social media, content marketing and engagement strategies in B2B: Guest Editorial, Published, Industrial Marketing Management, 81, pp. 87-88, 2019
Anastasia Stathopoulou, Nikoletta-Theofania Siamagka, George Christodoulides, A multi-stakeholder view of social media as a supporting tool in higher education: An educator-student perspective, Published, European Management Journal, 37, 4, pp. 421-431, 2019
Kalliopi Chatzipanagiotou, George Christodoulides, Cleopatra Veloutsou, Managing the consumer-based brand equity process: A cross-cultural perspective, Published, International Business Review, 28, 2, pp. 328--343, 2019
Daniel Nunan, Olivier Sibai, Bruno Schivinski, George Christodoulides, Reflections on social media: Influencing customer satisfaction in B2B sales and a research agenda, Published, Industrial Marketing Management, 75, pp. 31--36, 2018
Achilleas Boukis, George Christodoulides, Investigating Key Antecedents and Outcomes of Employee-based Brand Equity, Published, European Management Review, pp. 1-15, 2018
Douglas West, George Christodoulides, Jennifer Bonhomme, How Do Heuristics Influence Creative Decisions at Advertising Agencies?: Factors that Affect Managerial Decision Making When Choosing Ideas to Show the Client, Published, Journal of Advertising Research, 58, 2, pp. 189--201, 2018
Ravi Pappu, George Christodoulides, Defining, measuring and managing brand equity, Published, The Journal of Product and Brand Management, 26, 5, pp. 433--434, 2017
Anastasia Stathopoulou, Laurence Borel, George Christodoulides, Douglas West, Consumer branded #hashtag engagement: can creativity in TV advertising influence hashtag engagement?, Published, Psychology and Marketing, 34, 4, pp. 448--462, 2017
Simos Chari, George Christodoulides, Caterina Presi, Jil Wenhold, John Casaletto, Consumer trust in user-generated brand recommendations on Facebook, Published, Psychology & Marketing, 33, 12, pp. 1071--1081, 2016
Kalliopi Chatzipanagiotou, Cleopatra Veloutsou, George Christodoulides, Decoding the complexity of the consumer-based brand equity process, Published, Journal of Business Research, 69, 11, pp. 5479--5486, 2016
Bruno Schivinski, George Christodoulides, Dariusz Dabrowski, Measuring consumers' engagement with brand-related social-media content: development and validation of a scale that identifies levels of social-media engagement with brands, Published, Journal of Advertising Research, 56, 1, pp. 64--80, 2016
Darren Coleman, Leslie de Chernatony, George Christodoulides, B2B service brand identity and brand performance: an empirical investigation in the UK's B2B IT services sector, Published, European Journal of Marketing, 49, 7/8, pp. 1139--1162, 2015
Nikoletta-Theofania Siamagka, George Christodoulides, Nina Michaelidou, Aikaterini Valvi, Determinants of social media adoption by B2B organizations, Published, Industrial Marketing Management, 51, pp. 89--99, 2015
Nikoletta-Theofania Siamagka, George Christodoulides, Nina Michaelidou, The impact of comparative affective states on online brand perceptions: a five-country study, Published, International Marketing Review, 32, 3/4, pp. 438--454, 2015
George Christodoulides, John Cadogan, Cleopatra Veloutsou, Consumer-based brand equity measurement: lessons learned from an international study, Published, International Marketing Review, 32, 3/4, pp. 307--328, 2015
Cleopatra Veloutsou, George Christodoulides, Leslie de Chernatony, A taxonomy of measures for consumer-based brand equity: drawing on the views of managers in Europe, Published, Journal of Product & Brand Management, 22, 3, pp. 238--248, 2013
George Christodoulides, Nina Michaelidou, Nikoletta Theofania Siamagka, A typology of internet users based on comparative affective states: evidence from eight countries, Published, European Journal of Marketing, 47, 1/2, pp. 153--173, 2013
Sheena Leek, George Christodoulides, A framework of brand value in B2B markets: The contributing role of functional and emotional components, Published, Industrial Marketing Management, 41, 1, pp. 106--114, 2012
George Christodoulides, Nina Michaelidou, Evmorfia Argyriou, Cross-national differences in e-WOM influence, Published, European Journal of Marketing, 46, 11/12, pp. 1689--1707, 2012
Conference Presentations
George Christodoulides, Me and my brands: drivers and outcomes of ‘brand selfies’, EMAC 2020, Budapest, Hungary, February, 2020
Rania Semaan, An Exploratory Investigation into New Forms of Shared Luxury, Monaco Symposium on Luxury, Monaco, January, 2020
Anastasia Stathopoulou, #Me and my Luxury Brands: A Model of Drivers and Outcomes of Luxury Brand Selfies, World Marketing Congress, Edinburgh, Scotland, July, 2019
George Christodoulides, The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from 'Unliked' Brands, GIKA 2018, Valencia, Spain., June, 2018
George Christodoulides, Managing the consumer-based brand equity process across countries, AMA Global Marketing SIG, Havana, Cuba, April, 2017
George Christodoulides, Understanding Consumer Brand Forgiveness, Global Marketing Conference, Hong Kong, July, 2016
John Casaletto, AD Skepticism and Consumer Trust in User-Generated Brand Recommendations in Social Network Sites, AMA Summer Educators' Conference, Chicago, IL, August, 2015
Grants and sponsorships
FRG20-M: Consumer Addiction toward Luxury, American University of Sharjah, 2022
FRG19-Medium: Consuming New Forms of Luxury In The Sharing Economy, American University of Sharjah, 2021
Awards and Honors
Received, 2019 Best Paper Award - Runner up, Industrial Marketing Management (A* Journal), 2020
Received, Best Academic Paper 2018 - Journal of Advertising Research, Advertising Research Foundation, 2019
Other creative/research
Book - Christodoulides, George, Stathopoulou, Anastasia, and Eisend, Martin (eds.). Advances in Advertising Research (VOL VII): Bridging the Gap between Advertising Academia and Practice. New York, USA: Springer Gabler, 2017. 01, 2017
