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Profile

College / Department

School of Business Administration
Department of Marketing and Information Systems

Teaching areas

Luxury, Brand Management, Marketing

Research areas

Brand Management, Luxury Marketing

Education

BS, 2000, Marketing, Lancaster University, Lancashire, England, United Kingdom
MS, 2001, International Marketing, Strathclyde University Lanarkshire, Scotland, United
PhD, 2006, Commerce (Brand Marketing), University of Birmingham, West Midlands, England, United Kingdom
PG Cert., 2007, Postgraduate Certificate in Higher Education Learning & Teaching, University of Birmingham, West Midlands, England, United Kingdom

Professional experience

Chalhoub Professor of Luxury Brand Management and Full Professor of Marketing, American University of Sharjah, Sharjah, UAE from 08, 2018 - present
Assistant Dean (Research), School of Business, Economics and Informatics, Birkbeck, University of London, UK, from 07, 2015 - 07, 2018
Professor of Marketing & Head of Marketing Group, Birkbeck, University of London, UK, from 01, 2012 - 07, 2017
Full Professor of Marketing, Henley Business School, University of Reading, UK, from 01, 2012 - 10, 2012
Senior Lecturer (Associate Professor) in Marketing, University of Birmingham, UK, from 09, 2010 - 12, 2011

Contact

gchristodoulides@aus.edu
+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 five other scientific journals.

Publications

West, Douglas, Christodoulides, George and Bonhomme, Jennifer. "How Do Heuristics Influence Creative Decisions at Advertising Agencies?: Factors that Affect Managerial Decision Making When Choosing Ideas to Show the Client." Journal of Advertising Research 58, no. 2 (June, 2018): 189-201. 06, 2018
Christodoulides, George, Michaelidou, Nina and Nikoletta-Theofania Siamagka. "Social Media, Content Marketing and Engagement Strategies in B2B” Industrial Marketing Management: Guest Editorial." Industrial Marketing Management [Comment: ACCEPTANCE DATE: APRIL, 2018. ] 04, 2018
Nunan, Dan, Sibai, Olivier, Schivinski, Bruno and Christodoulides, George. "Reflections on ‘Social media: Influencing customer satisfaction in B2B sales’ and a research agenda." Industrial Marketing Management [Comment: ACCEPTANCE DATE: MARCH, 2018. ] 03, 2018
Pappu, Ravi, Christodoulides, George. "Defining, Measuring and Managing Brand Equity." Journal of Product & Brand Management 26, no. 5 (August, 2017): 433-434. 08, 2017
Chari, Simos, Christodoulides, George, Presi, Caterina, Wenhold, Jil and Casaletto, John. "Consumer Trust in User-Generated Brand Recommendations on Facebook." Psychology and Marketing 33, no. 12 (April, 2017): 1071-1081. 04, 2017
Stathopoulou, Anastasia, Borel, Laurence, Christodoulides, George and West, Douglas. "Consumer Branded #Hashtag Engagement: Can Creativity in TV Advertising Influence Hashtag Engagement?" Psychology and Marketing 34, no. 4 (March, 2017): 448-462. 03, 2017
Chatzipanagiotou, Kalliopi, Veloutsou, Cleopatra, and Christodoulides, George. "Decoding the complexity of the consumer-based brand equity process." Journal of Business Research 69, no. 11 (November, 2016): 5479-5486. 11, 2016
Schivinski, Bruno, Christodoulides, George and Dabrowski, Dariusz. "Developing and Validating a Scale to Measure Consumers’ Engagement with Social Media Brand-Related Content." Journal of Advertising Research 56, no. 1 (March, 2016): 64-80. [Comment: BEST PAPER AWARD RUNNER-UP] 03, 2016
Siamagka, Nikoletta-Theofania, Christodoulides, George, Michaelidou, Nina and Valvi, Aikaterini. "Determinants of Social Media Adoption by B2B Organizations." Industrial Marketing Management 51 (November, 2015): 89-99. 11, 2015
Coleman, Darren, de Chernatony, Leslie and Christodoulides, George. "Does B2B Service Brand Identity Drive Brand Performance? An Empirical Investigation." European Journal of Marketing 49, no. 7/8 (July, 2015): 1139-1162. 07, 2015
Christodoulides, George, Cadogan, John, and Veloutsou, Cleopatra. "Consumer-Based Brand Equity Measurement: Lessons Learned from an International Study." International Marketing Review 32, no. 3/4 (May, 2015): 307-328. 05, 2015
Siamagka, Nikoletta-Theofania, Michaelidou, Nina and Christodoulides, George. "The Impact of Comparative Affective States on Online Brand Perceptions: A Five Country Study." International Marketing Review 32, no. 3/4 (May, 2015): 438-454. 05, 2015
Christodoulides, George, Michaelidou, Nina, and Siamagka, Nikoletta-Theofania. "A Typology of Internet Users based on Comparative Affective States: Evidence from Eight Countries." European Journal of Marketing 47, no. 1/2 (January, 2013): 153-173. 01, 2013
Christodoulides, George, Jevons, Colin and Bonhomme, Jennifer. "Memo to Marketers: Quantitative Evidence for Change: How User-Generated Content Really Affects Brands?" Journal of Advertising Research 52, no. 1 (March, 2012): 53-64. 03, 2012
Christodoulides, George, Michaelidou, Nina and Argyriou, Evmorfia. "Cross-National Differences in E-WOM Influence." European Journal of Marketing 46, no. 11/12 (January, 2012): 1689-1707. 01, 2012
Leek, Sheena, Christodoulides, George. "A framework for generating brand value in B2B markets: The contributing role of functional and emotional components." Industrial Marketing Management 41, no. 1 (January, 2012): 106-114. 01, 2012
Michaelidou, Nina, Siamagka, Nikoletta-Theofania and Christodoulides, George. "Usage, Barriers and Measurement of Social Media Marketing: An Exploratory Investigation of Small and Medium B2B Brands." Industrial Marketing Management 40, no. 7 (October, 2011): 1153-1159. [Comment: IMM’S MOST DOWNLOADED ARTICLE] 10, 2011
Coleman, Darren, de Chernatony, Leslie and Christodoulides, George. "B2B Service Brand Identity: Scale Development and Validation”." Industrial Marketing Management 40, no. 7 (October, 2011): 1063-1071. 10, 2011
Leek, Sheena, Christodoulides, George. "Brands: Just for consumers? Introduction to the special issue on B2B branding." Industrial Marketing Management 40, no. 7 (October, 2011): 1060-1062. 10, 2011
Michaelidou, Nina, Christodoulides, George. "Antecedents of Attitude and Intention toward Counterfeit Symbolic and Experiential Products." Journal of Marketing Management 27, no. 9/10 (September, 2011): 976-991. 09, 2011
Leek, Sheena, George Christodoulides. "A Literature Review of B2B Branding: Challenges of Branding in a B2B Context." Industrial Marketing Management 40, no. 6 (August, 2011): 830-837. 08, 2011
Christodoulides, George, Jevons, Colin, Blackshaw, Pete. "The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content Forces Smart Marketers to Listen." Journal of Advertising Research 50, no. 1 (March, 2011): 101-111. 03, 2011
Christodoulides, George, Michaelidou, Nina. "Shopping Motives as Antecedents of E-Satisfaction and E-Loyalty." Journal of Marketing Management 27, no. 1/2 (January, 2011): 181-197. 01, 2011
Jevons, Colin, Veloutsou, Cleopatra, Christodoulides, George and de Chernatony, Leslie. "Introduction: Thought Leadership in Brand Management." Journal of Business Research 63, no. 11 (November, 2010): 1111-1112. 11, 2010
Christodoulides, George, de Chernatony, Leslie. "Consumer Based Brand Equity Conceptualization and Measurement: A Literature Review." International Journal of Market Research 52, no. 1 (January, 2010): 43-66. 01, 2010

Conference Presentations

Chatzipanagiotou, Kalliopi, Veloutsou, Cleopatra and Christodoulides, George. "The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from ?Unliked? Brands." Paper presented at the GIKA 2018, Valencia, Spain, June 25-27, 2018. 06, 2018
Chatzipanagiotou, Kalliopi, Veloutsou, Cleopatra and Christodoulides, George. "Managing the consumer-based brand equity process across countries." Paper presented at the AMA Global Marketing SIG, Havana, Cuba, April 6-8, 2017. 04, 2017
Siamagka, Nikoletta-Theofania, Christodoulides, George. "Understanding Consumer Brand Forgiveness." Paper presented at the Global Marketing Conference, Hong Kong, July 21-24, 2016. 07, 2016
Christodoulides, George, Chari, Simos, Presi, Caterina and Casaletto, John. "AD Skepticism and Consumer Trust in User-Generated Brand Recommendations in Social Network Sites." Paper presented at the AMA Summer Educators' Conference, Chicago, IL, August 14-16, 2015. 08, 2015

Awards and Honors

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

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