World's Best Scientists 2026 revealed!

D-Index & Metrics

Business and Management

D-Index
40
Citations
9920
World Ranking
1644
National Ranking
6

Overview

George Christodoulides is affiliated with the American University of Sharjah in the United Arab Emirates. Their research primarily focuses on areas within Business, Management and Accounting, with additional contributions to Social Sciences.

The scientist's main subfields of study include Marketing, Sociology and Political Science, Organizational Behavior and Human Resource Management, Artificial Intelligence, and Strategy and Management. Their work covers a range of topics centered on consumer behavior and market dynamics.

Key topics explored in their research are:

  • Consumer Behavior in Brand Consumption and Identification
  • Digital Marketing and Social Media
  • Consumer Retail Behavior Studies
  • Customer Service Quality and Loyalty
  • Wine Industry and Tourism
  • Sharing Economy and Platforms
  • Hate Speech and Cyberbullying Detection

Some recent papers authored or co-authored by George Christodoulides include:

  • "A strategic framework for technological innovations in support of the customer experience: A focus on luxury retailers" (2022), Journal of Retailing and Consumer Services
  • "Charting research on international luxury marketing: where are we now and where should we go next?" (2021), International Marketing Review
  • "Don't be rude! The effect of content moderation on consumer-brand forgiveness" (2021), Psychology and Marketing
  • "Ultra-high-net-worth individuals: self-presentation and luxury consumption on Instagram" (2021), European Journal of Marketing
  • "Toward a better understanding of key determinants and consequences of masstige consumption" (2023), Journal of Business Research

Frequent co-authors collaborating with George Christodoulides include:

  • Maximilian H. E. E. Gerrath
  • Nikoletta-Theofania Siamagka
  • Nina Michaelidou
  • Eleonora Pantano
  • Giuseppe Pedeliento

George Christodoulides has published extensively in several recognized academic venues, most prominently:

  • Journal of Business Research
  • International Marketing Review
  • Psychology and Marketing
  • Journal of Product & Brand Management
  • Journal of Strategic Marketing

Best Publications

  • Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands

    Nina Michaelidou;Nikoletta Theofania Siamagka;George Christodoulides

  • Consumer based brand equity conceptualization and measurement: a literature review

    George Christodoulides;Leslie de Chernatony

  • Branding in the post-internet era

    George Christodoulides

  • Measuring Consumers' Engagement With Brand-Related Social-Media Content: Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands

    Bruno Schivinski;George Christodoulides;Dariusz Dabrowski

  • Memo to Marketers: Quantitative Evidence for Change: How User-Generated Content Really Affects Brands

    George Christodoulides;Colin Peter Jevons;Jennifer Bonhomme

  • Determinants of social media adoption by B2B organizations

    Nikoletta Theofania Siamagka;George Christodoulides;Nina Michaelidou;Aikaterini C. Valvi

  • Conceptualising and Measuring the Equity of Online Brands

    George Christodoulides;L. de Chernatony;O. Furrer;E. Shiu

  • A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

    Sheena Leek;George Christodoulides

  • Measuring perceived brand luxury: An evaluation of the BLI scale

    George Christodoulides;Nina Michaelidou;Ching Hsing Li

  • A framework of brand value in B2B markets: the contributing role of functional and emotional components

    Sheena Leek;Sheena Leek;George Christodoulides;George Christodoulides

  • Shopping motives as antecedents of e-satisfaction and e-loyalty

    George Christodoulides;Nina Michaelidou

  • Cross-National Differences in E-WOM Influence

    George Christodoulides;Nina Michaelidou;Evmorfia Argyriou

  • Consumer-based brand equity measurement: lessons learned from an international study

    George Christodoulides;John W. Cadogan;Cleopatra Veloutsou

  • Developing a brand performance measure for financial services brands

    Leslie de Chernatony;Fiona J. Harris;George Christodoulides

  • Dimensionalising on‐ and offline brands' composite equity

    George Christodoulides;Leslie de Chernatony

  • Decoding the complexity of the consumer-based brand equity process

    Kalliopi Chatzipanagiotou;Cleopatra Veloutsou;George Christodoulides

  • B2B service brand identity: Scale development and validation

    Darren Coleman;Leslie de Chernatony;George Christodoulides

  • A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe

    Cleopatra Veloutsou;George Christodoulides;Leslie de Chernatony

  • Taking the brand promise online: Challenges and opportunities

    Leslie de Chernatony;George Christodoulides

  • The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listen

    George Christodoulides;Colin Jevons;Pete Blackshaw

Frequent Co-Authors

Cleopatra Veloutsou
Cleopatra Veloutsou University of Glasgow
Leslie de Chernatony
Leslie de Chernatony Aston University
John W. Cadogan
John W. Cadogan University of Leicester
Fiona Harris
Fiona Harris University of the West of Scotland

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