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Profile
College / Department
Teaching areas
Luxury, Brand Management, Marketing
Research areas
Brand Management, Luxury Marketing
Education
PGCert, Postgraduate Certificate In Higher Education Learning & Teaching, University of Birmingham, United Kingdom, 2007
PhD, Commerce (brand Marketing), University of Birmingham, United Kingdom, 2006
MS, International Marketing, Strathclyde University, United Kingdom, 2001
BS, Marketing, Lancaster University, United Kingdom, 2000
Professional experience
Professor, Marketing, American University of Sharjah, United Arab Emirates, 2018 - Present
Visiting Professor, Management, Birkbeck, University of London, United Kingdom, 2018 - 2021
Contact
+971 6 515 4641
Dr. George Christodoulides
Professor
PhD, University of Birmingham, United Kingdom
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
Mona Mrad, Rania Semaan, George Christodoulides And Emanuela Prandelli. Give me a second life! Extending the life-span of luxury products through repair , Journal Of Retailing And Consumer Services
Achilleas Boukis, George Christodoulides, Rania Semaan And Anastasia Stathopoulou. What drives consumers towards shared luxury services? A comparison of sequential versus simultaneous sharing, Journal Of Business Research
Eleonora Pantano, Jamie Carlson, Konstantina Spanaki And George Christodoulides. More supportive or more distractive? Investigating the negative effects of technology at the customer interface, International Journal Of Information Management
George Christodoulides, Nina Michaelidou And Sajid Khan. Guest Editorial: Contemporary Issues in Luxury Marketing and Branding, Journal Of Strategic Marketing
Rania Semaan, Achilleas Boukis, George Christodoulides And Avraam Papastathopoulos. A typology of consumers sharing luxury services, Journal Of Strategic Marketing
Giuseppe Pedeliento, Sheena Leek And George Christodoulides. Luxury Branding in B2B, Journal Of Strategic Marketing
Jean Boisvert, George Christodoulides And Sajid Khan. Toward a better understanding of key determinants and consequences of masstige consumption, Journal Of Business Research, 21 March 2023
Maximilian Gerrath, Josko Brakus, Nikoletta Siamagka And George Christodoulides. Avoiding the brand for me, us, or them? Consumer reactions to negative brand events, Journal Of Business Research
Eleonora Pantano, Giuseppe Pedeliento And George Christodoulides. A strategic framework for technological innovations in support of the customer experience: A focus on luxury retailers, Journal Of Retailing And Consumer Services, May 2022
Nina Michaelidou, George Christodoulides And Caterina Presi. Ultra-high-net-worth individuals: self-presentation and luxury consumption on Instagram, European Journal Of Marketing, 26 April (2nd Quarter/Spring) 2022
George Christodoulides And Nina Michaelidou. Advancing Research on Global Luxury Consumption, International Marketing Review, 15 April (2nd Quarter/Spring) 2022
Cleopatra Veloutsou, George Christodoulides And Francisco Guzman. Charting research on international luxury marketing: Where are we now, and where should we go next, International Marketing Review, 15 April (2nd Quarter/Spring) 2022
George Christodoulides And Klaus-peter Wiedmann. A Roadmap and Future Research Agenda for Luxury Marketing and Branding Research, Journal Of Product & Brand Management, 25 March 2022
Mona Mrad, Zsofia Toth, Sahar Karimi And George Christodoulides. Elite Luxury Experiences: Customer and Managerial Perspectives, Journal Of Marketing Management
George Christodoulides, Navdeep Athwal, Achilleas Boukis And Rania Semaan. New forms of luxury consumption in the sharing economy, Journal Of Business Research, December 2021
George Christodoulides, Maximilian Gerrath And Nikoletta Siamagka. Don’t be rude! The effect of content moderation on consumer-brand forgiveness, Psychology & Marketing, October (4th Quarter/Autumn) 2021
Nabil Ghantous And George Christodoulides. Franchising Brand Benefits: An Integrative Perspective, Industrial Marketing Management
Cleopatra Veloutsou, Kalliopi Chatzipanagiotou And George Christodoulides. The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from Unliked Brands, Journal Of Business Research, April (2nd Quarter/Spring) 2020
George Christodoulides, N Michaelidou And N-t Siamagka. Social media, content marketing and engagement strategies in B2B: Guest Editorial, Industrial Marketing Management, August 2019
Anastasia Stathopoulou, Nikoletta-theofania Siamagka And George Christodoulides. A multi-stakeholder view of social media as a supporting tool in higher education: An educator-student perspective, European Management Journal, August 2019
Kalliopi Chatzipanagiotou, George Christodoulides And Cleopatra Veloutsou. Managing the consumer-based brand equity process: A cross-cultural perspective, International Business Review, April (2nd Quarter/Spring) 2019
Daniel Nunan, Olivier Sibai, Bruno Schivinski And George Christodoulides. Reflections on social media: Influencing customer satisfaction in B2B sales and a research agenda, Industrial Marketing Management, November 2018
Achilleas Boukis And George Christodoulides. Investigating Key Antecedents and Outcomes of Employee-based Brand Equity, European Management Review, September 2018
Douglas West, George Christodoulides And Jennifer Bonhomme. 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, 1 June 2018
Ravi Pappu And George Christodoulides. Defining, measuring and managing brand equity, The Journal Of Product And Brand Management, June 2017
Anastasia Stathopoulou, Laurence Borel, George Christodoulides And Douglas West. Consumer branded #hashtag engagement: can creativity in TV advertising influence hashtag engagement?, Psychology And Marketing, April (2nd Quarter/Spring) 2017
Simos Chari, George Christodoulides, Caterina Presi, Jil Wenhold And John Casaletto. Consumer trust in user-generated brand recommendations on Facebook, Psychology And Marketing, 2016
Kalliopi Chatzipanagiotou, Cleopatra Veloutsou And George Christodoulides. Decoding the complexity of the consumer-based brand equity process, Journal Of Business Research, 2016
Bruno Schivinski, George Christodoulides And 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, Journal Of Advertising Research, 2016
Darren Coleman, Leslie De Chernatony And George Christodoulides. B2B service brand identity and brand performance: an empirical investigation in the UK's B2B IT services sector, European Journal Of Marketing, 2015
Nikoletta-theofania Siamagka, George Christodoulides, Nina Michaelidou And Aikaterini Valvi. Determinants of social media adoption by B2B organizations, Industrial Marketing Management, 2015
Nikoletta-theofania Siamagka, George Christodoulides And Nina Michaelidou. The impact of comparative affective states on online brand perceptions: a five-country study, International Marketing Review, 2015
George Christodoulides, John Cadogan And Cleopatra Veloutsou. Consumer-based brand equity measurement: lessons learned from an international study, International Marketing Review, 2015
Cleopatra Veloutsou, George Christodoulides And Leslie De Chernatony. A taxonomy of measures for consumer-based brand equity: drawing on the views of managers in Europe, Journal Of Product & Brand Management, 2013
George Christodoulides, Nina Michaelidou And Nikoletta Theofania Siamagka. A typology of internet users based on comparative affective states: evidence from eight countries, European Journal Of Marketing, 2013
Sheena Leek And George Christodoulides. A framework of brand value in B2B markets: The contributing role of functional and emotional components, Industrial Marketing Management, 2012
George Christodoulides, Nina Michaelidou And Evmorfia Argyriou. Cross-national differences in e-WOM influence, European Journal Of Marketing, 2012
Conference Presentations
What Motivates the Consumption of Shared Luxury Services? The Case of Sequential vs. Simultaneous Sharing, 2023 Monaco Symposium On Luxury, April 2023
A Typology of Consumers in the Sharing Economy, 2021 Aus-chalhoub Symposium On Luxury Marketing & Branding, 16 November 2021
Luxury Branding in B2B, 2021 Aus-chalhoub Symposium On Luxury Marketing & Branding, 16 November 2021
Me and my brands: drivers and outcomes of ‘brand selfies’, Emac 2020, 20 February 2020
An Exploratory Investigation into New Forms of Shared Luxury, Monaco Symposium On Luxury, 21 January 2020
#Me and my Luxury Brands: A Model of Drivers and Outcomes of Luxury Brand Selfies, World Marketing Congress, 9 July 2019
The Consumer-Based Brand Equity Deconstruction and Restoration Process: Lessons from 'Unliked' Brands, Gika 2018, Valencia, Spain., June 2018
Managing the consumer-based brand equity process across countries, Ama Global Marketing Sig, Havana, Cuba, April 2017
Understanding Consumer Brand Forgiveness, Global Marketing Conference, Hong Kong, July 2016
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
Grant, FRG19-Medium: Consuming New Forms of Luxury In The Sharing Economy, 1 September 2019 - 1 June 2021
Awards and Honors
Highly Commended paper award, AMA SERVSIG, Highly commended paper presented at the 2024 AMA SERVSIG conference in Bordeaux, 8 June 2024
Researcher of the Year 2023, AUS-SBA, 19 May 2023
Top 2% Scientist Globally, Stanford University, 10 October 2022
Top 2% Scientist Globally, Stanford University, DOI:10.17632/btchxktzyw.3, 19 October 2021
Top 2% Scientist Globally, Stanford University List, DOI:10.17632/btchxktzyw.2, 8 October 2020
2019 Best Paper Award - Runner up, Industrial Marketing Management (A* Journal), For the paper: Daniel Nunan, Olivier Sibai, Bruno Schivinski, and George Christodoulides (2018): “Social Media: Influencing Customer Satisfaction in B2B Sales,” Industrial Marketing Management, 75(November), pp. 31-36., 30 March 2020
Best Academic Paper 2018 - Journal of Advertising Research, Advertising Research Foundation, Our paper entitled ' How Do Heuristics Influence Creative Decisions at Advertising Agencies' co-authored with Douglas West (King's College London) and Jennifer Bonhomme (Young & Rubicam) has been named Best Academic Paper published in the Journal of Advertising Research in 2018. The paper makes a significant contribution by examining the decision making heuristics employed by advertising agencies in determining the creative solution(s) to present to the client., 16 April 2019
