All Stories

  1. Functional and moral brand lapses sparking negative online brand engagement and anti-brand community growth

    Article • Journal of Business Research, April 2026, Elsevier

    Cleopatra Veloutsou

  2. Don’t make me hate you, my love! Perceived brand betrayal and the love-becomes-hate phenomenon

    Article • Journal of Business Research, January 2025, Elsevier

    Cleopatra Veloutsou

  3. We match! Building online brand engagement behaviours through emotional and rational processes

    Article • Journal of Retailing and Consumer Services, January 2025, Elsevier

    Cleopatra Veloutsou

  4. A typology of brand knowledge associations projected in brand-generated signals

    Article • Journal of Product & Brand Management, November 2024, Emerald

    Cleopatra Veloutsou

  5. On the antipodes of love and hate: The conception and measurement of brand polarization

    Article • Journal of Business Research, June 2024, Elsevier

    Cleopatra Veloutsou

  6. Negative online brand engagement: conceptualisation, scale development and validation

    Article • Journal of Research in Interactive Marketing, February 2024, Emerald

    Cleopatra Veloutsou

  7. Correction to: Enlightening the brand building–audience response link

    Article • Journal of Brand Management, October 2023, Springer Science + Business Media

    Cleopatra Veloutsou

  8. Reflections on brand communities academic research

    Article • September 2023, Edward Elgar Publishing

    Cleopatra Veloutsou

  9. Enlightening the brand building–audience response link

    Article • Journal of Brand Management, May 2023, Springer Science + Business Media

    Cleopatra Veloutsou

  10. Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda

    Article • Psychology and Marketing, December 2022, Wiley

    Cleopatra Veloutsou

  11. Metaverse marketing: How the metaverse will shape the future of consumer research and practice

    Article • Psychology and Marketing, December 2022, Wiley

    Cleopatra Veloutsou, Svend Hollensen, Dr. Neeraj Pandey

  12. The determinants of personal luxury purchase intentions in a recessionary environment

    Article • Journal of Marketing Management, February 2022, Taylor & Francis

    Cleopatra Veloutsou

  13. Charting research on international luxury marketing: where are we now and where should we go next?

    Article • International Marketing Review, October 2021, Emerald

    Cleopatra Veloutsou

  14. Augmenting brand community identification for inactive users: a uses and gratification perspective

    Article • Journal of Research in Interactive Marketing, June 2021, Emerald

    Cleopatra Veloutsou

  15. Models for brand relationships

    Article • Journal of Product & Brand Management, April 2021, Emerald

    Cleopatra Veloutsou

  16. The experience – economy revisited: an interdisciplinary perspective and research agenda

    Article • Journal of Product & Brand Management, February 2021, Emerald

    Cleopatra Veloutsou

  17. Digital ecosystem and consumer engagement: A socio-technical perspective

    Article • Journal of Business Research, December 2020, Elsevier

    Cleopatra Veloutsou

  18. Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities

    Article • Journal of Business Research, October 2020, Elsevier

    Cleopatra Veloutsou

  19. Creating and managing participative brand communities: The roles members perform

    Article • Journal of Business Research, September 2020, Elsevier

    Cleopatra Veloutsou

  20. Brand negativity: a relational perspective on anti-brand community participation

    Article • European Journal of Marketing, June 2020, Emerald

    Cleopatra Veloutsou

  21. The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands

    Article • Journal of Business Research, April 2020, Elsevier

    Cleopatra Veloutsou

  22. Brands as relationship builders in the virtual world: A bibliometric analysis

    Article • Electronic Commerce Research and Applications, January 2020, Elsevier

    Cleopatra Veloutsou

  23. Determinants of Luxury Purchase Intentions in a Recessionary Environment: An Abstract

    Article • January 2020, Springer Science + Business Media

    Cleopatra Veloutsou

  24. Special Session: Investigating Pre-Loved Luxury Brand Consumption: An Abstract

    Article • January 2020, Springer Science + Business Media

    Cleopatra Veloutsou

  25. The Impact of Different Aspects of Perceived Authenticity on the Tourist-Destination Relationship Quality: An Abstract

    Article • January 2020, Springer Science + Business Media

    Cleopatra Veloutsou

  26. The Usefulness of Brand Polarization to Various Parties: An Abstract

    Article • January 2020, Springer Science + Business Media

    Cleopatra Veloutsou

  27. Unveiling heterogeneous engagement-based loyalty in brand communities

    Article • European Journal of Marketing, September 2019, Emerald

    Cleopatra Veloutsou

  28. I hate what you love: brand polarization and negativity towards brands as an opportunity for brand management

    Article • Journal of Product & Brand Management, August 2019, Emerald

    Cleopatra Veloutsou

  29. Managing the consumer-based brand equity process: A cross-cultural perspective

    Article • International Business Review, April 2019, Elsevier

    Cleopatra Veloutsou

  30. Latest research on brand relationships: introduction to the special issue

    Article • Journal of Product & Brand Management, March 2019, Emerald

    Professor of Marketing and Gelbman Family Chair of International Business Marc Fetscherin, Cleopatra Veloutsou

  31. Conceptualising and Operationalising Respect in Consumer-Brand Relationships: An Abstract

    Article • January 2019, Springer Science + Business Media

    Cleopatra Veloutsou

  32. Special Session: Brands through our Senses: An Abstract

    Article • January 2019, Springer Science + Business Media

    Cleopatra Veloutsou

  33. New challenges in brand management

    Article • Spanish Journal of Marketing - ESIC, December 2018, Emerald

    Spanish Journal of Marketing - ESIC (Spanish Marketing Association), Cleopatra Veloutsou

  34. Editorial

    Article • Journal of Product & Brand Management, September 2018, Emerald

    Cleopatra Veloutsou

  35. Editorial

    Article • Journal of Product & Brand Management, August 2018, Emerald

    Cleopatra Veloutsou

  36. Editorial

    Article • Journal of Product & Brand Management, July 2018, Emerald

    Cleopatra Veloutsou

  37. Editorial

    Article • Journal of Product & Brand Management, March 2018, Emerald

    Cleopatra Veloutsou

  38. An Exposition of the Role of Consideration Sets in a DS/AHP Analysis of Consumer Choice

    Article • December 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  39. The Lovemarks Effect: An Abstract

    Article • December 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  40. The Process of Brand Experience: An Interdisciplinary Perspective: An Abstract

    Article • December 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  41. Editorial

    Article • Journal of Product & Brand Management, November 2017, Emerald

    Cleopatra Veloutsou

  42. Information flow and WOM in social media and online communities

    Article • Online Review, November 2017, Emerald

    Cleopatra Veloutsou

  43. Editorial

    Article • Journal of Product & Brand Management, September 2017, Emerald

    Cleopatra Veloutsou

  44. Self-presentation, privacy and electronic word-of-mouth in social media

    Article • Journal of Product & Brand Management, July 2017, Emerald

    Cleopatra Veloutsou

  45. A Systematic Literature Review of Brand Commitment: Definitions, Perspectives and Dimensions

    Article • Athens Journal of Business & Economics, June 2017, Athens Institute for Education and Research ATINER

    Cleopatra Veloutsou

  46. Editorial

    Article • Journal of Product & Brand Management, May 2017, Emerald

    Cleopatra Veloutsou

  47. Editorial

    Article • Journal of Product & Brand Management, April 2017, Emerald

    Cleopatra Veloutsou

  48. The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

    Article • Journal of Product & Brand Management, March 2017, Emerald

    Cleopatra Veloutsou

  49. Editorial

    Article • Journal of Product & Brand Management, March 2017, Emerald

    Cleopatra Veloutsou

  50. Consumers’ Attitudes Regarding Non-deceptive Counterfeit Brands in the UK and China

    Article • January 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  51. Working consumers: Co-creation of brand identity, consumer identity and brand community identity

    Article • Journal of Business Research, January 2017, Elsevier

    Cleopatra Veloutsou

  52. Working Consumers as Cocreators of the Brand Identity and the Brand Community Identity: An Extended Abstract

    Article • January 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  53. The Dual Nature of Spreading Negative eWOM for Branded Offers: Emotional Reaction or Social Response? – A Structured Abstract

    Article • January 2017, Springer Science + Business Media

    Cleopatra Veloutsou

  54. Editorial

    Article • Journal of Product & Brand Management, November 2016, Emerald

    Cleopatra Veloutsou

  55. Decoding the complexity of the consumer-based brand equity process

    Article • Journal of Business Research, November 2016, Elsevier

    Cleopatra Veloutsou

  56. Editorial

    Article • Journal of Product & Brand Management, September 2016, Emerald

    Cleopatra Veloutsou

  57. Editorial

    Article • Journal of Product & Brand Management, August 2016, Emerald

    Cleopatra Veloutsou

  58. Editorial

    Article • Journal of Product & Brand Management, April 2016, Emerald

    Cleopatra Veloutsou

  59. Editorial

    Article • Journal of Product & Brand Management, March 2016, Emerald

    Cleopatra Veloutsou

  60. Capturing consumer engagement: duality, dimensionality and measurement

    Article • Journal of Marketing Management, January 2016, Taylor & Francis

    Cleopatra Veloutsou

  61. Company Initiated Communities of Fantasy and Brands as Relationship Builders

    Article • January 2016, Springer Science + Business Media

    Cleopatra Veloutsou

  62. Materiality of Online Brand Community

    Article • January 2016, Springer Science + Business Media

    Cleopatra Veloutsou

  63. What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands

    Article • January 2016, Springer Science + Business Media

    Cleopatra Veloutsou

  64. The Role of Online Social Interaction in the Recommendation of a Brand Community

    Article • January 2016, Springer Science + Business Media

    Cleopatra Veloutsou

  65. The Effect of Negative Electronic Word of Mouth on Switching Intentions: A Social Interaction Utility Approach

    Article • January 2016, Springer Science + Business Media

    Cleopatra Veloutsou

  66. Predicting Disloyalty to a Search Engine: The Role of Satisfaction, Brand Relationship, Reputation and the Search Engines Features

    Article • December 2015, Springer Science + Business Media

    Cleopatra Veloutsou

  67. Editorial

    Article • Journal of Product & Brand Management, November 2015, Emerald

    Cleopatra Veloutsou

  68. Editorial

    Article • Journal of Product & Brand Management, September 2015, Emerald

    Cleopatra Veloutsou

  69. Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

    Article • Journal of Consumer Marketing, September 2015, Emerald

    Cleopatra Veloutsou

  70. Editorial

    Article • Journal of Product & Brand Management, August 2015, Emerald

    Cleopatra Veloutsou

  71. Editorial

    Article • Journal of Product & Brand Management, July 2015, Emerald

    Cleopatra Veloutsou

  72. Editorial

    Article • Journal of Product & Brand Management, May 2015, Emerald

    Cleopatra Veloutsou

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

    Article • International Marketing Review, May 2015, Emerald

    Cleopatra Veloutsou

  74. Editorial

    Article • Journal of Product & Brand Management, April 2015, Emerald

    Cleopatra Veloutsou

  75. Consumer engagement on social media

    Article • Journal of Product & Brand Management, March 2015, Emerald

    Cleopatra Veloutsou, Dr Laurence Dessart

  76. Brand Manager’s Planning Role for Fast Moving Consumer Good Products

    Article • January 2015, Springer Science + Business Media

    Cleopatra Veloutsou

  77. Brand Managers and Industrial Service Suppliers in Pharmaceutical and Other Fast Moving Consumer Goods Companies

    Article • January 2015, Springer Science + Business Media

    Cleopatra Veloutsou

  78. Editorial

    Article • Journal of Product & Brand Management, November 2014, Emerald

    Cleopatra Veloutsou

  79. Editorial

    Article • Journal of Product & Brand Management, August 2014, Emerald

    Cleopatra Veloutsou

  80. Editorial

    Article • Journal of Product & Brand Management, May 2014, Emerald

    Cleopatra Veloutsou

  81. Editorial

    Article • Journal of Product & Brand Management, April 2014, Emerald

    Cleopatra Veloutsou

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

    Article • Journal of Product & Brand Management, May 2013, Emerald

    Cleopatra Veloutsou

  83. Beyond technology acceptance: Brand relationships and online brand experience

    Article • Journal of Business Research, January 2013, Elsevier

    Cleopatra Veloutsou

  84. The role of the brand as a person in business to business brands

    Article • Industrial Marketing Management, August 2012, Elsevier

    Cleopatra Veloutsou

  85. Loyalty and or disloyalty to a search engine: the case of young Millennials

    Article • Journal of Consumer Marketing, March 2012, Emerald

    Cleopatra Veloutsou

  86. An empirical investigation of the relative effect of trust and switching costs on service loyalty in the UK retail banking industry

    Article • Journal of Financial Services Marketing, August 2011, Springer Science + Business Media

    Dr Dahlia EL-Manstrly, Cleopatra Veloutsou

  87. Editorial

    Article • Journal of Brand Management, March 2011, Springer Science + Business Media

    Cleopatra Veloutsou

  88. Introduction: Thought leadership in brand management

    Article • Journal of Business Research, November 2010, Elsevier

    Cleopatra Veloutsou

  89. Gender differences in supermarket choice

    Article • European Journal of Marketing, February 2010, Emerald

    Cleopatra Veloutsou

  90. A Dempster-Shafer Theory Based Exposition of Probabilistic Reasoning in Consumer Choice

    Article • January 2010, Springer Science + Business Media

    Cleopatra Veloutsou

  91. Brands as relationship facilitators in consumer markets

    Article • Marketing Theory, March 2009, SAGE Publications

    Cleopatra Veloutsou

  92. Brand relationships through brand reputation and brand tribalism

    Article • Journal of Business Research, March 2009, Elsevier

    Cleopatra Veloutsou

  93. Introduction: Special issue on advances in brand management

    Article • Journal of Business Research, March 2009, Elsevier

    Cleopatra Veloutsou

  94. Branding: A constantly developing concept

    Article • Journal of Brand Management, April 2008, Springer Science + Business Media

    Cleopatra Veloutsou

  95. A cross-national examination of consumer perceived risk in the context of non-deceptive counterfeit brands

    Article • Journal of Consumer Behaviour, January 2008, Wiley

    Cleopatra Veloutsou

  96. Identifying the Dimensions of the Product-Brand and Consumer Relationship

    Article • Journal of Marketing Management, February 2007, Taylor & Francis

    Cleopatra Veloutsou

  97. Consumers' attitudes regarding non-deceptive counterfeit brands in the UK and China

    Article • Journal of Brand Management, February 2007, Springer Science + Business Media

    Cleopatra Veloutsou

  98. A cross‐industry comparison of customer satisfaction

    Article • Journal of Services Marketing, August 2006, Emerald

    Cleopatra Veloutsou

  99. Investigating the Influence of a Joint Sponsorship of Rival Teams on Supporter Attitudes and Brand Preferences

    Article • Journal of Marketing Communications, March 2006, Taylor & Francis

    Cleopatra Veloutsou

  100. Consultation and reliability of information sources pertaining to university selection

    Article • The International Journal of Educational Management, June 2005, Emerald

    Cleopatra Veloutsou

  101. Measuring transaction‐specific satisfaction in services

    Article • European Journal of Marketing, May 2005, Emerald

    Cleopatra Veloutsou

  102. Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

    Article • Journal of Promotion Management, April 2005, Taylor & Francis

    Cleopatra Veloutsou

  103. Exploring the effectiveness of taxis as an advertising medium

    Article • International Journal of Advertising, January 2005, Taylor & Francis

    Cleopatra Veloutsou

  104. Are the determinants of bank loyalty brand specific?

    Article • Journal of Financial Services Marketing, December 2004, Springer Science + Business Media

    Cleopatra Veloutsou

  105. Measuring customer satisfaction in the fast food industry: a cross‐national approach

    Article • Journal of Services Marketing, August 2004, Emerald

    Cleopatra Veloutsou

  106. Own labels choice criteria and perceived characteristics in Greece and Scotland: factors influencing the willingness to buy

    Article • Journal of Product & Brand Management, June 2004, Emerald

    Cleopatra Veloutsou

  107. University selection: information requirements and importance

    Article • The International Journal of Educational Management, May 2004, Emerald

    Cleopatra Veloutsou

  108. Consumer Brand Managers' Job Stress, Job Satisfaction, Perceived Performance and Intention to Leave

    Article • Journal of Marketing Management, February 2004, Taylor & Francis

    Cleopatra Veloutsou

  109. All customers are not treated equally: Financial exclusion in isolated Greek islands

    Article • Journal of Financial Services Marketing, August 2002, Springer Science + Business Media

    Cleopatra Veloutsou

  110. Brand managers' expected and perceived responsibilities in the automobile industry

    Article • Journal of Brand Management, July 2002, Springer Science + Business Media

    Cleopatra Veloutsou

  111. Relationship marketing

    Article • European Journal of Marketing, May 2002, Emerald

    Cleopatra Veloutsou

  112. Brand teams and the brand management structure in pharmaceutical and other fast-moving consumer goods companies

    Article • Journal of Strategic Marketing, September 2001, Taylor & Francis

    Cleopatra Veloutsou

  113. Brand teams and the brand management structure in pharmaceutical and other fast-moving consumer goods companies

    Article • Journal of Strategic Marketing, January 2001, Taylor & Francis

    Cleopatra Veloutsou

  114. Problems and Future of the Brand Management Structure in the Fast Moving Consumer Goods Industry: The Viewpoint of Brand Managers in Greece

    Article • Journal of Marketing Management, February 2000, Taylor & Francis

    Cleopatra Veloutsou

  115. Brand managers in the pharmaceutical industry: are they any different?

    Article • Journal of Product & Brand Management, December 1999, Emerald

    Cleopatra Veloutsou

  116. Brand managers’ relations with industrial service providers in pharmaceutical and other companies

    Article • Journal of Business and Industrial Marketing, August 1999, Emerald

    Cleopatra Veloutsou

  117. Brand managers’ interfaces in different consumer goods industries

    Article • Journal of Product & Brand Management, February 1999, Emerald

    Cleopatra Veloutsou

  118. Sex‐related differences of public relations managers in consumer goods companies in Greece and Italy

    Article • Women in Management Review, March 1998, Emerald

    Cleopatra Veloutsou

  119. The Role of Online Social Interaction in the Recommendation of a Brand Community

    Article • IGI Global

    Cleopatra Veloutsou