Natalia Yannopoulou

TL;DR: In this article, the authors examined the brand identity construction of user-generated brands (UGBs), using discursive and visual analysis of UGBs' social media material in an attempt to contribute to a better understanding of this relatively new branding phenomenon.

TL;DR: In this paper, the authors explore empirically the lived experience of trust in consumer brands and develop a model focusing on functional and symbolic brands and find that consumers seek a safe purchase choice regarding functional brands through confidence and dependability, while in the case of symbolic brands consumers have to trust the brand in order to make a purchase choice.

TL;DR: In this article, the authors identify the psychological and emotional insights that both drive and result from the consumption of higher involvement counterfeit goods and uncover the coping strategies related to unethical counterfeit consumption.

TL;DR: This article explored the ways in which consumers' brand trust during a brand crisis is affected through direct experience versus when it is amplified through mass media and found that generalised public images of a product crisis initiate a public perception of risk which provides more negative effects on brand trust than the actual consumers' experience does.

TL;DR: The Decomposed Theory of Planned Behaviour and the Uses and Gratifications Theory is synthesised, proposing a conceptual model that is evaluated twice using Structural Equation Modelling, and differences were observed between the model of SNS and the models of online technologies.