Professor George Balabanis

Professor of Marketing

Bayes Business School , Faculty of Management

Contact

About

Overview

George Balabanis is a professor of marketing and holds a Ph.D degree from Strathclyde University. His research focuses on the areas of international marketing strategy, cross-cultural consumer behaviour and online relationships. He is a member of a number of marketing institutes as well as various American, European and British Academies in the areas of Management and Marketing. He is a member of the editorial board of British Journal of Management and BuR - Business Research and currently is one of the most popular Phd supervisors as he supervises 5 Phd students. His work has been published in outlets such as the Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of International Marketing, Long Range Planning, Journal of Business Research, British Journal of Management, International Business Review, International Marketing Review,Journal of Global Marketing, European Journal of Marketing, etc as well as many prestigious conference proceedings

Qualifications

  • BSc (Hons
  • PhD

Memberships of professional organisations

  • Member, American Marketing Association, February 2004 - present
  • Member, Academy of Marketing Science, January 1998 - present
  • Member, European Marketing Academy, April 1996 - present

Awards

  • Global Marketing Conference in Seoul South Korea (2012). Best Paper Award
    Best paper award with Minas Kastanakis of a paper on Luxury Consumption Style
  • Global Marketing Conference at Tokyo (2010). Best paper Award
    Best paper Award with Minas Kastanakis for“Between the mass and the class: an examination of the individual factors associated with bandwagon luxury consumption behaviour"

Languages

French, Greek, Modern (1453-) and Spanish; Castilian

Expertise

Primary topics

  • E-Business
  • E-Marketing
  • International Business
  • Marketing
  • Marketing Management

Additional topics

  • Business Ethics
  • International Business
  • Marketing
  • Multivariate statistics
  • Strategic Management

Industries

  • advertising
  • banking
  • consumer goods
  • distribution
  • e-commerce
  • professional services
  • retailing

Geographic Areas

  • Americas - Latin
  • Americas - South
  • Asia
  • Asia - East
  • Europe
  • Europe - Central
  • Europe - Eastern
  • Europe - Southeast
  • Europe - Southern
  • Europe - Western
  • Middle East

Research

Over the last 3 years the main focus of my research was on international marketing in the fields of Country of Origin Effects/consumer ethnocentrism and strategy development. The first topic the emphasis was in the development of a new measurement tools for consumer ethnocentrism; a meta-analytical study of consumer ethnocentrism with new explanatory variables; how product/country typicality influences explicit and implicit Country of origin effects and the signalling effects of local brands to a country's image. The second area of research tries to expand and test Mintzberg's work on emerging strategies in international business. It examines the nesting of marketing level strategies into the corporate level strategy and analyses deviations from that profiles (antecedents and consequences). It also develops ideal profiles of the conditions that favor different types of strategies and how deviations from these profiles affect business performance. In addition, there were some projects on blind market engagement and the factors that encourage/inhibit it; the factors that the influence boycotting of MNEs (the focus was on surrogate boycotts where the MNE was used to put pressure on a government about a contentious issue)

Research topics

Celebrity endorsing of peroducts: good and bad endorsers

The project examines the positive and negative reaction to different celebrity endorsers. It uses social comparison theory and examines upward and downward social comparisons consumers make with good and bad celebrities in a parasocial relationship context.

Sexist advertising: A fad or an effective tool

It examines the popularity and mixed success of sexist ads combined with humor. The focus is on the type of audiences that respond to these ads and the moderating role of humour

Relationship between CSR and brand equity

It tries to identifyu the aspects of CSR that influence more brand equity, industry patterns and the existence of lag effects

Getting from the glitter of fashion brands

It examines how technological brands can improve the brand personality of new products through co-branding with fashion brands

The attraction of foreign producs

The study analyses the reason behind the tedency of consumers in emerging and less developed countries to prefer foreign to domestic products

Research students

Olubayo Adekanmbi

Attendance: February 2015 - present, full-time

Thesis title: Bandwagon Luxury Consumption Behaviour of Low- Income Groups

Role: 1st Supervisor

Runpeng Wang

Attendance: September 2014 - present, full-time

Thesis title: Digital marketing of luxury products

Role: 1st Supervisor

Thao Nguyen

Attendance: September 2013 - present, full-time

Thesis title: Cross cultural luxury consumption

Role: 1st Supervisor

Aleksandra Karpova

Attendance: October 2012 - present, full-time

Thesis title: Luxury Brand Personality

Role: 1st Supervisor

Anastasia Stathopoulou

Attendance: October 2007 - September 2012, full-time

Thesis title: E-CRM as a competitive tool: Integrating offline and online CRM & RM

Role: 1st Supervisor

Minas Kastanakis

Attendance: October 2006 - June 2009, full-time

Thesis title: Investigating the applicability of theoretical frameworks of luxury product branding on luxury service

Role: 1st Supervisor

Anvita Kumar

Attendance: June 2006 - October 2013, part-time

Thesis title: Evaluating the reinforcing effect of embedded branding on brand salience

Role: 1st Supervisor

Ting Hsiang Tseng

Attendance: October 2004 - October 2008, full-time

Thesis title: Study on the influence of country-of-brand and brand equity on consumer's purchase intention for products and services

Role: 1st Supervisor

Samir Taha

Attendance: September 2003 - May 2007, full-time

Thesis title: Innovation and cross functional teams

Role: 1st Supervisor

Publications

Chapters (7)

  1. Lopez, C. and Balabanis, G. (2020). Utilitarian versus Hedonic Brands: Cognitive and Affective Country Image Components: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 417-418). Springer International Publishing. ISBN 9783030391645.
  2. Tseng, T.-.H., Balabanis, G., Liu, M.T. and Huang, H.Y. (2019). Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 191-192). Springer International Publishing. ISBN 9783030025670.
  3. Chari, S. and Balabanis, G. (2018). Marketing Strategy and Strategic Environment Performance Sustaining Configurations: A Set-Theoretic Approach: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 47-48). Springer International Publishing. ISBN 9783319660226.
  4. Tseng, T.-.H., Balabanis, G. and Liu, M. (2018). Can Product Typicality Enhance Consumers’ Attitudes Toward Goods from Economically Hostile Countries? An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 25-26). Springer International Publishing. ISBN 9783319687490.
  5. Boutsikaki, K. and Balabanis, G. (2017). A New Typology on Sex Appeal Advertisements. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 219-223). Springer International Publishing. ISBN 9783319500065.
  6. Kastanakis, M.N. and Balabanis, G. (2015). Seeking Distinction Through Snobbery in the Context of Luxury Markets. The Sustainable Global Marketplace (pp. 390-390). Springer International Publishing. ISBN 9783319108728.
  7. Balabanis, G. (1993). The General Trading Company in EC, Development, Perceived Roles and Strategic Orientation: An Exploratory Research. In Baker, M.J. (Ed.), Perspectives in Marketing Management (Volume 3) (pp. 27-45). Chichester: John Wiley & Sons. ISBN 9780471938279.

Conference papers and proceedings (104)

  1. Lopez, C., Gotsi, M., Andriopoulos, C. and Balabanis, G. Measuring the Influence of Corporate Image on Country of Origin Image. The Case of Spain. .doi:10.1007/978-3-319-50008-9_143
  2. Tseng, T.-.H. and Balabanis, G. The Role of “Consumer Need for Uniqueness” and Product Typicality in Explaining Variation of Country of Origin Effects. .doi:10.1007/978-3-319-50008-9_95
  3. Kumar, A. and Balabanis, G. (2016). Brand placement effectiveness: exploring the role of positive emotions and implicit attitudes. 2016 Global Marketing Conference - Bridging Asia and the World: Global Platform for Interface between Marketing and Management 21-24 July, Conrad Hong Kong, Hong Kong.
  4. Balabanis, G. and Stathopoulou, A. (2016). Can consumer privacy concerns be a thorn to loyalty program schemes? 2016 Global Marketing Conference - Bridging Asia and the World: Global Platform for Interface between Marketing and Management 21-24 July, Conrad Hong Kong, Hong Kong.
  5. Balabanis, G. and Hsiang, T.T. (2016). Examining consumers’ dual-attitudes toward products from a hostile country. EMAC 2016 Conference Marketing in the age of data 24-27 May, Oslo, Norway.
  6. Balabanis, G. and Nguyen, T.P. (2016). The impact of desire for social status on the level of luxuriousness of brand purchased. EMAC 2016 Conference Marketing in the age of data 24-27 May, Oslo, Norway.
  7. Balabanis, G. (2016). Veblen Dual Forces and the making of a Luxurised Society. 2016 Mystique of Luxury Brands Conference 12-13 May, Shanghai, China.
  8. Balabanis, G. and Adekanmbi, A. (2016). Societisation of luxury: The ultimate weapon of mass seduction and class destruction. 2016 Monaco Symposium on Luxury 7-8 April, Monaco.
  9. Balabanis, G. and Nguyen, T. (2016). How social status pursuit is linked to the level of luxuriousness of product purchased. 2016 Monaco Symposium on Luxury 7-8 April, Monaco.
  10. Balabanis, G. and Stathopoulou, A. (2016). The relational value of loyalty programs in luxury retailing. 2016 Monaco Symposium on Luxury 7-8 April, Monaco.
  11. Balabanis, G. and Karpova, A. (2016). Why Italian luxury brands’ personalities are perceived as more aggressive than other brands: The influence of the country personality on luxury brand personality. 2016 Monaco Symposium on Luxury 7-8 April, Monaco.
  12. Balabanis, G. and Chari, S. (2016). Task Environment–Strategy–Performance Sustaining Configurations: A Set-Theoretic Analysis. 2016 AMA Winter Marketing Educators' Conference - What Happens in Marketing, Stays Digital: Rethinking Marketing in the Era of Unlimited Data 26-28 February, Las Vegas, Nevada, USA.
  13. Tseng, T.-.H., Balabanis, G. and Liu, T.M. The Inconsistency of Ethnocentric Bias in the Dual-Attitude Model. .doi:10.1007/978-3-319-29877-1_102
  14. Balabanis, G. and Mitchell, V.-.W. Adding Personality to New Products with Fashion Co-branding. .doi:10.1007/978-3-319-19428-8_126
  15. Kumar, A. and Balbanis, G. Evaluating the Role of Positive Emotions and Character- Brand Interaction on Implicit Attitudes for Brand Placement Effectiveness. .doi:10.1007/978-3-319-11815-4_213
  16. Balabanis, G. and Nguyen, T.P. (2015). Cross-Cultural Comparison of Luxury Consumption: The Role of Desire for Status and Collectivistic and Individualistic. 16th Cross Cultural Research Conference 13-15 December, Grand Hyatt Playa del Carmen Resort, México.
  17. Balabanis, G., Liu, T.M. and Tseng, T. (2015). The Inconsistency of Ethnocentric Bias in the Dual-Attitude Model. 2015 Academy of Marketing Science (AMS) World Marketing Congress 14-18 July, Bari, Italy.doi:10.1007/978-3-319-29877-1_102
  18. Balabanis, G. and Stathopoulou, A. (2015). Are loyalty programs effective in high‐end fashion retailers? A comparison of perceived loyalty program benefits between high‐ and low‐end fashion retailers. 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion 25-28 June, University of Florence, Florence, Italy.
  19. Balabanis, G., Nguyen, T. and Karpova, A. (2015). The appropriateness of promoting luxury brands online. The effects of brand hierarchy and luxury value. 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion 25-28 June, University of Florence, Florence, Italy.
  20. Balabanis, G. and Nguyen, T. (2015). Comparison of luxury consumption in USA and Vietnam. 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion 25-28 June, University of Florence, Florence, Italy.
  21. Balabanis, G. (2015). Cross‐cultural differences in luxury consumption: A review and future directions. 2015 Global Fashion Management Conference at Florence , Renaissance of Marketing and Management in Fashion 25-28 June, University of Florence, Florence, Italy.
  22. Stathopoulou, A. and Balabanis, G. Customer Relationships Across Search, Experience and Credence Services. .doi:10.1007/978-3-319-10951-0_1
  23. Stathopoulou, A. and Balabanis, G. Customer Relationships Across Search, Experience and Credence Services. .doi:10.1007/978-3-319-10951-0_1
  24. Kumar, A. and Balabanis, G. Do Happy Brand Placements Lead to Happy Brands? .doi:10.1007/978-3-319-10951-0_112
  25. Kumar, A. and Balabanis, G. Evaluating the Impact of Celebrity Status and Character Likability on Brand Recognition. .doi:10.1007/978-3-319-10912-1_112
  26. Kastanakis, M.N. and Balabanis, G. Explaining Variation in Conspicuous Consumption: An Empirical Examination. .doi:10.1007/978-3-319-10912-1_81
  27. Balabanis, G. and Stathopoulou, A. (2014). Relational Bonds Variations and Repurchase Intentions in Hedonic and Utilitarian Services. 2014 AMS World Marketing Congress 5-8 August, Lima, Peru.
  28. Balabanis, G. and Stathopoulou, A. (2014). Extended theory of planned behaviour in service relationships: Hedonic and utilitarian services. 2014 Global Marketing Conference 15-18 July, Singapore.
  29. Balabanis, G. and Nguyen, T. (2014). Climbing the rungs of luxury brands’ ladder and social status. 2014 Global Marketing Conference 15-18 July, Singapore.
  30. Balabanis, G. and Lopez, C. (2014). Understanding the richness and complexity of consumers’ memory structures for a country. 2014 Global Marketing Conference 15-18 July, Singapore.
  31. Balabanis, G. and Kumar, A. (2014). Evaluating the role of characters in brand placements on word of mouth activity. 2014 Global Marketing Conference 15-18 July, Singapore.
  32. Balabanis, G. and Karpova, A. (2014). Developing brand personality typology for luxury products. 2014 Global Marketing Conference 15-18 July, Singapore.
  33. Balabanis, G. and Siamagka, N. (2014). The behavioral effects of consumer ethnocentrism: The role of brand, product category and country of origin (Best paper Award). 2014 Global Marketing Conference 15-18 July, Singapore.
  34. Balabanis, G. and Stathopoulou, A. (2014). Should customer relationship theories developed in one type of services applied to other types of services. 23nd Annual Frontiers in Service Conference 26-29 June, Miami, Florida, USA.
  35. Balabanis, G., Tseng, T. and Liu, M. (2014). The Inconsistency of Explicit and Implic it Manifestations of Ethnocentric Bias. 56th Annual Meeting of the Academy of International Business: Local Contexts in Global Business 24-26 June, Vancouver, Canada.
  36. Balabanis, G. and Stathopoulou, A. (2014). Service Variations in Customer Relationships. AMA SERVSIG 2014: International Service Research Conference 13-15 June, Thessaloniki, Greece.
  37. Balabanis, G. and Karpova, A. (2014). The Personality of Luxury Brands. 43rd EMAC Annual Conference: Paradigm Shifts & Interactions 3-6 June, Valencia, Spain.
  38. Balabanis, G. and Stathopoulou, A. (2014). What Ties Customers to Hedonic and Utilitarian Services? 43rd EMAC Annual Conference: Paradigm Shifts & Interactions 3-6 June, Valencia, Spain.
  39. Balabanis, G. (2014). Identifying the Levers of a Country’s Image: a Network Analysis Perspective. 43rd EMAC Annual Conference: Paradigm Shifts & Interactions 3-6 June, Valencia, Spain.
  40. Balabanis, G. and Kaparova, A. (2014). Luxury Brand Personalities in the Consumer Vernacular. Monaco Symposium on Luxury 10-11 April, Monaco.
  41. Balabanis, G., Chari, S. and Katsikeas, C. (2013). Strategic Feedback Systems And Adaptive Behavior: An Empirical Study Of Intended And Realized Marketing Strategies. AMA Winter Educators' Conference 2013 9-11 August, Caesars Palace Las Vegas.
  42. Lopez, C. and Balabanis, G. (2013). A Model Linking Corporate Brand, Industry Image and Country of Origin Image. 2013 AMS 16th Biennial World Marketing Congress 17-19 July, Department of Marketing Monash University, Australia.doi:10.1007/978-3-319-24184-5_120
  43. Tseng, T.-.H., Balabanis, G. and Liu, M. (2013). Ambivalence in Ethnocentric Bias. 2013 AMS 16th Biennial World Marketing Congress 17-19 July, Department of Marketing Monash University, Australia.doi:10.1007/978-3-319-24184-5_121
  44. Balabanis, G. and Simintira, A. (2013). The Development and Validation of a Consumer Confidence Scale. 35th ISMS Marketing Science Conference 11-13 July, Swissôtel The Bosphorus, Istanbul, Turkey.
  45. Balabanis, G., Sääksjärvi, M. and Hellen, K. (2013). Bad Celebrities are Good? The Effects of Celebrity Image on Consumer Self-Esteem and Purchase Intensions. EACR 2013 European Conference of the Association for Consumer Research - Consumer Research in turbulent times: Managing a balancing act 4-6 July, IESE Business School Campus in Barcelona.
  46. Balabanis, G. and Lopez, C. (2013). Brands’ Contribution to a Country’s Image. 42nd EMAC Annual Conference - Lost in Translation: Marketing in an Interconnected World 4-7 June, Istanbul, Turkey.
  47. Balabanis, G., Siamagka, N. and Emmanouilides, C. (2013). Consumer Ethnocentrism: Too Finicky? 42nd EMAC Annual Conference - Lost in Translation: Marketing in an Interconnected World 4-7 June, Istanbul, Turkey.
  48. Balabanis, G., Chari, S. and Katsikeas, C. (2013). Strategic Change and Adaptiveness: An Empirical Study of Intended and Realised Marketing Strategies. 42nd EMAC Annual Conference - Lost in Translation: Marketing in an Interconnected World 4-7 June, Istanbul, Turkey.
  49. Balabanis, G. and Yeniaras, V. (2013). Consumer confidence revisited and re-measured. 2013 AMS Annual Conference 14-18 May, Monterey, CA.
  50. Balabanis, G. and Kastanakis, M. (2012). In Search of Exclusivity. 2012 Global Marketing Conference 19-22 July, Seoul, Republic of Korea.
  51. Balabanis, G. and Kastanakis, M. (2012). The Three Faces of Conspicuous Consumption (Best Paper Award). 2012 Global Marketing Conference 19-22 July, Seoul, Republic of Korea.
  52. Balabanis, G. (2012). Explaining variation in conspicuous consumption: an empirical examination. 41st EMAC Annual Conference 2012 - Marketing to Citizens : Going beyond Customers and Consumers 23-26 May, Lisbon, Portugal.
  53. Stathopoulou, A. and Balabanis, G. (2012). Customer Relationship Development in Hedonic and Utilitarian Services. 2012 Academy of Marketing Science (AMS) Annual Conference 15-20 May, New Orleans, USA.doi:10.1007/978-3-319-10912-1_134
  54. Chari, S., Katsikeas, C. and Balabanis, G. (2012). Intended and Realized Marketing Strategies: Adaptive Marketing Organizations in Enacted Environments. 2012 Academy of Marketing Science (AMS) Annual Conference 15-20 May, New Orleans, USA.doi:10.1007/978-3-319-10912-1_14
  55. Balabanis, G. and Kastanakis, M. (2011). Ad Captandum Vulgus: Explaining Mass Consumption of Luxury Goods. 2011 AMS World Marketing Congress 19-23 July, Reims, France.
  56. Kastanakis, M., George, B. and Balabanis, G. (2011). Antecedents Of The “Bandwagon” Luxury Consumption Behaviour. 2011 AMS Annual Conference 24-27 May, Coral Gables, Florida.
  57. Tseng, T. and Balabanis, G. (2011). The Complexity of the Country-of-Origin Literature: Past, Present, and Future. 2011 AMS Annual Conference 24-27 May, Tokyo, Japan.
  58. Balabanis, G. and Stathopoulou, A. (2011). How Marketing Actions can Influence Customer Relationships across Different Types of Services. 40th EMAC Annual Conference 2011 - The Day After - Inspiration, Innovation, Implementation 24-27 May, Ljubljana, Slovenia.
  59. Balabanis, G. and Saaksjarvi, M. (2011). When Can "Bad" Stars Do Good? Examining The Positive Effects Of "Good" And "Bad" Stars On Women's Self-Worth And Product Evaluation. 40th EMAC Annual Conference 2011 - The Day After - Inspiration, Innovation, Implementation 24-27 May, Ljubljana, Slovenia.
  60. Balabanis, G. and Kumar, A. (2011). The Impact of Style of Processing on Brand Placement Recognition -The Mediating Effect of Character Likability. 40th EMAC Annual Conference 2011 - The Day After - Inspiration, Innovation, Implementation 24-27 May, Ljubljana, Slovenia.
  61. Balabanis, G. and Grougiou, V. (2011). Gender Disparaging Advertising: Can Irony Make Them More Acceptable? 40th EMAC Annual Conference 2011 - The Day After - Inspiration, Innovation, Implementation 24-27 May, Ljubljana, Slovenia.
  62. Kastanakis, M. and Balabanis, G. (2010). Bandwagon, snob and Veblen effects in luxury consumption. ACR 2010 - North American Conference of the Association for Consumer Researc 7-10 October, Jacksonville, FL, USA.
  63. Stathakopoulou, A., George, B. and Balabanis, G. (2010). The Role of Social Influence at Different Stages of Service Relationships. 18th International Colloquium in Relationship Marketing (ICRM) 27-30 September, Henley Business School, University of Reading,Reading, UK.
  64. Kastanakis, and Balabanis, (2010). Between the mass and the class: an examination of the individual factors associated with bandwagon luxury consumption behaviour. 2010 Global Marketing Conference 9-12 September, Tokyo, Japan.
  65. Kastanakis, M. and Balabanis, G. (2010). Signalling Effects in Luxury Consumption. European Conference of the Association for Consumer Research 30 June-3 July, Royal Holloway, University of London, London, UK.
  66. Tseng, T. and Balabanis, G. (2010). Explicit and Implicit Ethnocentric Bias and Product Typicality. Academy of International Business (AIB) 2010 Annual Meeting 25-29 June, Rio de Janeiro, Brazil.
  67. Siamagka, N. and Balabanis, G. (2010). Consumer Ethnocentrism: Socially Imposed? 39th European Marketing Academy Conference (EMAC) 1-4 June, Copenhagen, Denmark.
  68. Hsiang, T. and Balabanis, G. (2010). The Role of Consumer Need for Variety and Product Typicality in Explaining Variation of Country of Origin Effects. 39th European Marketing Academy Conference (EMAC) 1-4 June, Copenhagen, Denmark.
  69. Stathakopoulou, A., George, B. and Balabanis, G. (2010). The Social Influence in Relationship Development across Different Types of Service. 39th European Marketing Academy Conference (EMAC) 1-4 June, Copenhagen, Denmark.
  70. Kastanakis, M. and Balabanis, G. (2010). Conceptualizing Independent and Interdependent Effects on Luxury Consumption. 2010 Academy of Marketing Science Annual Conference (AMS) Annual Conference 26-29 May, Portland, Oregon, USA.doi:10.1007/978-3-319-11797-3_103
  71. Balabanis, G. and Mitchel, V. (2010). Co-brand personalities: How much do they inherit the partner brand personalities? 6th Global Conference of AM’s Brand, Identity and Corporate Reputation SIG Barcelona, Spain.
  72. Kastanakis, M. and Balabanis, G. (2010). Signalling Effects in Luxury Consumption. European Conference of the Association for Consumer Research Royal Holloway, University of London.
  73. Kastanakis, M. and Balabanis, G. (2010). Bandwagon, Snob and Veblen Effects in Luxury Consumption. Association for Consumer Research Conference Jacksonville, Florida.
  74. Balabanis, G. and Siamagka, N. (2009). Cross cultural differences in consumer ethnocentrism. 14th Cross-Cultural Research Conference 13-16 December, Puerto Vallarta, Mexico.
  75. Stathakopoulou, A. and Balabanis, G. (2009). Conceptualising and Categorizing the Development of Relationships in Hedonic Services. 2nd Biennial International Conference o­n Services - Orchestrating the Service Experience: Music to the Ears of our Customers 4-6 November, Thessaloniki, Greece.
  76. Balabanis, G. (2009). Consumer Boycotts: Collective Action or Mere Punishment. 38th EMAC Annual Conference 2009: Marketing and the Core Disciplines 26-29 May, Nantes, France.
  77. Tseng, T.H. and Balabanis, G. (2009). Explaining the Product Specificity of Country-of-Origin Effects. 38th EMAC Annual Conference 2009: Marketing and the Core Disciplines 26-29 May, Nantes, France.
  78. Balabanis, G. and Diamantopoulos, A. (2008). Gains and Losses from the Misperception of Country of Origin: The Role of Brand and Country of Origin Image. 50th Academy of International Business (AIB) Annual Meeting 30 June-3 July, Milan, Italy.
  79. Balabanis, G. and Mitchell, V.W. (2008). The thoroughly modern man; The development and validation of a consumer metrosexuality scale. 9th ACR Conference on Gender, Marketing, and Consumer Behavior 16-19 June, Boston USA.
  80. Balabanis, G. and Souitaris, V. (2007). E-loyalty, E-Satisfaction and Shopping Motivations. Relationship Marketing Summit 13-15 December, Buenos Aires Argentina.
  81. Balabanis, G. and Mitchell, V.W. (2007). Affective anti-drink and drive advertising. 36th EMAC Annual Conference 2007 22-25 May, Reykjavik, Iceland.
  82. Balabanis, G. and Diamantopoulos, A. (2007). Brand of Origin Recognition. AMA Winter Educators’ Conference 2007: Marketing Theory and Applications 16-19 February, San Diego USA.
  83. Balabanis, G. (2007). Consumers and Corporate Social Responsibility. 9th International Conference on Business Ethics Thessaloniki, Greece.
  84. Balabanis, G., Mitchell, V.W., Manson, C. and Katsikeas, C. (2006). In search of effective anti-drink and drive advertising themes. Society for Consumer Psychology Conference 9-13 February, Miami.
  85. Micthell, V.W. and Balabanis, G. (2005). Cross-Cultural Analysis of Consumer Misbehaviors. Cross-Cultural Research Conference Puerto Rico.
  86. Balabanis, G. (2005). Shopping Motives, Loyalty And Satisfaction In Online Grocery Retailing Environments. Academy of Marketing Science 12th World Marketing Congress Muenster, Germany.
  87. Mitchell, V. and Balabanis, G. (2005). SMS -Based Surveys: Strategies to Improve Participation. Rejuvenating Marketing: Contamination, innovation Integration, 34 European Marketing Association Conference (EMAC) Milan Italy.
  88. Diamantopoulos, A. and Balabanis, G. (2004). Country of Origin Knowledge Among Consumers: An Empirical Study. European Marketing Association Conference (EMAC) Murcia, Spain.
  89. Balabanis, G. (2004). Matching service mixes to internal and external contingencies in export intermediary firms: profitability and efficiency implications. Academy of Marketing Science Annual Conference Vancouver Canada.
  90. Balabanis, G. (2003). The Impact of nationalism on the perceptions of country of origin images. World Marketing Congress Perth, Australia.
  91. Balabanis, G. (2003). The Relationship between Environment, Export Strategy Development Approaches and Export Performance. Annual Conference of the Academy of Marketing Science Washington, DC, USA.
  92. Diamantopoulos, A. and Balabanis, G. (2002). Domestic Country Bias, Country-of-Origin Effects and Consumer Ethnocentrism: An Integrative Approach. Academy of Marketing Science Annual Conference Sanibel Island, Florida..
  93. Reynolds, N. and Balabanis, G. (2002). E-Store satisfaction and Loyalty: the impact of shopping clusters. 31st European Marketing Association Conference (EMAC) Braga, Portugal..
  94. Reynolds, N., Simintiras, A. and Balabanis, G. (2001). Bases of E-store Loyalty: The interaction between switching costs and satisfaction. Academy of Marketing Science, The 10th Biennial World Marketing Congress Cardiff, UK ..
  95. Reynolds, N. and Balabanis, G. (2001). How time shortage, enjoyment of shopping, confidence in shopping ability, and social factors influence positive affect with and benefits sought from online shopping. 30th European Marketing Association Conference (EMAC) Bergen..
  96. Balabanis, G. (2000). Associating a Brand with the Wrong Country of Origin or country of Manufacturing: Does it Matter? 29th European Marketing Association Conference (EMAC) Erasmus University Rotterdam, Netherlands..
  97. Balabanis, G. (2000). Referendum Marketing: Issues Related to the Welsh Voters' Choice in the Last Referendum�. Academy of Marketing Conference Derby..
  98. Melewar, T.C., Mueller, R. and Balabanis, G. (1999). Country of Origin Images Around the World: Can Value Priorities Predict Them? 28th European Marketing Association Conference(EMAC) Humbolt University, Berlin, Germany..
  99. Balabanis, G. (1998). Consumer Preference Configurations and their Relationship with the Concept of Consumer Ethnocentrism: A Multidimensional Unfolding Approach. 27th European Marketing Association Conference (EMAC) Stockholm School of Economics, Stockholm, Sweden.
  100. Bassi, F. and Balabanis, G. (1997). The Country of Origin Image and Brand Equity Link: An Exploration of Italian Brand Equities in the UK. Conference Manchester Metropolitan University Manchester.
  101. Diamantopoulos, A., Melewar, T.C. and Balabanis, G. (1997). The Impact Of Nationalism, Patriotism and Internationalism On Consumer Ethnocentric Tendencies. 26th European Marketing Association Conference Warwick Business School, Warwick, UK..
  102. Melewar, T.C., Mueller, R. and Balabanis, G. (1996). Determinants of Consumer Ethnocentrism and Country Of Origin Image. 25th European Marketing Association Conference (EMAC) Budapest University of Economic Sciences, Budapest, Hungary..
  103. Crilly, M. and Balabanis, G. (1996). Developing and Managing Trade Missions In Britain: An Organisers' Perspective. Academy of International Business (AIB) Conference Aston University, Birmingham, UK..
  104. Crilly, M., Tzavaras, S. and Balabanis, G. (1996). Successful Exporting of Ethnically-Defined Products: The Case of the Greek Yoghurt. Marketing Educators Conference University of Strathclyde, Glasgow..

Journal articles (67)

  1. Chen, X., Balabanis, G. and Qin, S. (2026). Advancing Theoretical Integration of Distrust: A Multilevel Examination of Its Theoretical Foundations, Dynamics, and Mechanisms. Psychology & Marketing, 43(1), pp. 68-87. doi:10.1002/mar.70044

    [publisher’s website]

  2. Balabanis, G., Stathopoulou, A. and Balabanis, J. (2025). Cultural Influences on Privacy Calculus in Loyalty Programs: An Analysis of Individual and National-Level Cultural Values. Journal of International Marketing, 33(1), pp. 17-36. doi:10.1177/1069031x241262728

    [publisher’s website]

  3. Balabanis, G. and Karpova, A. (2025). The personality of luxury. A new measure and the effects of brand personality distinctiveness and congruence on consumer responses. Journal of Business Research, 189, pp. 115107-115107. doi:10.1016/j.jbusres.2024.115107

    [publisher’s website]

  4. Balabanis, G., Stathopoulou, A. and Chen, X. (2024). A cross-cultural examination of sustainable luxury consumption: a comparative study of social norms, self-control and future orientation in the UK and China. International Marketing Review, 41(6), pp. 1270-1299. doi:10.1108/imr-01-2024-0009

    [publisher’s website]

  5. Tsougkou, E., Karampela, M. and Balabanis, G. (2024). Drivers and mechanisms of consumer attitudes toward global brand activists: a mediated approach. International Marketing Review, 41(6), pp. 1330-1357. doi:10.1108/imr-09-2023-0237

    [publisher’s website]

  6. Han, J. and Balabanis, G. (2024). Meta‐analysis of social media influencer impact: Key antecedents and theoretical foundations. Psychology & Marketing, 41(2), pp. 394-426. doi:10.1002/mar.21927

    [publisher’s website]

  7. Balabanis, G. and Karpova, A. (2022). Cultural antecedents and consequences of luxury brand personalities. European Journal of Marketing, 56(8), pp. 2423-2454. doi:10.1108/ejm-03-2021-0215

    [publisher’s website]

  8. Balabanis, G. and Siamagka, N.T. (2022). A meta-analysis of consumer ethnocentrism across 57 countries. International Journal of Research in Marketing, 39(3), pp. 745-763. doi:10.1016/j.ijresmar.2021.12.002

    [publisher’s website]

  9. Stathopoulou, A., Quansah, T.K. and Balabanis, G. (2022). The Blinding Effects of Team Identification on Sports Corruption: Cross-Cultural Evidence from Sub-Saharan African Countries. Journal of Business Ethics, 179(2), pp. 511-529. doi:10.1007/s10551-021-04822-3

    [publisher’s website]

  10. Balabanis, G. and Lopez, C. (2022). Reflective versus unreflective country images: How ruminating on reasons for buying a country’s products alters country image. International Business Review. doi:10.1016/j.ibusrev.2022.102024

    [publisher’s website]

  11. Mitchell, V.W. and Balabanis, G. (2021). The role of brand strength, type, image and product-category fit in retail brand collaborations. Journal of Retailing and Consumer Services, 60, pp. 102445-102445. doi:10.1016/j.jretconser.2021.102445

    [publisher’s website]

  12. Balabanis, G. and Stathopoulou, A. (2021). The price of social status desire and public self-consciousness in luxury consumption. Journal of Business Research, 123, pp. 463-475. doi:10.1016/j.jbusres.2020.10.034

    [publisher’s website]

  13. Lopez, C. and Balabanis, G. (2021). The influence of a country’s brands and industry on its image. European Journal of Marketing, 55(1), pp. 27-62. doi:10.1108/ejm-06-2018-0414

    [publisher’s website]

  14. Lopez, C. and Balabanis, G. (2020). Country image appraisal: More than just ticking boxes. Journal of Business Research, 117, pp. 764-779. doi:10.1016/j.jbusres.2019.09.004

    [publisher’s website]

  15. Grougiou, V., Balabanis, G. and Manika, D. (2020). Does Humour Influence Perceptions of the Ethicality of Female-Disparaging Advertising? Journal of Business Ethics, 164(1), pp. 1-16. doi:10.1007/s10551-018-4032-x

    [publisher’s website]

  16. Stathopoulou, A. and Balabanis, G. (2019). The effect of cultural value orientation on consumers' perceptions of luxury value and proclivity for luxury consumption. Journal of Business Research, 102, pp. 298-312. doi:10.1016/j.jbusres.2019.02.053

    [publisher’s website]

  17. Balabanis, G., Stathopoulou, A. and Qiao, J. (2019). Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations. Journal of International Marketing, 27(2), pp. 38-55. doi:10.1177/1069031x19837945

    [publisher’s website]

  18. Balabanis, G. and Chatzopoulou, E. (2019). Under the influence of a blogger: The role of information‐seeking goals and issue involvement. Psychology & Marketing, 36(4), pp. 342-353. doi:10.1002/mar.21182

    [publisher’s website]

  19. Tseng, T.-.H., Balabanis, G. and Liu, M.T. (2018). Explaining inconsistencies in implicit and explicit attitudes towards domestic and foreign products. International Marketing Review, 35(1), pp. 72-92. doi:10.1108/imr-05-2013-0092

    [publisher’s website]

  20. Chari, S., Balabanis, G., Robson, M.J. and Slater, S. (2017). Alignments and misalignments of realized marketing strategies with administrative systems: Performance implications. Industrial Marketing Management, 63(May 2017), pp. 129-144. doi:10.1016/j.indmarman.2016.11.002

    [publisher’s website]

  21. Balabanis, G. and Siamagka, N.-.T. (2017). Inconsistencies in the behavioural effects of consumer ethnocentrism. International Marketing Review, 34(2), pp. 166-182. doi:10.1108/imr-03-2015-0057

    [publisher’s website]

  22. Stathopoulou, A. and Balabanis, G. (2016). The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers. Journal of Business Research, 69(12), pp. 5801-5808. doi:10.1016/j.jbusres.2016.04.177

    [publisher’s website]

  23. Balabanis, G. and Diamantopoulos, A. (2016). Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, 24(3), pp. 58-77. doi:10.1509/jim.15.0138

    [publisher’s website]

  24. Sääksjärvi, M., Hellén, K. and Balabanis, G. (2016). Sometimes a celebrity holding a negative public image is the best product endorser. European Journal of Marketing, 50(3/4), pp. 421-441. doi:10.1108/ejm-06-2014-0346

    [publisher’s website]

  25. Siamagka, N.-.T. and Balabanis, G. (2015). Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing. Journal of International Marketing, 23(3), pp. 66-86. doi:10.1509/jim.15.0085

    [publisher’s website]

  26. Siamagka, N.-.T. and Balabanis, G. (2015). Revisiting Consumer Ethnocentrism: Review, Reconceptualization, and Empirical Testing. Journal of International Marketing, 23(3), pp. 66-86. doi:10.1509/jim.14.0085

    [publisher’s website]

  27. Kastanakis, M.N. and Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences' perspective. Journal of Business Research, 67(10), pp. 2147-2154. doi:10.1016/j.jbusres.2014.04.024

    [publisher’s website]

  28. Chari, S., Katsikeas, C.S., Balabanis, G. and Robson, M.J. (2014). Emergent marketing strategies and performance: The effects of market uncertainty and strategic feedback systems. British Journal of Management, 25(2), pp. 145-165. doi:10.1111/j.1467-8551.2012.00843.x
  29. Balabanis, G. (2013). Surrogate Boycotts against Multinational Corporations: Consumers' Choice of Boycott Targets. British Journal of Management, 24(4), pp. 515-531. doi:10.1111/j.1467-8551.2012.00822.x
  30. Kastanakis, M.N. and Balabanis, G. (2012). Between the mass and the class: Antecedents of the "bandwagon" luxury consumption behavior. Journal of Business Research, 65(10), pp. 1399-1407. doi:10.1016/j.jbusres.2011.10.005
  31. BALABANIS, G., MITCHELL, V.W., BRUCE, I.A.N. and RIEFLER, P. (2012). A Conceptual Stress‐Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers. Journal of Consumer Affairs, 46(3), pp. 485-505. doi:10.1111/j.1745-6606.2012.01234.x

    [publisher’s website]

  32. Balabanis, G. (2012). Surrogate Boycotts against Multinational Corporations: Consumers' Choice of Boycott Targets. British Journal of Management

    [publisher’s website]

  33. Chari, S., Katsikeas, C.S., Balabanis, G. and Robson, M.J. (2012). Emergent Marketing Strategies and Performance: The Effects of Market Uncertainty and Strategic Feedback Systems. British Journal of Management

    [publisher’s website]

  34. Tseng, T. and Balabanis, G. (2011). Explaining the product‐specificity of country‐of‐origin effects. International Marketing Review, 28(6), pp. 581-600. doi:10.1108/02651331111181420

    [publisher’s website]

  35. Balabanis, G. and Diamantopoulos, A. (2011). Gains and losses from the misperception of brand origin: The role of brand strength and country-of-origin image. Journal of International Marketing, 19(2), pp. 95-116. doi:10.1509/jimk.19.2.95

    [publisher’s website]

  36. Balabanis, G., Vince, W., Mitchell, I.B. and Riefler, P. (2011). Understanding how visually impaired consumers engage with the marketplace. Journal of Consumer Affairs
  37. Balabanis, G., Ayoola Giwa, F.A. and Mitchell, V. (2011). Do co brands inherit the images of their parent brands? European Journal of Marketing
  38. Kastanakis, M.N. and Balabanis, G. (2011). Between the mass and the class: Antecedents of the "bandwagon" luxury consumption behavior. Journal of Business Research

    [publisher’s website]

  39. Balabanis, G. (2011). Balancing the Need to Punish against the Collective Action Calculus in Surrogate Consumer Boycotts. British Journal of Mangement
  40. Balabanis, G. and Diamantopoulos, A. (2011). Consumer Xenocentrism: Scale development and validation. Journal of Marketing
  41. Tseng, , Hsiang, T., T, , George, B. and Balabanis, G. (2011). Explaining Product Variation in Ethnocentric Bias. Journal of International Marketing
  42. Mitchell, V.W., Balabanis, G., Schlegelmilch, B.B. and Cornwell, T.B. (2009). Measuring Unethical Consumer Behavior Across Four Countries. Journal of Business Ethics, 88(2), pp. 395-412. doi:10.1007/s10551-008-9971-1

    [publisher’s website]

  43. Balabanis, G. and Diamantopoulos, A. (2008). Brand Origin Identification by Consumers: A Classification Perspective. Journal of International Marketing, 16(1), pp. 39-71. doi:10.1509/jimk.16.1.39

    [publisher’s website]

  44. Souitaris, V. and Balabanis, G. (2007). Tailoring Online Retail Strategies to Increase Customer Satisfaction and Loyalty. Long Range Planning, 40(2), pp. 244-261. doi:10.1016/j.lrp.2006.11.006

    [publisher’s website]

  45. Balabanis, G. and Spyropoulou, S. (2007). Matching Modes of Export Strategy Development to Different Environmental Conditions. British Journal of Management, 18(1), pp. 45-62. doi:10.1111/j.1467-8551.2006.00505.x

    [publisher’s website]

  46. Balabanis, G., Mitchell, V.W. and Heinonen-Mavrovouniotis, S. (2007). SMS-based surveys: Strategies to improve participation. International Journal of Advertising, 26(3), pp. 369-385. doi:10.1080/02650487.2007.11073019

    [publisher’s website]

  47. Balabanis, G., Mueller, R.D. and Melewar, T.C. (2007). In-group and out-group orientations and their relation to formation of Country of Origin Image stereotypes. International Journal of Business and Globalisation, 1(3), pp. 328-328. doi:10.1504/ijbg.2007.015052

    [publisher’s website]

  48. Balabanis, G., Reynolds, N. and Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction. Journal of Business Research, 59(2), pp. 214-224. doi:10.1016/j.jbusres.2005.06.001

    [publisher’s website]

  49. Balabanis, G. (2005). Determinants of export intermediaries' service‐mix configurations. International Marketing Review, 22(4), pp. 436-459. doi:10.1108/02651330510608451

    [publisher’s website]

  50. Balabanis, G. and Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 32(1), pp. 80-95. doi:10.1177/0092070303257644

    [publisher’s website]

  51. Balabanis, G., Theodosiou, M. and Katsikea, E.S. (2004). Export marketing: developments and a research agenda. INTERNATIONAL MARKETING REVIEW, 21(4-5), pp. 353-377. doi:10.1108/02651330410547081

    [publisher’s website]

  52. Balabanis, G.I. and Katsikea, E.S. (2003). Being an entrepreneurial exporter: does it pay? International Business Review, 12(2), pp. 233-252. doi:10.1016/s0969-5931(02)00098-7

    [publisher’s website]

  53. Balabanis, G., Mueller, R. and Melewar, T.C. (2002). The human values’ lenses of country of origin images. International Marketing Review, 19(6), pp. 582-610. doi:10.1108/02651330210451935

    [publisher’s website]

  54. Balabanis, G., Mueller, R. and Melewar, T.C. (2002). The Relationship Between Consumer Ethnocentrism and Human Values. Journal of Global Marketing, 15(3-4), pp. 7-37. doi:10.1300/j042v15n03_02

    [publisher’s website]

  55. Balabanis, G. (2002). The relationship between lottery ticket and scratch-card buying behaviour, personality and other compulsive behaviours. Journal of Consumer Behaviour, 2, pp. Jul-22

    [publisher’s website]

  56. Balabanis, G., Diamantopoulos, A., Mueller, R.D. and Melewar, T.C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), pp. 157-175. doi:10.1057/palgrave.jibs.8490943

    [publisher’s website]

  57. Balabanis, G.I. (2001). The Relationship Between Diversification and Performance in Export Intermediary Firms. British Journal of Management, 12(1), pp. 67-84. doi:10.1111/1467-8551.00186

    [publisher’s website]

  58. Balabanis, G. and Reynolds, N.L. (2001). Consumer attitudes towards multi-channel retailers' web sites: the role of involvement, brand attitude, internet knowledge and visit duration. Journal of Business Strategies, 18(2), pp. 1-22
  59. Balabanis, G.I. (2000). Factors Affecting Export Intermediaries' Service Offerings: The British Example. Journal of International Business Studies, 31(1), pp. 83-99. doi:10.1057/palgrave.jibs.8490901

    [publisher’s website]

  60. Balabanis, G., Melewar, T.C. and Turnbull, S. (2000). International Advertising Strategies of Multinational Enterprises in the Middle East. International Journal of Advertising, 19(4), pp. 529-547

    [publisher’s website]

  61. Balabanis, G. and Vassileiou, S. (1999). Some Attitudinal Predictors of Home-Shopping through the Internet. Journal of Marketing Management, 15(5), pp. 361-385. doi:10.1362/026725799784870315

    [publisher’s website]

  62. Balabanis, G. (1998). Antecedents of Cooperation, Conflict and Relationship Longevity in an International Trade Intermediary's Supply Chain. Journal of Global Marketing, 12(2), pp. 25-46. doi:10.1300/j042v12n02_03

    [publisher’s website]

  63. Balabanis, G., Phillips, H.C. and Lyall, J. (1998). Corporate social responsibility and economic performance in the top British companies: are they linked? European Business Review, 98(1), pp. 25-44. doi:10.1108/09555349810195529

    [publisher’s website]

  64. Balabanis, G., Stables, R.E. and Phillips, H.C. (1997). Market orientation in the top 200 British charity organizations and its impact on their performance. European Journal of Marketing, 31(8), pp. 583-603. doi:10.1108/03090569710176592

    [publisher’s website]

  65. Balabanis, G. and Craven, S. (1997). Consumer confusion from own brand lookalikes: An exploratory investigation. Journal of Marketing Management, 13(4), pp. 299-313. doi:10.1080/0267257x.1997.9964474

    [publisher’s website]

  66. Balabanis, G.I. and Baker, M.J. (1993). Determinants and Direction of Trading Companies′ Development in Europe. European Journal of Marketing, 27(9), pp. 58-76. doi:10.1108/03090569310764421

    [publisher’s website]

  67. Balabanis, G. and Baker, M.J. (1993). Barriers to the Development of a European General Trading Company. Journal of Euromarketing, 2(3), pp. 45-72. doi:10.1300/j037v02n03_04

    [publisher’s website]

Working paper

  1. Chen, X., Balabanis, G. and Qin, S. Unpacking the complexity of customer relationship management - under review at Journal of Consumer Research.

Education

Subject/Academic Leadership

- Chair of the City University validation panel for the Ecole Superieure de Commerce Paris known as ESCP Europe MSc in Management course (last validation was in March 2012) since 2010 (member of the validation panel since 2004.ESCP Europe ranked 2nd in Financial Times' global Master in Management league table.

- Member of the City University Validation and Institutional Partnerships (VIP) committee since 2010

- External assessor in the validation of the Brunel Business School Bsc in Business studies and management programs (January 2012)

- Track and co-track conference chair for the European Academy Marketing Conferences in the tracks of International MArketing and Marketing theory respectively (2007, 2009, 2010, 2011)

- External examiner in various promotion and recruitment panels for professorial and Senior appointments in Cardiff Business School ( June 2012), Brunel University (May 2012), Leeds University (2011, 2010, 2009), International Hellenic University of Greece (2009,2011), University of Kent (2008) University of Southampton (2008), Vienna University Austria (2008)

- Acting head of the Marketing Group for 2009-2011 and deputy head before that.

- Member of the Cass Business School Research Committee 2008-2010 and occasionally of the promotion committee (2011)

- External examiner of PhD qualifications in several universities (see separate section).

Professional activities

Editorial activity (18)

  1. California Management Review, Referee, 2011 - present.
  2. Journal of Euromarketing, Member of Editorial Board, 2010 - present.
  3. Journal of Αdvertising, Referee, 2010 - present.
  4. International Journal of Research in Marketing, Referee, 2010 - present.
  5. Journal of International Business Studies, Member of Editorial Board, 2009 - 2014.
  6. Journal of Economic Psychology, Referee, 2009 - present.
  7. BuR -Business Research, Member of Editorial Board, 2007 - present.
  8. International Marketing Review, Member of Editorial Board, 2007 - present.
  9. Journal of Business Research, Referee, 2006 - present.
  10. British Journal of Management, Member of Editorial Board, 2005 - present.
  11. Journal of Management Studies, Referee, 2004 - present.
  12. International Marketing Review, Special Editor, 2003.
  13. Journal of The Academy of Marketing Science, Referee, 2003 - 2007.
  14. International Business Review, Referee, 2003 - present.
  15. Long Range Planning, Referee, 2002 - 2005.
  16. International Journal of Advertising, Referee, 2002 - present.
  17. Journal of International Marketing, editorial board, 2002 - present.
  18. European Journal of Marketing, Referee, 1996 - present.

Events/conferences (101)

  1. Global Marketing Conference GMC 2016. (Conference) Hong Kong, China (2016).
    Paper: Impicit and Explicit Attitudes towards Brand Placements
    Author: Kumar A
    Co-authors: Balabanis G
  2. Global Marketing Conference GMC 2016. (Conference) Hong Kong, China (2016).
    Paper: Can consumer privacy concerns be a thorn to loyalty program schemes?
    Author: Stathopoulou A
    Co-authors: Balabanis G
  3. European Marketing Association Conference, EMAC. (Conference) Oslo, Norway (2016).
    Paper: Examining consumers’ dual-attitudes toward products from a hostile country
    Author: Tseng Hsiang T
    Co-authors: Balabanis G
  4. European Marketing Association Conference, EMAC. (Conference) Oslo, Norway (2016).
    Paper: The impact of desire for social status on the level of luxuriousness of brand purchased
    Author: Nguyen T.P.
    Co-authors: Balabanis G
  5. 2016 Winter Marketing Educators' Conference. (Conference) Las Vegas USA (2016).
    Paper: Task Environment–Strategy–Performance Sustaining Configurations: A Set-Theoretic Analysis
    Author: Chari S
    Co-authors: Balabanis George
  6. 2016 Mystique of Luxury Brands Conference. (Conference) Shanghai, China (2016).
    Paper: Veblen Dual Forces and the making of a Luxurised Society
    Author: Adekanmbi A
    Co-authors: Balabanis George
  7. 2016 Monaco Symposium on Luxury. (Conference) Monaco (2016).
    Paper: “Societisation of luxury: The ultimate weapon of mass seduction and class destruction”
    Author: Adekanmbi A
    Co-authors: Balabanis George
  8. 2016 Monaco Symposium on Luxury. (Conference) Monaco (2016).
    Paper: How social status pursuit is linked to the level of luxuriousness of product purchased
    Author: Nguyen T
    Co-authors: Balabanis G
  9. 2016 Monaco Symposium on Luxury. (Conference) Monaco (2016).
    Paper: The relational value of loyalty programs in luxury retailing
    Author: Stathopoulou A
    Co-authors: Balabanis George
  10. 2016 Monaco Symposium on Luxury. (Conference) Monaco (2016).
    Paper: Why Italian luxury brands’ personalities are perceived as more aggressive than other brands: The influence of the country personality on luxury brand personality
    Author: Karpova A
    Co-authors: Balabanis G
  11. Global Fashion Management Conference. (Conference) Florence Italy (2015).
    Paper: Are loyalty programs effective in high‐end fashion retailers? A comparison of perceived loyalty program benefits between high‐ and low‐end fashion retailers
    Author: Stathopoulou A
    Co-authors: Balabanis G
  12. Global Fashion Management Conference. (Conference) Florence, Italy (2015).
    Paper: The appropriateness of promoting luxury brands online. The effects of brand hierarchy and luxury value
    Author: Karpova A
    Co-authors: Nguyen T. and Balabanis G.
  13. Global Fashion Management Conference. (Conference) Florence, Italy (2015).
    Paper: Comparison of luxury consumption in USA and Vietnam: The role of desire for status and collectivistic and individualistic orientations
    Author: Nguyen T.
    Co-authors: Balabanis G
  14. Global Fashion Management Conference. (Conference) Florence, Italy (2015). Invited speaker.
    Paper: Cross‐cultural differences in luxury consumption: A review and future directions
    Author: Balabanis G
  15. 6th EMAC Regional Conference. (Conference) Vienna Austria (2015). Invited speaker.
    Paper: The Role of Perceived Privacy in Loyalty Programs: An Insight into How Consumers’ Perceived Loyalty Program Benefits are Affected
    Author: Stathopoulou A
    Co-authors: Balabanis G
  16. 18th World Marketing Congress -Academy of Marketing Science. (Conference) Bari Italy (2015).
    Paper: The Inconsistency of Ethnocentric Bias in the Dual-Attitude Model
    Author: Hsiang Tseng T
    Co-authors: Balabanis G and Liu M.
  17. 16th Cross Cultural Research Conference. (Conference) Playa del Carmen, Mexico (2015).
    Paper: Cross-Cultural Comparison of Luxury Consumption: The Role of Desire for Status and Collectivistic and Individualistic
    Author: Nguyen T.P
    Co-authors: Balabanis George
  18. World Marketing Congress. (Conference) Lima Peru (2014).
    Paper: Adding personality to new products with fashion co-
    Author: Balabanis G
    Co-authors: Mitchel Vince
  19. World Marketing Congress. (Conference) Lima Peru (2014).
    Paper: Relational Bonds Variations and Repurchase Intentions in Hedonic and Utilitarian Services
    Author: Stathopoulou A
    Co-authors: Balabanis G
  20. The Monaco Symposium on Luxury. (Conference) Monaco (2014).
    Paper: Luxury Brand Personalities in the Consumer Vernacular
    Author: Karpova A
    Co-authors: Balabanis G
  21. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: Extended theory of planned behaviour in service relationships: Hedonic and utilitarian services
    Author: Stathopoulou A
    Co-authors: Balabanis G
  22. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: Climbing the rungs of luxury brands’ ladder and social status
    Author: Nguyen T
    Co-authors: Balabanis G
  23. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: Understanding the richness and complexity of consumers’ memory structures for a country
    Author: Lopez C
    Co-authors: Balabanis G
  24. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: Evaluating the role of characters in brand placements on word of mouth activity
    Author: Kumar A
    Co-authors: Balabanis G
  25. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: Developing brand personality typology for luxury products
    Author: Karpova A
    Co-authors: Balabanis G
  26. Global Marketing Conference-GMC. (Conference) Singapore (2014).
    Paper: The behavioral effects of consumer ethnocentrism: The role of brand, product category and country of origin (BEST PAPER AWARD)
    Author: Balabanis G
    Co-authors: Siamagka N
  27. European Marketing Association Conference -EMAC. (Conference) Valencia, Spain (2014).
    Paper: The Personality of Luxury Brands
    Author: Karpova A
    Co-authors: Balabanis G
  28. European Marketing Association Conference -EMAC. (Conference) Valencia, Spain (2014).
    Paper: What Ties Customers to Hedonic and Utilitarian Services?
    Author: Stathopoulou A
    Co-authors: Balabanis G
  29. European Marketing Association Conference -EMAC. (Conference) Valencia, Spain (2014).
    Paper: Identifying the Levers of a Country’s Image: a Network Analysis Perspective
    Author: Lopez C
    Co-authors: Balabanis G
  30. AMA SERVSIG 2014. International Service Research Conference. (Conference) Thessaloniki, Greece (2014).
    Paper: Service Variations in Customer Relationships
    Author: Stathopoulou A
    Co-authors: Balabanis G
  31. Academy of Marketing Science Annual Conference. (Conference) Indianapolis USA (2014).
    Paper: Evaluating the role of positive emotions and character- brand interaction on implicit attitudes for brand placement effectiveness
    Author: Balabanis G
    Co-authors: Kumar A
  32. Academy of International Business. (Conference) Vancouver Canada (2014).
    Paper: Academy of International Business
    Author: Balabanis G
    Co-authors: Tseng T. H.
  33. 23rd annual Frontiers in Services Conference. (Conference) Miami, USA (2014).
    Paper: Should customer relationship theories developed in one type of services applied to other types of services
    Author: Stathopoulou A
    Co-authors: Balabanis G
  34. European Conference of the Association for Consumer Research (EACR). (Conference) Barcelona, Spain (2013).
    Paper: Bad Celebrities are Good? The Effects of Celebrity Image on Consumer Self-Esteem and Purchase Intensions
    Author: Sääksjärvi M
    Co-authors: Balabanis G, Hellen K.
  35. AMA Winter Educators' Conference. (Conference) Las Vegas, USA (2013).
    Paper: Strategic Feedback Systems And Adaptive Behavior: An Empirical Study Of Intended And Realized Marketing Strategies
    Author: Chari S
    Co-authors: Balabanis G. Katsikeas C.
  36. Academy of Marketing Science, AMS 16th Biennial Marketing Congress. (Conference) Melbourne, Australia (2013).
    Paper: Ambivalence in Ethnocentric Bias
    Author: Tseng, T.H.
    Co-authors: Balabanis G., Liu M.
  37. Academy of Marketing S science, AMS 16th Biennial Marketing Congress. (Conference) Melbourne, Australia (2013).
    Paper: A Model Linking Corporate Brand, Industry Image and Country-of-Origin Image
    Author: Lopez C
    Co-authors: Balabanis G
  38. 42nd European Marketing Academy Conference, EMAC 2013. (Conference) Istanbul, Turkey (2013).
    Paper: Brands’ Contribution to a Country’s Image
    Author: Lopez C
    Co-authors: Balabanis G
  39. 42nd European Marketing Academy Conference, EMAC 2013. (Conference) Istanbul, Turkey (2013).
    Paper: Consumer Ethnocentrism: Too Finicky?
    Author: Balabanis G
    Co-authors: N. Siamagka, C. Emmanouilides
  40. 42nd European Marketing Academy Conference, EMAC 2013. (Conference) Istanbul, Turkey (2013).
    Paper: Strategic Change and Adaptiveness: An Empirical Study of Intended and Realised Marketing Strategies
    Author: Chari S
    Co-authors: Balabanis G. Katsikeas C.
  41. 42nd Academy of Marketing Science Annual Conference (AMS). (Conference) Monterrey, CA, USA (2013).
    Paper: Customer relationships across search, experience and credence services
    Author: Stathopoulou A
    Co-authors: Balabanis G
  42. 42nd Academy of Marketing Science Annual Conference (AMS). (Conference) Monterrey, CA, USA (2013).
    Paper: Consumer confidence revisited and re-measured
    Author: Yeniaras V
    Co-authors: Balabanis G
  43. 42nd Academy of Marketing Science Annual Conference (AMS). (Conference) Monterrey, CA, USA (2013).
    Paper: Do happy brand placements lead to happy brands
    Author: Kumar A
    Co-authors: Balabanis G
  44. 35th Annual INFORMS Marketing Science Society Conference. (Conference) Istanbul, Turkey (2013).
    Paper: The Development and Validation of a Consumer Confidence Scale
    Author: Yeniaras V
    Co-authors: Balabanis G, Simintira A
  45. Global Marketing Conference. (Conference) Seoul South Korea (2012).
    Paper: In Search of Exclusivity
    Author: Kastanakis M
    Co-authors: Balabanis G
  46. Global Marketing Conference WON best paer award. (Conference) Seoul South Korea (2012).
    Paper: The Three Faces of Conspicuous Consumption
    Author: Kastanakis M
    Co-authors: Balabanis G
  47. Academy of Marketing Science Conference. (Conference) New Orleans USA (2012).
    Paper: Evaluating the Impact of Celebrity Status and Character Likeability on Brand Recognition
    Author: Kumar A
    Co-authors: Balabanis G
  48. Academy of Marketing Science Conference. (Conference) New Orleans USA (2012).
    Paper: Explaining variation in conspicuous consumption: An empirical examination
    Author: Kastanakis M
    Co-authors: Balabanis G
  49. Academy of Marketing Science Conference. (Conference) New Orleans USA (2012).
    Paper: Customer Relationship Development in Hedonic and Utilitarian Services
    Author: Stathopoulou, A
    Co-authors: Balabanis G
  50. Academy of Marketing Science Conference. (Conference) New Orleans USA (2012).
    Paper: Intended and Realized Marketing Strategies: Adaptive Marketing Organizations in Enacted Environments
    Author: Chari S
    Co-authors: Balabanis G
  51. 41st European Marketing Academy Conference. (Conference) Lisbon Portugal (2012).
    Paper: Explaining variation in conspicuous consumption: an empirical examination
    Author: Balabanis G
    Co-authors: Kastanakis M
  52. 40th European Marketing Academy Conference. (Conference) Ljubljana, Slovenia (2011).
    Paper: How Marketing Actions can Influence Customer Relationships across Different Types of Services
    Author: Stathopoulou, A
    Co-authors: Balabanis G
  53. European Marketing Academy Conference. (Conference) Ljubljana, Slovenia (2011).
    Paper: When Can "Bad" Stars Do Good? Examining The Positive Effects Of "Good" And "Bad" Stars On Women's Self-Worth And Product Evaluation
    Author: Saaksjarvi M
    Co-authors: Balabanis G
  54. European Marketing Academy Conference. (Conference) Ljubljana, Slovenia (2011).
    Paper: The Impact of Style of Processing on Brand Placement Recognition -The Mediating Effect of Character Likability
    Author: Kumar A
    Co-authors: Balabanis G
  55. AMS World Marketing Congress. (Conference) Reims France (2011).
    Paper: Ad Captandum Vulgus: Explaining Mass Consumption of Luxury Goods
    Author: Kastanakis M
    Co-authors: Balabanis G
  56. AMS World Marketing Congress. (Conference) Reims, France (2011).
    Paper: Measuring the influence of corporate image on country of origin image. The case of Spain.
    Author: Lopez C
    Co-authors: Balabanis G
  57. Conference - AMS World Marketing Congress. (Conference) Reims France (2011).
    Paper: The Role of “Consumer Need for Uniqueness” and Product Typicality in Explaining Variation of Country of Origin Effects
    Author: Tseng T.H.
    Co-authors: Balabanis G
  58. 40th European Marketing Academy Conference. (Conference) Ljubljana, Slovenia (2011).
    Paper: Gender Disparaging Advertising: Can Irony Make Them More Acceptable?
    Author: Balabanis G
    Co-authors: Grougiou V
  59. Academy of Marketing Science Annual Conference. (Conference) Coral Gables, Florida (2011).
    Paper: ANTECEDENTS OF THE “BANDWAGON” LUXURY CONSUMPTION BEHAVIOUR
    Author: Kastanakis M
    Co-authors: Balabanis George
  60. Association for Consumer Research Conference. (Conference) Jacksonville, Florida (2010).
    Paper: Bandwagon, Snob and Veblen Effects in Luxury Consumption
    Author: Kastanakis M
    Co-authors: Balabanis
  61. Global Marketing Conference. (Conference) Tokyo, Japan (2010).
    Paper: Between the mass and the class: an examination of the individual factors associated with bandwagon luxury consumption behaviour
    Author: Kastanakis M
    Co-authors: Balabanis
  62. Global Marketing Conference. (Conference) Tokyo, Japan (2010).
    Paper: The Complexity of the Country-of-Origin Literature: Past, Present, and Future
    Author: Tseng, Ting-Hsiang T
    Co-authors: Balabanis George
  63. European Marketing Academy Conference (EMAC). (Conference) Copenhagen, Denmark (2010).
    Paper: The Social Influence in Relationship Development across Different Types of Service
    Author: Balabanis George
    Co-authors: Balabanis George
  64. European Marketing Academy Conference (EMAC). (Conference) Copenhagen, Denmark (2010).
    Paper: Consumer Ethnocentrism: Socially Imposed?
    Author: Siamagka N
    Co-authors: Balabanis George
  65. European Marketing Academy Conference (EMAC). (Conference) Copenhagen, Denmark (2010).
    Paper: The Role of Consumer Need for Variety and Product Typicality in Explaining Variation of Country of Origin Effects
    Author: Tseng, Ting-Hsiang T
    Co-authors: Balabanis George
  66. European Conference of the Association for Consumer Research. (Conference) Royal Holloway, University of London (2010).
    Paper: Signalling Effects in Luxury Consumption
    Author: Kastanakis M
    Co-authors: Balabanis
  67. Academy of Marketing Science Annual Conference. (Conference) Portland, Oregon, USA (2010).
    Paper: Conceptualizing Independent and Interdependent Effects on Luxury consumption
    Author: Kastanakis M
    Co-authors: Balabanis
  68. Academy of International business conference. (Conference) Rio de Janeiro, Brazil (2010).
    Paper: Explicit and Implicit Ethnocentric Bias and Product Typicality
    Author: Tseng, Ting-Hsiang T
    Co-authors: Balabanis George
  69. 6th International Conference of the AM's Brand, Identity and Corporate Reputation. (Conference) Barcelona (2010).
    Paper: Co-brand personalities: How much do they inherit the partner brand personalities?
    Author: Balabanis G
    Co-authors: Vincent-Wayne Mitchel
  70. 18th International Colloquium in Relationship Marketing (ICRM). (Conference) Henley Business School, University of Reading (2010).
    Paper: The Role of Social Influence at Different Stages of Service Relationships
    Author: Stathakopoulou A
    Co-authors: Balabanis George
  71. Second Biennial International Conference in Services Marketing. (Conference) Thessaloniki, Greece (2009).
    Paper: Conceptualising and Categorizing the Development of Relationships in Hedonic Services
    Author: Stathakopoulou A
    Co-authors: Balabanis George
  72. European Marketing Academy Conference (EMAC). (Conference) Nantes, France (2009).
    Paper: Explaining the Product Specificity of Country-of-Origin Effects
    Author: Tseng, Ting-Hsiang T
    Co-authors: Balabanis George
  73. European Marketing Academy Conference (EMAC). (Conference) Nantes, France (2009).
    Paper: Consumer Boycotts: Collective Action or Mere Punishment
    Author: Balabanis George
  74. 14th Cross-Cultural Research Conference. (Conference) Puerto Vallarta, Mexico (2009).
    Paper: Cross cultural differences in consumer ethnocentrism
    Author: Balabanis George
    Co-authors: Siamagka N
  75. 9th Academy of Consumer Research Conference on Gender. (Conference) Boston USA (2008).
    Paper: The thoroughly modern man; The development and validation of a consumer metrosexuality scale
    Author: Balabanis G
    Co-authors: V-W Mitchell
  76. 50th Academy of International Business (AIB) Annual Meeting. (Conference) Milan, Italy (2008).
    Paper: Gains and Losses from the Misperception of Country of Origin: The Role of Brand and Country of Origin Image
    Author: Balabanis G
    Co-authors: A. Diamantopoulos
  77. Relationship Marketing Summit. (Conference) Buenos Aires Argentina (2007).
    Paper: E-loyalty, E-Satisfaction and Shopping Motivations
    Author: Balabanis G
    Co-authors: V. Souitaris
  78. European Marketing Assocation Conference. (Conference) Reykjavik Iceland (2007).
    Paper: Affective anti-drink and drive advertising
    Author: Balabanis G
    Co-authors: V-W Mitchell
  79. American Maketing Association AMA winter. (Conference) San Diego USA (2007). Invited speaker.
    Paper: Brand of Origin Recognition
    Author: Balabanis G
    Co-authors: A. Diamantopoulos
  80. 9th International Conference on Business Ethics. (Conference) Thessaloniki, Greece (2007). Invited speaker.
    Paper: Consumers and Corporate Social Responsibility
    Author: Balabanis G
  81. Society for Consumer Psychology Conference. (Conference) Miami (2006).
    Paper: In search of effective anti-drink and drive advertising themes
    Author: Balabanis G
    Co-authors: Vincent Wayne Mitchell
  82. Rejuvenating Marketing: Contamination, innovation Integration, 34 European Marketing Association Conference (EMAC). Milan Italy (2005).
    Paper: SMS -Based Surveys: Strategies to Improve Participation
    Co-authors: V. Mitchell
  83. Cross-Cultural Research Conference. (Conference) Puerto Rico (2005).
    Paper: Cross-Cultural Analysis of Consumer Misbehaviors
    Co-authors: V W Micthell
  84. Academy of Marketing Science 12th World Marketing Congress. Muenster, Germany (2005).
    Paper: Shopping Motives, Loyalty And Satisfaction In Online Grocery Retailing Environments
  85. European Marketing Association Conference (EMAC). Murcia, Spain (2004).
    Paper: Country of Origin Knowledge Among Consumers: An Empirical Study
    Co-authors: A. Diamantopoulos
  86. Academy of Marketing Science Annual Conference. Vancouver Canada (2004).
    Paper: Matching service mixes to internal and external contingencies in export intermediary firms: profitability and efficiency implications
  87. World Marketing Congress. Perth, Australia (2003).
    Paper: The Impact of nationalism on the perceptions of country of origin images
  88. Annual Conference of the Academy of Marketing Science. Washington, DC, USA (2003).
    Paper: The Relationship between Environment, Export Strategy Development Approaches and Export Performance
  89. Academy of Marketing Science Annual Conference. Sanibel Island, Florida (2002).
    Paper: Domestic Country Bias, Country-of-Origin Effects and Consumer Ethnocentrism: An Integrative Approach
    Co-authors: Adamantios Diamantopoulos
  90. 31st European Marketing Association Conference (EMAC). Braga, Portugal (2002).
    Paper: E-Store satisfaction and Loyalty: the impact of shopping clusters
    Co-authors: Nina Reynolds
  91. Academy of Marketing Science, The 10th Biennial World Marketing Congress. Cardiff, UK (2001).
    Paper: Bases of E-store Loyalty: The interaction between switching costs and satisfaction
    Co-authors: Nina Reynolds and Antonis Simintiras
  92. 30th European Marketing Association Conference (EMAC). Bergen (2001).
    Co-authors: Nina Reynolds
  93. Academy of Marketing Conference. Derby (2000).
    Paper: Referendum Marketing: Issues Related to the Welsh Voters' Choice in the Last Referendum
  94. 29th European Marketing Association Conference (EMAC). Erasmus University Rotterdam, Netherlands (2000).
    Paper: Associating a Brand with the Wrong Country of Origin or country of Manufacturing: Does it Matter?
  95. 28th European Marketing Association Conference(EMAC). Humbolt University, Berlin, Germany (1998).
    Paper: Country of Origin Images Around the World: Can Value Priorities Predict Them?
    Co-authors: T. C. Melewar & Rene Mueller
  96. 27th European Marketing Association Conference (EMAC). Stockholm School of Economics, Stockholm, Sweden (1998).
    Paper: Consumer Preference Configurations and their Relationship with the Concept of Consumer Ethnocentrism: A Multidimensional Unfolding Approach
  97. Conference Manchester Metropolitan University. Manchester (1997).
    Paper: The Country of Origin Image and Brand Equity Link: An Exploration of Italian Brand Equities in the UK
    Co-authors: Fabio Bassi
  98. 26th European Marketing Association Conference. Warwick Business School, Warwick, UK (1997).
    Paper: The Impact Of Nationalism, Patriotism and Internationalism On Consumer Ethnocentric Tendencies
    Co-authors: Adamantios Diamantopoulos & T.C. Melewar
  99. Marketing Educators Conference. University of Strathclyde, Glasgow (1996).
    Paper: Successful Exporting of Ethnically-Defined Products: The Case of the Greek Yoghurt
    Co-authors: Michele Crilly & Spyros Tzavaras
  100. Academy of International Business (AIB) Conference. Aston University, Birmingham, UK (1996).
    Co-authors: Michele Crilly
  101. 25th European Marketing Association Conference (EMAC). Budapest University of Economic Sciences, Budapest, Hungary (1996).
    Paper: Determinants of Consumer Ethnocentrism and Country Of Origin Image
    Co-authors: T. C. Melewar & Rene Mueller