Research Interests of Prof. Balabanis

                     

bullet

Relational capabilities (what types of skills /competences are needed to develop relationships with customers)

bullet

Marketing strategy development

bullet

Customer abandonment

bullet

 Loyalty cards and customer retention

bullet

 E-loyalty

bullet

 Cross-cultural and global marketing and branding Global vs local branding (current practices, when global branding is better than local, importance of local branding to different sectors categories of customers)

bullet

 Leveraging local competences in global markets

bullet

 Consumer resistance/hesitance to buy foreign products (reasons, and strategies to deal with). Consumer ethnocentrism and country of origin image

bullet

Political behaviour by consumers (boycotts, etc)

bullet

 In search of the best (global) strategy development process under different conditions/contexts

bullet

The role of marketing in designing and implementing competitive strategies

bullet

Customer portfolio management: balancing acquisition and retention

bullet

 Managing and maintaining customers through multiple channels

bullet

 Dealing with a dominant retailer, distributor, channel, etc.

bullet

 Marketing of luxury products

bullet

Impact of media fragmentation and alternative media on brands

bullet

 Understanding the impact of brand personality dimensions on brand equity

bullet

 Brand extensions (e.g., assessing extension potential, transferring equity)

bullet

Brand dilution

bullet

 Long-term effects of marketing programs