...Cleopatra Veloutsou; George Christodoulides; Leslie de Chernatony Purpose The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece. Design/methodology/approach Data were collected...

.... For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 799 consumers. Findings Data analysis results, using structural equation modelling, showed that consumers' purchase intention...

... questions and propositions was formed and tested on the basis of data reflecting opinions expressed by marketing executives through a mailed survey in Greece. Findings For convenience and preference products, the low‐price strategy is used more often, irrespective of corporate objectives, whereas...

... objectives, data were collected from 170 companies operating in six different services sectors in Greece through personal interviews. The findings of the study show that the companies seem to follow a hierarchy of pricing objectives where their main focus is on the maintenance of the existing customers...

... the development of own label brands is at a different stage, Greece and Scotland. The results indicate that own label and manufacturer brands have an overall different positioning; Greeks are less familiar with own label products and assess them somewhat differently than the Scots, while several own label related...

... is not investigated in depth in previous research. 1. H₁: Brand managers working in the pharmaceutical and other fast‐moving consumer goods industries in Greece do not significantly differ in the way they perceive involvement in the various components in their job description...

..., several hypotheses are proposed and empirically examined using data collected from a sample of 161 product managers, working for 48 companies in five different sectors in Greece. The results show that brand managers working in various sectors differ in the perception of their contacts with the various...