My research interests are twofold. In my Branding stream of research, I focus on changes to consumer brand preference as a result of macro-level influences such as terrorism, pandemics, or political climate. In my Psychology of Technology stream of research, I focus on how consumers interact with technology and use data.
I use quantitative, experimental, and qualitative methods in my research. I have scraped data from online sources (project: How New Product Names Influence Funding Outcomes on Crowdfunding Platforms), econometrically analysed large datasets (> 1,000,000 observations, project: How Political Polarization Affects Persuasiveness of Consumer Reviews), conducted field experiments with a difference-in-differences method (project: The Impact of Mortality Salience on Brand Preference), worked with proprietary datasets (project: How Political Elections Impact Brand Equity), conducted in-depth interviews (paper: Corporate Brand Identity Co-Creation in Business-to-Business Contexts) and designed online and lab experiments (multiple projects).
You can download my Research Statement here.
Iglesias, O., Landgraf, P., Ind, N., Markovic, S., and Koporcic, N. (2020), Corporate Brand Identity Co-Creation in Business-to-Business Contexts, Industrial Marketing Management, 85(2), 32- 43.
Brand Personality and Customer-Based Brand Equity: Evidence From 18-Year Panel Data – with J. Luffarelli and S. Delre; 2nd round R&R at Journal of the Academy of Marketing Science
How New Product Names Influence Funding Outcomes on Crowdfunding Platforms – with A. Stamatogiannakis and J. Luffarelli; R&R at Journal of Product Innovation Management
The Impact of Mortality Salience on Brand Preference – with A. Stamatogiannakis and H. Yang; R&R at International Journal of Research in Marketing
How Political Elections Impact Brand Equity – with A. Stamatogiannakis and H. Yang
How Does Political Polarization Affect Persuasiveness of Consumer Reviews – with N. Lurie, A. Stamatogiannakis, and S. Calderon
Psychology of Technology
Consumer Emotions in Response to Algorithm-Generated Recommendations – with T. Kim; Recipient of the UVA Batten Institute Research Grant 2020 ($8,682)
Approaching Data Sustainability: How to Nudge Consumers (and Firms) to Adopt Sustainable Data Management Practices; Award winner in the 2021 EMAC-Sheth Foundation Sustainability Research Competition (€5,000)
Guha, S., and Landgraf, P. (Forthcoming). Sustainable Data Management, in: Handbook of Sustainability-driven Business Strategies in Practice. Edward Elgar.
The Impact of Digital Avatars on Persuasion – with A. Stamatogiannakis