I have two main research interests. In my Branding stream of research, I study how macro-level factors such as terrorism, pandemics, or political climate change consumers’ brand preferences. In my Psychology of Technology stream of research, I study how consumers interact with technology and use data.
I use quantitative, experimental, and qualitative methods in my research. I have scraped publicly available data from online sources (project: How Meaningless Brand Names Can Spark Consumer Curiosity and Improve Brand Evaluations), analysed large datasets econometrically (> 1,000,000 observations, project: How Political Polarization Affects Persuasiveness of Consumer Reviews), employed difference-in-differences method on field experiments (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).
Branding
Landgraf, P., Luffarelli, J., and Stamatogiannakis, A. (2026). Meaningless Brand Names Can Spark Consumer Curiosity and Improve Brand Evaluations. Journal of Business Research, 202.
Landgraf, P., Stamatogiannakis, A., and Yang, H. (2024). How Mortality Salience Hurts Brands with Different Personalities. International Journal of Research in Marketing, 41(2), 308-324.
Luffarelli, J., Delre, S. A., and Landgraf, P. (2023). How Has the Effect of Brand Personality on Customer-Based Brand Equity Changed Over Time? Longitudinal Evidence from a Panel Data Set Spanning 18 Years. Journal of the Academy of Marketing Science, 51(3), 598-616.
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.
Movement Means Life: Mortality Salience Influences Preference for Dynamic Brand Logos – with A. Jacubanecs, A. Stamatogiannakis, and A. Fedorikhin; under review at Journal of Business Research
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
Landgraf, P., and Kim, T. (2024), Media Censorship and Consumer Identity, Journal of the Association for Consumer Research, 9(4): 378-389.
Why Consumers See Media Censorship as Revising History – with T. Kim
Guha, S., and Landgraf, P. (2021). Sustainable Data Management, in: Handbook of Sustainability-driven Business Strategies in Practice. Edward Elgar.
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)
Consumer Emotions in Response to Algorithm-Generated Recommendations – with T. Kim; Recipient of the UVA Batten Institute Research Grant 2020 ($8,682)
The Impact of Digital Avatars on Persuasion – with A. Stamatogiannakis