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Memorable tourism experiences (MTEs) can reinforce a destination's competitiveness. The literature has called for further research on this topic. This study develops and empirically examines a conceptual model exploring the relationships between MTEs, satisfaction, destination image (DI) and loyalty.

Quantitative research was conducted with 729 respondents who had visited the Greek island of Santorini in the last three years, and structural equation modeling was used.

The findings confirm the strength of the proposed model, which explained 58% of the variance for MTEs and 82% of that for tourist loyalty. The results reveal that MTEs influenced destination loyalty directly and indirectly through satisfaction, while DI influenced loyalty directly and indirectly.

This study provides new insight into the importance of MTEs, satisfaction and DI in the formation of destination loyalty.

This study provides new insight into the importance of MTEs, satisfaction, and DI in the formation of destination loyalty.

The proposed model is the first to include these factors and the specific relationships between them.

The current paper aims at exploring negative aspects in reviews about Airbnb listings in Athens, Greece.

The aspect-based sentiment approach (ABSA), a subset of sentiment analysis, is used. The study analyzed 8,200 reviews, which had at least one negative aspect. Based on dependency parsing, noun phrases were extracted, and the underlying grammar relationships were used to identify aspect and sentiment terms.

The extracted aspect terms were classified into three broad categories, i.e. the location, the amenities and the host. To each of them the associated sentiment was assigned. Based on the results, Airbnb properties could focus on certain aspects related to negative sentiments in order to minimize negative reviews and increase customer satisfaction.

The study employs the ABSA, which offers more advantages in order to identify multiple conflicting sentiments in Airbnb comments, which is the limitation of the traditional sentiment analysis method.

The purpose of this paper is to explore how the macro-environment influences consumer scepticism towards cause-related marketing (CRM), especially in a turbulent economic setting.

An exploratory qualitative research study utilising open-ended, semi-structured Skype interviews with 26 respondents was conducted in a country experiencing economic crisis.

The findings demonstrate that respondents hold a strong scepticism towards CRM campaigns and they are more negative towards the CRM campaigns initiated by foreign enterprises as compared to the domestic ones. This can be attributed to ethnocentrism, or even antipathy or animosity towards foreign companies due to crisis. Furthermore, results reveal that the political and legal elements of the macro-environment have an impact on consumer scepticism towards CRM campaigns, while the impact of the economic crisis itself did not seem to be equally significant.

This work contributes to the existing literature of CRM as it is the first study that explores the impact of macro-environmental elements on consumer scepticism towards CRM within an economic turbulence setting.

This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.

Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.

Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.

To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.

The focus of this chapter lies in exploring the views Greek Higher Education academics delivering marketing modules in state universities hold with regard to how they conceptualise ‘creativity’; it also examines whether and how academics incorporate teaching creativity in their curriculum and professional practices. Various concepts and contexts pertaining to creativity in education are introduced, emphasising creativity enhancement through marketing teaching and learning. Although educators recognise the critical role of creativity, the methods to enable the cultivation of students’ creativity remain elusive. In the light of these matters, a qualitative approach has been adopted with online structured interviews, which led to the formation of a thematic map through NVivo; the reflexive thematic analysis applied resulted in five final themes, entailing nine sub-themes, which in turn reveal the core patterns and Greek marketing academics’ perceptions on teaching creativity, along with their instructional practices and the challenges they face in this endeavour.

The purpose of this study is to examine the reasons that Greek consumers purchase imported high fashion apparel over Greek designers high fashion apparel. The objective of the research is to detect the underlying factors that affect their purchasing behaviour.

Qualitative research was conducted through discussions with consumer focus groups, all purchasers of imported high fashion apparel. Quantitative research was undertaken by means of a questionnaire with 28 items referring to the reasons for purchasing imported high fashion apparel. The sample consisted of 200 high fashion consumers from the city of Larissa, Greece. Data analysis includes descriptive statistics, reliability, as well as factor analysis by principal component analysis with Varimax rotation.

Results indicate that the consumers perceive that the imported high fashion apparel have better aesthetics, a better line and are produced from quality textiles, compared to the domestic high fashion apparel. Four factors derived underpinned the purchasing reasons of imported high fashion apparel: “status and image”, “quality of the product”, “marketing reasons” and “in fashion”.

This research was exploratory in nature and employed a non‐probability sampling method. Future research should be carried out to confirm the findings of the current study.

This study provides a useful source of information, which can be used by Greek high fashion apparel designers regarding the reasons why Greek customers of high fashion apparel purchase imported over domestic ones. This paper suggests which elements Greek designers of high fashion apparel should focus upon in order to gain a larger market share.

This study is important in terms that it is the first one to explore the reasons for purchasing imported high fashion apparel over domestic ones in Greece. It highlights 28 reasons (items) derived from qualitative research. In addition it suggests appropriate quality and marketing actions to be undertaken by Greek high fashion apparel designers.

This paper aims to explore, and attempts to explain, consumer perspectives on the purchasing of counterfeit brands. The economic crisis has become a global phenomenon, although in Europe it mostly affected the Mediterranean countries of Southern Europe. In times of economic stress, counterfeit products increase their market share.

The study utilized an email-based open-ended questionnaire as its data collection method. The research used a sample of 83 participants belonging to Generation Y (younger and older) and upper-medium- and high-income class brackets.

Purchasing behaviour of counterfeit products during the economic crisis enabled this study to identify four types of consumers. Furthermore, the results indicated that some consumers have significant interest in counterfeits, whereas some consumers show apathy or indifference towards counterfeiting. Furthermore, some consumers believe that the government’s economic austerity policies cause high-level consumption of counterfeits, whereas others consider the authorities to be responsible for counterfeiting, as they do not adequately tackle it.

This research is exploratory in nature and restricted to Greek Generation Y consumers. Suggestions are presented regarding future studies and generalization of the findings.

Implementation of law, joint communication campaigns and social media usage are the major implications for the stakeholders in the marketplace.

This study extends the body of knowledge of purchasing behaviour on non-deceptive counterfeit products by offering empirical findings from Greece, a country facing a severe economic crisis. This is the first study that explores counterfeit buying behaviour during an economic crisis period.