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Antonios Stamatogiannakis


Antonios Stamatogiannakis



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Assistant Professor, Marketing

Antonios’ research is primarily interested in uncovering the psychological processes associated with two fundamental types of quests: The quest for something better (i.e., attainment goals), versus the quest for maintaining something already acquired (i.e., maintenance goals). His research addresses questions such as “What do people think about when they pursue the two types of goals?”, “Which one do they consider as more difficult?”, “Are there differences across cultures?”

From an applied perspective, Antonis’ research aims at improving both firm performance and consumer satisfaction in business sectors in which consumer goals are focal (e.g., dieting, exercising, education, saving, charitable giving, etc.).

In a secondary stream of research, Antonis investigates how visual aesthetic preference and brand equity is affected by the interplay between product design properties, chronic consumer characteristics, and contextual influences.

Antonios’ research has been published in the Journal of Consumer Research, and in Human Resource Management, and has been presented at numerous international conferences, including the Association for Consumer Research, Society for Consumer Psychology, and the European Marketing Association (EMAC) conferences. As an IE faculty, Antonis has has received external funding from several international organizations (European, Asian, and American), as well as from industry sources in order to carry out both research and management training.

At IE, Antonis is teaching Consumer Behavior & Market Research at the Master’s as well as at the PhD level.

Academic Background

• PhD in Management (Marketing), INSEAD (France)

• MSc in Management, INSEAD (France)

• MSc in Marketing and Communication, Athens University of Economics and Business (Greece)

• BA in Business Administration, Athens University of Economics and Business (Greece)

Latest Publications

• Yang, H., Stamatogiannakis, A., Chattopadhyay, A., Chakravarti, D. (2021). “Why We Set Unattainable Goals”. Harvard Business Review

• Stamatogiannakis, A., Luffarelli, J., Yang, H. (2020). “What Does the Symmetry of Your Logo Say About Your Brand?”. Harvard Business Review

• Luffarelli, J., Stamatogiannakis, A., Yang, H. (2019). “The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity”. Journal of Marketing Research, Vol. 56 (1): 89-103

• Luffarelli, J., Markou, P., Stamatogiannakis, A., Gonçalves, D. (2019). “The Effect of Corporate Social Performance on the Financial Performance of Business-to-Business and Business-to-Consumer Firms”. Corporate Social Responsibility and Environmental Management, Vol. 26 (6): 1333-1350