by amantonakis | Jan 8, 2026 | Research & Publications
Despite the rise of visual content in marketing practice, guidance on visual storytelling remains scarce. Integrating neo-archetypal theory with practice theory, this paper examines whether archetypes can facilitate the translation of specific plot-based brand stories into still images, and how managers can select single-image content to create cohesive and consistent articulations of archetypes over time.
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by admin | Jan 6, 2024 | Research & Publications
We investigate the novel premise that a personal signature – an individual’s own handwritten version of their name – can prime identities when used as an extrinsic cue. Keri L. Kettle and Antonia Mantonakis
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by admin | Aug 15, 2022 | Research & Publications
It Leaves a Bad Taste in Your Mouth: How Corporate Social Irresponsibility Impacts Consumption Experiences
Todd Green, John Peloza, Antonia Mantonakis, Jingzhi Shang [View Article]
by admin | May 1, 2020 | Research & Publications
Philp, Matthew and Antonia Mantonakis. “Guiding the consumer evaluation process and the probability of order-effects-in-choice” Journal of Business Research 112 (2020): 13-22. Print.
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by admin | Aug 20, 2018 | Research & Publications
Quigley-McBride, Adele, Gregory G. Franco, Daniel B. McLauren, Antonia Mantonakis , and Maryanne Garry. “In the Real World, People Prefer their Last Whiskey When Tasting Options in a Long Sequence” PLoS ONE 13(8) (2018): 255-264. Print.
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by admin | Jul 13, 2018 | Research & Publications
Spielmann, Nathalie and Antonia Mantonakis. “In virtuo: How user-driven interactivity in virtual tours leads to attitude change” Journal of Business Research 88 (2018): 255-264. Print.
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