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Τεκμήριο Is Personal Branding pushing the epistemological boundaries of marketing?(2014) Zarkada, Anna K.Personal branding, a fast-growing body of popular literature, is so far ignored or scorned by academics. Utilising discourse analysis, this paper reviews definitions of personal branding, identifies the epistemological issues they raise and highlights the inconsistencies that point towards its interpretation as a frantic attempt by marketers to expand the market for their services. It re-defines the concept and positions it within the service-dominant logic of marketing and the corporate branding literature thus relieving the tensions caused by the product-based orientation of the extant literature.The value of the work lies in the positioning of personal branding as an analytical tool for understanding people as the common ground between theory and practice. It suggested that the time is ripe for marketing scholars to re-examine both themselves and the role of marketing as a tool for satisfying the emotional needs of people living in a world of flux.Τεκμήριο ECB monetary policy in the presence of nonlinearities(15/09/2013) Drakos, Anastassios; Kouretas Georgios P.The recent financial crisis of 2007-2009 raises several issues related to the conduct ofmonetary policy during the last two decades. Inflation targeting monetary strategy hasbeen pointed as a potential source of the crisis, as its main objective of inflationstabilization might have diverted central banks from financial stability. We considerthe case of ECB inflation targeting monetary policy since its inception in order toprovide evidence of possible changes in its implementation after the collapse ofLehman Brothers in September 15, 2008. To this end we take into consideration theexistence of nonlinearities that may exist in the estimated Taylor rule specification.We employ three alternative econometric approaches: (a) The Qu and Peron (2007)structural break model; (b) a TVP model with stochastic model and (c) a Markov-Switching VAR model using quarterly data for the ECB for the period 2001:Q1 to2012:Q4. The main findings of our analysis show that the recent financial turmoil andthe debt crisis had not led the ECB to a stronger response to inflation in its reactionfunction and debt crisis. From a theoretical and policy perspective our findings implythat the ECB could stabilize inflation without adopting a more aggressive set ofmonetary rules to combat increased inflation changes.