Dr Eleni Tsougkou
Senior Lecturer
Marketing
Personal statement
Eleni (Lenia) Tsougkou is a Senior Lecturer in Marketing and Director for the PGT Programmes (September Intake) of the Department of Marketing at the University of Strathclyde (MSc Marketing, MSc International Marketing, MSc Tourism Marketing Management, and MSc Digital Marketing Management). She has a wide spectrum of academic background in business, ranging from economics to marketing management. She obtained her PhD in International Marketing from Loughborough University (UK). She also holds a master’s degree in Advertising and Marketing from Leeds University Business School (UK), as well as an undergraduate degree in Economic and Regional Development from Panteion University of Social and Political Sciences (Athens, Greece). Eleni's work has been published in leading academic journals, including the Journal of World Business, International Marketing Review, Journal of Public Policy & Marketing, Journal of Business Research, and Journal of Marketing Management.
Area of Expertise
Research areas:
- International marketing strategy
- (Global) brand activism
- (Global) branding
- Marketing management and consumer behavior within digital, online, and interactive marketing settings
Analytical and methodological approaches:
- Structural Equation Modelling (SEM)
- Survey and experimental research
- Thematic analysis
Prize And Awards
- Track Best Paper Award
- Recipient
- 12/2025
- AMS Review - Sheth Foundation 2023 Doctoral Competition for Conceptual Articles (DoCCA)
- Recipient
- 5/2023
- Fellow of the Higher Education Academy
- Recipient
- 2021
- Best Reviewer Award
- Recipient
- 7/11/2020
Publications
- Balancing innovation abroad: How intensity and novelty shape customer value in export markets : the role of inhibiting and facilitating factors
- Lisboa Ana, Cadogan John W, Oliveira João S, Tsougkou Eleni (Lenia)
- European International Business Academy Conference (2025)
- Brand influence on tourists’ booking intention : evaluation of customer-based brand equity within package holidays
- Hartmann Kim, Murdy Samantha, Tsougkou Eleni (Lenia)
- Academy of Marketing Conference (2025)
- Brand activism for peace and consumer emotions
- Tsougkou Eleni (Lenia), Robertson DJ
- Academy of Marketing Conference (2025)
- The effect of product innovation novelty and product innovation intensity on customer value creation effectiveness : the role of inhibiting and facilitating factors
- Lisboa Ana, Cadogan John W, Oliveira João S, Tsougkou Eleni (Lenia)
- Innovation and Product Development Management Conference (2025)
- Peace brand activism : how brands and policymakers can create leverage for change
- Tsougkou Eleni (Lenia)
- (2025)
- Peace brand activism : global brand responses to the war in Ukraine
- Tsougkou Eleni, Sykora Martin, Elayan Suzanne, Ifie Kemefasu, Oliveira João S
- Journal of Public Policy and Marketing Vol 44, pp. 100-121 (2025)
- https://doi.org/10.1177/07439156241289079
Teaching
Eleni has extensive teaching experience at both undergraduate and postgraduate levels. She currently serves as the class coordinator for the honours module of International Business Management. Additionally, she instructs courses in Strategic Global Marketing.
In the past, Eleni taught Dissertation Skills and Export Marketing to MSc Marketing students. She was further involved in teaching and assessing various modules, such as Principles of Marketing, Making Marketing Work, Business Environment Analysis, and Global Strategic Management.
Research Interests
Eleni has a wide spectrum of research interests within the area of the firm’s international activities and marketing management.
Her major research interests lie within the areas of:
- International marketing (e.g. international marketing strategy, global branding and global brand management, global consumer behaviour)
- Brand activism and firms' sociopolitical activities;
- Marketing and brand management (incl. digital marketing) and its intersection with consumer psychology & behaviour (e.g. the role of emotions in marketing settings; consumer engagement with firms' online activities)
- International Entrepreneurship (e.g. entrepreneurial orientation, innovativeness, competitive aggressiveness)
Eleni's doctoral thesis focused on investigating how export product adaptation affects customer value creation.
She holds experience in both:
- Quantitative research (e.g., SEM-structural equation modelling, regression analysis, mediation analysis)
and
- Qualitative research (e.g. interviews), preferably as part of a mixed methods approach
Her work has been published in major academic journals and is frequently presented at international conferences.
Eleni is extremely keen on supervising students in any of the above-mentioned research areas.
Professional Activities
- Journal of Strategic Marketing (Journal)
- Peer reviewer
- 3/2026
- International Marketing Review (Journal)
- Peer reviewer
- 2/2026
- International Marketing Review (Journal)
- Peer reviewer
- 1/2026
- Marketing Planning for the STEM Racing Competition (online)
- Speaker
- 1/2026
- British Academy (External organisation)
- Advisor
- 2026
- European International Business Academy (External organisation)
- Member
- 12/2025
Projects
- Emotional Responses to Brand Activism for Peace during Geopolitical Conflicts (£3,500)
- Tsougkou, Eleni (Lenia) (Principal Investigator) Robertson, David (Co-investigator)
- SBS-HaSS Collaboration Funding Scheme.
- 30-Jan-2024 - 15-Jan-2025
- Marketing for Peace: Investigating why, when, and how brands decide to become activists for peace
- Tsougkou, Eleni (Lenia) (Principal Investigator)
- 01-Jan-2023 - 31-Jan-2025
- Conceptualising Peace Brand Activism
- Tsougkou, Eleni (Lenia) (Principal Investigator) Sykora, Martin (Co-investigator) Elayan, Suzanne (Co-investigator) Oliveira, João S. (Co-investigator) Ifie, Kemefasu (Co-investigator)
- Project looking into how brands become activists for peace
- 01-Jan-2022 - 01-Jan-2025
- Digital Brand Personality
- Ghorbani, Mijka (Researcher) Tonner, Andrea (Academic) Tsougkou, Eleni (Lenia) (Academic)
- 01-Jan-2021
- Augmented Reality in Heritage
- Panhale, Tanvi (Researcher) Bryce, Derek (Academic) Tsougkou, Eleni (Lenia) (Academic)
- 01-Jan-2018
- Digital 101
- Tsougkou, Eleni (Lenia) (Academic) Oliveira, João S. (Principal Investigator) Ifie, Kemefasu (Academic) Sykora, Martin (Academic) Castro, Vitor (Academic) Elayan, Suzanne (Researcher)
- Project investigating the role of emotions in social media marketing settings.
- 01-Jan-2016 - 15-Jan-2021
Contact
Dr
Eleni
Tsougkou
Senior Lecturer
Marketing
Email: eleni.tsougkou@strath.ac.uk
Tel: 548 3093