Publications

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

International product adaptation and performance : a systematic analysis of the literature and agenda for future research

Tsougkou Eleni, Cadogan John W, Boso Nathaniel, Hodgkinson Ian R, Oliveira João S, Laukannen Tommi, Yazdani Nahid, Story Vicky M

Journal of World Business Vol 60 (2025)

https://doi.org/10.1016/j.jwb.2024.101597

Drivers and mechanisms of consumers' attitudes towards global brand activists : perceived motivation matters

Tsougkou Eleni, Karampela Maria, Balabanis George

International Marketing Review Vol 41, pp. 1330-1357 (2024)

https://doi.org/10.1108/IMR-09-2023-0237

Factors shaping consumer views of global brand activists

Tsougkou Eleni (Lenia), Karampela Maria

Global Brand Conference 2024 (2024)

Constructing and comparing digital brand personality profiles across channels : a multi-method investigation

Ghorbani Mijka, Tonner Andrea, Tsougkou Eleni (Lenia)

Global Brand Conference 2024 (2024)

The consumer activist as a contemplative being

Cal Betul, Hamilton Kathy, Tsougkou Eleni (Lenia)

12th EIASM Interpretive consumer research workshop (2024)

More publications

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 and the postgraduate module of Export Marketing. Additionally, she instructs courses in Strategic Global Marketing. 

In the past, Eleni taught Dissertation Skills 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

International Marketing Review (Journal)

Peer reviewer

12/2024

International Marketing Review (Journal)

Peer reviewer

9/2024

11th International Research Conference in Marketing

Chair

14/5/2024

Beyond Borders: Plan a Successful International Business Journey

Recipient

13/3/2024

PhD External Examiner at Bournemouth University

Examiner

2/2024

European Marketing Academy Conference 2024 (Event)

Peer reviewer

1/2024

More professional activities

Projects

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

Digital Brand Personality

Ghorbani, Mijka (Researcher) Tonner, Andrea (Academic) Tsougkou, Eleni (Lenia) (Academic)

01-Jan-2021

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

Entrepreneurship in the 21st Century

Tsougkou, Eleni (Lenia) (Academic) Cadogan, John W. (Principal Investigator) Hodgkinson, Ian R. (Academic) Oliveira, João S. (Academic) Story, Vicky M. (Academic) Boso, Nathaniel (Academic) Lioliou, Eleni (Academic) Laukannen, Tommi (Academic) Asmat-Nizam Abdul-Talib, Asmat-Nizam (Academic) Jean, Ruey-Jer "Bryan" (Academic) Beracs, József (Academic) Nagy, Gabor (Academic) Felzensztein, Christian (Academic) Martínez-López, Francisco J. (Academic) Lisboa, Ana (Academic) Bilgin Wührer, Zeynep (Academic) Thoumrungroje, Amonrat (Academic) Schwens, Christian (Academic) Walheiser, Dennis (Researcher) Ko, Eunju (Academic) Sy-Chango, Joseph (Academic) Schmitt, Julien (Academic) Souchon, Anne (Academic) Despoudi, Stella (Academic) Eibe Sørensen, Hans (Academic) Yazdani, Nahid (Academic) Asikainen, Sanna-Katriina (Academic) Pattana, Boonchoo (Principal Investigator) Olie, Racela (Principal Investigator) Mitręga‬, ‪Maciej (Principal Investigator) Pfajfar, Gregor (Principal Investigator)

This project studies firms’ international business activities (such as their international marketing strategy, their competitive approach, their innovation, their CSR, and so on), their internal characteristics, the external environment and the implications on performance. The project is led by Professor John Cadogan (Loughborough University) and entails a wide international network of academic collaborators. More than 15 countries have currently collected data for this project, which will eventually compare aspects of entrepreneurship across the markets involved.

01-Jan-2014

More projects