Dr Eleni Tsougkou
Lecturer
Marketing
Area of Expertise
- International marketing
- (Global) branding
- Marketing management and consumer behavior within digital, online, and interactive marketing settings
- Structural Equation Modelling (SEM)
Prize And Awards
- 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
- 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, pp. 1-22 (2024)
- https://doi.org/10.1177/07439156241289079
- Drivers and mechanisms of consumers' attitudes towards global brand activists : perceived motivation matters
- Tsougkou Eleni, Karampela Maria, Balabanis George
- International Marketing Review (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)
- The digital brand personality assemblage – a netnographic exploration across platforms
- Ghorbani Mijka, Tonner Andrea, Tsougkou Eleni (Lenia)
- International Netnography Conference (2023)
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
- 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
- Global Brand Conference 2024 (Event)
- Peer reviewer
- 12/2023
- International Marketing Review (Journal)
- Peer reviewer
- 10/2023
Projects
- Marketing for Peace: Investigating why, when, and how brands decide to become activists for peace
- Tsougkou, Eleni (Lenia) (Principal Investigator)
- 01-Nov-2023 - 31-Oct-2025
- Digital Brand Personality
- Ghorbani, Mijka (Researcher) Tonner, Andrea (Academic) Tsougkou, Eleni (Lenia) (Academic)
- 01-Oct-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-Mar-2016 - 15-Dec-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-Oct-2014