Dr Eleni Tsougkou
Senior Lecturer
Marketing
Personal statement
Eleni (Lenia) Tsougkou is a Senior Lecturer (Associate Professor) 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.
Prize And Awards
- SBS Outstanding Researcher
- Recipient
- 2026
- 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
- What drives activism for peace
- Tsougkou Eleni, Ifie Kemefasu, Kania Klaudia
- 55th Annual Conference of the European Marketing Academy (2026)
- 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 activism for peace and consumer emotions
- Tsougkou Eleni (Lenia), Robertson DJ
- Academy of Marketing 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)
- 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)
Teaching
Eleni has extensive teaching experience at both undergraduate and postgraduate levels across a range of marketing and business subjects. She has experience of module leadership, dissertation and industry project supervision, and adopts a research-informed, student-centred approach that integrates contemporary business challenges and emerging technologies to support applied learning and critical thinking. Her past and present teaching portfolio includes International Business Management, Strategic Global Marketing, Consumer Behaviour, Brand Management, Quantitative Dissertation Methods, Dissertation Skills, and Export Marketing. She has also contributed to the teaching and assessment of 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;
- The intersection of international marketing with consumer psychology & behaviour (e.g. the role of emotions in international marketing settings; gloabl 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., surveys, experimental research design, advanced quantitative methods including SEM-structural equation modelling, moderation and mediation analysis)
and
- Qualitative research (e.g. interviews, netnography), 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
- European International Business Academy Conference 2028
- Organiser
- 2028
- International Marketing Review (Journal)
- Peer reviewer
- 5/2026
- Journal of International Marketing (Journal)
- Peer reviewer
- 4/2026
- Journal of Strategic Marketing (Journal)
- Peer reviewer
- 3/2026
- International Marketing Review (Journal)
- Peer reviewer
- 2/2026
- International Marketing Review (External organisation)
- Member
- 2026
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