My role at Middlesex University involves leadership, research and teaching responsibilities. In Middlesex Business School, I currently hold the positions of Head of the Department for Marketing, Branding and Tourism, the Research Lead for the Individual and Collective Well-being cluster and the Co-Convenor of the PhD Training and Development Program.
Before joining Middlesex in January 2015, I worked at University of Lincoln as a Lecturer in Marketing. Prior to pursuing my doctoral studies, and embarking my academic career, I worked as a marketing executive in music retailing in Greece and in music publishing in London, UK.
My studies have been interdisciplinary. I hold a BSc Degree in Economics (Major: Business Administration), from Aristotle University of Thessaloniki, an MA in Arts Management from City University London (UK) and a Ph.D. in Management from Cranfield School of Management (UK). For my thesis, I combined my prior interdisciplinary knowledge and practical experience to investigate the reasons that drive consumers to acquire music from various channels - both legal and illegal while consuming music. My thesis offered important implications to marketers and policy makers.
Research Passions
Middlesex Universityl has given me the opportunity to actively work on my research passions. From 2020, I have created and led the Individual and Collective Well-being Cluster, a research group that is focusing into producing and disseminating research that supports consumers and societies well-being. The creation of the cluster has been inspired by my own research interests, which is to study how particular forms of consumption can improve or impair well-being.
Outside Middlesex University, I work as an external examiner for the marketing courses of Lancaster University and the University of Lincoln as well as I collaborate with business in consultancy projects. I am occasionally asked to contribute my opinion on business stories in the press, as well as I connect with external audiences through social media (Twitter account).
Greek (native), English (proficient), Spanish (basic)
My teaching expertise is in consumption and strategy at both undergraduate and postgraduate levels. Specifically, I have designed, developed and launched the module Consumer Psychology, which runs in all marketing programmes and has consistently gained very high levels of student satisfaction. I am also part of the team that teaches the module Strategic Marketing. In the past, I have also taught Marketing Leadership.
Additionally, I supervise part-time and full-time student research dissertation projects. The projects deploy theory and research to investigate practical issues.
I am passionate about developing my students into the new marketrs of the future and want to inspire them to be self-reflective and pursue values like social justice and sustainability.
My research is driven by both academic rigour and relevance to practice. Specifically, my current research aims to provide solutions to organisations and policy makers on how to increase societal welfare. I study how particular forms of consumption improve or impair individual or collective well-being. For example, in one of my recent publications, I investigated the impact of dance lessons on productivity and subjective well-being, while my current project is focusing on how inclusive arts can transform communities and achieve community well-being. I have also expertise in the areas of illegal, cultural, conscious and place consumption and on value co-creation.
My research is featured in top quality peer-reviewed journals like Psychology & Marketing, Journal of Business Research, Journal of International Marketing and Annals of Tourism Research, as well as in various international conferences like the British Academy of Management, the Academy of Marketing, the European Marketing Academy and the American Marketing Association.
PhD supervision
Current Students
Annetta Lydia Paps-King: Investigating Affective Communication Stimuli on Consumer e-behaviour" (Write-Up)
Chonchanok Saktavivong: "The impact of low income and cultural norms on consumer purchase intention of counterfeit luxury brand products consumption" (Write-Up)
Completions
Giannina Warren: "Cultural Intermediaries and Place Branding: A Framework for Understanding Their Impact and Influence"
I am willing to supervise PhD students in the following areas: consumer well-being, conscious consumption, consumption of space and place, consumption in the cultural and creative domains (particularly music and dance), consumption in sports and recreation domains (particularly physical fitness and well-being), digital cultures and online communities.
View more publicationsConferences
I am a strong supporter of the Transformative Consumer Research movement, a community that aims to encourage, support, and publicise research that benefits consumer welfare and quality of life. I am aslo member of the Academy of Marketing.
I act as an ad-hoc referee for international publications such as the European Journal of Marketing, the Journal of Business Research, the Journal of Service Theory and Practice and Journal of Marketing Communications.
Professional Memberships
Academy of Marketing, Association of Consumer Research
