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Publications

, Ifie Kemefasu, Kania Klaudia

55th Annual Conference of the European Marketing Academy (2026)

Lisboa Ana, Cadogan John W, Oliveira Jo茫o S,

European International Business Academy Conference (2025)

Hartmann Kim, Murdy Samantha,

Academy of Marketing Conference (2025)

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Academy of Marketing Conference (2025)

Lisboa Ana, Cadogan John W, Oliveira Jo茫o S,

Innovation and Product Development Management Conference (2025)

(2025)

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.听

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.

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Research Interests

Eleni has a wide spectrum of research interests within the area of the firm鈥檚 international activities and marketing management.

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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)

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Eleni's doctoral thesis focused on investigating how export product adaptation affects customer value creation.

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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

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Her work has been published in major academic journals and is frequently presented at international conferences.

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Eleni is extremely keen on supervising students in any of the above-mentioned research areas.

Professional Activities

Peer reviewer

3/2026

Peer reviewer

2/2026

Advisor

2026

Speaker

1/2026

Peer reviewer

1/2026

Member

12/2025

Projects

Tsougkou, Eleni (Lenia) (Principal Investigator) Robertson, David (Co-investigator)

SBS-HaSS Collaboration Funding Scheme.

30-Jan-2024 - 15-Jan-2025

Tsougkou, Eleni (Lenia) (Principal Investigator)

01-Jan-2023 - 31-Jan-2025

Tsougkou, Eleni (Lenia) (Principal Investigator) Sykora, Martin (Co-investigator) Elayan, Suzanne (Co-investigator) Oliveira, Jo茫o S. (Co-investigator) Ifie, Kemefasu (Co-investigator)

Project looking into how brands become activists for peace

01-Jan-2022 - 01-Jan-2025

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

01-Jan-2021

Panhale, Tanvi (Researcher) Bryce, Derek (Academic) Tsougkou, Eleni (Lenia) (Academic)

01-Jan-2018

Tsougkou, Eleni (Lenia) (Academic) Oliveira, Jo茫o 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