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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)

,

Academy of Marketing Conference (2025)

Hartmann Kim, Murdy Samantha,

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 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;

- 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)

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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., 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

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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

Organiser

2028

Peer reviewer

5/2026

Peer reviewer

4/2026

Peer reviewer

3/2026

Peer reviewer

2/2026

Peer reviewer

1/2026

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