Elena Chatzopoulou

De Vinci Research Center

Elena Chatzopoulou

Associate Professor in Marketing at EMLV - École de Management Léonard de Vinci, Elena holds a BSc and MSc from Greece (Athens University of Economics and Business) and a PhD from Newcastle University. Elena before joining academia had a 7 years working experience as a marketing manager. During her academic career she accomplished her PhD Thesis in Marketing at Newcastle University Business School (Newcastle, UK), supervised by Professor Matthew Gorton. The title of the thesis was: “A grounded theory of authenticity and quality constructions for ethnic restaurants: implications for effective marketing strategies”. Since then she has been investigating authenticity, quality and identity concepts about fashion and food marketing especially in digital platforms like Instagram and YouTube. Elena has supervised dissertations and Theses of Marketing students and she has also done consultancy for Companies in the retailing and digital sector. She has also acted as Partner for several EU funded projects. During her career she has received the “Teaching Excellence award” by the Academy of Marketing and the “Best paper award” at the 17th IFIP Conference on e-Business, e-Services and e-Society (I3E 2018). She has also been awarded as “outstanding reviewer” and “outstanding contribution in reviewing” by the Computers in human behaviour Journal. Her project Young Marketers 4 the North East was funded by the ULTSEC Innovation Fund and more information about it can be found here: https://youngmarketers2017.wordpress.com/ Elena is board member of the Journal of Business and Management, in the Editorial Review & Advisory Board for Conferences (Global Business Research Journals) and a reviewer for/a member of EMAC, EURAM, MA. She is also a Fellow of the Higher Education Academy (UKPSF D2). Dr Chatzopoulou has also given a TEDx talk: “Back to basics.com: a down-to-earth research” and several interviews in mass media globally.



Journal Articles

Heather Skinner, Elena Chatzopoulou; Matthew Gorton

Perceptions of localness and authenticity regarding restaurant choice in tourism settings Journal Article

Journal of Travel & Tourism Marketing , 37 (2), 2020.

Abstract | Links | BibTeX

Elena Chatzopoulou; Matthew Gorton; Sharon Kuznesof

Understanding Authentication Processes and the Role of Conventions: a consideration of Greek ethnic restaurants Journal Article

Annals of tourism research, 77 , pp. 128-140, 2019.

Abstract | Links | BibTeX


Under the influence of a blogger: The role of information‐seeking goals and issue involvement Journal Article

Psychology and Marketing, 36 (4), pp. 342-353, 2019.

Abstract | Links | BibTeX

Elena Chatzopoulou

A cultural approach to brand equity: The role of brand mianzi and brand popularity in China Journal Article

Journal of Brand Management, 2018.

Abstract | Links | BibTeX

Book Chapters


*Case study* Digital marketing communications: making the number 1 viral, in Chapter 14- Integrated Marketing Communication Strategy of “Principles of Marketing” book (8th European edition) by Philip Kotler, Gary Armstrong, Lloyd C Harris & Hongwei He. Book Chapter

Kotler, Philip; Armstrong, Gary; Harris, Lloyd C; He, Hongwei (Ed.): Principles of Marketing book , Pearson, 8 edition, 2019.

Abstract | Links | BibTeX


Elena Chatzopoulou

The case of Ancient Greek Sandals: can fashion brands benefit if they are linked with an ethnic heritage and celebrity endorsers Online

Global fashion business cases (Bloomsbury fashion resource) 2019, visited: 02.02.2019.

Abstract | Links | BibTeX

PhD Theses

Elena Chatzopoulou

A grounded theory of authenticity and quality constructions for ethnic restaurants: implications for effective marketing strategies PhD Thesis

Newcastle University Business School, 0000.

Abstract | Links | BibTeX

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