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Prof Natalia  Yannopoulou

Prof Natalia Yannopoulou

Professor of Marketing



She holds a Ph.D. in Marketing from Warwick Business School, U.K., an MBA from George Washington University, U.S.A. with specialization in Marketing, and a BSc. in Business Administration from Athens University of Economics & Business, Greece.

Natalia's language skills include English (excellent), French (excellent), Spanish (fluent), Chinese (introductory) and Greek (native).

Natalia's research interests are mainly in the areas of consumer behaviour, marketing communications and branding. Her work appears in journals such as Business History, Journal of Business Research, European Journal of Marketing and International Journal of Advertising, and has been presented in conferences such as Advances in Consumer Research (ACR), European Marketing Academy (EMAC) and International Conference on Research in Advertising (ICORIA). She regularly reviews papers for a range of marketing related journals and conferences, and serves on the Editorial Board of International Journal of Services, Economics and Management.

Natalia also has extensive international consulting experience in services marketing and communication roles in companies such as The Webb Partnership in the UK, Deloitte & Touche Consulting in Ecuador, Citibank N.A., Global Consumer Banking in Greece, and Sofitel member of Accor's hotels & resorts in the USA.


Research Tag Cloud


  • Degree Program Director for MSc International Marketing



  1. Yannopoulou N, Liu M, Bian X, Pereira Heath T (2019). Exploring Social Change through Social Media: the case of the Facebook group Indignant Citizens. International Journal of Consumer Studies. [Open]

  2. 2017

  3. Huo F, Li B, Chong A, Yannopoulou N, Liu MJ (2017). Understanding and predicting what influence online product sales? A neural network approach. Production Planning & Control. Vol. 28(11-12), pp. 964-975. [Open]

  4. 2016

  5. Bian X, Wang K, Smith A, Yannopoulou N (2016). New Insights into Unethical Counterfeit Consumption. Journal of Business Research. Vol. 69(10), pp. 4249-4258. [Open]
  6. Dermentzi E, Papagiannidis S, Osorio Toro C, Yannopoulou N (2016). Academic engagement: Differences between intention to adopt Social Networking Sites and other online technologies. Computers in Human Behavior. Vol. 61, pp. 321-332. [Open]

  7. 2015

  8. Liu MJ, Yannopoulou N, Bian XM, Elliott R (2015). Authenticity Perceptions in the Chinese Marketplace. Journal of Business Research. Vol. 68(1), pp. 27-33. [Open]
  9. Liu M, Huang J, Chong A, Guan Z, Yannopoulou N (2015). Fellow-townsmenship as the mechanism for exploring and exploiting business opportunities: A longitudinal reflection of the nineteenth century Ningbo entrepreneurs in Shanghai. Business History. Vol. 57(6), pp. 773-799. [Open]

  10. 2013

  11. Yannopoulou N, Moufahim M, Bian X (2013). User-Generated Brands and Social Media: Couchsurfing and AirBnb. Contemporary Management Research. Vol. 9(1), pp. 85-90. [Open]

  12. 2012

  13. Bian X, Yannopoulou N, Wang KY, Liu S (2012). Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions. Advances in Consumer Research. Vol. 40, pp. 1132-1132. [Open]

  14. 2011

  15. Yannopoulou N, Koronis E, Elliott R (2011). Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management. Vol. 27(5-6), pp. 530-546. [Open]
  16. Srivoravilai N, Melewar TC, Liu M, Yannopoulou N (2011). Value Marketing through Corporate Reputation: An empirical investigation of Thai hospitals. Journal of Marketing Management. Vol. 27(3-4), pp. 243-268. [Open]

  17. 2009

  18. Yannopoulou N, Elliott R (2009). The role of 'interpretive communities' in the interpretation of 'open text' advertisements. Advances in Consumer Research. Vol. 36, pp. 860-862. [Open]

  19. 2008

  20. Yannopoulou N, Elliott R (2008). Open versus Closed Advertising Texts & Interpretive Communities. International Journal of Advertising. Vol. 27(1), pp. 9-36. [Open]

  21. 2007

  22. Elliott R, Yannopoulou N (2007). The Nature of Trust in Brands : A Psychosocial Model. European Journal of Marketing. Vol. 41(9/10), pp. 988-998. [Open]

Conference Presentations


  1. Chandrasapth C, Yannopoulou N, Schoefer K, Kesley D (2018). The role of visual media when examining social conflicts in online consumption communities within a social network site. 51st Academy of Marketing Conference.

  2. 2016

  3. Dermentzi E, Papagiannidis S, Osorio C, Yannopoulou N (2016). Academics' Intention to Adopt SNS for Engagement within Academia. 12th International Conference on Web Information Systems and Technologies. pp. 219-228.

  4. 2014

  5. Dermentzi E, Osorio C, Papagiannidis S, Yannopoulou N (2014). Exploring academics? intention to adopt Social Networking Sites for engagement and impact. British Academy of Management 2014 Conference.

  6. 2013

  7. Roelofse E, Pereira JC, Yannopoulou N, Papagiannidis S (2013). Clan Marketing: Tribal marketing and the implications for retaining and recruiting members for a social enterprise . 12th International Colloquium on Nonprofit, Arts, Heritage, and Social Marketing.
  8. Yannopoulou N, Theofanides F, Andrikopoulou A (2013). How Positive and Negative consumer generated advertising messages affect brand attitude and buying intention. International Conference on Research in Advertising (ICORIA).
  9. Theofanides F, Yannopoulou N, Andrikopoulou A (2013). Consumer Generated advertisements and how they affect brand attitude and buying intention. European Marketing Academy (EMAC).
  10. Yannopoulou N, Liu M, Bian X (2013). Exploring what types of brand related information interest consumers within social media. European Marketing Academy (EMAC).

  11. 2012

  12. Yannopoulou N, Moufahim M, Bian X (2012). Brand building and social media: a discursive and visual analysis of User-Generated Brands. International Conference on Marketing Studies.
  13. Braziotis C, Yannopoulou N (2012). New product development within the Extended Enterprise and the Service-Dominant Logic. 17th International Symposium on Logistics. pp. CD-ROM.

  14. 2011

  15. Yannopoulou N, Yalkin C, Liu M (2011). Fashion through Time. Asia-Pacific Advances in Consumer Research. Vol. 41, pp. 363-368.
  16. Yannopoulou N, Liu M (2011). Social Media and the generation of New Forms of Advertising. International Conference on Social Science.
  17. Yannopoulou N, Elliott R (2011). Exploring Form over Function within Print Advertising. 1st Colloquium on Global Design and Marketing Conference.
  18. Braziotis C, Yannopoulou N, Tannock J (2011). Trust and the end-to-end supply chain perspective. 16th International Symposium on Logistics.
  19. Sangue P, McCabe S, Yannopoulou N (2011). Exploring Brand Confusion when choosing a Tourist Destination. 4th Advances in Tourism Marketing Conference.

  20. 2010

  21. Yannopoulou N, Liu M, Bian X (2010). Perceptions of Authenticity within Emerging Markets. European Marketing Academy (EMAC) Regional Conference.
  22. Yannopoulou N, Liu M (2010). Consumers? Affective and Cognitive Reliance on Brand Trust when a Brand Crisis occurs in the Private or Public sphere. Global Marketing Conference.
  23. Liu M, Yannopoulou N, Elliott R (2010). Exploring consumers? perceptions of product offering?s authenticity within contemporary Asian markets. European Advances in Consumer Research (EACR). Vol. 9, pp. 566-568.

  24. 2009

  25. Liu M, Yannopoulou N, Elliott R (2009). Exploring perception of Authenticity in 21st century consumer markets. 5th International Conference of the AM's Brand, Identity and Corporate Reputation SIG.
  26. Yannopoulou N, Liu M, Spiteri-Cornish L, Srivoravilai N (2009). Brand Trust: Consumers? affective and cognitive reliance when brands are in crisis. European Marketing Academy (EMAC).
  27. Yannopoulou N, Liu M (2009). Exploring perceptions of Authenticity in today?s consumers? markets. Fourth International Conference on Interdisciplinary Social Sciences.

  28. 2008

  29. Yannopoulou N, Koronis E, Elliott R (2008). Media amplification of a brand crisis and its affect on brand trust. European Marketing Academy (EMAC).

  30. 2007

  31. Yannopoulou N, Liu M (2007). Exploring authenticity in the Chinese Consumer Market. All China Economics International Conference (ACE International Conference).
  32. Yannopoulou N, Elliott R (2007). The Interpretation of 'Open Text' Advertisements. European Association for Consumer Research (EACR). Vol. 8, pp. 250-252.
  33. Yannopoulou N, Elliott R (2007). A Model of Trust in Brands. European Marketing Academy - 36th EMAC Annual Conference 2007.
  34. Yannopoulou N, Elliott R (2007). Social Class and the Interpretation of Advertising Meaning. 4th Workshop on Interpretive Consumer Research.

  35. 2006

  36. Yannopoulou N, Elliott R (2006). Interpreting Print Advertising. 5th International Conference on Research in Advertising (ICORIA).

Funded Projects


  • Research: Knowledge Transfer Partnership
    Digitally transforming the company through branding and co-creation
    People: Prof Savvas Papagiannidis (PI) (£137,099), Prof Natalia Yannopoulou (Co-I)
    Funder: Innovate UK
    Duration: 04/2018 - 04/2020
    Budget: £137,099