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Profile

Professor Natalia Yannopoulou

Professor of Marketing

Background

Natalia Yannopoulou is Professor of Marketing at Â鶹´«Ã½ Business School. She has previously served at Nottingham University Business School, and affiliated with the Centre for Cultural Policy Studies at the University of Warwick, UK; University of Roehampton, UK; Hellenic Open University, Greece and ICN Business School, France.

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 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. She serves on the Editorial Boards of Journal of Current Issues & Research in Advertising, International Journal of Services, Economics and Management, and Humanities & Social Sciences Communications. She is also the Chair of the UK chapter for Marketing Strategy and Corporate Policy Research Academy, and Deputy Chair of the Visual Methods' Special Interest Group at the Academy of Marketing.

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.

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

Research

Natalia’s Yannopoulou research examines how consumers understand and interpret market offerings, while focusing on the communication activities between companies and audiences. Natalia’s research interests are mainly in the areas of consumer behaviour, marketing communications and branding. More specifically and within branding, she is interested in concepts such as brand trust, brand crises and perceptions of authenticity of mainly food and fashion brands within emerging markets such as China, Vietnam and the Middle East. Within Marketing Communications, she is particularly interested in the symbolic meaning of communication and the role of social media.

Natalia has been appointed member of the Global Challenges Research Fund peer review group (GCRF), in order to assist with the review of applications to ESRC Global Challenges Research Fund calls based on a new five-year £1.5 billion funding stream. She serves on the Editorial Board of International Journal of Services, Economics and Management. She regularly reviews papers for a range of marketing related journals and conferences, while she has been assigned Book Reviewer for Routledge publishing on numerous books on Marketing Communications.


Natalia is welcoming PhD applications particularly on research areas related to fake news, misinformation, disinformation, greenwashing, cultural consumption, advertising and qualitative methodological approaches.


Natalia has been able to secure both internal and external funding for her research through various grant schemes. The most recent ones include:   

  • Knowledge Transfer Partnership (KTP) - Innovate UK (2022-2024) on curating contemporary art in heritage with Vindolanda Trust -Interdisciplinary project between NUBS & School of Arts & Cultures. Awarded the 2024 Â鶹´«Ã½ Engagement and Place Award for engaging for cultural benefit. 
  • Arrow - UK Shared Prosperity Fund (2023) on brand extension through creative innovations with Little Buildings Live
  • Knowledge Transfer Partnership (KTP) - Innovate U.K. (2018-2021) on developing a B2B co-branding and digital marketing strategy based on data analytics. Interdisciplinary project between NUBS & School of Mathematics, Statistics and Physics.
  • Arrow - European Regional Development Fund (ERDF) - (2019) on brand storytelling with Powder Butterfly company.
  • Arrow - European Regional Development Fund (ERDF) - (2019) on exploring perceptions of authenticity in the virtual reality context with WeLoveMedia company.
  • Newton Fund British Council Project (2015-2017) that looks into adding value to the Vietnamese agri-food sector. . Interdisciplinary project with colleagues from School of Natural and Environmental Sciences.


Teaching

Natalia Yannopoulou has been teaching in the following modules in both the U/G and P/G level:

-       Advertising and Integrated Brand Promotions - MKT3006 

-       International Marketing Communications Management - NBS8510  

-       Strategic Global Marketing - NBS8124 (MBA)

-       Contemporary Trends in Marketing - NBS8562         

Natalia has extensive teaching experience in marketing in various universities in the UK and abroad. During this time, she taught and developed modules for face to face, online and distance learning classrooms. In many occasions she had to coordinate modules offered in national, as well as, international campuses.  

Her teaching is informed by her research, and often features guest speakers and real life projects. Natalia is continuously identifying real life projects involving strategic challenges faced by both local inspirational businesses and internationally well-established brands. Willow Burn Wood, and Always Wear Red are some of the local SMEs that she initiated collaboration with by developing, in partnership with their Executive teams, real life case studies on topical questions faced by the companies, and turning them into student group projects with immediate relevance and applicability. As a result, students were given the chance to apply theories learned, develop their skills and tailor their marketing suggestions against societal challenges such as ageing, sustainability and the digital economy. Natalia has also organised panel talks on Future of Marketing, and co-launched the MSc Marketing Debate between Â鶹´«Ã½ Business School & Durham University Business School.

Her teaching experience has been further enriched through the role of External Examiner at Nottingham University Business School, Kent Business School, Birmingham Business School, Strathclyde Business School, Lancaster University, and Hull University Business School. 

Publications

  • Articles

    • Ye D, Yuan R, Liu JM, Yannopoulou N. . Technological Forecasting & Social Change 2025, 221, 124349.
    • Chandrasapth K, Yannopoulou N, Boonyapranai K, Tantiprabha P. . Asia Pacific Business Review 2025, 31(3), 482-505.
    • Yuan R, Luo J, Liu MJ, Sivarajah U, Yannopoulou N. . British Journal of Management 2024, 35(2), 893-913.
    • Yannopoulou N, Chandrasapth K, Bian X, Jin B, Gupta S, Liu M. . Journal of Business Research 2024, 182, 114789.
    • Buckley A, Yannopoulou N, Gorton M, Lie S. . Journal of Current Issues & Research in Advertising 2024, 45(4), 388-401.
    • Weng C, Liu M, Luo J, Yannopoulou N. . Industrial Management & Data Systems 2024, 42(8), 688-700.
    • Yannopoulou N, Manika D, Chandrasapth K, Tajvidi M, Wells V. . European Journal of Marketing 2023, 57(8), 1969-1995.
    • Agnihotri A, Bhattacharya S, Yannopoulou N, Thrassou A. . International Marketing Review 2023, 40(4), 561-584.
    • Wang Zi, Yuan R, Luo J, Liu M, Yannopoulou N. . Journal of Business Research 2023, 165, 114070.
    • Sena V, Kanungo R, Ozdemir S, Yannopoulou N, Patel P. . British Journal of Management 2023, 34(3), 1184-1214.
    • Kelsey D, Yannopoulou N, Whittle A, Heath T, Golossenko A, Soares AM. . Marketing Theory 2023, 23(1), 141-162.
    • Bhattacharya S, Agnihotri A, Yannopoulou N, Sakka G. . International Marketing Review 2022, 39(3), 509-528.
    • Ye D, Liu M, Luo J, Yannopoulou N. . Information Systems Frontiers 2022, 24(1).
    • Chandrasapth K, Yannopoulou N, Bian X. . Industrial Marketing Management 2022, 101, 223-237.
    • Agnihotri A, Bhattacharya S, Yannopoulou N, Liu MJ. . Journal of Business Research 2022, 152, 349-360.
    • Chandrasapth K, Yannopoulou N, Schoefer K, Liu MJ. . Journal of Business Research 2022, 144, 1103-1120.
    • Yuan R, Luo J, Liu MJ, Yannopoulou N. . Technological Forecasting & Social Change 2022, 182, 121833.
    • Chandrasapth K, Yannopoulou N, Schoefer K, Licsandru T, Papadopoulos T. . International Marketing Review 2021, 38(5), 900-926.
    • Yannopoulou N, Liu M, Bian X, Pereira Heath T. . International Journal of Consumer Studies 2019, 43(4), 348-357.
    • Huo F, Li B, Chong AYL, Yannopoulou N, Liu MJ. . Production Planning & Control 2017, 28(11-12), 964-975.
    • Bian X, Wang K, Smith A, Yannopoulou N. . Journal of Business Research 2016, 69(10), 4249-4258.
    • Dermentzi E, Papagiannidis S, Osorio Toro C, Yannopoulou N. . Computers in Human Behavior 2016, 61, 321-332.
    • Liu M, Huang J, Chong A, Guan Z, Yannopoulou N. . Business History 2015, 57(6), 773-799.
    • Liu MJ, Yannopoulou N, Bian XM, Elliott R. . Journal of Business Research 2015, 68(1), 27-33.
    • Yannopoulou N, Moufahim M, Bian X. . Contemporary Management Research 2013, 9(1), 85-90.
    • Bian X, Yannopoulou N, Wang KY, Liu S. . Advances in Consumer Research 2012, 40, 1132-1132.
    • Srivoravilai N, Melewar TC, Liu M, Yannopoulou N. . Journal of Marketing Management 2011, 27(3-4), 243-268.
    • Yannopoulou N, Koronis E, Elliott R. . Journal of Marketing Management 2011, 27(5-6), 530-546.
    • Yannopoulou N, Elliott R. . Advances in Consumer Research 2009, 36, 860-862.
    • Yannopoulou N, Elliott R. . International Journal of Advertising 2008, 27(1), 9-36.
    • Elliott R, Yannopoulou N. . European Journal of Marketing 2007, 41(9/10), 988-998.

  • Book Chapters

    • Gupta S, Yannopoulou N, Sharma K, Sharma SP. . In: Gupta, S; Patel, P; De, A, ed. Socially Responsible Business Models for International Brands. World Scientific Publishing Co Pte Ltd, 2025, pp.1-15.
    • Agnihotri A, Bhattacharya S, Yannopoulou N. . In: MacRury, I., & Manika, D, ed. Digital Advertising Evolution. London: Routledge, 2025.
    • Yannopoulou N, Chandrasapth K. . In: Valentim C; Moreira A; Vale V, ed. Counterfeit Luxury and Consumption. London: Routledge, 2025, pp.230.
    • Chandrasapth K, Yannopoulou N. . In: Chen S, ed. Digital Globalization of Creative Industries. Edward Elgar, 2025, pp.314.
    • Crinnion F, Yannopoulou N, Bhattacharya S. . In: Hartshorne R; Benson V, ed. Handbook of Social Media in Education Consumer Behavior and Politics. Amsterdam: Elsevier, 2024, pp.139-187.
    • McFarlane A, Yannopoulou N, Kelsey D, Chandrasapth K, Jones S, Cronin J, Piacentini M, Cléret B, Porteous H, Wilson J, Hamilton K. . In: Fatema Kawaf; Ofer Dekel-Dachs, ed. Visual Methods in Marketing and Consumer Research. London: Routledge, 2024, pp.165-166.
    • Yannopoulou N, Chandrasapth K, Kelsey D. . In: Theodoropoulou I; Tovar, J, ed. Research Companion to Language and Country Branding. London: Routledge, 2021, pp.389-406.

  • Conference Proceedings (inc. Abstracts)

    • Yannopoulou N, Chandrasapth K. . In: Academy of Marketing Science – AMS. 2025, Dijon.
    • Nguyen D, Lindridge A, Yannopoulou N. . In: Advances in Consumer Research (ACR). 2025, Washington D.C., USA: Association for Consumer Research.
    • Nguyen D, Lindridge A, Yannopoulou N. . In: Australian & New Zealand Marketing Academy (ANZMAC 2024). 2024, Hobart, Tasmania.
    • Chandrasapth K, Yannopoulou N. . In: 2023 Academy of Marketing Science Conference. 2023, New Orleans, LA, USA.
    • Setthanandhaphokin P, Yu Q, Yannopoulou N. . In: European Marketing Academy (EMAC 2023). 2023, Odense, Denmark.
    • Nguyen S, Lindridge A, Yannopoulou N. . In: Consumer Culture Theory Conference (CCT 2023). 2023, Lund, Sweden.
    • Nguyen D, Lindridge A, Yannopoulou N. . In: Academy of Marketing. 2023, Birmingham: Academy of Marketing.
    • Yannopoulou N, Chandrasapth K, Bian X, Gupta S, Liu M, Luo M, Srisomwongse R. . In: Australian & New Zealand Marketing Academy (ANZMAC). 2022, Perth: Australian & New Zealand Marketing Academy.
    • Nguyen D, Yu Q, Yannopoulou N. . In: European Marketing Academy Annual Conference (EMAC 2022). 2022, Budapest, Hungary: European Marketing Academy.
    • Chandrasapth K, Yannopoulou N, Schoefer K, Kelsey D. . In: Academy of Marketing Science (AMS) Annual Conference. 2019, Vancouver, Canada: Academy of Marketing Science.
    • Nuery N, Yannopoulou N, Manika D, Alamanos E. The difference in the impact of users' positive and negative caption accompanying a sustainability ad on social media. In: American Marketing Association (Winter AMA). 2019, Vancouver.
    • Chandrasapth K, Yannopoulou N, Schoefer K, Kelsey D. . In: 10th INEKA Conference. 2019, Verona, Italy: INEKA.
    • Alomar N, Yannopoulou N, Schoefer K. . In: AMSAC 2019: Marketing Opportunities and Challenges in a Changing Global Marketplace. 2019, Vancouver, Canada: Academy of Marketing Science.
    • Chandrasapth C, Yannopoulou N, Schoefer K, Kesley D. . In: 51st Academy of Marketing Conference. 2018, Stirling, UK.
    • Yannopoulou N, Theofanides F, Andrikopoulou A. . In: International Conference on Research in Advertising (ICORIA). 2013, Zagreb.
    • Yannopoulou N, Liu M, Bian X. . In: European Marketing Academy (EMAC). 2013, Istanbul.
    • Theofanides F, Yannopoulou N, Andrikopoulou A. . In: European Marketing Academy (EMAC). 2013, Istanbul.
    • Braziotis C, Yannopoulou N. . In: 17th International Symposium on Logistics. 2012, Cape Town: University of Nottinghambusine.
    • Yannopoulou N, Moufahim M, Bian X. . In: International Conference on Marketing Studies. 2012, Bangkok.
    • Yannopoulou N, Liu M. . In: International Conference on Social Science. 2011, Shanghai, China.
    • Yannopoulou N, Yalkin C, Liu M. . In: Asia-Pacific Advances in Consumer Research. 2011, Beijing, China: Association for Consumer.
    • Sangue P, McCabe S, Yannopoulou N. . In: 4th Advances in Tourism Marketing Conference. 2011, Maribor, Slovenia.
    • Yannopoulou N, Liu M, Bian X. . In: European Marketing Academy (EMAC) Regional Conference. 2010, Budapest, Hungary.
    • Liu M, Yannopoulou N, Elliott R. . In: European Advances in Consumer Research (EACR). 2010, London: Association for Consumer Research.
    • Yannopoulou N, Liu M. . In: Global Marketing Conference. 2010, Tokyo, Japan.
    • Yannopoulou N, Liu M, Spiteri-Cornish L, Srivoravilai N. . In: European Marketing Academy (EMAC). 2009, Nantes, France.
    • Yannopoulou N, Liu M. . In: All China Economics International Conference (ACE International Conference). 2007, Hong Kong: City University of Hong Kong.
    • Yannopoulou N, Elliott R. . In: European Marketing Academy - 36th EMAC Annual Conference 2007. 2007, Reykjavik: Reykjavik University.
    • Yannopoulou N, Elliott R. . In: 5th International Conference on Research in Advertising (ICORIA). 2006, Bath, UK.

  • Edited Book

    • Daskalopoulou A, Yannopoulou N, ed. . London: Routledge, 2025.

  • Editorial

    • Mandler T, Luo J, Yannopoulou N, Wirtz J. . International Marketing Review 2024, 41(5), 849-855.

  • Scholarly Edition

    • Yannopoulou N. . In SAGE Skills: Business 2026. SAGE Publications.