People

Dr Georgios Patsiaouras

Associate Professor in Marketing and Consumption

Profile

I re-joined the School in September 2011 as Lecturer in Marketing, where I completed my PhD degree in 2010. I hold an MSc in Marketing (distinction) awarded by the University of Leicester in 2006 and previously I studied Business Administration (BA 2004) at the University of Macedonia (Greece).

Research

"My research interests lie in the area of consumer research and marketing theory. I am particularly interested in conspicuous consumption phenomena, sustainable consumption, cultural and historical readings of marketing phenomena and consumer behaviour. I am also interested in: a)the symbolic meaning of luxury brands. b) macro marketing and sustainability (water resources). c) how institutional forces have shaped the development of marketing/consumer behaviour concepts and ideas."

Publications

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Lai C. C. K. Patsiaouras G. and Brokalaki Z. (2020) Tutors as brands: Exploring the celebrification of the Hong Kong shadow education sector Journal of Promotional Communications 8(1) 125-145.

Patsiaouras G. (2019) Marketing concepts can have a life of their own: representation and pluralism in marketing concept analysis. Marketing Theory. 19(4) pp. 559-566.

Veneti A. Karadimitriou A. and Patsiaouras G. (2019) From Autographs to Fan-Celebrity Selfies: A New Media Genre in the Evolving Participatory Media Culture. London School of Economics Working Papers. pp. 1-28.

Patsiaouras G. Veneti A. and Green W. (2018) Marketing art and voices of dissent: promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement. Marketing Theory. 18(2) pp. 75-100.

Patsiaouras G. (2017) The history of conspicuous consumption in the United Kingdom: 1945-2000. Journal of Historical Research in Marketing. Vol. 9 Issue: 4 pp.488-510.

Patsiaouras (2017) ‘Fault’ genes and false needs? A critical review on the direct-to-consumer marketing of genetic tests. The Marketing Review. 17(2) pp 217-237.

Patsiaouras G. Fitchett J. and Davies A. (2016). Beyond the couch: Psychoanalytic consumer character readings into narcissism and denial Marketing Theory Vol. 16(1) 57-73.

Patsiaouras G. Saren. M. and Fitchett J. (2015) “The marketplace of life? An exploratory study on the commercialization of water resources through the lens of macro-marketing."" Journal of Macromarketing 35(1) pp. 23-35.

Fitchett J. Patsiaouras G. and Davies A. (2014) Myth and ideology in Consumer Culture Theory (CCT). Marketing Theory. 14(4) pp. 495-506.

Patsiaouras G. Fitchett J and Saren M. (2014) Boris Artzybasheff and the art of anthropomorphic marketing in early American consumer culture. Journal of Marketing Management. 30(3) pp. 117-137.

Patsiaouras G. and Fitchett J. (2012) The evolution of conspicuous consumption. Journal of Historical Research in Marketing. 4(1) pp. 154-176 (Emerald - JHRM Literati award for most outstanding article for the 2013 publication year).

Patsiaouras G. and Fitchett J. (2010) The Wolf of Wall Street: Re-imagining Veblen for the 21st Century. European Advances in Consumer Research London Association for Consumer Research Vol. 9(6) pp. 214-218.

Patsiaouras G. and Fitchett J. (2009) “Rethinking Veblen’s contribution to consumer research: a phenomenological enquiry into the perception of prestige by middle-income British consumers. Finanza Marketing e Produzione (Finance Marketing and Production) University of Bocconi publication Press. 27(4) pp. 24-47.

Patsiaouras G. and Fitchett J. (2009) Veblen and Darwin: tracing the intellectual roots of evolutionism in consumer research. Journal of Marketing Management 25(7/8) pp. 729-744.

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Supervision

"I am currently co-supervising four PhD students.

I co-supervise Miss Maha Baz Radwan on collaborative consumption phenomena and the sharing economy (with Professor Michael Saren).

I co-supervise Miss Luoman Zhang on the cultural production and consumption of Chinese alcohol (Baijiu) in Western countries (with Dr Jennifer Cole-Wright).

I co-supervise Miss Selen Mesutoglu on Nation Branding - The Case of Cyprus (with Professor James Fitchett).

I co-supervise Miss Shaklia El-Nakla Samar - Women's consumption of luxury goods and services in Dubai (with Dr Georgiana Grigore)

I would be interested in supervising dissertations on any of the following areas: empirical and cross-cultural research on conspicuous consumption practices contemporary and historical aspects of marketing and advertising theory the evolution of luxury brands and status symbols sustainable consumption and macro marketing"

Teaching

"Business to Business Marketing (MSc Marketing)

Introduction to Marketing (BA Management Studies)

Consumer Research (BA Management Studies)

Marketing Design and Operations (MBA)

Marketing Strategy and Innovation (MSc Marketing)

Managing International Marketing Communications Brands and Relationships (MBA) Managing Value Creation Processes from Idea to Market (MBA)"

Press and media

Sustainable consumption and production

Cultural branding

Water resources

Consumer behaviour

Awards

Patsiaouras G. and Fitchett J. (2012) The evolution of conspicuous consumption. Journal of Historical Research in Marketing. 4(1) pp. 154-176 (Emerald - JHRM Literati award for most outstanding article for the 2013 publication year).

June 2019 Patsiaouras G Veneti A. and Green W. Tear gas visual brands and opposition: anexploratory study on the use of visual branding techniques by the 2014 Hong Kong Umbrella Movement. Academy of Marketing Conference Regents University London 2-4 July. (Best Overall Academy of Marketing Conference Paper). "

Conferences

" June 2019 Patsiaouras G Veneti A. and Green W. Tear gas visual brands and opposition: an exploratory study on the use of visual branding techniques by the 2014 Hong Kong Umbrella Movement. Academy of Marketing Conference Regents University London 2-4 July. (Best Overall Conference Paper).

July 2018 Lai C Davies A. and Patsiaouras G. “Tutor Queens and Kings in the Hong Kong shadow education sector: a qualitative study on the creation and promotion of celebrity tutors” Poster Presentation at the Consumer Culture Theory Conference Odense Denmark 2-6 July.

July 2016 Patsiaouras G. Davies A. and Fitchett J. ‘Fault’ genes and false needs?: a critical review on the use of technology for the marketing of genetic data. 41st Annual Macromarketing Conference Dublin Trinity College 13-15 July 2016

July 2015 Patsiaouras G. 'Fault' genes and false needs: An exploratory study on the marketing of personalized medicine and genetic data. Academy of Marketing Conference The Magic in Marketing University of Limerick Ireland. "

Qualifications

I am a Fellow of Higher Education
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