Dr Georgios Patsiaouras

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). I am currently acting as Research Impact and Knowledge Exchange Deputy Lead for the College of Business supporting the development of impact cases and knowledge exchange activities across four Schools.  Since 2025, I am also acting as Programme Leader for the new MRes in Business and Management (DL) 1 year Programme. 

My research interests lie in the areas of marketing theory, consumer behaviour, sustainability and how institutional forces and geopolitical risk have shaped the development of marketing concepts and practice. My research around sustainable water consumption, water scarcity, heatwave protection and the interface of Blockchain and AI have been funded by the Marketing Trust, LabEx ICCA, ESRC IAA Fund and the Academy of Marketing amongst others. 

Patsiaouras G, Saren M, Green W., (2026) Geopolitical risk and international business: a multi-disciplinary review and research agenda. Multinational Business Review,

Patsiaouras, G., (2026) Marketplace Risks and Vulnerable Consumers.  Qualitative Market Research,

Molesworth, M., Grigore, G., Patsiaouras, G and Mouhafim, M., (2024) Bullshit consumption: What lockdowns tell us about work-and-spend lives and care-full alternatives. Marketing Theory. 

Patsiaouras, G., (2024) “Turning the invisible to visible: exploring consumers’ perceptions towards sustainable water consumption.” Qualitative Market Research,

Patsiaouras, G., and Fitchett, J., (2023) Red Tsars and Iron Ladies: exploring the role of marketing forces in the construction of political heroism. Marketing Theory, 23, 1.

Patsiaouras, G., (2022) Marketplace cultures for social change: New Social Movements and Consumer Culture Theory. Journal of Marketing Management

Patsiaouras, G., (2022) "The inter-generational branding of the Star Wars saga: May the Myth be with You!" Arts and the Market. 12(1), pp. 84-101

Brokalaki, Z., and Patsiaouras, G., (2022) Commodifying ancient cultural heritage: the market evolution of the Parthenon Temple”. Journal of Historical Research in Marketing, 14(1), pp. 4-23

Patsiaouras, G., Veneti, A., and Green, W., (2021) “The Hong Kong Umbrella Movement as a non-profit organization: an empirical study on the use of visual branding practices for social change. Journal of NonProfit and Voluntary Sector Marketing. e 1717

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), pp. 125-144.

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

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.

Edited Book

Patsiaouras, G, Fitchett, J., and AJ Earley, 2020 (Eds), Research in Consumer Culture Theory, Vol 3. pp, 1-148, Leicester: United Kingdom.

Book Chapters and Book Reviews

Patsiaouras, G., (2026) Book Review for Murky water: challenging an unsustainable system. By Luca Calafati, Julie Froud, Colin Haslam, Sukhdev Johal, Karel Williams. Manchester: Manchester University Press. Consumption Markets & Culture.

Baz, M., Patsiaouras, G., and Saren, M., (2019) To Own or to Access? An Exploration of Collaborative Consumption Practices by Arab Millennials. Book Chapter in Handbook of Sharing Economy edited by Bardi, F., Eckhardt, G and Belk, R., Edward Elgar: London.

Patsiaouras, G., (2016): Plastic water: the social and material life of bottled water by Gay Hawkins, Emily Potter, and Kane Race, Consumption Markets & Culture. 

Patsiaouras, G., (2014) Needs, True and False. J. Michael Ryan, Co-editor (with Daniel Cook) The Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies

I have supervised 8 PhD students to completion and currently I co-supervise the following students. I have acted as Internal and External Examiner for 11 PhD Theses. 

Miss Shalkia Samar (Part Time) first supervisor with Georgianna Grigore. Female  Luxury consumption in Dubai. 

Mr Ali Neoman, (Distance Learning) join supervision with Abdul Jabar. Crisis Management in the Cyber-security sector.

I would be interested in supervising dissertations in the areas of marketing, consumer behaviour and sustainability. 

I have experience in developing, leading and teaching a variety of subjects at MBA, MSc, UG, Distance Learning and Executive Education levels. I am a Fellow of Higher Education since 2013. I have delivered teaching for MBA DL students and PhD candidates in Cyprus, Dubai, Hong Kong, Vietnam and Greece.  

Business to Business Marketing (MSc Marketing)

Managing International Marketing Communications Brands and Relationships (MBA)

Introduction to Marketing (BA Management Studies)

Marketing Design and Operations (MBA)

Marketing Strategy and Innovation (MSc Marketing)

Marketing Management Practice (MSc Marketing) 

Managing Value Creation Processes from Idea to Market (MBA)

Business Research Methods (MRes in Business and Management). 

Sustainable consumption and production

Cultural branding

Water resources

Marketing Theory

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). "

July 2025, Patsiaouras, G, (2025) Tackling water scarcity in the Midlands (UK) through effective communication strategies. Academy of Marketing Conference, Cork Ireland, 7-10th of July.

April 2025 Patsiaouras, G., Saren M., Green W., (2025) Geopolitical Risk and International Business Research: a multi-disciplinary review and future research directions. Academy of International Business UK & Ireland 2025 Conference. Surrey Business School, 24-27 April.

July, 2024, Leung, A., Grigore, G., and Patsiaouras, G., (2024) Content marketing for educational purposes: What and how do consumers learn from online video tutorials. Academy of Marketing Conference, Cardiff, 4-6 July.

"July 2023, Patsiaouras, G., (2023) Turning the invisible to visible: exploring consumers’ perceptions and strategies towards sustainable water consumption. Academy of Marketing Conference, Birmingham Business School, University of Birmingham, 3-5 July 2023.

June 2022, Mollesworth, M., Grigore, G., Patsiaouras, G., and Mouhafim, M., Worksumption: What Lockdowns tells us about Work-and-Spend Lives. Interpretive Consumer Research Conference, Liverpool School of Management, 9-10 June, 

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. 

July 2014 Patsiaouras, G., Saren, M., and Fitchett, J., Emerging water marketing systems: the consequences of commercial water trading on sustainable practices and consumption. 39th Annual Macromarketing Conference, Royal Holloway, London.