Background

Natalia Yannopoulou is Professor of Marketing at Newcastle University Business School. She has previously served at Nottingham University Business School, and was affiliated with the Centre for Cultural Policy Studies at the University of Warwick, Hellenic Open University and University of Roehampton.

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, and serves on the Editorial Board of Journal of Current Issues & Research in Advertising and 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.

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.

She currently supervises PhD students on topics of ethnic advertising, social media, online conflicts, authenticity, and entre-tainment. She is continuously welcoming PhD applications on relevant areas.

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) - AHRC & Innovate UK (2022-2024) on curating contemporary art in heritage with School of Arts & Vindolanda Trust. 
• 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. https://research.ncl.ac.uk/bcvietnamproject/. Interdisciplinary project with colleagues from School of Natural and Environmental Sciences.

Teaching

Natalia Yannopoulou teaches 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         

-        Dissertation in Marketing  

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 Newcastle University Business School & Durham University Business School.

Publications

• Chandrasapth K, Yannopoulou N, Schoefer K, Liu MJ. A Multimodal Discourse-Mythological Approach to Understanding Brand-Based Conflicts in Online Consumer Communities: The Case of Samsung vs. Huawei. Journal of Business Research 2022, 144, 1103-1120.
• Chandrasapth K, Yannopoulou N, Bian X. Good Fortune and Its Influence on B2B Relationships: The Case of the Mae Manee Money Solution Campaign in Thailand. Industrial Marketing Management 2022, 101, 223-237.
• Ye D, Liu M, Luo J, Yannopoulou N. How to Achieve Swift Resilience: The Role of Digital Innovation–Enabled Mindfulness . Information Systems Frontiers 2022, 24(1).
• Agnihotri A, Bhattacharya S, Yannopoulou N. Combating fake news: Social media engagement with pro-vaccine messages. In: 5th International Conference of Marketing, Strategy & Policy. 2021, Newcastle University Business School (Virtual): Newcastle University.
• Chandrasapth K, Yannopoulou N, Schoefer K, Licsandru T, Papadopoulos T. Conflict in online consumption communities: A systematic literature review and directions for future research. International Marketing Review 2021, 38(5), 900-926.
• Yannopoulou N, Chandrasapth K, Kelsey D. Conflicts over Authenticity and Overtourism in Destination Branding. In: Theodoropoulou I; Tovar, J, ed. Research Companion to Language and Country Branding. London: Routledge, 2021, pp.389-406.
• Bhattacharya S, Agnihotri A, Yannopoulou N, Sakka G. Technological knowledge and internationalization: Evidence from India. International Marketing Review 2021, (ePub ahead of Print).
• Coulson E, Coleman S, Papagiannidis S, Yannopoulou N. A/B Testing of factors influencing the Impact of B2B Social Media Posts in an SME. In: 20th International Conference on Electronic Business (ICEB2020). 2020, Hong Kong (online).
• Alomar N, Yannopoulou N, Schoefer K. Authentic Ethnic Advertisements Perception: An Abstract. In: Wu S; Pantoja F; Krey N, ed. Marketing Opportunities and Challenges in a Changing Global Marketplace : Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference. Berlin: Springer Nature, 2020, pp.579-580.
• Coulson E, Coleman S, Papagiannidis S, Yannopoulou N. Design of Experiments for Business Improvement in SME Marketing Strategies. In: European Network of Business and Industrial Statistics (ENBIS-20). 2020, Online: ENBIS.
• Chandrasapth K, Yannopoulou N, Schoefer K, Kelsey D. The Power of Collective Brand Defending in Mitigating Negative eWOM: An Abstract. In: Wu S; Pantoja F; Krey N, ed. Marketing Opportunities and Challenges in a Changing Global Marketplace : Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference. Berlin: Springer Nature, 2020, pp.425-426.
• Coulson E, Papagiannidis S, Coleman S, Yannopoulou N. An Exploration into the Effects of Digital Co-branding within B2B E-Commerce: An Action Research Case Study within the B2B Marine Engineering Industry. In: 19th International Conference on Electronic Business (ICEB 2019). 2019, Newcastle upon Tyne: Association of Information Systems.
• Alomar N, Yannopoulou N, Schoefer K. Authentic Ethnic Advertisement Perceptions. In: Academy of Marketing Science (AMS) Annual Conference. 2019, Vancouver, Canada: Academy of Marketing Science. In Press.
• Coulson E, Coleman S, Yannopoulou N, Papagiannidis S. Business insight and support from analysis of digital marketing data in an SME. In: European Network for Business and Industrial Statistics (ENBIS-19). 2019, Budapest, Hungary: ENBIS.
• Yannopoulou N, Liu M, Bian X, Pereira Heath T. Exploring Social Change through Social Media: the case of the Facebook group Indignant Citizens. International Journal of Consumer Studies 2019, 43(4), 348-357.
• Chandrasapth K, Yannopoulou N, Schoefer K, Kelsey D. The power of collective brand defending in mitigating negative eWOM: The case of a Samsung Galaxy Note8 Club devoted Thai consumer-organized community. In: Academy of Marketing Science (AMS) Annual Conference. 2019, Vancouver, Canada: Academy of Marketing Science.
• Chandrasapth C, Yannopoulou N, Schoefer K, Kesley D. The role of visual media when examining social conflicts in online consumption communities within a social network site. In: 51st Academy of Marketing Conference. 2018, Stirling, UK.
• Huo F, Li B, Chong AYL, Yannopoulou N, Liu MJ. Understanding and predicting what influence online product sales? A neural network approach. Production Planning & Control 2017, 28(11-12), 964-975.
• Dermentzi E, Papagiannidis S, Osorio Toro C, Yannopoulou N. Academic engagement: Differences between intention to adopt Social Networking Sites and other online technologies. Computers in Human Behavior 2016, 61, 321-332.
• Dermentzi E, Papagiannidis S, Osorio C, Yannopoulou N. Academics' Intention to Adopt SNS for Engagement within Academia. In: 12th International Conference on Web Information Systems and Technologies. 2016, Rome, Italy: SciTePress.
• Bian X, Wang K, Smith A, Yannopoulou N. New Insights into Unethical Counterfeit Consumption. Journal of Business Research 2016, 69(10), 4249-4258.
• Liu MJ, Yannopoulou N, Bian XM, Elliott R. Authenticity Perceptions in the Chinese Marketplace. Journal of Business Research 2015, 68(1), 27-33.
• Liu M, Huang J, Chong A, Guan Z, Yannopoulou N. Fellow-townsmenship as the mechanism for exploring and exploiting business opportunities: A longitudinal reflection of the nineteenth century Ningbo entrepreneurs in Shanghai. Business History 2015, 57(6), 773-799.
• Dermentzi E, Osorio C, Papagiannidis S, Yannopoulou N. Exploring academics’ intention to adopt Social Networking Sites for engagement and impact. In: British Academy of Management 2014 Conference. 2014, Belfast: British Academy of Management.
• Roelofse E, Pereira JC, Yannopoulou N, Papagiannidis S. Clan Marketing: Tribal marketing and the implications for retaining and recruiting members for a social enterprise . In: 12th International Colloquium on Nonprofit, Arts, Heritage, and Social Marketing. 2013, Edinburgh, UK.
• Theofanides F, Yannopoulou N, Andrikopoulou A. Consumer Generated advertisements and how they affect brand attitude and buying intention. In: European Marketing Academy (EMAC). 2013, Istanbul.
• Yannopoulou N, Liu M, Bian X. Exploring what types of brand related information interest consumers within social media. In: European Marketing Academy (EMAC). 2013, Istanbul.
• Yannopoulou N, Theofanides F, Andrikopoulou A. How Positive and Negative consumer generated advertising messages affect brand attitude and buying intention. In: International Conference on Research in Advertising (ICORIA). 2013, Zagreb.
• Yannopoulou N, Moufahim M, Bian X. User-Generated Brands and Social Media: Couchsurfing and AirBnb. Contemporary Management Research 2013, 9(1), 85-90.
• Yannopoulou N, Moufahim M, Bian X. Brand building and social media: a discursive and visual analysis of User-Generated Brands. In: International Conference on Marketing Studies. 2012, Bangkok.
• Braziotis C, Yannopoulou N. New product development within the Extended Enterprise and the Service-Dominant Logic. In: 17th International Symposium on Logistics. 2012, Cape Town: University of Nottinghambusine.
• Bian X, Yannopoulou N, Wang KY, Liu S. Why Are Consumers Fans of Counterfeit Branded Products? - Consumer Psychological Motivations in Counterfeit Consumptions. Advances in Consumer Research 2012, 40, 1132-1132.
• Sangue P, McCabe S, Yannopoulou N. Exploring Brand Confusion when choosing a Tourist Destination. In: 4th Advances in Tourism Marketing Conference. 2011, Maribor, Slovenia.
• Yannopoulou N, Elliott R. Exploring Form over Function within Print Advertising. In: 1st Colloquium on Global Design and Marketing Conference. 2011, Lincoln, UK.
• Yannopoulou N, Yalkin C, Liu M. Fashion through Time. In: Asia-Pacific Advances in Consumer Research. 2011, Beijing, China: Association for Consumer.
• Yannopoulou N, Koronis E, Elliott R. Media amplification of a brand crisis and its affect on brand trust. Journal of Marketing Management 2011, 27(5-6), 530-546.
• Yannopoulou N, Liu M. Social Media and the generation of New Forms of Advertising. In: International Conference on Social Science. 2011, Shanghai, China.
• Braziotis C, Yannopoulou N, Tannock J. Trust and the end-to-end supply chain perspective. In: 16th International Symposium on Logistics. 2011, Berlin, Germany.
• Srivoravilai N, Melewar TC, Liu M, Yannopoulou N. Value Marketing through Corporate Reputation: An empirical investigation of Thai hospitals. Journal of Marketing Management 2011, 27(3-4), 243-268.
• Yannopoulou N, Liu M. Consumers’ Affective and Cognitive Reliance on Brand Trust when a Brand Crisis occurs in the Private or Public sphere. In: Global Marketing Conference. 2010, Tokyo, Japan.
• Liu M, Yannopoulou N, Elliott R. Exploring consumers’ perceptions of product offering’s authenticity within contemporary Asian markets. In: European Advances in Consumer Research (EACR). 2010, London: Association for Consumer Research.
• Yannopoulou N, Liu M, Bian X. Perceptions of Authenticity within Emerging Markets. In: European Marketing Academy (EMAC) Regional Conference. 2010, Budapest, Hungary.
• Yannopoulou N, Liu M, Spiteri-Cornish L, Srivoravilai N. Brand Trust: Consumers’ affective and cognitive reliance when brands are in crisis. In: European Marketing Academy (EMAC). 2009, Nantes, France.
• Liu M, Yannopoulou N, Elliott R. Exploring perception of Authenticity in 21st century consumer markets. In: 5th International Conference of the AM's Brand, Identity and Corporate Reputation SIG. 2009, Cambridge, UK.
• Yannopoulou N, Liu M. Exploring perceptions of Authenticity in today’s consumers’ markets. In: Fourth International Conference on Interdisciplinary Social Sciences. 2009, Athens, Greece.
• Yannopoulou N, Elliott R. The role of 'interpretive communities' in the interpretation of 'open text' advertisements. Advances in Consumer Research 2009, 36, 860-862.
• Yannopoulou N, Koronis E, Elliott R. Media amplification of a brand crisis and its affect on brand trust. In: European Marketing Academy (EMAC). 2008, Brighton, UK.
• Yannopoulou N, Elliott R. Open versus Closed Advertising Texts & Interpretive Communities. International Journal of Advertising 2008, 27(1), 9-36.
• Yannopoulou N, Elliott R. A Model of Trust in Brands. In: European Marketing Academy - 36th EMAC Annual Conference 2007. 2007, Reykjavik: Reykjavik University.
• Yannopoulou N, Liu M. Exploring authenticity in the Chinese Consumer Market. In: All China Economics International Conference (ACE International Conference). 2007, Hong Kong: City University of Hong Kong.
• Yannopoulou N, Elliott R. Social Class and the Interpretation of Advertising Meaning. In: 4th Workshop on Interpretive Consumer Research. 2007, Marseille.
• Yannopoulou N, Elliott R. The Interpretation of 'Open Text' Advertisements. In: European Association for Consumer Research (EACR). 2007, Milan: Association for Consumer Research.
• Elliott R, Yannopoulou N. The Nature of Trust in Brands : A Psychosocial Model. European Journal of Marketing 2007, 41(9/10), 988-998.
• Yannopoulou N, Elliott R. Interpreting Print Advertising. In: 5th International Conference on Research in Advertising (ICORIA). 2006, Bath, UK.