Maria Lichrou

Maria Lichrou is a Senior Lecturer in Marketing at the Department of Management and Marketing, Kemmy Business School, University of Limerick. She specializes in sustainability, consumption, and place branding, with a focus on critical marketing approaches and affective theories.

• Education: MA in Marketing (University of Nottingham, 2001), PhD in Marketing (University of Limerick, 2009)
• Research: Active in the Consumers in Society Research Cluster, co-Chair of the Academy of Marketing (UK) Sustainability SIG
• Expertise: Linked to UN Sustainable Development Goals, particularly sustainable tourism and ethical consumption

Her recent publications examine ambiguous place branding (Wild Atlantic Way), affective consumption (onflow theory), and critical pedagogy in marketing education. Articles appear in Marketing Theory, Journal of Marketing Management, and Tourism Management, with research outputs spanning 2006-2025.

• 2025: Ambiguity in place branding
• 2023: Critical pedagogy applications
• 2022: Affective consumption theory
• 2019: Sustainability discourses
• 2018: Place identity dynamics

Scientific awards include the George Fisk Award (2014) and Best Paper in Critical Marketing Track (2013). She serves on the KBS Research Ethics Committee and contributes peer-reviewed journal articles and conference papers.