Cleopatra Veloutsou

Cleopatra Veloutsou is a Professor of Brand Management at the University of Glasgow Adam Smith Business School. She holds an MBA and earned her PhD from the Athens University of Economics and Business in Greece. As a leading scholar in brand management, she serves as Editor in Chief of the Journal of Product and Brand Management and Associate Editor for the Journal of Business Research and the Spanish Journal of Marketing. She also heads the Marketing Research Unit of the Athens Institute of Education and Research (ATINER).

• PhD, Athens University of Economics and Business, Greece
• MBA (institution not specified in source)

Professor Veloutsou's research primarily focuses on Brand Management, with special expertise in brand-centric relationships, brand equity, brand co-creation, and relationship marketing. Her work spans various contexts including consumer products, services, industrial products, and luxury brands. She has made significant contributions to understanding consumer-brand relationships at both individual and collective levels, with particular emphasis on brand communities and brand engagement. Her research has been instrumental in advancing the theoretical frameworks around brand relationships and has practical implications for brand managers across industries.

Analysis of Professor Veloutsou's recent publications reveals a consistent focus on contemporary brand management challenges, particularly in digital contexts. Her work increasingly examines online brand communities, consumer engagement in social media environments, and the emotional dimensions of brand relationships. There's a notable trend toward studying negative brand experiences and anti-brand communities, as well as exploring how cultural identity influences brand relationships among expatriates. Her research maintains strong theoretical foundations while addressing practical marketing challenges in an increasingly complex digital landscape.

• Highly Commended Award, European Journal of Marketing (2005)
• Outstanding Paper Award, Journal of Product & Brand Management (2015, 2019)
• Best Paper Award, Global Brand Conference (2016)
• Top 2% Most Cited Academics Globally, Stanford/Elsevier's Scientist Rankings (2020-present)
• Best Reviewer Award, European Journal of Marketing (2019)
• Best Reviewer Award, Journal of Service Theory and Practice (2020)
• 21st International Marketing Trends Conference Award for Career Contribution to Marketing (2022)

Professor Veloutsou has been highly active in service to the academic community, serving as Editor in Chief and on editorial boards of major marketing journals. She regularly organizes academic conferences and delivers keynote speeches worldwide. Her research has received significant funding, enabling extensive investigations into brand management across diverse cultural contexts. She has supervised numerous PhD students and mentored early-career researchers in the field of marketing.

As a member of the School's Marketing research cluster, Professor Veloutsou collaborates with colleagues on interdisciplinary research projects examining consumer behavior and brand strategy. Her work connects marketing theory with practical applications, often involving industry partnerships to ensure relevance to contemporary business challenges. She is currently engaged in several international collaborations, with visiting positions scheduled at Aristotle University (Greece), University of Coimbra (Portugal), and University of West Attica (Greece) in 2025.