About Professor Cleopatra Veloutsou

Cleopatra Veloutsou is a Professor of Brand Management in the University of Glasgow Adam Smith Business School in the UK. She holds an MBA and was awarded a PhD from the Athens University of Economics and Business in Greece.

Her primary research interest is on Brand Management. Over the years, she has worked in many areas in brand management such as brand centric relationships (brand relationships and brand communities), brand equity, brand co-creation and in many contexts, including consumer products, services, industrial products and luxury brands. She has also worked in Relationship Marketing and Marketing Communications.

In terms of research, Cleopatra has published over 50 articles in Academic Journals. She has been awarded the Highly Commended Award for her paper published in the European Journal of Marketing in 2005, the Outstanding Paper Award for her papers published in the Journal of Product & Brand Management in 2015 and 2019, the best paper award at the Global Brand Conference in 2016. In terms of the academic impact of her research, several of her papers are on the top 5% of the most cited papers in academic databases, such as Scopus and the Web of Science (Clarivate), she is ranked on the top 250 academics with “marketing” a first area of research in terms of citations in 2020 internationally in Mendeley (scopus) data, while her work has been recognised from bibliometric academic papers as highly influential in the sub-areas of brand engagement, brand-centric relationships and CCT .

Course outline:

1. What is expected from a good piece of academic research – originality, significant and rigor
2. First things first: What is theory?
3. Finding a good topic from based on the existing body of knowledge – the project vs the research outputs
4. Conducting a systematic (vs a non-systematic) literature review
5. Choosing a scale to measure a construct in quantitative research, and developing a scale – steps and processes BEFORE data collection
6. Discussing about YOUR problems in YOUR projects

.