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Eugenia Tzoumaka

Marketing

BA, Communications Media & Culture, Panteion University of Social and Political Sciences; MSc, Services Management, Athens University of Economic & Business; PhD, Marketing, Athens University of Economic & Business

Eugenia Tzoumaka joined the American College of Greece in 2007 and is currently an Assistant Professor of Marketing, specializing in sports marketing.

She holds a Ph.D. in International Marketing and her doctoral thesis earned the prestigious International João Havelange Research Scholarship from FIFA through a competitive selection process.

An experienced researcher, she employs mixed-methods approaches, combining both quantitative and qualitative methodologies. Her work has been published in international academic journals such as European Management Review, Management Research Review, International Journal of Sport Management and Marketing, and Journal of Marketing Communications. She has also contributed to international edited volumes and major conference proceedings, including those of the European Marketing Academy, European Association for Sport Management, and North American Society for Sport Management.

Her research interests include sports tourism, sports celebrity branding, consumer behavior, social identification effects, and digital marketing.

Selected Publications

  • Paraskevopoulou, L., Tzoumaka, E., Apospori, E. & Siachou, E. (2024). Active Employees in the Future Workplace: From Job Crafting to Selfergetic Job Crafting. European Management Review. https://doi.org/10.1111/emre.12703 (ABS=3, Scimago=Q1)
  • Tzoumaka, E., Kolyperas, D., Leivadi, S. (2024). Integrity and Digital Sustainability in eSports. In Manoli, A.E. & Konstantopoulos, I. (Eds.) Integrity and Sustainability in Sport: Business, Environmental and Social Goals. Routledge. ISBN 9781032591346.
  • Kyrousi, A., Tzoumaka, E. & Leivadi, S. (2022). Business Employability for Late Millennials: Exploring the Perceptions of Generation Z Students and Generation X Faculty, Management Research Review 45(5), pp. 664-683. https://doi.org/10.1108/MRR-04-2021-0328 (ABS=1, Scimago=Q2)
  • Tzoumaka, E., Leivadi, S. & Kaplanidou, K. (2022). The Economic Impact of Recurring Sport Events for their Hosting Destination: A Study on the Participants’ Financial Footprint. International Journal of Financial Studies, 10(3). https://doi.org/10.3390/ijfs10030078 (Scimago=Q4)
  • Zarkada, A. & Tzoumaka, E. (2020). The Structure, Content and Context of Achieved Celebrity Brands: A Study of Footballers in Their Brandscapes, International Journal of Sport Management and Marketing (1-2), pp. 92-117. ISSN: 1475-8962. (ABS=1, Scimago=Q3).
  • Tzoumaka, E., Tsiotsou, R. & Siomkos, G. (2016). Delineating the Role of Endorser’s Perceived Qualities and Consumer Characteristics on Celebrity Endorsement Effectiveness, Journal of Marketing Communications, 22 (3), pp. 307-326 https://doi.org/10.1080/13527266.2014.894931 (ABS=1, Scimago=Q1)