Articles

• Zarkada A., Kashif M. & Zainab . (2024). The structure and content of the religious tourism destination image construct: an exploratory netnography of travelers’ reviews of Makkah and Medina. Journal of Islamic Marketing, earlycite. 10.1108/JIMA-06-2024-0229.
• Palla P., Kyriacou E. & Zarkada A. (2022). The effect of involvement on attitude formation and strength in the digital domain. Journal of Marketing Communications. Taylor & Francis. 10.1080/13527266.2022.2154062.
• Zarkada A. & Kapareliotis I. (2021). Training young female entrepreneurs on a national-scale: the Greek 'Genesis' Project case study. EuroMed Journal of Management, 4(1), 6-18. Inderscience. 10.1504/EMJM.2021.117783.
• Zarkada A. (2020). Editorial. International Journal of Sport Management and Marketing, 20(1/2), 1-8. Inderscience Publishers.
• 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, 20(1-2), 92-117. Inderscience Publishers. 10.1504/IJSMM.2020.109765.
• Kashif M., Zarkada A. & Thurasamy R. (2018). The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically. Total Quality Management & Business Excellence, 29(5-6), 481-501. Taylor & Francis. 10.1080/14783363.2016.1209970.
• Zarkada A., Thurasamy R. & Kashif M. (2017). The moderating effect of religiosity on ethical behavioural intentions: An application of the extended theory of planned behaviour to Pakistani bank employees. Personnel Review, 46(2), 429-448. Emerald. 10.1108/PR-10-2015-0256.
• Kashif M., Zarkada A. & Thurasamy R. (2017). Customer aggression and organizational turnover among service employees: The moderating role of distributive justice and organizational pride. Personnel Review, 46(8), 1672-1688. Emerald. 10.1108/PR-06-2016-0145.
• Kashif M. & Zarkada A. (2015). Value co-destruction between customers and frontline employees: A social system perspective. International Journal of Bank Marketing, 33(6), 672-691. 10.1108/IJBM-09-2014-0121.
• Zarkada A. & Panigyrakis G. (2014). A philosophical investigation of the transition from integrated marketing communications to metamodern meaning co-creation. Journal of Global Scholars of Marketing Science, 24(3), 262-278. Taylor & Francis. 10.1080/21639159.2014.911494.
• Papakonstantinou S., Zarkada A. & Kapareliotis I. (2012). Factors Affecting Greek Adolescents' Choices of Drinks and Sweets for School Snacks. 10.2139/ssrn.1994492.
• Küskü F. & Zarkada A. (2004). An Empirical Investigation of Corporate Citizenship in Australia and Turkey. British Journal of Management, 15(1), 57-72. Wiley. 10.1111/j.1467-8551.2004.t01-1-00400.x.
• Zarkada A. & Fraser C. (2003). Investigating the effectiveness of managers through an analysis of stakeholder perceptions. Journal of Management Development, 22(9), 762-783. Emerald. 10.1108/02621710310495766.
• Zarkada A. & Fraser C. (2002). Store patronage prediction for foreign-owned supermarkets. International Journal of Retail and Distribution Management, 30(6), 282-299. Emerald. 10.1108/09590550210429504.
• Fraser C. & Zarkada A. (2002). An exploratory investigation into cultural awareness and approach to negotiation of Greek, Russian and British managers. European Business Review, 14(2), 111-127. Emerald. 10.1108/09555340210420091.
• Zarkada A. & Fraser C. (2002). Risk perception by UK firms towards the Russian market. International Journal of Project Management, 20(2), 99-105. Elsevier. 10.1016/S0263-7863(00)00041-7.
• Zarkada A., Fraser C. & Insch A. (2002). Assessment of Indonesia's country risk by Australian manufacturers. Journal of Asia-Pacific Business, 4(1), 3-31. 10.1300/J098v04n01_02.
• Zarkada A. & Fraser C. (2001). Perceptual polarization of managerial performance from a human resource management perspective. The International Journal of Human Resource Management, 12(2), 256-269. Taylor & Francis. 10.1080/09585190010014638.
• Zarkada A. & Fraser C. (2001). The philosophy, structure and objectives of research and development in Japan. Construction Management and Economics, 19(8), 831-840. Taylor & Francis. 10.1080/01446190110074255.
• Zarkada A. & Fraser C. (2001). Moral decision making in international sales negotiations. Journal of Business and Industrial Marketing, 16(4), 274-293. Emerald. 10.1108/EUM0000000005501.
• Fraser C. & Zarkada A. (2000). Measuring the performance of retail managers in Australia and Singapore. International Journal of Retail and Distribution Management, 28(6), 228-242. Emerald. 10.1108/09590550010328409.
• Zarkada A. (2000). A classification of factors influencing participating in collusive tendering agreements. Journal of Business Ethics, 23, 269-282. Springer Nature. 10.1023/A:1006210308373.
• Skitmore M. & Zarkada A. (2000). Decisions with moral content: Collusion. Construction Management and Economics, 18(1), 101-111. Taylor & Francis. 10.1080/014461900370997.
• Ray R., Hornibrook J., Skitmore M. & Zarkada A. (1999). Ethics in tendering: A survey of Australian opinion and practice. Construction Management and Economics, 17(2), 139-153. Taylor & Francis. 10.1080/014461999371646

Conference Papers

• Voutsa M. & Zarkada A. (2024). How Emotional Storytelling in Social Media Content Influences Advertising Effectiveness.
• Zarkada A. & Kyriacou E. (2023). Measuring Perceived Internal Marketing and Employee Engagement in Higher Education Institutions. 10.15444/GMC2023.05.05.02.
• Zarkada A. (2023). Mega-influencer and celebrity brand engagement: antecedents and effect on fans’ purchasing behaviours.
• Kyriacou E. & Zarkada A. (2023). Communicating the brand promise to internal stakeholders in Higher Education Institutions.
• Palla P., Kyriacou E. & Zarkada A. (2022). The Product Involvement Effect on Thought Elicitation and Attitude Strength in The Online Environment.
• Papadopoulou M. & Zarkada A. (2021). Digital Museum Touring: From a Conventional 3D Translation to a Highly Engaging Transmutation.
•  Zarkada A. (2021). Listening to a unicorn’s pink narrative: Scheduling of brand Posts on Instagram for maximum consumer brand engagement.
• Markaki V. & Zarkada A. (2021). Factors Affecting the Athens Byzantine and Christian Museum Branding.
• Zarkada A. (2020). What makes a b2b facebook page engaging?.
• Zarkada A., Panigyrakis G. & Papakonstantinou K. (2018). Perception management: A Content Analysis of the Greek Reality Show ‘Survivor’.
• Zarkada A., Tzoumaka E. & Niros M. (2018). Antecedents of corporate sustainability in a multicultural society and the globalized economy.
• Zarkada A. & Tzoumaka E. (2017). Thou Shalt Not Consume the Rivals: Rivalry Effects on Behavioural Intentions of Sports Celebrity Brand Offerings.
• Zarkada A. & Kapareliotis I. (2016). An evidence based analysis of branding UK Universities.
• Zarkada A. & Kapareliotis I. (2016). Identifying organisational brand elements for UK universities: A content analysis of students’ perceptions.
•  Zarkada A. & Tzoumaka E. (2016). He Had a Meaning in my Mind’ Unpacking Celebrity Footballer Brands.
• Zarkada A. & Georgoudi F. (2015). The Application of the Elaboration Likelihood Model to Political Communication: Political Slogans and Change of Preference.
• Tzoumaka E. & Zarkada A. (2015). The Effect of Footballer Brand Characteristics on Fans’ Ticket Purchase Intention.
• Zarkada A. (2014). Is Personal Branding pushing the epistemological boundaries of marketing?.
• Zarkada A. (2014). Crafting the Craft's Reputation.
• Zarkada A., Tzoumaka E., Siomkos G. & Panigyrakis G. (2014). Achievement-Based Celebrities As Objects & Instruments Of Consumption.
• Zarkada A. & Sotiropoulou E. (2014). “Liking” those Who Rule the World: Politicians' Branding on Social Media.
• Tzoumaka E. & Zarkada A. (2014). Exploring Soccer Fans’ Schemata Regarding Global VS Local Human Brands. 10.15444/GMC2014.11.08.01.
• Panigyrakis G. & Zarkada A. (2014). The Future of Customer Service in a changing environment.
• Zarkada A. (2013). Adapting to Survive : Facebook’s Introduction into the IMC Ecosystem.
• Zarkada A. & Tzoumaka E. (2013). Towards a model of Consumer Engagement with Celebrity Brands.
• Zarkada A. (2011). The personal branding phenomenon: Pushing epistemological boundaries or desperately marketing marketing?.
• Zarkada A. (2011). Personal branding in Contemporary Marketing Trends Conference.
• Zarkada A. (2009). Brand equity revisited: An institutional theory approach to airline customer support.
• Zarkada A. (2009). Pricing construction services : a research agenda.
• Zarkada A. (2009). Moral dimensions of B2B and B2G Marketing.
• Zarkada A. (2009). Modelling of pricing in the construction services.
• Zarkada A. & Puncheva P. (2005). Structure of corporate reputation in purchasing and investing decision contexts.
• Zarkada A. & Puncheva P. (2004). The effect of corporate reputation dimensions on the decision to become a stakeholder in a firm.
• Puncheva P. & Zarkada A. (2003). The role of corporate reputation in the stakeholder decision - making process for establishing long-term relationship with a company.
• Zarkada A. & Fraser C. (2002). Developing a Culture of Innovation through Effective Information Management.
• Zarkada A. (2002). Womanhood as 'Otherness' : the moral philosophy of discrimination.
• Zarkada A. & Fraser C. (2001). An institutional theory approach to predicting consumer support for foreign owned supermarkets.
• Zarkada A. & Fraser C. (2001). Cultural awareness of Japanese management recruits.
• Zarkada A. & Fraser C. (2001). An analysis of cultural awareness of international managers.
• Zarkada A. & Fraser C. (2001). Predicting Consumer Support for Foreign Owned Supermarkets.
• Zarkada A. & Fraser C. (2000). Integrating social and economic orientated marketing : a study of retail management. 10.1007/978-3-319-11885-7_52.
• Zarkada A. & Fraser C. (2000). Profiles of Russian International Sales Negotiators : a six-country comparison.
• Zarkada A. & Fraser C. (2000). An exploratory investigation of demographic and cultural profiles, cultural awareness and approach to negotiation of Greek, Russian and British international marketing managers.
• Zarkada A. & Fraser C. (2000). Flexible learning in business education: Is the use of technology changing the meaning and function of the university campus ?.
• Zarkada A. & Fraser C. (2000). Measuring and Developing the Cultural Awareness Necessary for Effective Management.
• Zarkada A. & Insch A. (2000). Towards a measure of corporate environmental citizenship. 10.1007/978-3-319-11885-7_114.
• Zarkada A. & Fraser C. (2000). Research and development in the Japanese construction industry.
• Zarkada A. & Fraser C. (1999). A cross-cultural analysis of the marketing related elements of retail store managers' performance.
• Zarkada A. & Fraser C. (1999). An investigation into factors affecting perceptions of ethicality in international sales negotiations.
• Fraser C. & Zarkada A. (1999). Australian manufacturers' perceptions of Indonesia as a host for direct investment.
• Fraser C. & Zarkada A. (1999). The development of industry-specific non-results based managerial performance indices: A study of Australian and Singaporean retail managers.
• Fraser C. & Zarkada A. (1999). The relationship between market orientation, good corporate citizenship and customer loyalty.
• Zarkada A. & Fraser C. (1999). Managerial performance elements discriminating 'high-performing' from 'under-performing' technical managers.
• Zarkada A. & Fraser C. (1999). Risk analysis of the Russian market by U.K. firms.
• Küskü F., Zarkada A. & Fraser C. (1999). Can corporate citizenship measures be culturally transferable ?.
• Zarkada A. & Fraser C. (1998). Personal factors affecting behavioural intent towards illegal marketing practices.
• Woodhall T. & Zarkada A. (1998). Internationalisation motives of Australian contractors.
• Zarkada A. (1997). Factors affecting marketing decision making with an ethical content : collusive tendering in the construction contract market.
• Zarkada A. (1996). Ethical Issues Involved in Marketing Construction Services..
• Zarkada A. (1996). Marketing in the Construction Industry : thought and Practice.
• Zarkada A. (1995). The need for construction industry-specific modelling of international marketing activities.

PhD Thesis

• Kyriacou E. & Zarkada A. (2024). The Influence of Internal Marketing and Values on Employee Engagement in Higher Education.

Book

• Zarkada A. (2024). Marketing Solutions to the Challenges of a VUCA Environment: Proceedings of the 2023 GMA-GAMMA Joint Symposium, Seoul, Korea, July 20-23, 2023.

Book Chapters

• Yerimou P., Themistocleous C. & Zarkada A. (2024). (Re)Defining Airport Experience: A New Framework Proposition.
• Melanthiou Y., Vasic S. & Zarkada A. (2024). The Metaverse in an Era of Volatility, Uncertainty, Complexity, and Ambiguity. 10.1007/978-3-031-58429-9.
• Leonidou E. & Zarkada A. (2024). The Ever-Evolving Landscape of Marketing Research for Air Transport and Tourism. 10.1007/978-3-031-58429-9_2.
• Zarkada A. (2024). Marketing Solutions to the Challenges of a VUCA Environment: What Have We Accomplished and What More Can We Do? .. 10.1007/978-3-031-58429-9_1.
• Melanthiou Y., Uzunboylu N., Vrontis D., Papasolomou I. & Zarkada A. (2024). The Growing Complexity of COBRAs: A Systematic Review. 10.1007/978-3-031-58429-9_7.
• Panigyrakis G., Tzoumaka E. & Zarkada A. (2017). Hosting a successful metamodern party: Mixed methods management research on the web 2.0+. 10.1007/978-3-319-64394-6_1.
• Zarkada A. & Polydorou C. (2014). You Might Be Reputable But Are You ‘‘Liked’’? Orchestrating Corporate Reputation Co-Creation on Facebook. 10.1108/S1877-6361(2013)0000011009.
• Panigyrakis G. & Zarkada A. (2013). New philosophical paradigms in marketing: From amoral consumerism to axiological societing. 10.4324/9780203103036-13.
•  Papakonstantinou S. & Zarkada A. (2012). Gender differences in Greek adolescents' school lunch preferences.
• Zarkada A. (2001). Stereotyping in international business.
• Zarkada A. & Fraser C. (2001). Australian manufacturers' perceptions of Indonesia as a host for direct foreign investment.
• Fraser C. & Zarkada A. (2001). Cultural differences in HCI and telepresence - A comparison of e-commerce buying behaviour in Greek and Anglo-Australian women.
• Zarkada A., Skitmore R. & Runeson G. (1998). Construction management students' perceptions of ethics in tendering.

Working papers

• Zarkada A. & Kapareliotis I. (2012). The Effect of Performative and Social Legitimation on Brand Equity: A Customer – Based Approach. 10.2139/ssrn.1994485.
• Zarkada A. (2012). Concepts and Constructs for Personal Branding: An Exploratory Literature Review Approach. 10.2139/ssrn.1994522.
• Kapareliotis I. & Zarkada A. (2012). Training Young Female Entrepreneurs on a National-Scale: The Greek 'Genesis' Project Case Study.

• PhD, 1998, Queensland University of Technology (Australia), Tendering Ethics: A Study of Collusive Tendering from a Marketing Ethics Perspective
• MSc, 1993,  University of Manchester (UK), An Investigation into the Marketing Orientation of UK Construction Firms towards the Russian Market
• BSc, 1988, Athens University of Economics and Business (Greece)

• 2021 - Present: Associate Professor, Cyprus University of Technology, Limassol, Cyprus
• 2017 - 2021: Associate Professor, Athens University of Economics and Business, Athens, Greece
• 2011 - 2017: Assistant Professor, Athens University of Economics and Business, Athens, Greece     

• 2024, Emerald Literati Award - Outstanding Reviewer 2024, International Journal of Bank Marketing
• 2022, Best conference paper, Corporate and Marketing Communications conference
• 2015, Selected for showcasing in the “Academic and Research Excellence”, Greek Ministry of Education (only three social scientists have been included)
• 2014, Award for Excellence outstanding author contribution award, Emerald Literati Network
• 2014, Literati Club Award for Excellence for the best article published in the International Journal of Retail and Distribution Management Vol 28, Literati Club
• 1999 & 1998, Best conference paper, Australia and New Zealand International Business Academy Second Annual Conference
• 1999, Writer in Residence Award, Queensland University of Technology
• 1998, Outstanding conference paper, American Marketing Association Marketing Exchange Colloquium