Dr Zafeirenia Brokalaki

Lecturer in MarketingZafeirenia Brokalaki

Contact details

  • Tel: 0116 252 3358
  • Email: zb62@le.ac.uk
  • Office: Room 1.05, Mallard House, Brookfield
  • Office hours: By appointment only (please email)

Personal details

I am a cultural scholar working at the intersections of consumer research, cultural studies and performance studies. I joined the University of Leicester, School of Business, as a Lecturer in Marketing in 2017, after having completed a PhD in Culture, Media and Creative Industries at King’s College London.

My broad research areas coalesce around the experiential, symbolic and political dimensions of cultural consumption, and the historical transformative dynamics of the arts market. I work on topics that concern the politics of aesthetics with a particular focus on participatory art, non-institutional creativity and their contribution to social change. More recently, I started looking at the genealogy of the performing body and embodied/arts-based epistemologies.

I hold a PhD in Culture, Media and Creative Industries from King's College London, an M.A. in Cultural Policy and Management from Warwick University, an M.A. in Communication from the American College of Greece, a B.Sc. in Marketing and Communication from Athens University of Economics and Business, and a B.A. in Dance, Choreography and Dance Education from the Higher Professional Dance Academy of Greece (D. Gregoriadou). I am also a Fellow at the Royal Society of Arts (RSA).

I have been involved in a range of funded research projects supported by several grants from universities, public institutions and cultural organisations, such as the Victoria and Albert Museum, CreativeWorks London, UCL, King’s Cultural Institute, Tima Foundation, UL Innovation Hub etc. In addition, I have served as a researcher, as a marketing and business development consultant, and as a fundraiser for numerous cultural and not-for-profit organisations, social enterprises, charities and creative SMEs in the UK, USA, Greece and Cyprus, including Dance Umbrella, Opera Holland Park, East London Dance, Royal Ballet of Birmingham, London School of Business and Finance, King’s College London, Emergency Exit Arts, Associated Studios, artFix London, Sinthesis Company, Athens Fringe Network, International Athens Film Festival, Rokka Festival and DemandforSupply amongst others. In 2019, I joined the Hellenic Institute of Cultural Diplomacy as a Dance and Research Advisor.


  • Consumption, Brands and Communications
  • Consumption in the Creative Industries
  • Strategies for Creative Marketing and Innovation
  • Research Methods for Marketing
  • Marketing Strategy and Innovation

Prior to joining the School of Business I taught at King’s College London in the UK, the University of Arkansas in the USA, and the University of Peloponnese in Greece. I have taught Digital Economies and Audiences, Digital Representations of Cultural Heritage, Management in the Digital Domain, Critical Approaches to Research, Creative Industries and Research Methods at King’s College London; Global Marketing at the University of Arkansas; Cultural Management and Marketing, and Principles of Entrepreneurship for the Creative Industries at the University of Peloponnese. I have also delivered independent workshops, seminars and intensive classes in Arts Management, Arts Marketing and Arts Fundraising.

Administrative Responsibilities

  • Personal Tutor on both undergraduate and postgraduate programmes.
  • Postgraduate Module Leadership
  • Internal Assignments/Examinations Assessor


My work lies at the intersection of cultural studies, consumer research and art/performance studies, aiming to contribute to the ever-growing progressive marketing tendencies that examine the experiential, symbolic and political dimensions of consumption, and the historical, socio-cultural, transformative dynamics of markets.

My current research concerns art consumption, the aesthetic experience and the politics of spectatorship focusing on participatory art practices and the relationship between art, identity, politics and social change. More specifically, I examine phenomena of art production, art consumption and spectatorship with the aim to understand how consumer participation in artistic self-expressive practices and audience involvement in symbolic experiential consumption affects subjectivity, intersubjective relationships, spatiality, broader social structures and ideologies.

Recently, I have turned my attention to the sociology and marketability of the body; in my future research, my goal is to explore how embodied market-based experiences influence the construction of the self, to study the historical constitution of the performing body, and to better understand how embodied/arts-based research methods could contribute to marketing theorisation.

Typically, my research is theory or phenomenon-driven, aiming at extending conceptualisations that originate from sociology, philosophy, cultural theory, politics and theories of aesthetics. Methodologically, I follow an interpretive/hermeneutic (qualitative) approach with the aspiration to better understand contemporary cultural phenomena, the socio-cultural dimension of art consumption and critical aspects of marketing for the cultural/creative sector. I tend to amalgamate literature from consumer research, marketing, cultural studies, cultural policy and cultural management, art history, theatre and performance studies, to contribute to theory development for consumer, marketing and cultural scholarship.


Current PhD students:

  • Margarita Avgerinopoulou
  • Jorge H. Borquez Jorquera
  • Chi K Lai
  • Najite Phoenix

I welcome new PhD students that are interested in the following fields:

  • Art Consumption, Aesthetics, Spectatorship
  • Participatory Art, Grassroots Cultural Practice, Everyday Creativity
  • Art and Space
  • The Sociology and Marketability of the Body
  • Embodied Epistemologies and Arts-Based Methods
  • Cultural/Arts Marketing and Branding
  • Marketing, Management and Fundraising for the Cultural and Creative Sector
  • Social Enterprise and Markets
  • Politics, Activism and Social Movements
  • Consumer Identity and Self-Concept
  • Experiential and Symbolic Consumption
  • Market Systems
  • Marketing History

Research Paradigms

  • Cultural Studies, Media and Creative Industries
  • Interpretive Consumer Research
  • Consumer Culture Theory (CCT)
  • Transformative Consumer Research (TCR)
  • Critical Marketing
  • Cultural Policy and Management
  • Art History, Dance, Theatre and Performance Studies
  • Theories of Social Participation and Authorship
  • Critical Theory
  • Social Theory
  • Philosophy of Aesthetics


Brokalaki, Z. and Comunian, R. (forthcoming), "Participatory Cultural Events and Place Attachment: A New Path towards Place Branding?", in Place Event Marketing: Promoting and Branding Urban Places, Routledge London.

Brokalaki, Z. and Murray, J. B. (forthcoming), "Creative Ethnography", in Food and Experiential Marketing: Pleasure, Wellbeing and Consumption, Routledge London.


Murray, JB, Brokalaki, Z, Bhogal-Nair, A, Cermin, A, Chelekis, J, Cocker, HL, Eagar, T, McAlexander, B, Mitchell, N, Patrick, R, Robinson, T, Scholz, J, Thyroff, A, Zavala, M & Zuniga, M, (2018) "Toward a processual theory of transformation", Journal of Business Research.


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Contact Details

School of Business
University of Leicester
University Road



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