Dr Zafeirenia Brokalaki

Lecturer in Marketing

Contact details

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

Personal details

I joined the University of Leicester as a Lecturer in Marketing in 2017 after having completed a PhD in Culture, Media and Creative Industries at King’s College London. Prior to joining the School of Business at the University of Leicester, I taught at King’s College London in the UK, the University of Arkansas in the USA, and the University of Peloponnese in Greece.

My work is an attempt to explore, better understand and analyse the relationship between art consumption, identity, politics and social change. My research examines art-stimulated symbolic consumption, the aesthetic experience and the politics of spectatorship focusing on participatory art practices, grassroots cultural activity and non-institutional creativity.

I hold 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 Victoria and Albert Museum, CreativeWorks London, UCL, King’s Cultural Institute, Tima Foundation 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 amongst others.


  • Strategies for Creative Marketing and Innovation
  • Research Methods for Marketing
  • Marketing Strategy and Innovation

Prior to becoming a member of the School, I 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; independent workshops, seminars and intensive classes in Arts Management, Arts Marketing and Arts Fundraising.

Administrative Responsibilities

Personal Tutor on both undergraduate and postgraduate programmes.


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, 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 spectacular experiences influence the construction of the self, to examine the ways in which the digital sphere forms and is formed by the body and/or disembodiment, and to better understand how embodied 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 the critical aspect of marketing for the 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.


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

Research Areas

  • Art Consumption, Aesthetics, Spectatorship
  • Participatory Art, Grassroots Cultural Practice, Everyday Creativity
  • Consumer Identity & Self-Concept
  • The Sociology & Marketability of the Body
  • Experiential & Symbolic Consumption
  • Cultural/Arts Marketing & Branding
  • Marketing, Management & Fundraising for the Cultural and Creative Sector
  • Social Entrepreneurship
  • Marketing History
  • Politics, Activism and Social Movements

Research Paradigms

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


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Contact Details

School of Business
University of Leicester
University Road



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