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 2017/18, after having completed a PhD in Culture, Media and Creative Industries at King’s College London.

My broad research areas coalesce around the experiential, ethical and political dimensions of cultural consumption as well as the historical, sociocultural and transformative dynamics of the cultural market system.

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 a Fellow at the Royal Society of Arts (RSA) and a HEA Associate Fellow.

In the past, I have been involved in a range of funded research projects supported by several grants from universities, public institutions and cultural organisations, such as Nesta, the Victoria and Albert Museum, CreativeWorks London, The Older People’s Commissioner for Wales, 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 and Greece, 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, DemandforSupply and Metaxoto amongst others.


  • Consumption, Brands and Communications (MSc Marketing)
  • Consumption in the Creative Industries (MSc Marketing for the Creative Industries)
  • Marketing Strategy and Innovation (MSc Marketing)
  • Strategies for Creative Marketing and Innovation (MSc Marketing for the Creative Industries)
  • Research Methods for Marketing (MSc Marketing, MSc Marketing for the Creative Industries, MSc International Marketing)
  • Dissertations and Business Projects Supervision (UG, PG, MBA)

Prior to joining the School of Business at the University of Leicester, I taught at King’s College London in the UK for the Department of Culture, Media and Cultural Studies and for the Digital Humanities Department, at the University of Arkansas in the USA for the Walton Business School and at the University of Peloponnese in Greece for the School of Theatre Studies.

The courses that I have previously taught include: 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 broad research areas coalesce around the politics of culture, the social orientation of aesthetics and the ethical dimension of consumption with a particular focus on participatory art, non-institutional creativity and their contribution to societal change. I also work on topics that concern creative epistemologies, dramaturgical marketing techniques and the historical constitution of the arts/cultural market. Recently, I turned my attention to the sociology and marketability of the body. In my future research, my goal is to look at the genealogy of the performing body and study the historical interrelationships between the body and the market.

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 critically examine contemporary cultural marketplace phenomena, market structures and systemic market transformations. I tend to amalgamate literature from marketing and consumer research, cultural studies, art history, theatre and performance studies, cultural policy and management to contribute to theory development for marketing, consumer and cultural scholarship. In brief, I would say that my work lies in the nexus of recent progressive interpretive, cultural and critical branches of marketing, such as Interpretive Consumer Research, Consumer Culture Theory (CCT), Transformative Consumer Research (TCR), Critical Marketing and Macromarketing. In the future, I would like to focus my efforts on placing the philosophy of ethics and politics at the heart of the marketing/business research, practice and education.

I have presented at and reviewed for leading cultural, marketing and arts conferences including the Association for Consumer Research Conference (ACRC), the International Conference on Arts and Cultural Management (AIMAC), the Consumer Culture Theory Conference (CCTC), the European Marketing Academy Conference (EMAC), the Transformative Consumer Research Conference (TCR), the Academy of Marketing Conference (AM), the Royal Geographical Society Conference (RGS), the Dance Studies Association Conference (CORD + SDHS), the Place Management and Branding Conference (IPBA), the International Visual and Performing Arts Conference (ATINER), the European Urban Research Association Conference (EURA) and more. I have also reviewed papers published by the Social Enterprise Journal and the Arts Journal.


Current PhD students:

  • Margarita Avgerinopoulou
  • Jorge H. Borquez Jorquera
  • Najite Phoenix

PhD Completions:

  • Chi K Lai

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

Research Areas

  • Art Consumption, Aesthetics, Spectatorship (especially with an emphasis on participatory art, grassroots creativity, pop culture)
  • Art and Space
  • The Sociology and Marketability of the Body
  • Performance, Dramaturgy and Storytelling
  • Participatory/Collaborative Consumption
  • Embodied Epistemologies and Arts-Based Methods
  • Cultural/Arts Marketing, Branding and Fundraising
  • Social Enterprise and Markets
  • Politics, Activism and Social/Cultural Movements
  • Experiential and Symbolic Marketing and Consumption
  • Market Systems
  • Market/Marketing History
  • Markets, Consumption and Ethics

Research Paradigms

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


Murray, JB, Brokalaki, Z, (2019), “Resistance”, Journal of Customer Behaviour.

Brokalaki, Z and Comunian, R, (2019), "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, JB, (2019), "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.

Share this page:

Contact Details

School of Business
University of Leicester
University Road



AccessAble logo

The University of Leicester is committed to equal access to our facilities. DisabledGo has detailed accessibility guides for the Astley Clarke Building and the Ken Edwards Building.