M.Sc. in Marketing & Communication | Specialization in International Marketing | Athens University of Economics & Business

Lamprini (Abby) Piha

Lamprini Piha
Full CV

Contact Information


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Teaching and Research Fellow



Ph.D. in Marketing, Athens University of Economics and Business (AUEB), Department of Marketing and Communication


Master of Business Administration (ΜΒΑ) (Top 5%), Athens University of Economics and Business (AUEB)


B.Sc. in Marketing (Top of Class), Athens University of Economics and Business (AUEB), Department of Marketing and Communication

Research Interests

Brand Building and Management

Marketing Strategy

Market research methodology

Nation and Destination Branding

Services Marketing

Current Projects

Participation in the EU Tempus program titled “Création d'un environnement pour l'émergence de pôles régionaux de formation, d'innovation et de recherche au Maghreb - PROFIRE” as an internal quality auditor (with Associate Professor S. Dimitriadis). 

Selected Publications

“Brand Orientation: the Construct”, 38th EMAC (European Marketing Academy) 2009 Conference: “Marketing and the Core Disciplines: Rediscovering References”, Audencia School of Management, Nantes, 26 – 29 May 2009 (with Avlonitis, G. J. and Koritos, D. C.) Best paper nominated.

“How can Branding Principles be transferred to the Tourism Destination Context? An Exploratory Research”, 6th International AM (Academy of Marketing) SIG Brand Conference: “Brand New Territory: Brand Leadership, Relevancy and Practice in Dynamic Environment”, ESADE, Barcelona, 9 – 11 April 2010 (with Giannopoulos A. A. and Avlonitis, G. J.).

“External Brand Orientation: Scale Development and Validation”. 41st EMAC (European Marketing Academy) Conference: “Marketing to Citizens: going beyond customers and consumers”, ISCTE Business School – Lisbon University Institute, Lisbon, Portugal, 22 – 25 May, 2012 (with Avlonitis, G.J.).

“Internal Brand Orientation: Scale Development and Validation”. 42nd EMAC (European Marketing Academy) Conference: “Lost in Translation: marketing in an interconnected world”, ITU, Istanbul, Turkey, June 4 – 7, 2013 (with Avlonitis, G.J.).

“Customer Defection in Retail Banking: attitudinal and behavioral consequences of failed service quality”. 17th AMS (Academy of Marketing Science) World Marketing Congress: “Marketing Challenges in a turbulent business environment”, ESAN University, Lima, Perou, August 5 – 8, 2014 (with Avlonitis, G.J.).