Miss Ilia Protopapa

Research project: Brand Alliances and Consumers' Perceptions of Value


The extant business to consumer literature lacks a brand-related theoretical grounding to address the motivations and outcomes of brand alliances' promotional activities. The examination of consumers' evaluations towards brand alliances is identified as a driver in forming such strategies, but the customers' perceptions of value towards the new co-branded products are not explored. This research locates its interest within the strategic brand management domain and specifically the effects of the brand alliances as mechanisms for addressing issues of information asymmetry. This research integrates a new stream of research in signalling, the regulatory focus theory to investigate the formation of consumers perceptive of expected value towards brand alliances.


I am a full time PhD student and Graduate Teaching Assistant at Kingston Business School.

Before commencing my doctoral studies, I obtained my Master's degree in Marketing and Brand Management from Kingston University.

Areas of research interest

  • Brand alliances
  • Brand management
  • Buyer behaviour
  • Marketing strategy
  • Social psychology


  • MRes Business and Management (Kingston University)
  • MA Marketing and Brand Management (Kingston University)
  • BSc Business Administration (TEI of Central Greece)

Funding or awards received

  • Best Doctoral Research Student Poster Prize in the 8th Annual Faculty Research Conference at Kingston Business School
  • Full-time fully-funded MPhil/ PhD Studentship in the School of Management Faculty of Business at Kingston Business School