Dr Alexandros Kapoulas

Dr Kapoulas joined CITY College in 2007. Currently he is the Research Director of the Business Administration and Economic Department and Associate Professor.  Previously has served as an Academic Director of Postgraduate Studies. Prior to joining CITY College he was the Division Leader in Business Courses in North College a partner college of the University Of Huddersfield, UK. Kapoulas has also worked as part-time lecturer for five years in the Derbyshire Business School University of Derby, UK where he taught on marketing and management modules at all levels. 

Since fall 1999 he has taught in different marketing and management areas ranging from Marketing in Action, , e-commerce & Marketing, Consumer Behaviour, Relationship Marketing  & CRM to  Strategic Brand Management, Research Methods For Business and Online Consumer Behaviour

Kapoula's broadly interpretivist research approach embraces new phenomena in marketing and services studies by exploring and attempt to explain the forces that shape them.  More specifically his research interests focus on:

• Relationship Marketing in Financial Services 
• Luxury Fashion & Branding 
• Consumer Behaviour & Online Consumer Behaviour
• Customer Relationship Management,
• Qualitative Research in Marketing 
• The self and Digital Self
• CSR and Consumer Behaviour

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 His Research so far has been published in various International Journals and conferences.  

Latest Journal Publications:

All Publications: Refereed Journals - in Print

Xharavina, N., Kapoulas A., and Miaoulis G. (2020) Netnography as a marketing research tool in the fashion industry in South East Europe. International Journal of Market Research, 62 (4), p. 499-515

Karatzas, S., Kapoulas, A., and Priporas, C. (2019) Consumers' Perceptions on Complexity and Prospects of Ethical Luxury: Qualitative Insights from Taiwan Australasian Marketing Journal, 27 (4), p. 224-232

Priporas. C., Kamenidi, Kapoulas,A., Papadopoulou,F (2015) Counterfeit purchase typologies during an economic crisis. European Business Review, 27(1), p. 2-19

Kapoulas A. And  Ratković D. (2015) E-CRM dilemmas in developing markets: The case of a tourism company in Serbia. European Journal of Tourism Research. 9(1), p. 24-40

Missopoulos, F., Mitic, M., Kapoulas, A., Karapiperis, C., (2014) Uncovering Customer Service Experiences with Twitter: the case of Airline Industry. Management Decision, 54 (4), p.705-723

Kapoulas, A., and Mitic, M., (2012) Understanding the Challenges of Qualitative Research: Rhetorical Issues and Reality Traps.  Journal Qualitative Market Research: An International Journal, 15 (4), p. 354-368

Mitic , M. and Kapoulas, A (2012) Understanding the role of social media in bank marketing. Marketing Intelligence and Planning, 30 (7), p. 668-686

Kapoulas, A, Ellis, N., Murphy, W., (2004) The voice of the customer in e-banking relationships. Journal of Customer Behaviour, 3 (1), p.27-51.

Kapoulas, A., Murphy, W., Ellis, N., (2002), Say Hello, Wave Goodbye: Missed Opportunities for Electronic Relationship Marketing within the Financial Services Sector? International Journal of Bank Marketing, 20 (7), p.302-310.

Refereed Conference Papers - in Print 

Gubatova Z., Kapoulas,  A., Cheng, R., (2017) Building brand loyalty through Social Media in economic crisis: a gender and Gen Y perspective of SEE luxury fashion consumers, Annual Euromed Academy of Business Conference: Rome Italy

Konstantinov, D., Kapoulas, A., Priporas, C.V. (2014) How Marketers in Bulgaria Fight the Parallel Import Phenomenon: The Usage of Non-Pricing Strategies.7^th Annual Euromed Academy of Business Conference: The Future ofEntrepreneurship, Kristiansand, Norway

Cvetanovski, I and Kapoulas, A.,  (2013) CRM performance optimization and customer base augmentation through innovation and building strong affective commitment with customers vis-a-vis behavioral commitment   South East European Doctoral Student Conference

Mitic, M., and Kapoulas, A., (2012) Insights on the social media uptake by retail banks in the South-East Europe. International Conference of Contemporary Marketing issues, Thessaloniki

Mitic, M., and Kapoulas, A., (2011) Social Media Engagement of Retail Banking Orgnisations in SEE: Analysis  of Online Presence and Web 2.0 Initiatives. 6^th South East European Doctoral Student Conference, Thessaloniki

Kapoulas A., and Mitic M., (2010) The Voyage of Qualitative Researcher: Insights on the Experience of Interpretivism in Marketing Research” EuroMed Conference. Nicosia, Cyprus

Mitic, M., & Kapoulas, A. (2010). Web 2.0 Communications in RM Practice of Financial Service Institutions: Exploring the Opportunities and Challenges for Retail Banking in SEE Region. 3rd Annual EuroMed Conference of the EuroMed Academy of Business, 

Mitic, M., & Kapoulas, A. (2010). Scope for Implementing Web 2.0 Communications in RM Strategies by Financial Institutions: Opportunities for South-Eastern Europe. In Proceedings Of the 5th Annual South East European Doctoral Student Conference

Kapoulas, A., and Cvetanovski, I., (2009) Enhancing and Establishing Strong Relationships with Customers: The case of the Banking Sector in FYROM. EuroMed Conference. Solerno Italy

Kapoulas, A., (2008) Adopting Electronic Relationship Marketing within the Financial Services Sector Managerial Irresolutions. EuroMed Conference. Marseilles France

Kapoulas, A., and Mayer, R., (2004) In search of the Holy Grail! An investigation into the extent that electronic media networks (EMN) and e-banking are impacting on customer relationship management in the financial services sector. Academy of Marketing Conference competitive paper proceedings Cheltenham

Kapoulas, A., Murphy, W., Ellis, N., (2002), Say Hello, Wave Goodbye: Missed Opportunities for Electronic Relationship Marketing within the Financial Services Sector? Academy of Marketing Conference Competitive Paper Proceedings Nottingham. Paper won the prize of the best financial services paper in the Academy of Marketing

Kapoulas, A., & Ellis, N., (2001) Title: Relationship Marketing (RM): The use of Electronic Media Networks (EMN) in the UK financial Services Sector. Academy of Marketing Doctoral Colloquium Proceedings Cardiff 2001.