Constantinos Leonidou

Professor of Marketing
Director of Research for Marketing

+44 (0) 113 343 6855
Academic, Marketing, Global and Strategic Marketing Research Centre (GLOSMARC)


PhD in Marketing and Strategy, University of Leeds, UK
MBA Master of Business Administration, Cardiff University, UK
BA (Hons) Business Administration, Middlesex University, UK


Constantinos Leonidou is Professor of Marketing at Leeds University Business School and the Director of Research for the Marketing Division. He has an undergraduate degree in Business Administration from Middlesex University (2004), an MBA from Cardiff University (2006) and a Ph.D. in Marketing and Strategy from the University of Leeds (2009). His Ph.D. thesis focuses on environmental sustainability and marketing strategy and was supported by a scholarship from the Economic and Social Research Council (ESRC).

His main research and teaching interests focus on sustainability marketing, corporate responsibility, international marketing, and tourism/hospitality marketing. His research has appeared in many journals of international repute, such as the European Journal of Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Business Research, Journal of International Marketing, Journal of World Business, and Tourism Management among others.

He is Editorial Review Board member of Frontiers in Psychology, Journal of Business Research, and Journal of International Marketing, and acts as ad hoc reviewer for many other academic journals, including British Journal of Management, Journal of the Academy of Marketing Science, Journal of Business Ethics, Journal of Product Innovation Management, Journal of World Business, and Tourism Management. He is currently co-editing a special issue for Industrial Marketing Management.

He regularly presents his work in leading international academic conferences across the globe, while he is an active member of the American Marketing Association (AMA) and Academy of Marketing Science (AMS). He is also a member of the Board of Directors of the AMA Global Marketing SIG.




Professor Leonidou is willing to undertake PhD supervision on research questions falling within these general areas:

  •  Sustainability marketing and management 
  • Corporate responsibility and business ethics
  • Marketing strategy
  • International marketing
  • Tourism/hospitality marketing

LUBS5427M – Corporate Social Responsibility and Sustainability (MSc/MA)
LUBS5293M – Understanding Your Discipline (PhD)


Director of Research for the Marketing Division
Head of Second Year for BA Management with Marketing
Module manager for LUBS 5427M – Corporate Social Responsibility and Sustainability
Teaching at the undergraduate and postgraduate programs
Postgraduate supervision (MA/MSc and PhD)
Personal tutor for postgraduate students
PhD examiner – both internal and external


“Gray shades of green: causes and consequences of green skepticism” (with D. Skarmeas), Journal of Business Ethics, 2017, 144 (2), 401-415. DOI: 10.1007/s10551-015-2829-4.

“Does financial resource slack drive sustainability expenditure in developing economy small and medium-sized enterprises?” (with Boso, N., Danso, A., Adeola, O., and Hultman M.), Journal of Business Research, 2017, 80 (November), 247-256, DOI: 10.1016/j.jbusres.2017.06.016.

“Eco-friendly product development strategy: antecedents, outcomes, and contingent effects” (with C.S. Katsikeas, and A. Zeriti), Journal of the Academy of Marketing Science, 2016, 44 (6), 660-684, DOI: 10.1007/s11747-015-0470-5.

“Dynamic capabilities driving an eco-based advantage and performance in global hotel chains: the moderating effect of international strategy” (with L.C. Leonidou, T.A. Fotiadis, and B. Aykol), Tourism Management, 2015, 50 (October), DOI: 10.1016/j.tourman.2015.03.005

“Interpersonal factors as drivers of quality and performance in Western-Hong Kong inter-organizational business relationships” (with B.R. Barnes, L.C. Leonidou, and N.Y.M. Siu), Journal of International Marketing, 2014, 23 (1), 23-49 DOI: 10.1509/jim.14.0008

“Sustainable export marketing strategy fit and performance” (with A. Zeriti, M.J. Robson, and S. Spyropoulou), Journal of International Marketing, 2014, 22 (4), 44-66, DOI: 10.1509/jim.14.0063

“Examining the role of CSR skepticism using fuzzy-set qualitative comparative analysis” (with D. Skarmeas and C. Saridakis), Journal of Business Research, 2014, 67 (9), 1796-1805, DOI: 10.1016/j.jbusres.2013.12.010

“Assessing the greenness of environmental advertising claims made by multinational industrial firms” (with L.C. Leonidou, J. Hadjimarcou, and I. Lytovchenko), Industrial Marketing Management, 2014, 43 (4), 671-684, DOI:

“When consumers doubt, watch out! The role of CSR skepticism” (with D. Skarmeas), Journal of Business Research, 2013, 66 (10), 1831-1838, DOI: 10.1016/j.jbusres.2013.02.004

“Greening the marketing mix: do firms do it and does it payoff?” (with C.S. Katsikeas, and N.A. Morgan), Journal of the Academy of Marketing Science, 2013, 41 (2), 151-170, DOI: 10.1007/s11747-012-0317-2

“Resources and capabilities as drivers of hotel environmental marketing strategy: implications on competitive advantage and performance” (with L.C. Leonidou, T.A. Fotiadis, and A. Zeriti), Tourism Management, 2013, 35 (April), 94-110, DOI: 10.1016/j.tourman.2012.06.003

“Business unethicality as an impediment to consumer trust: the moderating role of demographic and cultural characteristics” (with L.C. Leonidou, O. Kvasova, and S. Chari), Journal of Business Ethics, 2013, 112 (3), 397-415, DOI: 10.1007/s10551-012-1267-9

“Value differences as determinants of importers’ perceptions of exporters’ unethical behavior: the impact on relationship quality and performance” (with L.C. Leonidou, D. Coudounaris, and M. Hultman), International Business Review, 2013, 22 (1), 156-173, DOI: 10.1016/j.ibusrev.2012.03.005

“Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior” (with L.C. Leonidou and O. Kvasova), European Journal of Marketing, 2013, 47 (3/4), 525-556, DOI: 10.1108/03090561311297445

“Drivers and outcomes of importer adaptive behavior in international business relationships” (with L.C. Leonidou, D. Palihawadana, and S. Chari), Journal of World Business, 2011, 46 (4), 527-543, DOI: 10.1016/j.jwb.2010.10.013

“Evaluating the green advertising practices of international firms: a trend analysis” (with L.C. Leonidou, D. Palihawadana, and M. Hultman), International Marketing Review, 2011, 28 (1), 6-33, DOI: 10.1108/02651331111107080

“Antecedents and outcomes of consumer environmentally friendly attitude and behaviour” (with L.C. Leonidou and O. Kvasova), Journal of Marketing Management, 2010, 26 (13/14), 1319-1344, DOI: 10.1080/0267257X.2010.523710

“Research into environmental marketing/management: a bibliographic analysis” (with L.C. Leonidou), European Journal of Marketing, 2010, 45 (1/2), 68-103, DOI: 10.1108/03090561111095603

“Opportunism as the inhibiting trigger for developing long-term oriented Western exporter - Hong Kong importer relationships” (with B.R. Barnes, L.C. Leonidou, and N.Y.M. Siu),Journal of International Marketing, 2010, 18 (2), 35-63, DOI: 10.1509/jimk.18.2.35

“Rational versus emotional appeals in newspaper advertising: copy, art, and layout differences” (with L.C. Leonidou), Journal of Promotion Management, 2009, 15 (4), 522-546, DOI: 10.1080/10496490903281353

“Exercised power as a driver of trust and commitment in cross-border industrial buyer–seller relationships” (with L.C. Leonidou and M. Talias), Industrial Marketing Management, 2008, 37 (1), 92-103, DOI: 10.1016/j.indmarman.2007.08.006

“An integrated framework of newspaper advertising: a longitudinal analysis” (with L.C. Leonidou, S.A. Spyropoulou, and J.D. Reast), Journal of Marketing Management, 2006, 22 (7), 759-797, DOI: 10.1362/026725706778612185

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