Dr Charalampos (Babis) Saridakis

Dr Charalampos (Babis) Saridakis


Dr. Charalampos (Babis) Saridakis is Associate Professor of Marketing at Leeds University Business School. He holds a BSc in Marketing and Communication from the Athens University of Economics and Business and an MSc with distinction in Advanced Marketing Management from the University of Lancaster. In his doctoral thesis, which concerned the car market, price structure, buyer behaviour, and product preferences were addressed. Babis has worked as Research Fellow in the ALARM Research Centre, at Athens University of Economics and Business and as Teaching Fellow at the Mediterranean College of Athens. His work has been presented in international conferences such as the American Marketing Association Conference, European Marketing Academy Conference, Academy of Marketing Conference and the International European Institute for Retailing and Services Studies (EIRASS) Conference. He has published in journals such as the Journal of Service Research, Marketing Letters, Industrial Marketing Management, European Journal of Marketing, Psychology & Marketing, Journal of Business Research, and Journal of the Operational Research Society, among many others. He is also a member of the American, European, British, and Greek Marketing Academies, as well as of the Economic Chamber of Greece.


  • Director of Research for Marketing
  • National Representative-U.K. of the European Marketing Academy (EMAC)

Research interests

Research interests of Dr. Saridakis lie in the areas of econometric and marketing models, conjoint analysis, discrete choice analysis, quantitative research methods, consumer behaviour, empirical determination of consumer preferences and preference heterogeneity. He also works in the broad areas of brand and product line management and is particularly interested in retail, automobile and transportation research.


  • PhD in Marketing, Athens University of Economics and Business, Greece
  • MSc in Advanced Marketing Management, University of Lancaster, UK
  • BSc in Marketing and Communication, Athens University of Economics and Business, Greece

Student education

LUBS5440 Sales Promotion and Sponsorship – MA
LUBS3530 Advertising and Promotional Management - UG

LUBS5954 - Critically Assessing Research - Doctoral level

- Dean’s Award for Teaching Excellence 2019

- Dean’s Award for Teaching Excellence 2017

- Dean’s Award for Teaching Excellence 2014

Research groups and institutes

  • Global and Strategic Marketing Research Centre

Current postgraduate researchers