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Dr Olga Kvasova

ASSISTANT PROFESSOR OF MARKETING, COURSE LEADER OF BA (HONS) ADVERTISING AND MARKETING COMMUNICATIONS


OKvasova@uclan.ac.uk

+357 24694089

Qualifications

PhD in Industrial Marketing (Lulea University of Technology, Sweden 2011)

MBA (Cyprus International Institute of Management, 2006), Grade A

BA, MA Linguistics and Intercultural Communication (Voronezh State University, Russia, 2004), with distinction

PGCert of Learning and Teaching in Higher Education, 2015

 

Employment Track

Marketing Director, WBL Systems Ltd, Cyprus-Russia (2005-2012)

Lecturer in Marketing, University of Central Lancashire, Cyprus (2012-2016)

Assistant Professor of Marketing, University of Central Lancashire, Cyprus (2016-present)

 

Memberships (Academic/Professional)

(British) Academy of Marketing

European Marketing Academy

Research Interests

My research focuses on the managerial implications of different aspects of ethical consumerism. Although there are strong indications that many consumers are now switching towards ethical products, reflecting the rise of socially responsible consumption indicated in several countries, little is known about the drivers and outcomes of consumer ethical choices. Moreover, while consumers have been surveyed to some extent regarding their perceptions of ethical/unethical consumer practices, research has been minimal with regard to their perceptions of corporate ethicality. So, my work partially addresses these gaps in the previous studies by investigating both environmental and social aspects of ethical consumerism and what it implies for managers. Specifically, my research identifies the factors that influence consumer environmental attitudes and behaviour; examines the outcomes of consumer perceptions of business unethicality; investigates consumer attitude toward organisational unethical behaviour; and, finally, examines country-of-origin effect on consumer perceptions of products, associated marketing unethicality, and buying and using preferences.

Roles and Responsibilities (including past roles and responsibilities)

Teaching and Course Leadership 

  • Modules Taught: Marketing Principles for Business, Contemporary Marketing,  International Strategy and Management, International Marketing, Business Relations, International Business Communications

 

Selective Publications

Leonidou, L.C., Coudounaris, D., Kvasova, O., & Christodoulides, P. (2015). Drivers and outcomes of green tourist attitude and behaviour: Socio-demographic moderating effects. Psychology & Marketing, 32 (6), 635-650. ABS 3*

Kvasova, O. (2015). The Big Five personality traits as antecedents of eco-friendly tourist behaviour. Personality and Individual Differences, 83 (September), 111-116. ABS 3*

Leonidou L. C., Leonidou, C. N., & Kvasova, O. (2013). Cultural drivers and trust outcomes of consumer perceptions of organisational unethical marketing behaviour. European Journal of Marketing, 47 (3 & 4), 525-556. ABS 3*

Leonidou, L. C., Kvasova, O., Leonidou, C. N., & Chari, S. (2013). Business unethicality as an impediment to trust, satisfaction, and loyalty: The moderating role of consumer demographics. Journal of Business Ethics, 112 (3), 397-415. ABS 3*

Kvasova, O. (2012). Russian consumers’ attitudes towards European and domestic products, associated marketing unethicality, and their buying and using preferences. Journal of East-West Business, 18 (2), 95-131. ABS 1*

Kvasova, O. (2011). Socio-demographic determinants of eco-friendly tourist attitudes and behaviour. Tourism Today, Fall, 73-95.

Leonidou L. C., Leonidou, C. N., & Kvasova, O. (2010). Antecedents and outcomes of consumer environmentally friendly attitudes and behaviour. Journal of Marketing Management, 26 (13 & 14), 1319 – 1344. ABS 3*

Coudounaris, D.Kvasova, O., Leonidou, L., Pitt, L., & Nel, D. (2009). Fifteen good years: an analysis of publications in Management International ReviewManagement International Review, 49 (5), 671-684. ABS 3*

 

Selective Conference and Seminar Presentations

Kvasova, O., Tokar, S., & Coudounaris, D. (2017). Consumer Animosity: the Case of Ukraine. 8th European Marketing Academy Conference (EMAC Regional), Timisoara, 20-22nd Sept.

Coudounaris, D. & Kvasova, O. (2017). Brand Equity of Nordic Universities, 10th EuroMed Academy of Business (EMAB), Rome, 13-15th Sept.

Kvasova, O. & Coudounaris, D. (2016). Psychological antecedents and outcomes of green tourism: sociodemographic moderating effects. 49thAcademy of Marketing Conference (AM), Newcastle, 4-7th July.

Coudounaris D., & Kvasova, O. (2015). Antecedents and outcomes of COO effect: the extension of self-congruity context. 48th Academy of Marketing Conference (AM), Limerick, 7-9th of July.

Leonidou, L., Coudounaris, D., Kvasova, O., & Christodoulides, P. (2014). Tourist environmental attitude and behaviour: Antecedents, moderators, and outcomes. 47th Academy of Marketing Conference (AM), Bournemouth, 7-10th of July.

Coudounaris D., Leonidou L., Kvasova, O., & Christodoulides, P. (2012). Drivers and outcomes of an eco-friendly tourism attitude and behaviour. World Marketing Congress, Atlanta, 29th Aug. – 1st Sept.

 

Supervision of Projects/PhDs

  • Cristos Karpasitis (PhD): Influence of video content characteristics on virality in Social Media (2013-2016).

Scholarships/Awards

Coudounaris D., Leonidou L., Kvasova, O., & Christodoulides, P. (2012). Drivers and outcomes of an eco-friendly tourism attitude and behaviour. World Marketing Congress, Atlanta, 29th Aug. – 1st Sept. Award for the best paper in International Marketing Track.

 

Projects

Consortium member: COST Action TD1406 Innovation in Intelligent Management of Heritage Buildings  (i2MHB) (2015-2019)