Lamprini Picha

Associate Professor

Short CV

Dr. Lamprini P. Picha is an Associate Professor of Marketing at the Department of Business Administration and Organizations at the National and Kapodistrian University of Athens (NKUA).

She earned her undergraduate degree from the Department of Marketing and Communication at the Athens University of Economics and Business (AUEB), where she graduated as the top student in her class. She continued her studies at AUEB, obtaining a Master’s degree in Business Administration (MBA) with distinction and a Ph.D. in Brand Management.

Dr. Picha has received numerous awards and scholarships for her outstanding academic performance, including a scholarship from the Hellenic State Scholarships Foundation.

Her research has been successfully published in renowned international marketing conferences and prestigious academic journals such as the Journal of Business Research, Journal of Marketing Management, and Journal of Product and Brand Management.

Alongside her academic activities, she is actively engaged in the business sector, working as a strategy and marketing consultant and managing research projects for private companies and public organizations.

Dr. Picha has taught undergraduate and postgraduate courses at the National and Kapodistrian University of Athens, the Athens University of Economics and Business, the Hellenic Open University, and the University of Piraeus.

The subjects of her teaching include, but are not limited to, Marketing Management, Brand Management, Strategic Marketing, and Business Strategy.

Additionally, she has been an instructor in various training programs for private and public enterprises.

Recent Publications

  1. Piha, L., Papadas, K. and Davvetas, B. (2021). Brand orientation: conceptual extension, scale development and validation. Journal of Business Research, Vol. 134, pp. 202-222.
  2. Giannopoulos, A., Piha, L. and Skourtis, G. (2021). Destination branding and co-creation: a service ecosystem perspective. Journal of Product and Brand Management, Vol. 30 No. 1, pp. 148-166.
  3. Papadas, K-K., Avlonitis, G., Carrigan, M. and Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, Vol. 104, pp. 632-643.
  4. Piha, L. and Avlonitis, G. (2018). Internal brand orientation: conceptualisation, scale development and validation. Journal of Marketing Management, Vol. 34, Iss. 3-4, p. 370-394.
  5. Piha, L. and Avlonitis, G. (2015). Customer Defection in Retail Banking: attitudinal and behavioral consequences of failed service quality. Journal of Service Theory and Practice, Vol. 25 Iss. 3, pp. 304 – 326.