Eirini Koronaki is an Associate Professor in the Department of Economics at the University of Western Macedonia and holds a PhD from the Department of Business Administration at the Athens University of Economics and Business. Her postdoctoral research was conducted at the Department of Agricultural Products and Food at the University of Patras. Her research interests cover the areas of Brand Management (especially Luxury Brands), E-Business, Consumer Behaviour, International Marketing, and Marketing Communication. She has published in prestigious peer-reviewed scientific journals such as the Journal of Business Research and the International Journal of Advertising and has contributed to book chapters in the field of marketing. Her works have been presented at established international conferences. She has teaching experience at the undergraduate level (Athens University of Economics, Berlin School of Business and Innovation, Open University of Cyprus) and postgraduate level (Rennes School of Business, University of West Attica) as well as in executive training. She has participated in consulting programs for companies such as IKEA Greece, Playmobil Hellas, Roche Hellas and ΒΜW Austria Bank and has professional experience as a Business Development Manager at Eurodiet Med. She has also been a scientific project manager for the EnvironMental Adaptation program of the Department of Economics (UOWM).