Dr Achilleas Boukis

Achilleas Boukis

Department of Marketing
Senior Lecturer in Marketing

Contact details

University House
University of Birmingham
B15 2TT

Achilleas Boukis is an Associate Professor in Marketing at the University of Birmingham. Achilleas received his PhD from Strathclyde University (2014). His interests include branding, technology and employee-customer interactions in service industries like hospitality and sharing economy. Achilleas has published ‎his research in academic journals such as Journal of Business Research, Tourism Management, Psychology & Marketing and European Journal of Marketing.

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  • PhD in Marketing, Strathclyde Business School, 2014
  • MSc in Marketing, Athens University of Economics and Business, 2008
  • BSc in Management, Athens University of Economics and Business, 2005
  • PGCert in Higher Education, University of Sussex, 2015


Achilleas Boukis is a Senior Lecturer (Associate Professor) in Marketing at the University of Birmingham. Currently, Achilleas is the Senior Departmental Personal Tutor and his research interests include branding, managing innovation teams and employee-customer interactions in service industries like hospitality and sharing economy.

Achilleas holds a BSc in Management (2005) and an MSc in Marketing and New Technologies (2008) from Athens University of Economics and Business. Achilleas has worked as a teaching fellow at Strathclyde University where he received his PhD in Marketing (2014) and as a Lecturer in Marketing at the University of Sussex (2013-2021).

As a research-oriented faculty, Achilleas aspires to address two overarching research questions; first, to understand how value emerges for different stakeholders during service interactions and, second, to explore the role of branding in contemporary and emerging technology-enabled contexts. Achilleas has published ‎his research in academic journals such as Journal of Business Research, Tourism Management, European Journal of Marketing, Journal of Services Marketing and European Management Review, among other marketing outlets.

Achilleas has been involved in the management and conduct of privately funded projects, ‎has presented his research at established ‎conferences such as EMAC, AMS and AMA and serves as an ad-hoc reviewer for a number of academic journals. He is currently supervising a number of PhD and DBA students, and has held various visiting posts in the UK, Australia and the US.


Achilleas' teaching interests lie around Marketing Research, Research Analytics Branding and Services Marketing and his teaching portfolio spans all levels of HE from undergraduate to PhD/DBA levels. Achilleas has extensive experience in curriculum development, is a Certified Online Instructor (2015) and has strong experience in the delivery of both online and hybrid modules. 

His teaching philosophy is driven by his genuine passion to provide students with an interactive, dialogical and real-life view of theory and to challenge their existing views and stimulate their critical thinking. To accomplish these goals, Achilleas incorporates four principles in his teaching duties. First, he strongly embraces the premise of Service-Dominant Logic, as value in student-faculty interactions cannot emerge without both parties’ active participation in them. He enjoys challenging his students and pushing them out of their comfort zone to challenge the status quo of existing knowledge. Achilleas always seeks to combine cutting-edge knowledge from academic research with a real-life view of various theories, and strives to promote closer collaboration among culturally diverse students to help them gain a more global way of thinking.

Current Teaching Portfolio:

  • Module convenor of International Marketing (PG, MBA)
  • Supervisor of UG, Master, PhD, DBA students


Recent publications


Boukis, A, Christodoulides, G, Semaan, R & Stathopoulou , A 2024, 'What drives consumers towards shared luxury services? A comparison of sequential versus simultaneous sharing', Journal of Business Research, vol. 177, 114634. https://doi.org/10.1016/j.jbusres.2024.114634

Boukis, A, Harris, L & Koritos, CD 2024, '“Give me an upgrade or I will give you a bad review!” Investigating customer threats in the hospitality industry', Tourism Management, vol. 104, 104927. https://doi.org/10.1016/j.tourman.2024.104927

Semaan, R, Boukis, A, Christodoulides, G & Papastathopoulos, A 2023, 'A typology of consumers sharing luxury services', Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2262472

Boukis, A, Koritos, C, Papastathopoulos, A & Buhalis, D 2023, 'Customer incivility as an identity threat for frontline employees: The mitigating role of organizational rewards', Annals of Tourism Research, vol. 100, 103555. https://doi.org/10.1016/j.annals.2023.103555

Boukis, A 2023, 'Storytelling in Initial Coin Offerings: Attracting investment or gaining referrals?', Journal of Business Research, vol. 160, 113796. https://doi.org/10.1016/j.jbusres.2023.113796

Boukis, A 2022, 'Exploring the sources of consumer-based brand equity in the cryptocurrency market', Review of Marketing Science, vol. 20, no. 1, pp. 233-255. https://doi.org/10.1515/roms-2022-0025

Tsiotsou, RH & Boukis, A 2022, 'In-home service consumption: a systematic review, integrative framework and future research agenda', Journal of Business Research, vol. 145, pp. 49-64. https://doi.org/10.1016/j.jbusres.2022.02.050

Qiu, J, Boukis, A & Storey, C 2022, 'Internal marketing: a systematic review', Journal of Marketing Theory and Practice, vol. 30, no. 1, pp. 53-67. https://doi.org/10.1080/10696679.2021.1886588

Sibai, O, Mimoun, L & Boukis, A 2021, 'Authenticating brand activism: negotiating the boundaries of free speech to make a change', Psychology and Marketing, vol. 38, no. 10, pp. 1651-1669. https://doi.org/10.1002/mar.21477

Christodoulides, G, Athwal, N, Boukis, A & Semaan, R 2021, 'New forms of luxury consumption in the sharing economy', Journal of Business Research, vol. 137, pp. 89-99. https://doi.org/10.1016/j.jbusres.2021.08.022

Boukis, A, Punjaisri, K, Balmer, JMT, Kaminakis, K & Papastathopoulos, A 2021, 'Unveiling front-line employees’ brand construal types during corporate brand promise delivery: a multi-study analysis', Journal of Business Research, vol. 131, pp. 673-685. https://doi.org/10.1016/j.jbusres.2020.12.068

Boukis, A & Kabadayi, S 2020, 'A classification of resources for employee-based value creation and a future research agenda', European Management Journal, vol. 38, no. 6, pp. 863-873. https://doi.org/10.1016/j.emj.2020.05.001

Boukis, A, Koritos, C, Daunt, KL & Papastathopoulos, A 2020, 'Effects of customer incivility on frontline employees and the moderating role of supervisor leadership style', Tourism Management, vol. 77, 103997. https://doi.org/10.1016/j.tourman.2019.103997

Boukis, A 2020, 'Exploring the implications of blockchain technology for brand–consumer relationships: a future research agenda', Journal of Product and Brand Management, vol. 29, no. 3, pp. 307-320. https://doi.org/10.1108/JPBM-03-2018-1780


Boukis, A, Koritos, C, Daunt, K & Papastathopoulos, A 2020, How can Supervisors Help Frontline Employees Deal with Customer Mistreatment? An Abstract. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 645-646. https://doi.org/10.1007/978-3-030-39165-2_260

View all publications in research portal

Languages and other information

Greek, Spanish, French

Media experience

Achilleas is a regular contributor to business outlets such as Business Leader and Capital.gr, and has several media mentions for his research projects around the emergence of the shut-in Economy, blockchain adoption and new forms of luxury experiences.

Alternative contact number available for this expert: contact the press office