Filoumena Zlatanou

Filoumena Zlatanou

Lecturer in Marketing (T&R)

Filoumena Zlatanou joined the University of Greenwich in January 2026. She is currently awaiting her PhD viva at the School of Business and Management, Queen Mary University of London, scheduled for February 2026.

She has over two years’ experience as a Teaching Associate at the postgraduate level, contributing to modules including Relationship Marketing and Business Networks, Research Methods in Marketing, and Consumer Behaviour. Her teaching is informed by both rigorous academic research and extensive industry experience.

Filoumena is an active interdisciplinary researcher, working at the intersection of marketing, psychology, and business relationships.

Before joining academia, she spent nearly 15 years in senior marketing management roles across national and international organisations, bringing a strong practitioner perspective to her research and teaching.

Awards

School of Business and Management Research Studentship Award, Queen Mary University of London:

Awarded the prestigious School of Business and Management Research Studentship for a full-time PhD in Marketing, recognising academic excellence and potential for significant research contributions. This competitive studentship is a testament to the dedication and innovative approach in the field of marketing research.

Research / Scholarly interests

B2B and Relationship Marketing, Business Networks, Emotions, Service Marketing, Consumer Behavior, Actor Engagement, Digital Marketing

Media activity

Zlatanou, F., Dickert, S., & Henneberg, S. C. (2025). How emotions shape key account relationships. AKAM Bulletin, Q3 2025, 11–12. Association for Key Account Management. https://www.a4kam.org

Recent publications

Zlatanou, F., Dickert, S., & Henneberg, S. C. (2026). Let’s be emotional! Experimental evidence for an alternative mediation logic of emotions in business relationships. Industrial Marketing Management, 132, 246–263. https://doi.org/10.1016/j.indmarman.2025.12.002

Presentations
  • Zlatanou, F., Dickert, S., & Henneberg, S.C. (2026). Feeling the strain: Experimental evidence regarding how emotions affect trust in business relationships. AMA Winter Academic Conference, Spain, February 13-15.
  • Krepapa, A., & Zlatanou, F. (2026). How warmth and competence drive digital engagement on LinkedIn: The role of identification and cultural values. AMA Winter Academic Conference, Spain, February 13-15.
  • Zlatanou, F., Dickert, S., & Henneberg, S.C. (2026). From fulfilment to excess: Emotional mechanisms linking relational norms and trust in business relationships. 9th Industrial Marketing Management Summit, France, January 14-16.
  • Zlatanou, F., Dickert, S., & Henneberg, S.C. (2025). The mediating effect of emotions in business relationships. Proceedings of the 2025 AMA Winter Academic Conference, Phoenix, AZ, USA, 36, 776–779.
  • Zlatanou, F., Dickert, S., & Henneberg, S. (2024). Exploring the Role of Emotions in Business Relationships. International Society for Research on Emotions (ISRE) 2024 Conference, Belfast, Northern Ireland, July 17-20.
  • Zlatanou, F., Dickert, S., & Henneberg, S. (2024). Time to get emotional! The role of emotions in Key Account Management. Technical Workshop & Full AKAM Meeting, Guildford, UK, June 12-13.
  • Zlatanou, F., Dickert, S., & Henneberg, S. (2023). Emotions in Business Relationships: Towards a Research Agenda. 6th Industrial Marketing Management Summit 2023, Bamberg, Germany, January 19-20.
  • Zlatanou, F., Dickert, S., & Henneberg, S. (2022). Understanding the micro-foundations of emotions in business relationships: systematic literature review and meta‐analysis. 38th Annual IMP Conference 2022, Florence, Italy, 30 August – 2 September.
  • Krepapa, A., & Zlatanou, F. (2021). Drivers of customer engagement on LinkedIn: uncovering the role of employees as spokespersons. EMAC Regional Conference 2021, Poland, September 22-24.