Department of Marketing

Associate professor

Room: SOL/D2.39

Georgios Halkias joined Copenhagen Business School in 2021 as Associate Professor of Marketing. Prior to joining CBS, he was an Associate Professor at the Technical University of Munich (TUM School of Management) and, before that, has held academic positions at the University of Vienna and the Athens University of Economics and Business. Georgios has also been a visiting professor at the University of Ljubljana, the University of Vienna, and the Vienna University of Economics and Business (WU Vienna), while in the past he had gained industry experience with multinational firms such as Société Générale and Procter & Gamble in Greece and the United Kingdom.

Georgios’ research interests revolve around the areas of consumer psychology, advertising, (global) branding, and research methods. His research has attracted multiple funds from national and EU sources and has received several international awards and distinctions. His work has been published in several AJG4/4*, FT50, as well as other leading journals such as the Journal of Consumer Psychology, International Journal of Research in Marketing, Journal of International Business Studies, British Journal of Management, Journal of Advertising, and Journal of Business Research. His research on brand stereotyping published in the International Marketing Review has been awarded with the “Outstanding Paper Award” in the 2020 Emerald Literati Awards of Excellence. Georgios has contributed to edited volumes (e.g., Taylor & Francis), international conference proceedings (e.g., American Marketing Association, Association for Consumer Research, European Marketing AcademyBritish Psychological Society, and European Advertising Academy) and has coauthored (with B. Schlegelmilch and A. Diamantopoulos) the new version of the book “Taking the Fear Out of Data Analysis” (2nd ed).

Georgios sits in the Editorial Review Board of the Journal of International Marketing (AMA) and serves as an ad-hoc reviewer for a number of academic journals such as the Journal of International Business studies, Journal of Advertising, British Journal of Management, Journal of World Business, Journal of Business Research, International Marketing Review, and the European Journal of Marketing as well as for the ACR, AMA, and EMAC conferences. In 2019, he was awarded with the “Outstanding Reviewer Award” (Emerald Literati Awards of Excellence) for his contribution to the International Marketing Review.

Georgios holds a PhD (Habil.) in Business from the University of Vienna (AT), a PhD in Marketing from Athens University of Economics and Business (GR), an MSc in Marketing and Strategy from the University of Warwick, Warwick Business School (UK), and a BSc in Business and Management Science from the University of Piraeus (GR).

Academic Awards & Honors

2020 | Winner of the “Outstanding Paper Award”Emerald Literati Awards of Excellence (International Marketing Review).

2020 | Nominated for the “UNIVIE Teaching Award”in recognition of outstanding teaching (graduate level) in which learning outcomes, teaching/learning methods, and assessment are coherently and convincingly aligned (University of Vienna, Center for Teaching and Learning).

2019 | Winner of the “Outstanding Reviewer Award”Emerald Literati Awards of Excellence (International Marketing Review).

2018 | Finalist for the “Susan P. Douglas Award”47th European Marketing Academy Conference (European Marketing Academy).

2017 | Winner of the “Best Teaching Award 2017Granted for outstanding teaching (graduate level) at the Faculty of Business, Economics and Statistics, University of Vienna.

2013 | Finalist for the “Best Paper based on a Doctoral Dissertation Award”42nd European Marketing Academy Conference (European Marketing Academy). Received EMAC Conference bursary.

2012 | Finalist for the “Best Doctoral Student Paper Award”International Conference on Research in Advertising (ICORIA) (European Advertising Academy, sponsored by the International Journal of Advertising).

2011 | Winner of the “Best Paper Award” – 16th International Corporate and Marketing Communications Conference (International Corporate & Marketing Communications Association, sponsored by the Journal of Marketing Communications).

2010 | Finalist for the “Best Paper based on a Doctoral Dissertation Award”39th European Marketing Academy Conference (European Marketing Academy). Received EMAC Conference bursary.

2010 | “Young Scholar Prize”2010 LabSi Conference on “Neuroscience and Decision Making” (University of Siena, Experimental Economics Laboratory). Received Conference bursary.

Primary research areas
  • Cognitive schemata, categorization, and stereotyping
  • Social discrimination and inequality
  • Experiential-material consumption
  • International branding and consumer behavior
  • Consumers’ interaction with new technologies
  • Decision heuristics and biases
Link to this homepage

Georgios has (co-)supervised and mentored a number of BSc, MSc, and PhD theses and he is open to discuss with prospective students who are interested in consumer-related phenomena that fit with his research interests and have an empirical focus.

Other teaching activities

Georgios has developed and taught several methodological and theory-related courses at all academic levels (Bachelor, Master, Doctoral) and has particular experience with courses on multivariate statistics, quantitative data analysis, experimental methods, marketing research as well as (international) consumer behavior and global branding. He has been repeatedly nominated for teaching awards and is the recipient of the “Best Teaching Award 2017” at the University of Vienna for outstanding teaching at the graduate level.

Selected publications

Schnurr, B. & Halkias, G. (2022). Made by her vs. him: Gender influences in product preferences and the role of individual action efficacy in restoring social equalities. Journal of Consumer Psychology,  (

Halkias, G., Florack, A., Diamantopoulos, A. & Palcu, J. (2021). Eyes wide shut? Understanding and managing consumers’ visual processing of country-of-origin cues. British Journal of Management, 33(3), 1432-1446.

Halkias, G., & Diamantopoulos, A. (2020). Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach. International Journal of Research in Marketing, 37(4), 714-736.

Davvetas, V., & Halkias, G. (2019). Global and local brand stereotypes: Formation, content transfer, and impact. International Marketing Review, 36(5), 675-701.

Diamantopoulos, A., Florack, A., Halkias, G., & Palcu J. (2017). Explicit vs. implicit country stereotypes as predictors of product preferences: Insights from the Stereotype Content Model. Journal of International Business Studies, 48(8), 1023-1036.

Halkias, G., & Kokkinaki, F. (2014). The degree of ad–brand incongruity and the distinction between schema-driven and stimulus-driven attitudes. Journal of Advertising, 43(4), 397-409.

Publications sorted by:
Georgios Halkias; Arnd Florack; Adamantios Diamantopoulos; Johanna Palcu / Eyes Wide Shut? : Understanding and Managing Consumers’ Visual Processing of Country-of-origin Cues.
In: British Journal of Management, Vol. 33, No. 3, 7.2022, p. 1432-1446
Journal article > peer review
Benedikt Schnurr; Georgios Halkias / Made by Her vs. Him : Gender Influences in Product Preferences and her Role of Individual Action Efficacy in Restoring Social Equalities.
In: Journal of Consumer Psychology, 17.10.2022
Journal article > peer review
Georgios Halkias / On Brand Stereotyping : Conceptual Specifications and Further Insight.
In: Frontiers in Psychology, Vol. 13, 5.2022
Comment/debate > peer review
Maria-Therese Friehs; Patrick F. Kotzur; Christine Kraus; Moritz Schemmerling; Jessica A. Herzig; Adrian Stanciu; Sebastian Dilly; Lisa Hellert Dilly; Doreen Hübner Dilly; Anja Rückwardt Dilly; Veruschka Ulizcay Dilly; Oliver Christ Dilly; Marco Brambilla; Jonas De Keersmaecker; Federica Durante; Jessica Gale; Dmitry Grigoryev; Eric R. Igou; Nino Javakhishvili; Doris Kienmoser; Gandalf Nicolas; Julian Oldmeadow; Odile Rohmer; Bjørn Sætrevik; Julien Barbedor; Franco Bastias; Sebastian B. Bjørkheim; Aidos Bolatov; Nazire Duran; Andrej Findor; Friedrich Götz; Sylvie Graf; Anna Hakobjanyan; Georgios Halkias; Camellia Hancheva; Martina Hřebíčková; Matej Hruška; Shenel Husnu; Kamoliddin Kadirov; Narine Khachatryan; Francisco G. Macedo; Ana Makashvili; Maylin Martínez-Muñoz; Eric Mercadante; Luiza Mesesan Schmitz; Andreas Michael; Nozima Mullabaeva; Félix Neto; Joana Neto; Merve Ozturk; Svitlana Paschenko; Agnieszka Pietraszkiewicz; Charis Psaltis; Yuting Qiu; Mirjana Rupar; Adil Samekin; Katharina Schmid; Sabine Sczesny; Yiwen Sun; Annika M. Svedholm-Häkkinen; Aleksandra Szymkow; Enoch Teye-Kwadjo; Claudio V. Torres; Luc Vieira; Illia Yahiiaiev; Vincent Yzerby / Warmth and Competence Perceptions of Key Protagonists Are Associated with Containment Measures during the COVID-19 Pandemic : Evidence from 35 Countries.
In: Scientific Reports, Vol. 12, 12.2022
Journal article > peer review
Nina Michaelidou; Milena Micevski; Georgios Halkias / How do International Advertisers Use Consumer Culture Positioning Strategies? : A Cross-national, Cross-category Approach.
In: International Marketing Review, Vol. 38, No. 2, 2021, p. 367-386
Journal article > peer review
David Bourdin; Georgios Halkias; Katerina Makri / The Compensatory Influences of Country Stereotypes and the Global / Local Nature of Brands : An Extended Framework.
In: Journal of Business Research, Vol. 137, 12.2021, p. 28-38
Journal article > peer review
Georgios Halkias; Sofia Kousi; Hans Baumgartner / Happy to Have and Happy to Do : The Role of Self-expression (A)symmetry in Material and Experiential Purchases.
In: Proceedings of the Association for Consumer Research 2020. ed. /Jennifer Argo; Tina M. Lowrey; Hope Jensen Schau. Duluth, MN : Association for Consumer Research 2020, p. 381-382 (Advances in Consumer Research, Vol. 48)
Article in proceedings > peer review
Marion Garaus; Georgios Halkias / One Color Fits All : Product Catagory Color Norms and (A)typical Package Colors.
In: Review of Managerial Science, Vol. 14, No. 5, 10.2020, p. 1077-1099
Journal article > peer review
Georgios Halkias; Adamantios Diamantopoulos / Universal Dimensions of Individuals' Perception : Revisiting the Operationalization of Warmth and Competence with a Mixed-Method Approach.
In: International Journal of Research in Marketing, Vol. 37, No. 4, 12.2020, p. 714-736
Journal article > peer review
Vasileios Davvetas; Georgios Halkias / Global and Local Brand Stereotypes : Formation, Content Transfer, and Impact.
In: International Marketing Review, Vol. 36, No. 5, 2019, p. 675-701
Journal article > peer review
More results... (total 19 results)
Outside activities
  • I teach a course as a guest professor at the University of Vienna.