Prof. Pinelopi Athanasopoulou is a Professor of Services Marketing in the Sport Organization & Management Department of the University of Peloponnese, Greece. She holds a PhD in Marketing from Cass Business School, UK, an MBA from Manchester Business School, UK, and a BA in Business Administration from the Athens University of Economics and Business, Greece. Before joining academia, she has worked in the banking sector in the development of new banking services. Her main research interests include relationship marketing, branding, new service development and digital marketing. Her work is published in various prestigious scientific journals including the European Journal of Marketing, International Journal of Bank Marketing, Journal of Service Theory and Practice, Journal of Business-to-Business Marketing, Journal of Brand Management, Journal of Business and Industrial Marketing, Journal of Retail and Consumer Services, and Marketing Intelligence and Planning. Also, her work is published in the proceedings of major conferences such as the European Marketing Academy Conference (EMAC), American Marketing Association (AMA) Conference, Global Marketing Conference και EuroΜed Academy of Business (ΕΜΑΒ) Conference.