Nikoletta-Theofania Siamagka is Assistant Professor at Aristotle University of Thessaloniki in Greece. Her research interests lie in the areas of consumer behaviour in an international context as well as consumer-brand relationships in the context of brand failures. She is an Associate Editor of Journal of Consumer Behaviour. Her research has been published in journals, such as International Journal of Research in Marketing, Journal of International Marketing, International Marketing Review, Psychology & Marketing, Industrial Marketing Management and European Journal of Marketing.