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Dr Yousra Asaad
Senior Lecturer in Marketing

Eastern Gateway 104a

Summary

I am a senior lecturer in Marketing at Brunel Business School. Prior to joining Brunel, I served as a Lecturer in Marketing in other UK universities.

My research has been published in the Journal of the Association for Information Systems, Journal of Business Research, Information Technology and People, Journal of Travel Research, Computers in Human Behavior, European Sport Management Quarterly, Studies in Higher Education Quarterly, Higher Education Quarterly, Journal of Marketing for Higher Education, The Marketing Review, and Marketing Intelligence & Planning. 

I am the associate editor for the Journal of Macromarketing .

I am the research lead for the Marketing and Branding Futures Research Group.

Qualifications

  • PhD in Marketing Brunel University
  • MSc in Marketing Oxford Brookes University

Responsibility

Programme Director for MSc in Corporate Brand Management, where I am overseeing the Corporate Brand students' learning experience as well as the programme curriculum development. 

Newest selected publications

Asaad, Y., Yen, D. and Cohen, G. (2025) 'Journal of Macromarketing Special Issue: Healthy Ageing in Marketing'. Journal of Macromarketing, 45 (4). pp. 607 - 611. ISSN: 0276-1467 Open Access Link

Journal article

Muhammad, SS., Dey, B., Bala, H., Alwi, S. and Asaad, Y. (2024) 'A typology and model of privacy- and security-concerned users' attitudes towards digital footprints and consequent influence on their social media adaptation'. Journal of the Association of Information Systems, 25 (5). pp. 1240 - 1273. ISSN: 1536-9323 Open Access Link

Journal article

Mahmoud, AB., Fuxman, L., Asaad, Y. and Solakis, K. (2024) 'Exploring new realms or losing touch? Assessing public beliefs about tourism in the metaverse–a big-data approach'. International Journal of Contemporary Hospitality Management, 37 (4). pp. 1384 - 1420. ISSN: 0959-6119 Open Access Link

Journal article

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Understanding older people's practices when designing healthy ageing interventions'. British Journal of Healthcare Management, 28 (6). pp. 1 - 3. ISSN: 1358-0574 Open Access Link

Journal article

Syed, M., Dey, B., Alwi, S., Kamal, M. and Asaad, Y. (2022) 'Consumers’ willingness to share digital footprints on social media: the role of affective trust'. Information Technology and People, 36 (2). pp. 595 - 625. ISSN: 0959-3845 Open Access Link

Journal article
More publications(17)