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Dr Yousra Asaad
Senior Lecturer in Marketing

Eastern Gateway 109

Research area(s)

The main stream of my research focuses on brand identity and brand communities in different contexts, e.g., tourism, higher education, sports, social media.

The other stream looks at brands in the context of corporate social responsibility, such as the role of brands in enhancing social inclusion, consumers' wellbeing and healthy consumption and compassionate corporate behaviour. I am particularly interested in how branding and social change shape each other. 

Research Interests

Branding in different contexts namely:

  • Toursim/Place branding
  • Branding in Higher Education
  • Social Media Branding

Sustainable Marketing and CSR

  • Compassionate branding
  • Marketing to the ageing consumer

Research grants and projects

Research Projects