Dr Yousra Asaad
Senior Lecturer in Marketing

Research area(s)

My research focuses on marketing and branding in contexts of digital and societal change, with particular emphasis on sustainability, consumer wellbeing, and vulnerable populations. I examine how organisations design and manage brands across sectors such as health, tourism, higher education, sport, and how these branding practices influence trust, inclusion, and quality of life.

A central strand of my work focuses on older and vulnerable consumers, exploring how branding, digital platforms, and AI-enabled services shape their experiences of access, fairness, and wellbeing, particularly in health, care, and service contexts. I am especially interested in how corporate and institutional brands can contribute to healthy ageing and social inclusion.

A closely related stream of my research examines compassionate and responsible corporate behaviour, focusing on how branding both reflects and drives social change. More recently, I have been developing work on digital transformation and AI in marketing, investigating how emerging technologies affect transparency, ethics, and consumer–brand relationships.

Research Interests

Sustainable Branding 

• Sustainable and Responsible Branding

• Digital Transformation and AI in Marketing

• Tourism, Sport, and Public Sector Branding

• Branding to Older and Vulnerable Consumers

• Consumer Wellbeing, Trust, and Inclusion

Project details

RISE-UKSA: Empowering Women in Postgraduate Research for AI & Sustainability – TNE Exploratory Grant (Ref. TNE2025-3009): Supporting initiatives to strengthen women’s participation and leadership in postgraduate research across AI and sustainability-focused disciplines through UK–SA transnational collaboration | Award: £25,000| 2025–2026

PACE Grant (Ref. 21918) – CLIMBANK: Demonstration of approaches to improve bankability of solutions by design, addressing co-benefits (mitigation and adaptation) to improve revenue streams- EU Horizon-MISS-2024-CLIMA-01-06 | Award: €100,000 | 2024