Group members

Dr Pantea Foroudi Pantea Foroudi (PhD, SFHEA, MSc (Honours), MA, BA (Honours)) is the business manager and solution architect at Foroudi Consultancy and is a member of the Marketing and Branding Department, Brunel Business School, London. Pantea has been working in the field of design, branding, and marketing since 1996, and she has experience as a creative innovator and practical problem-solver in visual identity, graphic design, and branding in different sectors. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach based on two research streams: (i) corporate brand design and identity, and (ii) sustainable development goals (SDGs). Pantea has been published widely in international academic journals, such as the British Journal of Management, Journal of Business Research, European Journal of Marketing, International Journal of Hospitality Management, and others. She is the associate/senior editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management, and European Journal of International Management (EJIM), among others. Topics she is interested in include the following: Consumer behaviour Brand management Corporate brand design/visual identity Corporate marketing Corporate brand identity Corporate integrated communication Sustainable branding Sustainable development goals (SDGs) Technological advancements and innovation Her approach is to investigate, comprehend, and evaluate diverse societal and business phenomena that are customer-oriented and problem-focused. Due to her consulting and academic experience, she has developed a particular interest in consumer behaviour and corporate brand design, and communication focusing on social identity theory, perceived value theory, and the value of social interaction in various industries, including retail, higher education, and hospitality. She is interested in examining how consumption experiences and engagement add value to consumers. Due to the significance of the shared economy, companies with core businesses increasingly emphasise the value of shared experiences and consumption experiences. Her current research explores experience and engagement, their social benefits, and their effects on consumers' experiences and well-being. Her second stream examines how consumers perceive sustainable development goals (SDGs) and how that may affect residents and tourists. Her publications cover a wide range of topics, including consumer behaviour, marketing, branding, corporate identity, corporate visual identity, communication, sustainable branding, responsible consumption, sustainable development goals, and sustainability. She frequently supports colleagues with various projects and collaborates across disciplines. Her name has listed as the FIRST in “top Scholarly output” in the UK and all of Europe; FOURTH in the world for the year range from 2016 to 2021 (Dec 2021) Pantea’s philosophy of teaching can be described as a philosophy of learning through teaching. As a journey-guide, she feels her role is to open the door to knowledge, critical thinking, and intelligence for the students through three interlinked stages: (i) the imparting of fundamental knowledge and the modelling of intellectual curiosity by presenting new concepts which are applicable to students’ academic and future careers in media-related fields, (ii) facilitating understanding of the material through dialogue rather than monologue, and (iii) supporting the challenges to students’ existing thinking. She will be teaching the following modules this academic year (2022/23): MG5615 (Understanding Business and Management Research) MG5584 (Applied Corporate Brand Management) MG5586 (Strategic Corporate Brand Management and Consulting)

Dr Yousra Asaad 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 have been a guest editor of the Journal of Business Research and the Journal of Macromarketing and has served as ad hoc reviewer for many journals. I am a member of the Marketing and Corporate Brand Research Group at Brunel University London. Sustainable Branding Branding in Higher Education Tourism/place branding Social media branding Compassionate corporate branding Marketing to the ageing consumer My main research focuses on sustainable branding in different contexts: tourism, higher education, sports, and social media. In particular, my research examines the role of brands in enhancing social inclusion and consumers' wellbeing to more vulnerable consumers (e.g., Ageing consumer) and the role of corporate brands in promoting healthy ageing. Another closely linked stream of research focuses on compassionate corporate behaviour. I am particularly interested in how branding and social change shape each other. I teach modules related to Branding and Marketing at both levels (Postgraduate and Undergraduate). At the Postgraduate level, I teach both Marketing Principles and Contemporary Brand Management to the MSc Marketing. I also teach toursim branding in the applied corporate branding module to the MSc Corporate Brand Management. The MSc Corporate Brand Management program's teaching approach has always been about embedding industry or companies into our classroom as well as educational field trips. Several examples of exciting students' activities:- Corporate Brand Guest Speaker 2022 - Mr. Tim Kourdi, St Margaret's Hotel, Oxford Applied Corporate Branding 2021 - Industry Collaborative Projects with MSc Corporate Brand Students Corporate Brand Students' Field Trip 2021 - London Brand Museum visit Corporate Brand Consultancy Project 2020 -Youth Hostel Association (YHA) Brighton At the Undergraduate level I teach Principles and Practice of Marketing to year 1 of the BSc Business and Management. My consultation and feedback hours are on Mondays and Wednesdays 10 to 11am.

Dr Jungmin Jang Dr. Jungmin Jang is currently a Lecturer of Marketing at Brunel Business School and a member of the Marketing and Corporate Brand Management Research Group (MCBM). Prior to joining Brunel, Dr. Jang worked as an Assistant Professor in Marketing at KIMEP University, Almaty, Kazakhstan. Consumer Behaviour, Advertising and Decision Making: (1) Layout effect in marketing communication (proximity, colour, and order of information) (2) Consumer information processing, and perceived fit (3) Corporate Social Responsibility (CSR) and Sustainability Cross-Cultural Research and Global Marketing: (1)The influence of different cultural characteristics depending on the culture or country (2) Contrasting responses from different cultures to marketing stimuli Dr. Jang’s primary research interests are congruency effects and cultural differences in marketing communication contexts. Other research interests include the influences of variety seeking and context effect in behavioural decision making in the advertising and retail setting, and their impact on consumers. Teaching Schedule for the 2023/24 Academic Year: Term 1: MG3123: Issues and Controversies in Marketing (Final Year Project, Level 6) MG5561: International Marketing (Level 7) Term 2: MG1062: Principles and Practices of Marketing (Module Leader, Level 4) MG5620: Contemporary Brand Management (Level 7) Office Hours: Tuesdays and Wednesdays: 11:00 AM - 12:00 PM Additional times available by appointment (Please Booking your time in advance). Consultation Hours for Term 2: To be announced.

Professor Danae Manika Danae Manika (PhD, University of Texas at Austin) is Professor of Marketing at Brunel Business School and Deputy Dean of the College of Business, Arts and Social Sciences. Previously, Danae was Associate Head of Brunel Business School. Before joining Brunel University London, she was Professor of Marketing at Newcastle University Business School, where she led its London Campus as Academic Group Head and held the Deputy Director of Research role at Newcastle University Business School. Danae in the past has also held academic positions at Queen Mary University of London, Durham University and the University of Texas at Austin; and is currently Visiting Professor at Newcastle University and Queen Mary University of London. Prior to her academic career, Danae worked as an Account Planning Intern in advertising agencies such as Latinworks in Austin, TX, and DDB in New York. She obtained a Ph.D and a M.A. in Advertising from the University of Texas at Austin, and a B.A. Honours in Marketing from University of Stirling. Danae’s recent research has been published in journals such as: Journal of Service Research, Journal of Business Ethics, Tourism Management, Annals of Tourism Research, Psychology and Marketing, European Journal of Marketing, Technological Forecasting and Social Change, Journal of Business Research, European Management Review, and International Business Review, amongst others. Using an interdisciplinary approach, Danae’s research focuses on effective message construction for behaviour change within the contexts of health, well-being and the environment. She is involved in various consultancies (e.g., Harrow Council, Royal Borough of Kensington and Chelsea Council, RECOUP, Global Action Plan, Texas Comprehensive Cancer Control Coalition), and her research has been supported by £414,000+ of funding (e.g., CRUK, EPSRC/Innovate UK, NERC/NCAS, RED, and Arrow/ERDF). Danae is Section Editor for the Journal of Business Ethics (section: Marketing Ethics; FT50 journal), and Associate Editor (AE) for Business and Society and the Journal of Current Issues and Research in Advertising, while in the past she was AE for the Journal of Marketing Management (2017-21). She is also currently on the Editorial Review Boards of:Technological Forecasting & Social Change, and Journal of Marketing Management; with guest editor experience across multiple top journals. Danae also has experience as: funding reviewer for Cancer Research UK (2015-19); and track chair for the Academy of Marketing Science World Marketing Congress Conference in 2023, the Transformative Consumer Research Conference in 2021, and the European Social Marketing Association Conference in 2016. Using an interdisciplinary approach, blending the lines between marketing, advertising and psychology her research aims to answer a fundamental marketing research question: How to diminish the knowledge-behaviour gap? Particularly, her research focuses on effective message construction for behaviour change. It takes an information processing approach, which identifies, classifies and examines cognitive (e.g., knowledge, confidence, trust, values) and affective (e.g., pride, fear, disgust) factors that influence individuals’/consumers’/employees’ decisions and choices after exposure to campaigns/messages/interventions, and translate knowledge acquisition to behaviour change/formation. Her research is theory-based but practically applicable research, and often uses health (e.g., weight control, alcohol consumption, vaccination), well-being and environmental (e.g. energy saving, recycling) social issues as the venue for understanding the knowledge-behaviour gap, with direct implications for persuasive communication and behavioural interventions that motivate health and environmental action. The campaigns/messages/interventions often examined involve digital components (e.g., websites, social media, mobile applications, online tracking tools) and technology adoption behaviours (e.g., adoption and usage of technology-based solutions). Other projects with information technology and effective message construction focus include: social media service failure apologies, online petitions, and online political engagement. Side projects include innovative research methodologies, female-disparaging adverts, and consumer animosity, amongst others. Danae’s recent research has been published in journals such as Journal of Service Research, Journal of Business Ethics, Tourism Management, Annals of Tourism Research, Psychology and Marketing, European Journal of Marketing, Technological Forecasting and Social Change, Journal of Business Research, European Management Review, International Business Review, Information Technology and People, Studies in Higher Education, Journal of Marketing Management, Computers in Human Behavior, International Journal of Advertising, Journal of Health Communication, Journal of Marketing Communications, Health Marketing Quarterly, and Multivariate Behavioral Research, amongst others. She often engages in research projects that require collaborations with other disciplines such as medicine, engineering and geography; and her research has been supported by £364,000+ of funding (e.g., CRUK, EPSRC/Innovate UK, RED, and Arrow/ERDF). She also strongly believes in the interplay and interdependence of academia, government, business and society and hence she is often involved in various consultancies (e.g., Harrow Council, Royal Borough of Kensington and Chelsea Council, RECOUP, Global Action Plan, Texas Comprehensive Cancer Control Coalition), in line with her research (i.e., effective message construction for behaviour change). Danae is Section Editor for the Journal of Business Ethics (section: Marketing Ethics; FT50 journal), and Associate Editor (AE) for Business and Society and the Journal of Current Issues and Research in Advertising, while in the past she was AE for the Journal of Marketing Management (2017-21). She is also currently on the Editorial Review Boards of: Technological Forecasting & Social Change, and Journal of Marketing Management; with guest editor experience across multiple top journals. Danae also has experience as: funding reviewer for Cancer Research UK (2015-19); and track chair for the Academy of Marketing Science World Marketing Congress Conference in 2023, the Transformative Consumer Research Conference in 2021, and the European Social Marketing Association Conference in 2016. Knowledge-Behaviour Gap Effective Message Construction for Behaviour Change Information Processing & Persuasive Communication Health Communication (Employee) Pro-environmental Behaviour Technology Adoption for Behaviour Change Consumer Psychology Social Marketing Advertising

Dr Liyuan Wei Dr. Liyuan Wei holds a Ph.D. from in Marketing from the University of Toronto, Canada. She received her Master of Arts and Bachelor of Arts from Renmin University of China in Beijing. Prior to joining Brunel Business School, she was an Assistant Professor of Marketing at the City University of Hong Kong. Her research has been published in Information Systems Research, Psychological Science, International Journal of Research in Marketing, Marketing Letters, Journal of Business Ethics, International Marketing Review, Journal of Business Research, Sustainability, International Journal of Hospitality Management, and Applied Economics. She has a broad range of research interests but mainly focuses on (1) marketing strategies based on consumer psychology and sociology, and (2) individual and societal well-being. Dr. Wei has served as reviewer for many prestigeous journals and currently is on the editorial review board of Journal of Advertising Research. Dr. Wei is a member of the Marketing and Corporate Brand Research Group at Brunel University London. She is also the Director of Business Accreditations at the Brunel Business School. Dr Liyuan Wei is currently heading the Research Group for Marketing and Corporate Brand Management Group (MCBM) at the Brunel Business School. Her research has been published in Information Systems Research, Psychological Science, Marketing Letters, Journal of Business Ethics, International Marketing Review, and Applied Economics. Over the years, she has held research grants from the Hong Kong Research Grant Council and other funding bodies. Her recent published works demonstrate a shift towards well-being in consumption such as mindfulness in sustainable consumption, research landscape on sustainability, and healthy ageing consumption practices. Pricing; innovation adoption; ethical consumption; consumer welfare and well-being; technology in marketing; individual and societal well-being; access-based consumption/the sharing economy Principles of Marketing; Marketing Communications; Marketing Analytics; Digital Marketing; Strategic Marketing Supervising undergraduate final year projects and Master's degree dissertations.

Professor Dorothy Yen Professor Dorothy A. Yen is a Professor in Marketing. She is currently the Director of Research at Brunel Business School, Brunel University London. Dorothy takes a consumer-centric approach to understanding and discussing marketing, branding, and tourism matters. Dorothy studies how culture affects human behaviour, in both B2B and B2C domains. In the B2B domain, she looks at cross-cultural business relationships, with a particular focus on understanding how cultural-specific factors affect business relationships and collaborations. In the B2C domain, she studies consumer acculturation and sojourners’ and migrants' consumption practices and social media activities in relation to their cultural identity, as well as tourism boycotts and tourists' interactions with destinations on social media. During the Covid-19 pandemic, Dorothy explored how migrants in the UK attempted to cope with the life-threatening disease while dealing with institutional uncertainty and a hostile host environment. Dorothy’s proposal on branding Wales as a land of dragons and legends triggered numerous discussions, and she has been invited to give evidence to the Welsh Affairs Committee. Dorothy is a member of the Marketing and Corporate Brand Research Group at Brunel Business School and a lab leader of the Responsible Consumption and the Circular Economy Lab for the CBASS research centre of Substantiality and Entrepreneurship. Office hours are provided on Wednesdays from 11am to 1pm. Students can also email her to book an appointment at a mutually convenient time. This can be either on campus or via Microsoft TEAM upon mutual agreement. I'm interested in the following topics: Older adults as ageing consumers, healthy ageing practices and wellbeing Promoting Wales to international tourists as a global tourist destination Migrants as ethnic consumers, their identity, acculturation and their role in the host societies. Educating children as agentic consumers to reduce food waste Research group(s) Marketing and Corporate Brand Management Research Group (MCBM) Dorothy enjoys taking a problem-focused and user-centred approach to explore, understand and discuss various societal phenomena and matters. Her earlier research was very much focused on the B2B domain, where she investigated cross-cultural business relationships, with a particular focus on discussing how cultural-specific factors, such as the Chinese notion of guanxi, affect international business relationships and collaborations, especially in Anglo-Chinese B2B relationships. Her research findings help Western and Chinese firms reduce conflict, increase trust, and improve their relationship performance. Her interest in understanding how culture affects human behaviour and interactions is not restricted to the B2B field but has also moved into the B2C field over the past decade. She explores acculturation amongst travelling consumers. These include sojourners, migrants, international students, as well as tourists. Dorothy studies their consumption of food and social media in relation to their cultural identities and their relationships with the host society. Her willingness to support colleagues with various projects and collaborate across different disciplines means that her publications are wide-ranging, tapping into areas from marketing, management, green supply chain, and communications, to the more discipline-specific journals in food and health as well as tourism. Over the years, she has developed a strong will to support responsible consumption and the value of equality, diversity and inclusion, with a particular focus on 1) creating an age-friendly society, 3) preventing migrants from becoming marginalised citizens, and 3) promoting Wales as a global tourist destination. Dorothy applies an interactive learning and teaching approach during her lectures and seminars to better engage students with the knowledge. Using team-based learning, she encourages students to discuss their ideas and examples with her as well as with their peers so that together they can co-create a positive learning experience. This academic year (2022/23), I will be teaching the MBA Principles of Marketing module (MB5538). In this module, MBA students have the opportunity to work with a real business, develop and present their marketing plan to the business and receive direct feedback from the business.

Mrs Masoumeh Jahangiri I am a doctoral researcher in the field of marketing. My overall research interests are in the areas of consumers' adoption and usage continuance intention of the technology. Since September 2021, I have been working as a Graduate Teaching Assistant at MBA, Masters, and Undergraduate levels. Qualifications MSc Marketing, Brunel Business School, United Kingdom BA Business Management, Shahid Beheshti University, Iran

Miss Mulkie Al-Hashemi Mulkie’s research domains are community entrepreneurship and place branding. The aim of the research is to brand rural communities as entrepreneurial context. Prior to PhD, Mulkie had a working experience of over 14 years in entrepreneurship and innovation in the Sultanate of Oman. Cummunity Branding