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 am the associate editor for the journal of macromarketing . i am the research lead for the marketing and branding futures research group. 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. at the undergraduate level i teach brand management to year 3 of the bsc business and management. my consultation and feedback hours are on thursdays and fridays 10 to 11am.
![Dr Yousra Asaad]()
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 am the associate editor for the Journal of Macromarketing . I am the research lead for the Marketing and Branding Futures Research Group. 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. At the Undergraduate level I teach Brand Management to year 3 of the BSc Business and Management. My consultation and feedback hours are on Thursdays and Fridays 10 to 11am.
Manika
danae manika (phd, university of texas at austin) is executive dean and professor of marketing at brunel business school. in the past, danae served as acting executive dean and deputy dean of the college of business, arts and social sciences at brunel university of london; and as associate head of brunel business school. before joining brunel, 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 £450,000+ of funding (e.g., nerc, cruk, epsrc/innovate uk, red). danae is section editor for the journal of business ethics (section: marketing ethics) and an 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 top marketing conferences (ams wmc 2025 and 2023, tcr 2021). 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£450,000+ of funding (e.g., nerc, 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
![Professor Danae Manika]()
Professor Danae Manika
Danae Manika (PhD, University of Texas at Austin) is Executive Dean and Professor of Marketing at Brunel Business School. In the past, Danae served as Acting Executive Dean and Deputy Dean of the College of Business, Arts and Social Sciences at Brunel University of London; and as Associate Head of Brunel Business School. Before joining Brunel, 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 £450,000+ of funding (e.g., NERC, CRUK, EPSRC/Innovate UK, RED). Danae is Section Editor for the Journal of Business Ethics (section: Marketing Ethics) and an 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 top marketing conferences (AMS WMC 2025 and 2023, TCR 2021). 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£450,000+ of funding (e.g., NERC, 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
Yen
professor dorothy a. yen is a professor of marketing. as deputy dean of brunel business school at brunel university london, i lead the school’s internationalisation and student recruitment strategies. my academic work is grounded in a consumer-centric social marketing approach, through which i explore key issues in marketing, branding, and tourism. my research focuses on how culture shapes human behaviour across both b2b and b2c contexts. i am particularly interested in cross-cultural business relationships, with a focus on how culture-specific factors influence collaboration, trust, and relationship dynamics. i apply these insights to understand consumer behaviour among various groups, including visitors, migrants, sojourners, older adults, and businesses. my proposal to brand wales as the “land of dragons and legends” gained national attention and sparked public debate, following my appearance before the welsh affairs committee and an interview with bbc radio wales. i also lead the happy to chat initiative—now established as a charity—which promotes social connection within communities and wider society. the project seeks to reduce loneliness and social isolation by encouraging open conversations and meaningful interactions in public spaces. office hours: wednesdays, 2:00–4:00 pm. appointments outside these hours can also be arranged by email, either on campus or via microsoft teams. i'm working on the following projects and welcome collaborations: happy to chat 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) happy to chat my research centres on the convergence of well-being and conscientious consumption practices, embodying my vision of a world where individuals celebrate their diversity in harmony, thriving through cooperation, while preserving the environment and transcending cultural, ethnic, and ideological boundaries. i am also interested in the intersection of culture, heritage, and tourism, with a particular focus on how place-based identities, narratives, and traditions are communicated, experienced, and commercialised in both local and global contexts, contributing to the discussion of destination branding. adopting the principles of societal marketing, my work offers insights into the pivotal role of consumers in shaping a future that champions environmental consciousness and social responsibility. i believe that individuals hold the power to drive positive societal transformation through their daily consumption choices and behaviours. my research is inherently interdisciplinary, and i actively collaborate with charitable organisations, businesses, and policymakers. by bridging the divide between academia and practical application, i strive to translate my research findings into tangible strategies that effect meaningful change and societal impact. my work is featured in reputable publications including the british journal of management, annals of tourism research, international marketing review, industrial marketing management, journal of business research, among others. dorothy applies an interactive learning and teaching approach during her lectures and seminars to better engage students with the knowledge. using team-based learning and promotes practice-leading, 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. dorothy teaches principles of marketing to mba students. in this module, mba students have the opportunity to work with real case studies, developing and presenting a marketing plan to the selected organisation or business of their choice. they will be able to exchange ideas, give suggetsions and receive feedback from the owner of the organisation or business.
![Professor Dorothy Yen]()
Professor Dorothy Yen
Professor Dorothy A. Yen is a Professor of Marketing. As Deputy Dean of Brunel Business School at Brunel University London, I lead the School’s internationalisation and student recruitment strategies. My academic work is grounded in a consumer-centric social marketing approach, through which I explore key issues in marketing, branding, and tourism. My research focuses on how culture shapes human behaviour across both B2B and B2C contexts. I am particularly interested in cross-cultural business relationships, with a focus on how culture-specific factors influence collaboration, trust, and relationship dynamics. I apply these insights to understand consumer behaviour among various groups, including visitors, migrants, sojourners, older adults, and businesses. My proposal to brand Wales as the “land of dragons and legends” gained national attention and sparked public debate, following my appearance before the Welsh Affairs Committee and an interview with BBC Radio Wales. I also lead the Happy to Chat initiative—now established as a charity—which promotes social connection within communities and wider society. The project seeks to reduce loneliness and social isolation by encouraging open conversations and meaningful interactions in public spaces. Office Hours: Wednesdays, 2:00–4:00 PM. Appointments outside these hours can also be arranged by email, either on campus or via Microsoft Teams. I'm working on the following projects and welcome collaborations: Happy to Chat 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) Happy to Chat My research centres on the convergence of well-being and conscientious consumption practices, embodying my vision of a world where individuals celebrate their diversity in harmony, thriving through cooperation, while preserving the environment and transcending cultural, ethnic, and ideological boundaries. I am also interested in the intersection of culture, heritage, and tourism, with a particular focus on how place-based identities, narratives, and traditions are communicated, experienced, and commercialised in both local and global contexts, contributing to the discussion of destination branding. Adopting the principles of societal marketing, my work offers insights into the pivotal role of consumers in shaping a future that champions environmental consciousness and social responsibility. I believe that individuals hold the power to drive positive societal transformation through their daily consumption choices and behaviours. My research is inherently interdisciplinary, and I actively collaborate with charitable organisations, businesses, and policymakers. By bridging the divide between academia and practical application, I strive to translate my research findings into tangible strategies that effect meaningful change and societal impact. My work is featured in reputable publications including the British Journal of Management, Annals of Tourism Research, International Marketing Review, Industrial Marketing Management, Journal of Business Research, among others. Dorothy applies an interactive learning and teaching approach during her lectures and seminars to better engage students with the knowledge. Using team-based learning and promotes practice-leading, 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. Dorothy teaches Principles of Marketing to MBA students. In this module, MBA students have the opportunity to work with real case studies, developing and presenting a marketing plan to the selected organisation or business of their choice. They will be able to exchange ideas, give suggetsions and receive feedback from the owner of the organisation or business.