I am currently a Lecturer (Asst. Professor) in Marketing at Cass Business School, City University London (London, UK), a school recognized as one of the world’s top business school. I am also close to completing my PhD in Marketing at IE Business School (Madrid, Spain), another leading business school.
My research interests lie in
understanding the independent and joint effect of brand aesthetics, brand
personality, and corporate social responsibility on customer-based,
company-based, and financial-based brand equity.
To carry out my research, I employ
various empirical methods, including experiments, event studies, field data
analyses, and propensity score matching techniques. Combining different methods
has allowed me to embark on the examination of unique and as-of-yet unaddressed
research questions. It has also allowed me to provide richer accounts of the
phenomena I examine and has enabled me to illustrate the validity and relevance
of my work in the marketplace.