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Research area(s)

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. Her research focuses on consumer behavior, specifically how AI, technology, and corporate branding/visual/design identity impact consumer/user engagement and wellbeing, with an emphasis on advancing Sustainable Development Goals (SDGs) across sectors such as health, retail, higher education, and hospitality. 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)

Recognized in Stanford University's Top 2% Scientists Ranking, based on Elsevier’s Scopus database (2024, 2023, and 2022)

Research Interests

Topics she is interested in include the following:

• Artificial Intelligence (AI), technological advancements and innovation
• Consumer behaviour
• Brand management
• Corporate brand design/visual identity
• Corporate marketing
• Corporate brand identity
• Corporate integrated communication
• Sustainable branding
• Sustainable development goals (SDGs)

Grants

Project details

Fostering Sustainable Development Goals in the UK Fashion SMEs ()