Dr. Mona Mrad


Dr. Mona Mrad is an Assistant Professor of Marketing at the Lebanese American University. She holds a Ph.D. in Marketing from the University of Manchester, UK. She has received the Faculty of Humanities Award for Distinguished Achievement from the University of Manchester (2015). Mona also has a degree in fashion design from ESMOD. She holds several certifications in fashion business from the London College of Fashion in the UK. She is also a certified trainer in designing and delivering business training.

Mona was appointed as a guest lecturer in Manchester Business School teaching marketing research and as a teaching assistant at the School of Materials at the University of Manchester. She has been appointed in 2016 as a visiting researcher with the University for the coming three years. She currently teaches Principles of Marketing, Consumer Behavior, and Fashion Marketing for both graduates and undergraduates degrees. Her research interests center on the consumer-brand relationship in the fashion context. Her research has been published in academic journals and conferences of international standing. 

Teaching Interests

  • Marketing
  • Consumer Behavior
  • Marketing Research
  • Fashion Marketing and Management 

Research Interests

  • Consumer Behavior
  • Fashion Marketing

Selected Publications

Articles in Refereed Journals:

Cui, C., Mrad, M., and Hogg, M. (2018). “Brand addiction: Exploring the concept and its definition through an experiential lens”, Journal of Business Research, 87, pp. 118-127.

Mrad, M. (2018). “Brand Addiction Conceptual Development”, Qualitative Market Research: An International Journal, 21(1), pp.18-38.

Mrad, M., and Cui, C. C. (2017). “Brand addiction: conceptualization and scale development”, European Journal of Marketing, 51(11/12), pp. 1938-1960.

Ramadan, Z. and Mrad, M., (2017). “Fashionable Stereotypes”, Customer Needs and Solutions, pp. 1-9.

Ramadan, Z., Farah, M., and Mrad, M. (2016). “An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones”, Technology Analysis & Strategic Management, pp. 1-13.

Messarra, L., Mrad, M., and El-Harake, N. (2009). “The linkage between professionals’ goal orientation and career anchors”, International Journal of Business Research, 9(1), pp. 50-56.

In Refereed Conferences:

Cui, C. and Mrad M. (2016). Brand addiction and compulsive buying: A tale of two addictive behaviors in fashion consumption. Proceedings of 5th Consumer-Brand Relationship Conference, Porto Business School, Portugal. 17th -20th May 2017. Available at: https://sites.google.com/site/consumerbrandrelationships2017/home

Mrad, M. and Cui, C. (2016). The roles of brand addiction in achieving appearance esteem and life happiness in fashion consumption. Proceedings of 2016 Academy of Marketing Science 19th World Marketing Congress, IESEG School of Management, Paris. 19th -23rd July 2016. Available at: http://www.ieseg.fr/wp-content/uploads/2016/05/ams-program.pdf

Mrad, M. and Cui, C. (2015). Brand addiction: A new concept for understanding consumer brand behavior, Proceedings of 2015 Academy of Marketing Science World Marketing Congress, University of Bari Aldo Moro, Bari, Italy. 14th -18th July 2015. Available at: http://c.ymcdn.com/sites/www.ams-web.org/resource/resmgr/2015/WMC_Preliminary_Program_NK.pdf

Nieroda M., Mrad M. and Solomon M. (2017) Sporty, posh or… What type of wearables fits you? A conceptual framework for consumers’ adoption of wearable devices. Proceedings of 2015 Academy of Marketing, Coronado, San Diego, U.S.A. 25th -27th May 2017. Available at: http://c.ymcdn.com/sites/www.ams-web.org/resource/resmgr/2017_annual/2017_AMS_Program_Session_Inf.pdf

Ramadan, Z., Mrad, M., and Farah, M. (2015). A contemporary challenge in the globalization of service technology; moving from self-service technologies to drone-delivery interfaces, Proceedings of 2015 EAMSA, SOAS University of London, London, UK. 28th -31st October 2015. Available at: https://www.soas.ac.uk/defims/events/eamsa-conference-2015/file106092.pdf

Business Publications

Solomon M., Nieroda M., Mrad M. How do people make sense of wearables? From https://www.canvas8.com/content/2017/08/31/wearables-perceptions.html?navPath=LIBRARY—LATEST