Dr. Mona Mrad


Mona Mrad is an assistant professor of marketing. She holds a PhD in Marketing from the University of Manchester, UK, an MBA and a BS in Marketing from LAU. She has also obtained a degree in fashion design from ESMOD and attended fashion courses at the London College of Fashion in the UK.

She has been appointed as a guest lecturer in Manchester Business School teaching marketing research, and as a teaching assistant at the School of Materials, University of Manchester. In her previous academic experience, she has taught Principles of Management, Principles of Marketing, Personal Selling and Sales Promotion, Consumer Behavior and Entrepreneurship.

Teaching Interests

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

Research Interests

  • Consumer Behavior
  • Fashion Marketing

Selected Publications

Articles in Refereed Journals:

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

Messarra, L., Mrad, M. & El-Harake, N. (2009). The Linkage Between Professionals’ Goal Orientation and Career Anchors. International Journal of Business Research, 9(1), 50-56.

In Refereed Conferences:

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

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

Ramadan, Z., Mrad, M. & Farah, M. (2015, October 28-31). A contemporary challenge in the globalization of service technology; moving from self-Service technologies to drone-delivery interfaces. Paper presented at the 2015 EAMSA, SOAS University of London, London, UK.