Faculty and Staff

Dr. Hounaida El Jurdi

Assistant Professor


Hounaida El Jurdi is an Assistant Professor of Marketing at the Adnan Kassar School of Business. She holds a PhD in Marketing from the University of Auckland- New Zealand, an MBA and a BBA from the American University of Beirut. Hounaida was an assistant professor of marketing at AUB where she taught Customer Experience Design, Principles of Marketing, Marketing for Social Change, Consumer Behavior at the undergraduate level and Advertising and Brand Management at the graduate level. Her research interests are focused on consumer culture in non-western contexts using critical theoretical lens, with a specific focus on consumer identity, the body, and the politics of representation. In terms of methodology, my approach is mainly interpretive and encompasses ethnographic research, historical research, hermeneutic analysis, and action research. Her research is interdisciplinary in terms of theoretical grounding with a strong emphasis on transformative approaches focusing on ethical implications of marketplace practices and topics with social impact. Her work has appeared in Journal of Macromarketing, Journal of Consumer Marketing, Consumption, Markets and Culture, Qualitative Market Research and Journal of Marketing Management.

Teaching Interests

Research Interests


Best Paper Award- El Jurdi, Hounaida & Ourahmoune, Nacima “Gender Justice and Social Movements- The Case of the October Revolution in Lebanon” GENMAC 2022 Conference


Refereed Journal Publications

Other Publications