Dr. Soulayma Mouawad

Soulayma Mouawad is a part-time Assistant Professor of Marketing at the Adnan Kassar School of Business. She holds a Ph.D. in Marketing from the University of Roehampton, London (UK), an MSc. in Marketing Management from the University of Surrey (UK) and a BSc. in Business Administration from the Lebanese American University.

Soulayma has a proven track record of teaching and mentorship at undergraduate and graduate levels. Previously, she held full-time positions at the University of Roehampton (UK), Newcastle University (UK), and Richmond, the American University in London (UK) as well as visiting positions at Imperial College Business School and London School of Economics and Political Science (UK). She is a visiting assistant professor and a DBA supervisor (remotely) at Golden Gate University in California (USA). Soulayma acts as a reviewer for several refereed journals and is recognized as a Fellow of the Higher Education Academy (FHEA) in the UK.

In addition to her academic roles, Soulayma is an educational consultant. She has collaborated with various Chinese educational organizations to design and implement effective teaching strategies and professional development programs for students and lecturers.

Teaching Interests

Brand Management
Consumer Behaviour
Fashion Marketing
Digital Marketing and Social Media

Research Interests

Experiential marketing and its effect on brand loyalty
Consumer-brand relationships
Consumer psychology
Emotions and their influence on consumers’ attitudes and behaviours
Consumer behaviours on social media

Conference Proceedings

Mouawad, S. (2021). Functional and experiential routes to attitudinal and behavioural loyalty: What matters most, brand satisfaction or brand love? (Doctoral dissertation, University of Roehampton).
Mouawad, S., Zarantonello, L. and Floh, A. (2022, May 4th – 6th), Functional and Experiential Routes to Attitudinal and Behavioural Loyalty. The 15^th Global Brand Conference. Sheffield: UK.
Mouawad, S., Rafiq M., and Zarantonello, L. (2019, May 28th-31st), Functional and Experiential Routes to Brand Loyalty. Proceedings of the 48^th European Marketing Academy, (9770). Hamburg: Germany.