Dr. Wael Nuweihed

Dr. Wael Nuweihed is a part-time assistant professor of marketing at the Adnan Kassar School of Business. He holds a Doctorate in Business Administration (DBA) and a Certificate of Research in Management Science (CRMS) from Grenoble Ecole de Management (GEM) in France, along with an MBA and a BSc. in Business from the Lebanese American University (LAU).

Wael has more than 20 years of work experience covering the Levant, Arabian Peninsula, North Africa and CIS markets across several industries and categories (Meals; Desserts; Snacks; Ice Cream; Edible Oils; Beverages; Household, Automotive and Industrial Paints). He offered several consultation services, seminars and workshops on marketing strategy, business and revenue models, brand building, innovation management, brand campaigns, and process optimization.

Wael holds many certifications in coaching, leadership, innovation, and change management. He is a mentor at Berytech (Impact Rise Program) and MIT Lebanon Challenge, and a digital skills trainer at INJAZ Lebanon (affiliate of Junior Achievement Worldwide).

Teaching Interests

• Consumer Behavior
• Marketing Research
• Innovation Management

Research Interests

• Brand Equity
• Brand Communication
• Consumer Behavior

Research in Progress

• The role of advertising in building consumer-based brand equity within low involvement products.
• The moderating role of product involvement on the effect of advertising on brand equity. 
• To inform or transform: Gender differences in advertising appeals effectiveness
• The role of generative AI in supporting successful internationalization of women lead SMEs

Publications

• Nuweihed, W., & Trendel, O. (2023). The role of informational versus transformational ad appeals in building consumer-based brand equity for low involvement products. Journal of Marketing Theory and Practice, 1-20., DOI: 10.1080/10696679.2023.2249213