Dr Yousra Asaad
Senior Lecturer in Marketing

Research area(s)

My main research focuses on sustainable branding in different contexts: tourism, higher education, sports, and social media. In particular, my research examines the role of brands in enhancing social inclusion and consumers' wellbeing to more vulnerable consumers (e.g., Ageing consumer) and the role of corporate brands in promoting healthy ageing. 

Another closely linked stream of research focuses on compassionate corporate behaviour. I am particularly interested in how branding and social change shape each other. 

Research Interests

Sustainable Branding 

• Branding in Higher Education
• Tourism/place branding
• Social media branding
• Compassionate corporate branding
• Marketing to the ageing consumer