Dr. Jasmine Mohsen | Business | Women Researcher Award

Assistant Professor and Research Project Supervisor | SP Jain School of Management and GCU | United Kingdom

Dr. Jasmine Mohsen is a Lecturer in Marketing Analytics at SP Jain School of Management, UK, and Research Project Supervisor at Glasgow Caledonian University. She earned her PhD in Marketing from Leeds University Business School and previously held academic positions at Brunel University London, University of Namur in Belgium, and Cairo University. Her academic career combines teaching, research, and consultancy, with a strong focus on consumer psychology, brand resilience, persuasive messaging, and sustainability in marketing. She has contributed to projects funded by UK research councils on digital health adoption, food waste management, and net zero initiatives. Her work has been published in leading academic journals and shared through invited blogs, media outlets, and industry collaborations. She actively serves as a reviewer for high-impact journals and conferences and integrates research insights into teaching, supervision, and curriculum development, shaping the next generation of marketing professionals.

Profile

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Education

Jasmine completed her PhD in Marketing at Leeds University Business School, where her doctoral thesis examined how perceived luxury helps brands withstand cancellation movements. She also earned an MSc in Business Administration (Marketing) from Cairo University, focusing her research on adolescents’ materialism and its consequences. Her undergraduate studies in Business Administration at Cairo University resulted in graduating with top honours, providing her with strong foundations in management, marketing, finance, and organizational behaviour. She further expanded her academic profile with a foundation certificate in accounting and finance from the American University in Cairo, achieving high distinction. She completed advanced training in research design, data analysis, and quantitative methods, including specialized coursework at Oxford University. Her educational journey reflects a strong balance of theory, research methodology, and applied business knowledge, equipping her with the expertise to lead impactful research and deliver innovative teaching in marketing and consumer behaviour.

Professional Experience

Jasmine has developed an international academic career across the UK, Belgium, and Egypt, combining teaching, research, and consultancy. She currently lectures in marketing analytics at SP Jain School of Management and supervises postgraduate dissertations at Glasgow Caledonian University. She has previously been a postdoctoral researcher at the University of Namur, focusing on moral misalignment in institutions and workplace inclusion, and a research fellow at Brunel University London, contributing to projects on digital health platforms and sustainability transitions. At Leeds University Business School, she worked extensively on projects related to food waste reduction, citizen science, and consumer sustainability behaviours while also serving as a tutor and associate faculty member. She has held assistant lecturer roles at Cairo University and taught in joint international programs with Georgia State University, delivering courses in marketing, finance, and management. Her career demonstrates a consistent integration of academic rigour, practical application, and student-focused teaching.

Awards and Honors

Jasmine has been recognised with multiple awards and honours that highlight her excellence in research, teaching, and academic impact. She was nominated for a sustainability research award in recognition of her contributions to consumer behaviour and environmental studies, particularly through publications and outreach in media platforms. She secured institutional funding to pursue advanced quantitative training at Oxford, strengthening her methodological expertise. She also earned a carbon literacy certification, reflecting her dedication to sustainable practices in both research and teaching. Earlier in her career, she received recognition from Cairo University for her outstanding teaching efforts and her consistent academic excellence. She graduated with top honours, earning a first-place distinction in her cohort, and received several certificates of appreciation for her academic achievements. These awards and honours illustrate a consistent record of dedication, innovation, and leadership in marketing research and education, reinforcing her standing as a rising scholar and impactful educator.

Research Focus 

Jasmine’s research is situated at the intersection of consumer psychology, branding, and sustainability. She investigates how consumers respond to branding and marketing communication under evolving social and cultural norms, with particular emphasis on brand resilience, cancellation movements, persuasive messaging, and psychological drivers of consumption reduction. Another core strand of her work explores sustainability in consumer markets, including food waste reduction, circular economy transitions, and the role of marketing in promoting pro-environmental behaviour. She adopts both qualitative and quantitative approaches, ranging from interviews and thematic analysis to experimental design and advanced statistical modelling. Her publications have appeared in respected journals, and she has several ongoing working papers targeting high-ranking academic outlets. Beyond academic publishing, she engages with wider audiences through blogs, media contributions, and consultancy collaborations. Her research is designed to advance theory, inform practice, and influence policy, bridging the gap between academic insights and real-world impact.

Publication

Title: Shop smarter, not harder. How gentle messaging can help the planet more than tough talk
Year: 2025

Title: Don’t Tell Me What To Do: How Different Messaging Strategies In Shopping Reduction Campaigns Trigger Psychological Reactance Among Consumers
Year: 2025

Title: Don’t Cancel Me: Investigating How Perceived Luxury Safeguards Brands from Cancellation Movements
Year: 2025

Title: How citizen science can benefit research in tackling societal problems
Year: 2023

Title: A Qualitative Comparative Analysis of The Antecedents of Adolescents Materialism
Year: 2022

Title: The Diffusion of “Cancel Culture” After the Post-lockdown Period
Year: 2022

Conclusion

Jasmine Mohsen’s contributions highlight her as a promising and innovative researcher whose work is both academically rigorous and socially relevant. Her ability to connect marketing theory with pressing real-world issues makes her a strong candidate for a Best Researcher award. With continued focus on top-tier publications, methodological robustness, and global collaboration, she has the potential to emerge as a leading figure in marketing and consumer research.