Dr. Jasmine Ahmed | Marketing | Young Researcher Award

Lecturer in Marketing | Lancaster University | United Kingdom

Jasmine Mohsen is a Lecturer in Marketing Analytics at SP Jain School of Management, UK, and a Research Project Supervisor at Glasgow Caledonian University, with prior experience as a Postdoctoral Researcher at the University of Namur and Research Fellow at Brunel University London. She earned her PhD in Marketing from Leeds University Business School, where her doctoral thesis examined how perceived luxury shields brands from cancellation movements. Her research and teaching expertise span consumer psychology, branding, sustainability, and marketing communication, with publications in reputable journals such as the Journal of Research in Interactive Marketing and Technological Forecasting & Social Change. Beyond academia, she has contributed to UK-funded projects on food waste reduction, sustainability, and digital health adoption, collaborating with interdisciplinary teams to generate policy and industry-relevant insights. She also plays an active role as a reviewer for leading journals and conferences, reinforcing her academic citizenship and commitment to advancing knowledge in marketing.

Profile

Scopus

Education

Jasmine Mohsen completed her PhD in Marketing at Leeds University Business School with a fully funded scholarship, focusing on consumer behaviour, branding, and cancellation movements under the supervision of an experienced academic panel. Prior to her doctoral studies, she obtained an MSc in Business Administration with a concentration in Marketing from Cairo University, a rigorous programme that combined taught modules in research methodology, marketing theory, and business statistics with a substantial thesis exploring the antecedents and consequences of adolescent materialism in Egypt. She previously graduated with distinction in a Bachelor of Commerce with Honours in Business Administration from Cairo University, consistently ranking at the top of her class with comprehensive training in management, marketing, and business policy. She also pursued a Foundation Certificate in Accounting and Finance at the American University in Cairo, building strong competencies in financial and managerial accounting, corporate finance, and related analytical skills.

Professional Experience

Jasmine Mohsen has extensive academic and research experience across leading institutions. She is currently a Lecturer in Marketing Analytics at SP Jain School of Management and a Research Project Supervisor at Glasgow Caledonian University, supporting MSc students and serving on ethics committees. Previously, she worked as a Postdoctoral Researcher at the University of Namur, leading qualitative projects on moral misalignment and workplace inclusion, and as a Research Fellow at Brunel University London on sustainability and digital health initiatives. At Leeds University Business School, she held roles as Research Assistant, Associate Faculty, and Data Analysis Tutor, contributing to high-impact projects on consumer behaviour, food waste, and sustainability. Her early career includes academic teaching at Cairo University, the American University in Cairo, and collaborative teaching with Georgia State University. She has consistently integrated her research expertise with teaching, supervising dissertations, developing curricula, and delivering both undergraduate and postgraduate modules in marketing and business.

Awards and Honors

Jasmine Mohsen has received multiple awards and recognitions for her academic achievements and research impact. She was nominated for the Sustainability Award by Leeds University Business School in recognition of her contributions to sustainability-focused research, particularly through publications addressing consumer behaviour and pro-environmental messaging. She received research funding to complete the Advanced Quantitative Methods module at the University of Oxford, strengthening her methodological expertise. Her academic excellence has been recognised with a Certificate of Appreciation for graduating with first-class honours as the top student in her department at Cairo University, along with awards for outstanding performance and contribution as a teaching assistant. She also earned the Carbon Literacy Certificate from a UK-based programme focused on climate awareness and sustainable practices, underscoring her commitment to sustainability. Earlier in her career, she was honoured for consistent academic excellence and commitment to education, receiving recognition from both faculty and departmental leadership.

Research Focus 

Jasmine Mohsen’s research focuses on consumer psychology and behaviour, exploring how individuals respond to branding, marketing communication, and evolving marketplace norms. She investigates themes such as brand resilience, cancellation movements, persuasive messaging, and consumer resistance, with a strong interest in understanding the psychological drivers behind shopping reduction campaigns and sustainability behaviours. Her work also contributes to food waste reduction, the circular economy, and pro-environmental consumer choices, drawing on both qualitative and quantitative approaches. She has collaborated on several UK-funded projects addressing food waste, citizen science engagement, and digital health platform adoption, generating practical insights for policymakers and industry stakeholders. In addition to her completed work, she has developed working papers targeting high-ranking journals, addressing topics such as symbolic self-branding, gendered work narratives, and consumer attitudes toward national startups. Her interdisciplinary and policy-relevant approach ensures that her research advances theory while offering actionable implications for marketing practice and sustainability transitions.

Publication

Title: Impact of E-Waste Regulations on Firms’ R&D and Marketing Expenditures: Insights for a Circular Economy
Year: 2025

Title: Enhancing resilience to negative information in consumer–brand interaction: the mediating role of brand knowledge and involvement
Year: 2021

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

Title: From Swipe Fatigue to Shared Tables: The Psychology Behind Dining with Strangers
Year: 2025

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

Title: Why We Buy, Why We Waste: Fixing Tech’s Sustainability Problem
Year: 2025

Title: A story of perseverance: How a failed study led me to a breakthrough in sustainable shopping research
Year: 2025

Conclusion

Jasmine Mohsen’s research trajectory is marked by intellectual curiosity, societal relevance, and academic excellence. Her strengths in addressing contemporary issues such as cancel culture, consumer resilience, and sustainability make her an emerging scholar with strong potential for long-term impact. With further consolidation of her international publication profile and leadership in large-scale funded projects, she is exceptionally well-positioned to be recognized with a prestigious research award.