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Dr-Jasmine-Mohsen-Yehia-Ahmed

Dr. Jasmine Mohsen Yehia Ahmed

Assistant Professor of Marketing

SP Jain London School of Management

EDUCATION

  • PhD in Marketing – University of Leeds, United Kingdom Thesis: “How Perceived Luxury Shields Brands from Cancellation Movements.”
  • Advanced Quantitative Methods Certificate – University of Oxford, United Kingdom Awarded funding by Leeds University Business School to undertake advanced statistical training.
  • MSc in Business Administration (Marketing) – Cairo University, Egypt Graduated with Distinction (93%). Thesis: “Antecedents and Consequences of Adolescents’ Materialism in Egypt.”
  • BCom (Hons) in Business Administration – Cairo University, Egypt Graduated with Excellence with Honours (Ranked 1st out of 700 students).

Areas of Expertise:

  • Marketing Strategy & Brand Management
  • Consumer Psychology & Behavioural Insights
  • Digital Transformation & AI in Marketing
  • Innovation, Decision-Making & Leadership

Subjects taught / student project mentor

  • Marketing Analytics (MRK 561)
  • Brand Management & Marketing Strategy (MRK 731)
  • Principles of Entrepreneurship (ENT 502)
  • AI, Global Trade & Supply Chain Dynamics
  • Employability & Business Analysis
  • Supervision of MBA, Global MBA, and MSc Research Projects

Academic experience

  • Assistant Professor (Marketing & Entrepreneurship) – SP Jain School of Global Management, London Campus, UK
    Leads modules in marketing analytics, brand management, and entrepreneurship across undergraduate and postgraduate levels. Known for developing interactive, AI-integrated learning environments and research-led teaching content.
  • Research Project Supervisor and Ethics Committee Member – Glasgow Caledonian University (London Campus)
    Supervised MSc dissertations on topics spanning sustainability, digital branding, and consumer behaviour; reviewed over 40 ethics applications ensuring compliance and research integrity.
  • Faculty Associate & Teaching Assistant (Marketing) – Leeds University Business School, University of Leeds, UK
    Delivered lectures and seminars for Fundamentals of Marketing, Principles of Marketing, and Research Methods across cohorts exceeding 700 students. Provided research support and dissertation supervision within the Centre for Decision Research.
  • Postdoctoral Researcher (Marketing) – Université de Namur, Belgium Conducted qualitative research on moral misalignment, organisational ethics, and workplace inclusion.
  • Research Fellow – Brunel University London, UK Collaborated on UKRI and MRC-funded projects on sustainable consumption, digital health, and net-zero innovation.
  • Research Assistant – Leeds University Business School, University of Leeds, United Kingdom (Centre for Decision Research, March 2022 – March 2024)
    Dr. Mohsen served as a Research Assistant at the Centre for Decision Research, contributing to several UKRI-, ESRC-, and BBSRC-funded projects exploring sustainability, food waste reduction, citizen science, and consumer decision-making. Her work integrated behavioural science with marketing applications to inform public policy and sustainable business practices.

Research and publications

Research Interests
  • Consumer Psychology and Brand Activism
  • Digital Entrepreneurship and AI Adoption
  • Ethical Decision-Making and Sustainability in Marketing
  • Organisational Identity and Moral Misalignment

Selected Publications

  • “From Hashtag to Harm: The Real Impact of Brand Cancellation Movements.” Leeds University Business School (2025)
  • Singh, A., Ankit, M., Alghafes, R., & Mohsen, J. (2025). Impact of E-Waste Regulations on Firms’ R&D and Marketing Expenditures. Technological Forecasting & Social Change [ABS 3].
  • Elsharnouby, M.H., Mohsen, J., Saeed, O.T., & Mahrous, A.A. (2021). Enhancing Resilience to Negative Information in Consumer–Brand Interaction. Journal of Research in Interactive Marketing [ABS 1].

 Book Chapters (Under Review)

  • Resisting Sustainability: The Boomerang Effect of Assertive Messaging in Anti-Fast Fashion Appeals
  • From Hashtag to Harm: The Real Impact of Brand Cancellation Movements

Media and Public Appearance

  • “Shop Smarter, Not Harder: How Gentle Messaging Can Help the Planet More Than Tough Talk” — The Conversation (2025)
  • “Why We Buy, Why We Waste” — The British Magazine (T3 Magazine) (2025)

Conferences and presentations


  • AMA Winter Academic Conference, Phoenix, USA (2026, 2025, 2024) Papers presented on consumer psychology, persuasive messaging, and brand cancellation.
  • Future Food Symposium, University of Birmingham, UK (2025)
    Paper: “Exploring Tone in Food Waste Reduction Ads: The Impact of Assertive vs. Suggestive Messaging.”
  • British Academy of Management (BAM) Annual Conference, University of Manchester, UK (2022)
    Track: Marketing, Retail, and Consumer Behaviour.
  • Academy of Marketing Conference, University of Huddersfield, UK (2022)
    Paper: “The Diffusion of Cancel Culture in Post-Lockdown Consumer Behaviour.”
  • Leeds University Business School Doctoral Conference, University of Leeds, UK (2022–2023)
    Papers presented on nostalgia, impulsive buying, and boycott behaviour.
  • Society for Consumer Psychology Boutique Conference, Leeds University Business School, UK (2024)
    Served as organising committee member and presenter in the Consumer Behaviour track.
  • British Academy Early Career Researcher Network Symposium, London, UK (2025)
    Panel discussion on early-career collaboration and interdisciplinary impact.
  • Pathways to the Pyramids: Women’s Entrepreneurship in Egypt, American University in Cairo, Egypt (2025) (KCC MEA Case Conference 2025)
    Invited speaker and co-author of teaching case “Abaza Auto Trading: Thriving in Egypt’s Turbulent Automotive Market.”
  • Crafting World-Leading Outputs in Management Research, University of Liverpool, UK (2022)
    Paper: “Nostalgia and Impulsive Buying: The Emotional Drivers of Consumer Decisions.”

Academic Journal Reviewer

  • Journal of Consumer Research (JCR) – [ABS 4★]
  • Psychology & Marketing – [ABS 3]
  • Gender, Work & Organisation – [ABS 3]
  • Current Psychology– [ABS 2]

Conference Reviewer

  • European Marketing Academy Conference (EMAC)
  • Academy of Marketing (UK)
  • British Academy of Management (BAM)

Memberships

  • Academy of International Business (AIB)
  • British Academy Early Career Researcher Network (BA-ECRN)
  • Chartered Management Institute (CMI)

Media and outreach

  • Featured in The Conversation, T3 Magazine, and Times Higher Education blogs.
  • Active contributor to The Conversation and the Medium, bridging academic insights with public impact.
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Notes:

The SP Jain London School of Management is a company limited by guarantee registered with companies house, company number 13210674.
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