Researcher and Assistant Professor in Marketing and Research Methodology, specializing in consumer–brand relationships and branding. Uses quantitative, qualitative, and computational methods to study consumer behavior. Editor of the Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior. Top publishing author within Hassan First University, Settat in Business & Management (Scopus, 2025–2026). Research impact: FWCI 3.49; Top 8% worldwide (SciVal).
Research Interests
Professional Skills
Work Experience
Education
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· Thesis by publication (English): Towards a Theory of Brand Hate under the supervision of Lahoucine Berbou, PhD. · Focus: branding, consumer–brand relationships, consumer psychology, and consumer behavior. · Distinction: Very honorable with jury congratulations and recommendation for publication. |
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· Research stay on brand hate within the Department of Psychology (Faculty of Social Sciences). · Supervised by Sérgio Vieira, PhD. |
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· Thesis (French): Antecedents of Brand hate under the supervision of Lahoucine Berbou, PhD. · Focus: branding, consumer–brand relationships, consumer psychology, and negative brand dynamics. · Distinction: Graduated Top of Class (Valedictorian) with Honors. |
Judge of The Works of Others
Teaching Experience
Strategic content creation and digital campaign management.
Online brand monitoring and crisis management frameworks.
AI tools and data analytics for digital marketing strategies.
Community management, platform algorithms and engagement strategies.
Statistical methods for market research using R and SPSS.
SEO, SEM, content strategy and digital consumer behavior.
Research design, systematic reviews, and multivariate data analysis
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