Pantea Foroudi

Pantea Foroudi is an Associate Professor of Marketing and Director of Research in the Department of Business Analytics and Marketing at Brunel University of London.

In my research, I have focused on consumer behaviour from a multidisciplinary standpoint, focusing on two main streams (i) corporate branding, design/visual identity (corporate/service/brand/product), and technology, and (ii) Sustainable Development Goals (SDGs).

The first stream of my work has focused on consumer behaviour and corporate brand design with a particular focus on social identity theory, perceived value theory, and social interaction value in different contexts such as the retail, higher education, and hospitality sectors.

I am interested in examining how consumption experiences and engagement add value to consumers. With the rise of companies with a core business highlighting the value of sharing experiences and prosumption experiences, this is particularly important nowadays, given the significance of the shared economy. Particularly, my current research explores experience and engagement, their social benefits, and their impact on consumers' experiences and wellbeing.

In the second stream, I examine how consumers perceive SDGs and how that may affect residents and tourists. My name has been listed as first in “top scholarly output” in the UK and all of Europe; fourth in the world for the year range from 2016 to 2021 (Dec 2021). Recognised as the top scholar in UK (2024).