Assistant Professor of Marketing, HEC Montréal
Assistant professor of marketing at HEC Montreal, Researcher, Mother, and an animal activist in the making.
EXPERTISE
Morality and Ethics in Consumption
Consumer Culture Theory
Qualitative Research Methods
Aesthetics
Social Media
EDUCATION
Ph. D. (Marketing), Concordia University
M.B.A., American University in Cairo
BBA, American University in Cairo
From Barbie to Thomas the Tank Engine: How entertainment brands are adapting to Generation Alpha
May 15, 2024 07:24 am UTC| Insights & Views Entertainment Business
Growing up, did you play with hyper-sexualized Barbie dolls, boys-only Thomas the Tank Engine trains, or slim, white Disney princesses? If so, youre not alone, but this is no longer the case for Generation Alpha. Brands...