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Subrat SaurabhAuthor of Kuch Woh Pal
Unlocking Brands, Shaping Behaviors: A Casebook on Contemporary Consumer Realities.
From cult-favorite skincare lines and legacy footwear brands to green architecture and digital learning platforms, this book delves into twenty vivid case studies that reflect the evolving relationship between brands, values, and modern consumers. Drawing on real-world business scenarios across the MENA region and beyond, each chapter combines
strategic insights with cultural context to reveal how trust, identity, and technology influence buying behavior and brand loyalty.
Whether you’re a business student, marketing professional, or curious reader, this collection offers a fresh lens on what it means to connect, innovate, and lead in today’s experience-driven economy.
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Soumaya Askri, Qian Long Kweh, Zakariya Chabani, Jawad Asif
Soumaya Askri is an academic leader with 25 years of experience across Tunisia and the UAE. She has led major academic programs at institutions in both countries and has published in top-tier journals. Dr. Askri mentors early-career academics and actively supports international research and publication efforts, demonstrating her commitment to academic excellence and professional development.
Qian Long Kweh is a Professor at the School of Management, Canadian University Dubai, United Arab Emirates. With more than a decade of experience in higher education, he specializes in tertiary-level teaching and empirical research. His scholarly work spans multiple disciplines including management science, intellectual capital, and performance analysis, reflecting his strong commitment to interdisciplinary research and academic contribution.
Zakariya Chabani holds dual doctorates in Management from HEC Alger (Algeria) and Economics from Istanbul University (Turkey). He also earned his Master’s and Bachelor's degrees in Management from HEC Alger. His academic background combines diverse regional insights with interdisciplinary expertise, and his teaching and research continue to bridge theory with real-world economic and managerial challenges.
Jawad Asif is a Lecturer in Finance at the Department of Commerce, University of Gujrat. Dr. Asif has over a decade of experience teaching finance at undergraduate and graduate levels. He also serves as a reviewer for numerous international journals, including Business Ethics, the Environment & Responsibility and Applied Economics. His research focuses on intellectual capital, corporate governance, ESG performance, and managerial efficiency.
