Ali Tezer

Ali Tezer is an Associate Professor in the Department of Marketing at HEC Montréal, a leading business school within Université de Montréal. He holds a Ph.D. in Marketing from Concordia University and an MBA from Bilkent University. His research focuses on consumer behavior, sustainable marketing, and brand management with a particular emphasis on green products, corporate social responsibility (CSR), and brand biographies.

Tezer has supervised over 13 academic projects for MSc and Master's students, covering topics like sustainable marketing strategies, brand narrative development, and consumer data analysis. He teaches courses such as Sustainable Marketing, Consumer Behavior, and Advanced Topics in Marketing.

His recent work explores the 'greenguard effect'—how consumers react to green product failures—and the impact of brand biographies on market perception. He received the Prix de recherche Nouveau chercheur 2020 award from HEC Montréal for his outstanding research contributions.

Tezer’s research often bridges psychological insights with marketing strategy, addressing issues like collaborative consumption risks, heirloom gift appreciation, and vulnerability-driven consumer behavior. His interdisciplinary approach has led to publications in top-tier journals such as the Journal of Consumer Research and the Journal of the Academy of Marketing Science.