About
Dr. Samreen Ashraf is a Principal Academic in Marketing and Interim Deputy Head of Department at Bournemouth University Business School. She leads the Post Graduate Researchers program and oversees the BSc (Hons) Marketing degree. Her roles include Programme Leader, PGR Lead, and Research Team member. She has taught at the London School of Economics and holds a PhD in Consumer Multiple Identities (2021) from Bournemouth University.
Her research focuses on multiple identities, digital identity, financial services, and religious influence on consumption, contributing to UN SDGs like sustainable consumption and quality education. She has won the Jane K. Fenyo Award for best research paper and is a Senior Fellow of the UK Higher Education Academy.
Dr. Ashraf has published in journals like Journal of Islamic Marketing and Qualitative Market Research, with recent work exploring Muslim consumer identity and trust repair mechanisms. She supervises PhD students, leads grants on trust repair and pension savings, and engages in outreach via lectures and festivals.
