Zeynep Müge Güzel

Zeynep Müge Güzel is an Assistant Professor in the Department of Marketing at Özyeğin University's Faculty of Business. She holds a Ph.D. in Marketing from Koç University (2022), an MBA from Galatasaray University (2013), and a BA in Economics from Boğaziçi University (2009). Prior to academia, she spent seven years in telecommunications and consulting sectors.

• Education:
  • Ph.D. in Marketing (2015–2022), Koç University
  • MBA (2011–2013), Galatasaray University
  • BA in Economics (2004–2009), Boğaziçi University

Her research focuses on perceptual inaccuracies in marketing relationships, strategic marketing, international marketing, and brand communication during health crises. Recent studies explore standardization gaps in emerging markets, brand-pandemic fit in advertising, and perceptual dynamics in consumer-brand relationships.

Her 2022–2025 publications address health crisis marketing, standardization challenges, and digital consumer behavior. These works span interdisciplinary themes at the intersection of marketing, cognitive psychology, and public health.

• Scientific Awards:
  • PPAD – 3rd Place Best Doctoral Dissertation in Marketing (2024)
  • Koç University Graduate School of Business – Outstanding Academic Achievement (2021)
  • AMS Review/Sheth Foundation – Best Conceptual Paper Award (2020)
  • AMA Sheth Foundation Doctoral Consortium Fellow (2020)
  • AMS Doctoral Consortium Fellow (2020)

Güzel teaches foundational courses in marketing and marketing research, bridging academic theory with industry experience from her pre-academic career in telecommunications and consulting.