Aya AboelenienView profile
Associate Professor
Aya Aboelenien is an Associate Professor in the Department of Marketing at HEC Montréal, a leading business school in Montréal, Canada. Her research focuses on morality and ethics in consumption, consumer culture theory, qualitative methods, aesthetics, and social media. She holds a Ph.D. (Marketing) from Concordia University, an M.B.A. and BBA from the American University in Cairo. Research Interests Aya’s work examines ethical consumption trends, influencer dynamics, and marketplace morality. She explores how brands navigate ethical dilemmas and how social media influencers shape consumer behavior. Her recent studies include analyses of cancel culture’s impact on brands, the ethical dimensions of influencer marketing, and meat consumption’s cultural symbolism. Recent Contributions Her 2024 papers in Journal of Brand Management and Journal of Business Research address brand response strategies to changing market logics and the formation of marketplace moral sentiments. Earlier work in Journal of Marketing Management (2023) and Consumption Markets & Culture (2022) further highlight her focus on ethical influencers and contested consumption practices. Awards & Supervision She received the Best Competitive Paper Award at the 2025 Consumer Culture Theory Conference. Since 2021, she has supervised five MSc projects on topics like green marketing, influencer strategies, and brand repositioning. She teaches courses in consultancy-based marketing research and strategic marketing. Affiliations Aya is affiliated with HEC Montréal’s marketing department and collaborates with global scholars on projects involving consumer ethics and digital marketing innovations.











