معرفی
Gerry Aksu is an Assistant Professor in the Marketing Department at the University of Massachusetts Boston, specializing in consumer-brand dynamics. Previously, she held a postdoctoral research fellowship at Boston College's Carroll School of Management.
Her educational credentials include:
- PhD in Marketing, Rutgers University
- MBA in Marketing Management, Pace University
- BS in Management, Binghamton University and Middle East Technical University (Turkey)
Dr. Aksu's research centers on consumer behavior and branding, with particular focus on psychological mechanisms driving consumer responses to brand actions. She investigates how consumers form relationships with brands, react to scarcity appeals and brand activism, and interpret brand naming conventions through self-construal frameworks. Her work bridges theoretical consumer psychology with practical marketing strategy.
Analysis of her 2018-2025 publications reveals consistent exploration of brand-consumer identity intersections, with increasing emphasis on ethical dimensions like brand activism and social responsibility. Key methodological trends include experimental designs examining cognitive processing pathways, while substantive evolution shows progression from foundational brand concept studies toward contemporary issues in digital branding and value-driven consumerism.
حوزههای پژوهشی
