معرفی
Gülen Sarial Abi is an Associate Professor at the Department of Marketing, Copenhagen Business School. Their research focuses on consumer behavior under financial constraints, crisis management, brand authenticity, and the intersection of social media with linguistics. Their work contributes to SDGs related to sustainable consumption and economic resilience. Key collaborations span global institutions, emphasizing cross-cultural marketing dynamics.
Research interests include how psychological threats (e.g., mortality salience, algorithmic failures) shape consumer decisions, and the role of heroes/antiheroes in mitigating such effects. They explore ethical consumption trends in luxury markets and how global crises influence institutional trust and well-being. Their studies often combine behavioral economics with qualitative social media analysis.
Notable articles analyze consumer responses to brand crises caused by AI errors, financial scarcity effects on spending, and the socio-cultural value of vintage products. Their work is frequently cited in journals like Journal of Business Ethics and Journal of International Marketing. Media contributions discuss topics like co-branding strategies and ethical consumer targeting.
