Hamideh Shahidi

Hamideh Shahidi is a Lecturer in Marketing at the Business School of Edinburgh Napier University. She holds a PhD in Marketing and a PGCert in Business & Management Research from Edinburgh Napier University, and a B.B.A. in Marketing from the American University in Dubai.

Education:

• PhD in Marketing, Edinburgh Napier University
• PGCert in Business & Management Research, Edinburgh Napier University
• B.B.A. in Marketing, American University in Dubai

Her research focuses on international consumer insights and communication strategies, with expertise in:

• Global/International Marketing: Cross-cultural consumer analysis and market adaptation
• Consumer Behaviour: Psychological drivers and decision-making processes
• Integrated Marketing Communication: Omnichannel brand messaging strategies

She brings 4+ years of industry experience from Iran, conducting consumer research for multinational brands including Electrolux, Colgate, Yankee Candle, and Teekanne. Her methodological specialization is qualitative analysis.

During her doctoral studies, she led the research project: Exploring tourists’ revisit intention: Drivers and barriers in their decision-making process under the supervision of Dr Constantia Anastasiadou, Dr Jamie Thompson, Dr Collins Osei, and Prof Nathalia Tjandra.