معرفی
Dr Parichehr Riahi Pour is a Lecturer in Marketing at the University of Glasgow Adam Smith Business School. She earned her PhD in Management (Marketing) and an MSc in Management from the same institution. Her research focuses on branding and consumer behavior, particularly in the context of nonprofit and charity campaigns.
- PhD in Management (Marketing), University of Glasgow
- MSc in Management, University of Glasgow
Her research explores the donation attitude-behavior gap in celebrity-endorsed charities, the role of celebrity endorsers in shaping consumer perceptions, and the impact of volunteering on brand knowledge and support. She is a member of the School's Marketing Research Cluster.
Recent publications (2025-2015) analyze charity branding, trustworthiness, volunteerism, and celebrity endorsements in nonprofit campaigns. Her work appears in conference proceedings and abstracts for international marketing congresses.
- The Outstanding Reviewer Award, Journal of Product & Brand Management (2024)
- Nominated Best Student Representative, University of Glasgow SRC (2018)
- EQUIS Reaccreditation Recognition (2017-2018)
She supervises doctoral research in branding and consumer behavior and has received grants including the Pump Prime Fund (2023) and Student Experience Fund (2022-2024). She actively contributes to academic service as a reviewer and Athena Swan Self Assessment Team member.
