Dr. Samreen Ashraf is a Principal Academic in Marketing and is a Post Graduate Researchers Lead in the department of Marketing, Strategy and Innovation at Bournemouth University Business School. Additionally, she is the Programme Leader for the first cross-faculty 4 years degree BSc (Hons) Marketing. Samreen has also taught at London School of Economics for their summer school in 2021.

Samreen is the first Pakistani to win Jane K. Fanyo Award from the Academy of Marketing Science for best research paper. She is a Senior Fellow of Higher Education Academy of UK and was invited to be on the Judging Panel for renowned American Stevie awards for Women in Business Awards. Samreen has also been featured on SAGE Publishers researchers interview series.

Samreen has completed her PhD in 2021 and her thesis focused on 'The role of consumer multiple identities in bank choice in Pakistan'. Samreen has been on the guest editorial panel of Journal of Financial Services Marketing.

Samreen has presented her research at various national and international conferences and has published in peer reviewed journals and has also been invited as a guest speaker on various occasions.

Her research areas include : multiple identities, digital identity, financial services, trust repair, religious influence on consumption, sustainable consumption, and consumer behaviour.

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