I am an adjunct professor at UVA Mcintire School of Commerce. I obtained my PhD in Marketing at IE Business School (Madrid, Spain). I have also been a visiting scholar at UConn School of Business (CT, USA).

My research interests are twofold. In my Branding stream of research, I focus on changes to consumer brand preference due to macrolevel factors such as terrorism, pandemics, or political climate. In my Psychology of Technology stream of research, I focus on how consumers interact with technology and use data.

My work has been published in Industrial Marketing Management journal, as a book chapter in Sustainability-Driven Business Strategies in Practice, and presented at leading academic conferences. Several of my working papers are currently under review at top academic outlets (2nd round R&R at Journal of the Academy of Marketing Science, R&R at International Journal of Research in Marketing, R&R at Journal of Product Innovation Management).

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