Dina Khalifa

Dina is an experienced academic in the areas of luxury branding and marketing with more than 10 years of teaching experience in both the UK and Egypt. She has a PhD in luxury brand marketing with a focus on consumer responses to identity threats and social exclusion. She has supervised master and PhD dissertations on various topics such as status, envy and inequalities, the meaning and significance of the Hijab identity in the age of Islamophobia and the impact of influencer marketing on luxury consumption and consumer well-being.

Her research focuses on the social psychological motivations that drive luxury consumption, using quantitative experimental research design. In particular, she is interested in areas of Identity threats, Luxury brand status, Brand rejection and group conformity, Luxury values perceptions, cross-cultural examination of luxury consumption and sustainability in the luxury sector. She has recently won a research grant to investigate the attitude- behaviour gap for sustainable fashion consumption.