Масуд Мохаммед

Mohamed Assoud, PhD, is a researcher and professor of Management, Marketing, and Research Methodology specializing in consumer–brand relationships, with particular expertise in negative consumer emotions, brand hate, and consumer satisfaction/dissatisfaction dynamics and their impact on brand equity and behavioral outcomes. His research integrates quantitative methods (including PLS-SEM and advanced statistical modeling), qualitative approaches (Semiotics and Netnography, and computational analytics to examine consumer behavior across diverse and emerging market contexts. He serves as Editor of the Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, and his work has been published in international peer-reviewed journals and edited volumes, alongside active engagement in peer review and academic service.