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Dina Bassiouni

  • Position: Associate Professor
  • Department: Department of Management
  • Email: [email protected]
Brief Biography

Dina H. Bassiouni is an associate professor of marketing at The American University in Cairo (AUC), Egypt. Bassiouni's PhD was earned from the School of Management, Royal Holloway University of London, UK, and entailed a study of children's engagement with and consumption of hedonic technologies, namely computer and video games from developmental, social, and educational perspectives. Before undertaking her PhD, she was a professional consumer and market research expert. Bassiouni also holds a first-class honours degree from AUC (Summa Cum Laude) and is an associate fellow member of the UK Higher Education Academy. Bassiouni’s teaching focuses mainly on marketing, advertising and integrated promotional communications while emphasising their role in shaping cultures and not just the economy, as well as the rising trends in the era of media convergence. She has received the School’s Excellence in Teaching Award in spring 2018 and Services Excellence Award in 2023. Bassiouni has presented her research at several international conferences in marketing and children's studies, including Annual Macromarketing conference, Global Brand conference, Child and Teen Consumption conference and Consumer Culture Theory Conference (CCT). Her research has been published in journals such as Marketing Intelligence and Planning Journal, Information Technology and People journal, Young Consumers, Journal of Marketing Communication as well as the Journal of Customer Behaviour. Bassiouni’s research interests are in the areas of consumer culture, marketing to children, advertising, and promotional communication management, as well as consumption in general with a special interest in hedonic and disruptive technologies.

Research Interest
  • Consumer culture
  • Marketing to children
  • Advertising and promotional communication management
  • Consumption in general with a special interest in hedonic technologies