Asfiya Taji

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PhD in Management, Marketing

Educational Background

• Bachelor of Science in Marketing, DePaul University, Chicago
• Master of Business Administration in Market Research, DePaul University, Chicago
• Master of Science in Marketing Analytics, DePaul University, Chicago

Reasons for Choosing Laurier

As an MBA and MSc student, I was exposed to various aspects of marketing such as brand culture, consumer behaviour, and strategy, which piqued my interest to explore these topics even further. For this reason, I wanted to be at an institution where the faculty also had diverse research backgrounds and areas of expertise. Given the diversity of research topics and the wealth of knowledge that exists here makes Laurier the right place for me.

I very much like the fact that this is an intimate program as this allows me to interact with almost all the faculty members in my area. I also like that professors are always willing to meet with students and provide guidance and support whenever needed. This is a very supportive and encouraging environment for grad students.

Research Interests

My research lies at the intersection of prosociality, corporate branding, and strategy at the consumer and the firm level.

As part of my dissertation, I examine the rise of prosocial firms (or their representative brands) by exploring how firms’ prosocial activities and values influence the interpretation of their brands. What are the implications of engaging in prosocial activities on consumers’ and employees’ perceptions of the brand?

I study the prosocial firm or brand in the context of Certified Benefit Corporations (B-Corps), which are businesses that meet the highest standards of verified social and environmental performance, transparency and accountability to balance profit and purpose.

Career Goal

I want to pursue a career in academia with a focus on both research and teaching.