Dina Khalifa

Dina is an experienced academic in the areas of luxury branding and marketing with more than 14 years of teaching and research 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. 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, Luxury values perceptions, cross-cultural examination of luxury consumption and sustainability in the luxury sector. 

Dina has been awarded the Prestigious Prince of Wales Global sustainability fellowship at University of Cambridge institute for sustainability leadership where she looked into the role of the luxury sector in fostering social inclusion.

PhD in Luxury Brand Management

• Khalifa, D. and Osburg, V. (Forthcoming) ‘Can brand activism enhance luxury brand perception’, Psychology & Marketing (Special Issue, submitted).
• Shukla, P., Rosendo-Rios, V. and Khalifa, D. (2024) ‘EXPRESS: Should global brands engage in brand activism?’, Journal of International Marketing, 1069031X241270606.
• Shukla, P., Cakici, N. M. and Khalifa, D. (2023) ‘Should luxury brands display their logos prominently? Implications for brand authenticity, coolness and behavioural intentions’, European Journal of Marketing.
• Shukla, P., Rosendo-Rios, V., Trott, S., Lyu, J. and Khalifa, D. (2022) ‘Managing the challenge of luxury democratization: A multi-country analysis’, Journal of International Marketing, 30(4), pp. 44-59.
• Shukla, P., Rosendo-Rios, V. and Khalifa, D. (2022) ‘Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions’, Journal of Business Research, 139, pp. 782-793.
• Khalifa, D. and Shukla, P. (2021) ‘When luxury brand rejection causes brand dilution’, Journal of Business Research, 129, pp. 110-121.
• Khalifa, D. (2018) ‘Luxury Indian fashion: A social critique’, International Journal of Fashion Studies, 5(2), pp. 417-420.
• Khalifa, D. and Shukla, P. (2017) ‘Me, my brand and I: Consumer responses to luxury brand rejection’, Journal of Business Research, 81, pp. 156-162.

• Shukla, P. and Khalifa, D. (2024), 'Flashy isn't always fabulous: why luxury brands should reconsider displaying their logos too prominently', The Conversation (https://theconversation.com/flashy-isnt-always-fabulous-why-luxury-brands-should-reconsider-displaying-their-logos-too-prominently-220815
• Noonan, A., Khalifa, D. & Howard-Grenville, J. (2023), 'Corporate Activism when the stakes are high: How can traditional organizations navigate the space of corporate activism', California Management Review.
• Shukla, P. and Khalifa, D. (2021), 'Can luxury fashion brands ever really be inclusive', The Conversation. (https://theconversation.com/can-luxury-fashion-brands-ever-really-be-inclusive-165187

• Duma, F., Khalifa, D., & Schäfer, J. (2022), 'Corporate purpose and employee well-being in the luxury industry: Conceptual foundations and recommendations for the Swiss watch sector,' in The Rise of Positive Luxury (pp. 214-234; Routledge).
• Khalifa, D. (2017), 'From Glitz to Gloom: Consumer Responses to Luxury Brand Related Status Threat,' in The essence of luxury, 41.

• Identity threats and status motives in consumer behaviour
• Social inclusion and sustainable consumption
• Brand activism
• Quantitative experimental research design

Dina is currently accepting applications for PhD students in areas of luxury branding and sustainable consumption.

• Fellow of HEA
• Member CMI
• Senior Associate, University of Cambridge Institute for Sustainability Leadership (CISL)
• Global Steering Committee, RetailX

My teaching experience includes both undergraduate and postgraduate degrees. I have taught a number of marketing and management courses such as consumer behaviour, sustainable marketing, integrated marketing communications, quantitative research methods, survey design and SPSS analysis, and strategic management. 

I have also been involved in module and course development activities both in Arab Academy, Egypt and at GCU London and University of Cambridge.