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Personal profile


Dr Ammar Sammour joined Coventry University in September 2018 as a Lecturer in Marketing and Advertising, School of Marketing and Management. Previously he was a Lecturer in several universities in England and Middle East. Ammar’s research areas focuses on Corporate Heritage Brand Identity, corporate brand management, and Brand innovation and communication. He has conducted projects with researchers from Brunel University London, Middlesex University London and John Lewis heritage centre (Cookham). Dr Sammour has been awarded the Brunel University London Vice-Chancellor’s Prize for doctoral research. He is an affective member at several organisations and communities e.g. The International Corporate Identity Group – London (ICIG), Higher Education Association (HEA) - United Kingdom and Jordan Engineers Association. Prior to pursuing his career in academia Dr Sammour worked for 12 years in senior managerial and marketing roles in Middle East and Gulf. Dr Sammour was a co-founder for one of the main telecom service providers in Middle East, he has conducted many researches and consultating Projects for several well known brands in UK and MENA Region including and not limited to UAE, Saudi Arabia, Lebanon, Egypt and Algeria.

 Area of Expertise:

  • Corporate Brand Management
  • Corporate Heritage Brand
  • Product Design and Brand Management
  • Brand Innovation and Communication
  • Quantitative Research
  • Smart City
  • Financial Technology


Research Interests

My research is the first attempts to study the corporate heritage branding management in the retailing industry sector. My research identified the corporate heritage brand identity dimensions which have the potential to help brand managers to develop and augment their corporate heritage brand management strategy, John Lewis partnership was the main heritage brand that I focused my time to explore their heritage brand innovation and sustainability. I am currently working on several projects regarding corporate heritage brand design, Corporate brand innovation strategy and heritage place brand.


Education/Academic qualification

Management Studies (Brunel University London), Doctorate

Marketing Management (University of Huddersfield), MSc

Electronics and Communication Engineering, BSc.


  • HA Statistics
  • Quantitative research

Fingerprint Dive into the research topics where Ammar Sammour is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

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Heritage Business & Economics
Brand identity Business & Economics
Innovation Business & Economics
Customer satisfaction Business & Economics
Customer experience Business & Economics
Brand experience Business & Economics
S-curve Business & Economics
Innovation theory Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2017 2019

  • 1 Conference proceeding
  • 1 Special issue
  • 1 Doctoral Thesis

Crafting the forever now: corporate heritage brand innovation at John Lewis Partnership

Sammour, A., Chen, W., Balmer, J., Botchie, D. & Faraday, J., 2019, (Unpublished) In : Strategic Change. 28, 3, p. (In-Press)

Research output: Contribution to journalSpecial issue

Innovation theory
Innovation process
Brand identity
Customer satisfaction
Customer experience
Brand experience

Corporate heritage brand insight from John Lewis

Sammour, A., Chen, W. & Balmer, J., 2017, 3rd International Colloquium on Corporate Branding, Identity and Reputation: Current and Future Trends, Developments and Challenges. p. 123 1 p.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Brand identity
Brand experience
Customer satisfaction


The Vice-Chancellor's prizes for Doctoral Research

Ammar Sammour (Recipient), 18 Jul 2018

Prize: Prize (including medals and awards)