Photo of Sanam Akhavannasab

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Personal profile


Sanam Akhavan joined Coventry University in November 2018 as a lecturer in marketing. Before joining Coventry University, she was assistant professor in Marketing at Wilfrid Laurier University for two years. She received her BSc and MSc in Marketing Management from the University of Tehran, Iran on 2007 and 2009, followed by a Ph.D. from HEC Montreal, Canada in Business Administration with specialization in marketing in June 2016. Previously, Akhavan was a researcher and lecturer for RBC Chair of E-commerce at HEC Montreal where she successfully developed a conceptual model for consumer empowerment and designed a novel scale for consumer power. The results of her studies have been published and presented in internationally recognized conferences such as AMS Review, Association of Marketing Theory and Practice and Global Branding Conference. Akhavan is a regular reviewer of AMA and ASAC. She has several years of industrial and entrepreneurial experiences in Iran, UK, and Canada. The main focus of her research is consumer behaviour, consumer power, and empowerment and brand management.



Education/Academic qualification

Marketing , Doctorate, University of Montréal

Marketing, MSc, University of Tehran

Industrial Management, University of Tehran

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

esthetics Earth & Environmental Sciences
energy efficiency Earth & Environmental Sciences
Energy efficiency Engineering & Materials Science
energy Earth & Environmental Sciences
Consumer empowerment Business & Economics
market Earth & Environmental Sciences
Conceptual framework Business & Economics
energy demand Earth & Environmental Sciences

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Research Output 2010 2019

  • 3 Conference proceeding
  • 2 Article

On the relationship between building energy efficiency, aesthetic features and marketability: Toward a novel policy for energy demand reduction

Chat Aydin, Y., A. Mirzaei, P. & Akhavannasab, S., 1 May 2019, In : Energy Policy. 128, p. 593-606 14 p.

Research output: Contribution to journalArticle

energy efficiency
Energy efficiency
62 Downloads (Pure)

Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research

Akhavannasab, S., Dantas, D. & Senecal, S., Dec 2018, In : Academy of Marketing Science Review. 8, 3-4, p. 214-227 14 p.

Research output: Contribution to journalArticle

Open Access
Conceptual framework
Consumer empowerment

Consumer Empowerment: The Framework

Akhavannasab, S., Dantas, D. & Senecal, S., 2014, Association of Marketing Theory and Practice.

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

Consumer empowerment
Market structure

Hierarchical Relationship among brand values in Customer mindset

Akhavannasab, S., 2014, The 9th Global Branding Conference.

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

Factors influencing the perceptual gap between customer and service provider in customer service quality evaluation

Akhavannasab, S., 2010, Academy of International Business- the Middle East and North Africa Chapter (AIB- MENA). AIB-MENA

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

Customer services quality
Service provider
Quality evaluation
Influencing factors
Influence factors