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.