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Cambridge Institute for Sustainability Leadership (CISL)

Dina is an experienced academic in the areas of luxury branding and marketing with more than 10 years of teaching experience in both the UK and Egypt. She has a PhD in luxury brand marketing with a focus on consumption consumer responses to identity threats and social exclusion She has supervised master and PhD dissertations on various topics such as status, envy and inequalities, the meaning and significance of the Hijab identity in the age of Islamophobia and the impact of influencer marketing on luxury consumption and consumer well-being




  • 2016 – 2020 Lecturer/ Program leader MSc Luxury Brand Marketing, The British School of Fashion, Glasgow Caledonian University, London.
  • 2013 – 2016 Associate Lecturer, The British School of Fashion, Glasgow Caledonian University, London.
  • 2011 – 2013: Teaching Assistant, Marketing Department, Arab Academy of Science and Technology (AAST) 
  • 2008 – 2011: Graduate Teaching Assistant, Marketing Department, Arab Academy of Science and Technology (AAST)


  • 2013- 2016    PhD in Luxury Brand Marketing, Glasgow Caledonian University (GCU London) (Winner of Best Dissertation Award at the 2017 KSMS Doctoral Dissertation competition)
  • 2009- 2011     MBA. Marketing, Arab Academy of Science and Technology (AAST).    
  • 2003-2008      Bachelor of Science (BSc), Business Administration (Major Marketing) “First-Class Honours”, Arab Academy of Science and Technology (AAST).

Other affiliations

Fellow of Higher education Academy 2020

Funding and awards  

  • December, 2019 - 2019 PRME UK & Ireland Chapter Research Seed Funding                
  • April, 2019 - GCU PhD studentship proposal
  • November, 2017 - 2017 KSMS Doctoral Dissertation Award Competition
  • February, 2017 - GCU PhD studentship proposal
  • April, 2017 - GCU London Internal Research Grant
  • February, 2016 - GCU London Internal Research Grant
  • July, 2015 - GCU students’ Associations Teaching Awards
  • June, 2015 – July, 2015 - ELEMENT Mobility Scheme Staff Mobility for Joint Teaching, Training and Research at Cardiff Metropolitan University



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, Brand rejection and group conformity, Luxury values perceptions, cross-cultural examination of luxury consumption and sustainability in the luxury sector. She has recently won a research grant to investigate the attitude- behaviour gap for sustainable fashion consumption.


Key publications: 


Book chapters

  • Khalifa, D and Shukla, P. From Glitz to Gloom: Consumer Responses to Luxury Brand Related Status Threat. The essence of luxury, 41.

Peer reviewed journals

  • Khalifa, D. and Shukla, P., 2017. Me, my brand and I: Consumer responses to luxury brand rejection. Journal of Business Research81, pp.156-162.
  • Khalifa, D. (2018). LUXURY INDIAN FASHION: A SOCIAL CRITIQUE. International Journal of Fashion Studies(2), 417-420.
Dr Dina   Khalifa
Prince of Wales Global Sustainability Fellow

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