hec.ca > Faculty

Aya Aboelenien

Associate Professor,  Department of Marketing

Aya Aboelenien

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email : aya.aboelenien@hec.ca
Phone : 514 340-7748
Secretary: 514 340-8826
Fax : n/a
Office : 4.760

Other title(s)

  • Forthcoming

Education

  • Ph. D. (Marketing), Concordia University
  • M.B.A., American University in Cairo
  • BBA, American University in Cairo

Expertise

  • Morality and Ethics in Consumption
  • Consumer Culture Theory
  • Qualitative Research Methods
  • Aesthetics
  • Social Media

Current research

  • Forthcoming

This publication selection covers the last five years.


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Journal articles (6)

ABOELENIEN, Aya, NGUYEN, Chau Minh; « From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics », Journal of Brand Management, vol. 31, no 2, 2024, p. 108-125.

ABOELENIEN, Aya, ARSEL, Zeynep; « The shaping of marketplace moral sentiments », Journal of Business Research, vol. 182, 2024, p. 1-10.

ABOELENIEN, Aya, BAUDET, Alex, CHOW, Ai Ming; « ‘You need to change how you consume’: ethical influencers, their audiences and their linking strategies », Journal of Marketing Management, vol. 39, no 11-12, 2023, p. 1043-1070.

ABOELENIEN, Aya, ARSEL, Zeynep; « Meat: historicizing an icon through marketplace contestations », Consumption Markets & Culture, vol. 25, no 6, 2022, p. 581-594.

DOLBEC, Pierre-Yann, ARSEL, Zeynep, ABOELENIEN, Aya; « A Practice Perspective on Market Evolution: How Craft and Commercial Coffee Firms Expand Practices and Develop Markets », Journal of Marketing, vol. 86, no 6, 2022, p. 50-69.

ABOELENIEN, Aya, ARSEL, Zeynep, CHO, Charles H.; « Passing the Buck versus Sharing Responsibility: The Roles of Government, Firms, and Consumers in Marketplace Risks during COVID-19 », Journal of the Association for Consumer Research, vol. 6, no 1, 2021, p. 149-158.

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Book chapters (3)

ABOELENIEN, Aya, SHAMAYLEH, Ghalia; « Eco-Influencers: Saving Planet Earth One Audience Member at a Time », Routledge Handbook of Social Media Influencers, Routledge, 2026 (status : accepted).

ABOELENIEN, Aya, CHOW, Ai Ming; « Villains, victims, or champions? Unmasking the polarising narratives surrounding influencers and ethics », Influencer Marketing: Building Brand Communities and Engagement , Routledge, 2025, p. 273-292.

ABOELENIEN, Aya, NAAMAN, Karen; « Ethical Considerations in Marketing: Academics, Practitioners and Other Marketplace Actors », Research Handbook on Accounting and Ethics, Edward Elgar Publishing, 2023, p. 328-342.


This award and honor selection covers the last five years.


ABOELENIEN, Aya
Best Competitive Paper Award, An evolving retail landscape: Consumers' illegal institutional work, Consumer Culture Theory Conference (CCTC), 2025

This selection of supervision activities covers the last five years.

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Supervised project supervision – MSc in Management (5)
Repositionnement de la terrasse de l'hôtel Monville dans le but d'attirer une clientèle B2C , by Laurianne Sylvestre
September 2024

Hilti's MT Product Line: Driving Customer Engagement With Digital Content Marketing and SEO , by Aziz Darghouth
October 2023

Évaluation et amélioration des processus de transfert de connaissances , by Pascale Primeau
October 2023

An Exploration of Noize Consumer Insights to Strategically Increase Brand Awareness , by Catherine Campanelli
August 2023

Green Marketing & Sustainability: What Does the Literature Reveal so Far? Diving Deeper into Understanding the Green Consumer and How Companies Have and Are Catering to Them , by Evita Di Lillo
May 2022