Aya Aboelenien

Assistant 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: 514 340-6427
Fax : n/a
Office : n/a

Other title(s)

  • Forthcoming


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


  • 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.


Journal articles (5)

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, 2024 (status : online).

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.


Book chapters (1)

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 selection of supervision activities covers the last five years.


Supervised project supervision – MSc in Management (4)

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

hec.ca > Faculty