Rania Badreldin Mostafa, Ph.D


Abu Dhabi Campus

+971 26 13 3227



Ph.D., Marketing, University of Leeds, UK

Diploma in Research Methods, Cardiff Business School, Cardiff University, U.K.

Academic MBA, AAST, Egypt

Bsc. in Business Administration, Alexandria University- the English Section - Egypt

Research Interests

Consumer Behaviour

Services Marketing 

Service Recovery

Mobile Technology Acceptance

Value Co-Creation

Selected Publications

Mostafa, R. & Kassmani, T., (2021). Antecedents and Consequences of Chatbot Initial Trust, European Journal of Marketing, Forthcoming. 


Mostafa, R. & Kassmani, T., (2021). The Effect of Salespeople Skills on Selling Behaviors: The Moderating Role of Social Media, Journal of Promotion Management, Forthcoming.


Riffi, A. & Mostafa, R., (2021). Brand Credibility and Consumer-Based Brand Equity: A Service Recovery Perspective, Journal of Financial Services Marketing, Forthcoming


Mostafa, R. (2021). From Social Capital to Customer Engagement: The Mediating Role of Customer E-Empowerment, Journal of Research in Interactive Marketing, Vol. 15 No. 2, pp. 316-335.


Mostafa, R. & Kassmani, T., (2020). Brand Experience and Brand Loyalty: Is it a Matter of Emotions?, Asia Pacific Journal of Marketing and Logistics, Vol. 33 No. 4, pp. 1033-1051. 


Mostafa, R. & Mostapha, N. (2020). Social Media in Higher Education: The Case of Egypt, In: Azoury N., and Daou L. (eds) Business and Social Media in the Middle East. Palgrave Macmillan, Cham, pp 137-154.


Mostafa, R. (2020). Mobile Banking Service Quality: A New Venue for Customer Value Co-Creation, International Journal of Bank Marketing, Vol. 38 No. 5, pp. 1107-1132.


Mostafa, R., (2015). Engaging Students Via Social Media: Is It Worth the Effort?, Journal of Marketing Education, Vol.  37 No. 3, pp. 144-159.


Mostafa, R., Lages, C., Shabbir, H., & Thwaites, D. (2015). Corporate Image: A Service Recovery Perspective, Journal of Service Research, Vol. 18, No. 4, pp. 468-483.


Mostafa, R., Lages, C., & Maria Sääksjärvi, M. (2014). The CURE Scale: A Multidimensional Measure of Service Recovery Strategy, Journal of Services Marketing, Vol 28, No. 4, pp. 300-310.


“The Role of Psychological Contract Violation in Service Recovery Context”, with Cristiana Lages, Academy of Marketing Conference, Hull University, UK, July 2017.


“A Road to Empowerment: Social Media Use by Female Entrepreneurs in Egypt” with Stefanie Beninger,Victoria Crittenden and Haya Ajjan, Academy of Marketing Science Annual Conference 2014, Denver, Colorado, May 2015.


“Does Psychological Contract Violation Matter in a Service Recovery Context?,” with  Cristiana R. Lages, 8th International Service Research Conference, AMA SERVSIG 2014, Thessaloniki, Greece, June 2014.


“Entrepreneurs through Social Media: A Conceptual Model” with Haya Ajjan, Stefanie Beninger, and Victoria Crittenden, Academy of Marketing Science Annual Conference 2014, Indianapolis, Indiana, May 2014.


“The Mediation Effect of Technology and Trust Attitude in Mobile Banking”, EMAC 2013, Istanbul, Turkey, June, 2013.


“Investigating the Role of Trust in Mobile Banking Acceptance”, Academy of Marketing Science Annual Conference2013, Monterey, California, May 2013.


“The Value Co-Creation Process: An Application on the Emerging Industrial Cities,” American Marketing Association’s 2013 Winter Marketing Educators’ Conference, Las Vegas, February 2013.


“The CURE Scale: A Formative Index of Service Recovery Strategy,” with Cristiana R. Lages, and Maria Sääksjärvi, 21st Annual Frontiers in Service Conference, University of Maryland, USA, June 2012.


“Service Recovery Strategies and Perceived Justice: The Moderating Role of Psychological Contract Violation,” with Cristiana R. Lages, World Marketing Congress, Reims, Champagne, France, July 2011.


“Cognition-Affect Impact on Corporate Image Formation: A Service Recovery Perspective,” with Cristiana R. Lages, American Marketing Association’s 2011 Winter Marketing Educators’ Conference, Texas, February 2011.

Teaching Courses

Marketing Management, Consumer Behaviour, Services Marketing, Advertising and Marketing Communication, Marketing Research, Mobile, Research Methodology.


Academy of Marketing Association