Dr Parichehr Riahi Pour

  • Lecturer in Marketing (Management)

Biography

Parichehr is Lecturer in Marketing at the University of Glasgow Adam Smith Business School. She holds a PhD in Management (Marketing) and an MSc in Management, both from the Adam Smith Business School. Her research interests include branding and consumer behaviour.

Research interests

Parichehr is a member of the School's Marketing Research Cluster. 

Areas of expertise:

  • Branding
  • Consumer Behaviour

Publications

List by: Type | Date

Jump to: 2025 | 2024 | 2023 | 2022 | 2018 | 2017 | 2016 | 2015
Number of items: 15.

2025

Riahi Pour, P. and Veloutsou, C. (2025) My Experience Volunteering For Your Cause Enhances My Brand Knowledge and Inspires My Respect and Willingness to Further Support You: An Abstract. In: 2025 AMS Annual Conference, Montreal, Canada, 21-23 May 2025, (Accepted for Publication)

Riahi Pour, P. and Veloutsou, C. (2025) Volunteering Role Attitude and Sense of Community: An Abstract. In: 2025 AMS World Marketing Congress, Dijon, France, 2-4 July 2025, (Accepted for Publication)

2024

Riahi Pour, P. (2024) Charity and Human Brands, Moderating Role of Charity’s Perceived Trustworthiness in Cultivating Donations: An Abstract. In: 2024 AMS World Marketing Congress, Bel Ombre, Mauritius, 25-28 June 2024,

2023

Riahi Pour, P. (2023) Charity and Human Brands, Do Celebrities Play a Role in Inducing Donations?: An Abstract. In: 2023 AMS World Marketing Congress, Canterbury, UK, 11-14 July 2023,

2022

Riahi Pour, P. (2022) Charity and Human Brands, Do Celebrities Play a Role in Inducing Donations?: An Abstract. 15th Global Brand Conference, Sheffield, UK, 4-6 May 2022.

2018

Riahi Pour, P. (2018) Examination of the Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charities. 53rd Annual American Association of Marketing (AMA)-Sheth Foundation Doctoral Consortium, Leeds, UK, 27-30 June 2018.

2017

Riahi Pour, P. (2017) Investigation of the Donation Attitude-Behaviour Gap to Celebrity-Endorsed Charitable Campaigns: An Abstract. 20th Academy of Marketing Science (AMS) World Marketing Congress, Christchurch, New Zealand, 27 June - 01 July 2017.

Riahi Pour, P. (2017) To donate or not to donate? Qualitative Investigation of the Donation Intention-Behaviour Gap in Charity Celebrity-Endorsed Campaigns. 46th European Marketing Academy Conference (EMAC), Groningen, The Netherlands, 23-26 May 2017.

Riahi Pour, P. (2017) To donate or not to donate? Investigating the Donation Intention-Behaviour Gap in Charity Celebrity-endorsed Campaigns. In: 12th Global Brand Conference of the Academy of Marketing, Kalmar, Sweden, 26-28 April 2017, pp. 349-355. ISBN 9789188357694

Riahi Pour, P. (2017) Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charity Campaigns. Scottish Graduate School of Social Science Business and Management PhD Colloquium, St Andrews, UK, 23-24 March 2017.

2016

Riahi Pour, P. (2016) Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charity Campaigns: a Qualitative Exploratory Study. 15th Academy of Marketing Arts, Heritage, Non-profit and Social Marketing SIG Colloquium, London, UK, 16 Sept 2016.

Riahi Pour, P. (2016) Donation Attitude-Behaviour Gap and Celebrity-Endorsed Charity Campaigns: a Qualitative Exploratory Study. British Academy of Management (BAM) Doctoral Conference 2016, Newcastle, UK, 05 Sept 2016.

2015

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Non-for-profit Brands. 3rd International Annual Conference on Branding, Athens, Greece, 27-30 July 2015.

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Charity Brands. 1st Postgraduate Conference, Glasgow, UK, 26 June 2015.

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Non-for-profit Brands. Scottish Graduate School of Social Science, Business and Management Pathway PhD Colloquium 2015, Aberdeen, UK, 9-10 April 2015.

This list was generated on Fri Mar 28 19:23:26 2025 GMT.
Jump to: Conference or Workshop Item | Conference Proceedings
Number of items: 15.

Conference or Workshop Item

Riahi Pour, P. (2022) Charity and Human Brands, Do Celebrities Play a Role in Inducing Donations?: An Abstract. 15th Global Brand Conference, Sheffield, UK, 4-6 May 2022.

Riahi Pour, P. (2018) Examination of the Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charities. 53rd Annual American Association of Marketing (AMA)-Sheth Foundation Doctoral Consortium, Leeds, UK, 27-30 June 2018.

Riahi Pour, P. (2017) Investigation of the Donation Attitude-Behaviour Gap to Celebrity-Endorsed Charitable Campaigns: An Abstract. 20th Academy of Marketing Science (AMS) World Marketing Congress, Christchurch, New Zealand, 27 June - 01 July 2017.

Riahi Pour, P. (2017) To donate or not to donate? Qualitative Investigation of the Donation Intention-Behaviour Gap in Charity Celebrity-Endorsed Campaigns. 46th European Marketing Academy Conference (EMAC), Groningen, The Netherlands, 23-26 May 2017.

Riahi Pour, P. (2017) Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charity Campaigns. Scottish Graduate School of Social Science Business and Management PhD Colloquium, St Andrews, UK, 23-24 March 2017.

Riahi Pour, P. (2016) Donation Attitude-Behaviour Gap in the Context of Celebrity-Endorsed Charity Campaigns: a Qualitative Exploratory Study. 15th Academy of Marketing Arts, Heritage, Non-profit and Social Marketing SIG Colloquium, London, UK, 16 Sept 2016.

Riahi Pour, P. (2016) Donation Attitude-Behaviour Gap and Celebrity-Endorsed Charity Campaigns: a Qualitative Exploratory Study. British Academy of Management (BAM) Doctoral Conference 2016, Newcastle, UK, 05 Sept 2016.

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Non-for-profit Brands. 3rd International Annual Conference on Branding, Athens, Greece, 27-30 July 2015.

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Charity Brands. 1st Postgraduate Conference, Glasgow, UK, 26 June 2015.

Riahi Pour, P. (2015) Evaluating the Impacts of Celebrity Endorsers on Consumers Perceptions and Donation Intention in the Context of Non-for-profit Brands. Scottish Graduate School of Social Science, Business and Management Pathway PhD Colloquium 2015, Aberdeen, UK, 9-10 April 2015.

Conference Proceedings

Riahi Pour, P. and Veloutsou, C. (2025) My Experience Volunteering For Your Cause Enhances My Brand Knowledge and Inspires My Respect and Willingness to Further Support You: An Abstract. In: 2025 AMS Annual Conference, Montreal, Canada, 21-23 May 2025, (Accepted for Publication)

Riahi Pour, P. and Veloutsou, C. (2025) Volunteering Role Attitude and Sense of Community: An Abstract. In: 2025 AMS World Marketing Congress, Dijon, France, 2-4 July 2025, (Accepted for Publication)

Riahi Pour, P. (2024) Charity and Human Brands, Moderating Role of Charity’s Perceived Trustworthiness in Cultivating Donations: An Abstract. In: 2024 AMS World Marketing Congress, Bel Ombre, Mauritius, 25-28 June 2024,

Riahi Pour, P. (2023) Charity and Human Brands, Do Celebrities Play a Role in Inducing Donations?: An Abstract. In: 2023 AMS World Marketing Congress, Canterbury, UK, 11-14 July 2023,

Riahi Pour, P. (2017) To donate or not to donate? Investigating the Donation Intention-Behaviour Gap in Charity Celebrity-endorsed Campaigns. In: 12th Global Brand Conference of the Academy of Marketing, Kalmar, Sweden, 26-28 April 2017, pp. 349-355. ISBN 9789188357694

This list was generated on Fri Mar 28 19:23:26 2025 GMT.

Grants

  • November 2023: £2,812, Pump Prime Fund, ASBS
  • November 2023-Summer 2024: £3,200, ASBS Student Experience Fund, Student Internships with Weekday Wow Factor & Parkhead Citizens Advice Bureau
  • November 2022-Summer 2023: £1,600, ASBS Student Experience Fund, Student Internship with Deafblind Scotland
  • March 2022: £2,310, Invigoration Fund, ASBS
  • February 2022: £1500, John Robertson Bequest, CoSS, UofG
  • January 2022: £1,059, Research Internship Fund, ASBS
  • November 2021-Summer 22: £1,600, ASBS Student Experience Fund, Student Internship with Spina Bifida & Hydrocephalus Scotland
  • April 2018: £500 Seed-corn PGR Employability Funding, University of GlasgowAdam Smith Business School, UK.
  • April 2017: £500 Seed-corn PGR Conference Funding, University of Glasgow Adam Smith Business School, UK.
  • February 2017: £500 Seed-corn PGR Conference Funding, University of Glasgow Adam Smith Business School, UK.

Supervision

Parichehr is interested in supervising doctoral research in branding and consumer behaviour.

Teaching

Lectures

  • Undergraduate: Introduction to Marketing (Level 1), Introduction to Management (Service Level) & Marketing Communications (Honours Level)
  • Postgraduate: Marketing Research (MSc in International Strategic Marketing), Marketing Communications (Online MSc in Marketing), Marketing Research & Analytics (Online MSc in Marketing) & Dissertation Training (MSc Generalist)

Supervision

  • MSc in International Strategic Marketing, Online MSc in Marketing, Mres in Management & Undergraduate Level

Leadership

  • MSc in International Strategic Marketing Deputy Director at the Adam Smith Business School

Seminars/workshops/labs/tutorials

Undergraduate

  • Adam Smith Business School: "Introduction to Marketing" (Level 1), "Organisational Behaviour" (Level 1 and 2), "Marketing Campaign Development: Research and Tactics" (Level 3), "Research Methods: Honours"
  • College of Social Sciences, University of Glasgow: "MA Social Sciences Degree Induction"

Postgraduate (Adam Smith Business School)

  • MSc in International Strategic Marketing: "Strategic Marketing Management", "Marketing Communications: Strategies and Tactics", "Consumer Behaviour", "Global Perspectives in Marketing Ethics", "Marketing Research"
  • MSc Specialist: "Global Business Environment" and "Management Across Cultures and Comparative Management"
  • MSc Professional Pathways: "Marketing Management", and "Managing Strategic Change"
  • MSc Generalist: "Marketing Management", "Research Methods", "Dimensions of International Business and Management", "People in Organisations and Investigative Workshop Series"

Additional information

Reviewer roles

  • Ad Hoc Reviewer
  • Basic & Applied Social Psychology (since 2/21)
  • Journal of Business Research (since 4/20)
  • Marketing Intelligence & Planning (since 12/19)
  • Journal of Brand Management (since 11/19)
  • European Management Journal (since 4/18)
  • Journal of Product & Brand Management (since 4/17)
  • European Marketing Academy Conference (since 1/19)
  • Academy of Marketing Science World Marketing Congress & Annual Conference (since 9/17)

Awards and recognitions

  • September 2024: The outstanding reviewer award for the Journal of Product & Brand Management
  • March 2018: Nominated as the Best Student Representative, University of Glasgow Student Representative Council (SRC) Teaching Awards 2017-2018, UK
  • Certificate of Recognition for Exemplary Contribution to EQUIS Reaccreditation, Adam Smith Business School, University of Glasgow, UK
  • Postgraduate Research Representative Training Certificate, University of Glasgow Student Representative Council (SRC), UK

Affiliations and professional membership

  • Current member of the Academy of Marketing Science, American Marketing Association, Sheth Foundation Doctoral Fellow & Recognising Excellence in Teaching (RET) Fellow at the University of Glasgow
  • Former Member of European Marketing Academy (EMAC), Academy of Marketing (AMA), British Academy of Management (BAM), Athens Institute for Education and Research (ATINER)

Professional services

  • Member of the Athena Swan Self Assessment Team at the Adam Smith Business School
  • February-October 2019: Research Assistant in Business Education, Investigating the Role of Rubrics in Self-Assessment with Professor Anna Morgan Thomas and Ms Sarah Honeychurch, University of Glasgow Adam Smith Business School, UK.
  • February-March 2018: Part Time Qualitative Research Assistant in Behaviour Change, Financial Capability and Citizenship at the University of Coventry, UK: Collaborating on a Carnegie UK funded research project on “Payday Loans”, led by the University of Coventry and Toynbee Hall Organisation, London.
  • October 2017-December 2017: EQUIS (European Quality Improvement Systems) Reaccreditation Reporter, University of Glasgow Adam Smith Business School, UK.

Profile photo of Parichehr Riahi Pour, Lecturer in Marketing (Management), standing outside with buildings in the background

Dr Parichehr Riahi Pour on Twitter