Dr Mona Moufahim

Senior Lecturer

Marketing & Retail Stirling Management School University of Stirling Stirling FK9 4LA Scotland UK

Dr Mona Moufahim

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About me

About me

Prior to joining the Business School, I was a Lecturer at Durham University Business School (April 2014- April 2018) and Nottingham University Business School (Jan 2008-March 2014). I have also worked at the Chinese campus of the University of Nottingham (based in Ningbo, Zhejiang Province) from Sept 2006 to the end of December 2007. I have a Management & Marketing degree from the Institut Supérieur de Commerce et d'Administration des Entreprises (Casablanca, Morocco), and a Masters in Marketing from Nottingham University Business School. For my PhD thesis, I conducted a critical discourse analysis of the marketing of the Vlaams Blok/Vlaams Belang, an extreme right party from Flanders, Belgium.

My current research interests include: Religion, Travel and Consumption; Cultural heritages sites and pilgrimage; Identity (organisational, ethnic/racial, religious or political); immigration and extreme right politics.

My research has been published in Organization Studies, Journal of Marketing Management, Marketing Theory and Consumption Markets and Culture. I have also contributed chapters to scholarly books on Political Marketing, Critical Marketing and Islamic Marketing.


My current research interests include:

Political marketing:

  • Immigration and Extreme Right Politics.
  • Identity politics

Identity and organisations:

  • social movement organisations
  • minorities and identity politics

Religion, Marketing and Consumption:

  • Religious Travel/Tourism and Pilgrimage;
  • Cultural Heritage: I am interested in exploring the links between tourism, heritage sites and religion

I specialise in so-called qualitative research methods: (Critical) Discourse Analysis, Ethnography, Autoethnography, In-depth Interviews, Visual Methods.

Outputs (38)


Edited Book

Moufahim M (ed.) (2022) Political Branding in Turbulent times. Palgrave Studies in Political Marketing and Management. Cham, Switzerland: Springer International Publishing. https://doi.org/10.1007/978-3-030-83229-2

Book Chapter

Moufahim M & Lilleker D (2021) The ethical challenges at the heart of political branding. In: Moufahim M (ed.) Political Branding in turbulent times. 1 ed. Palgrave Studies in Political Marketing and Management. Cham, Switzerland: Palgrave Macmillan, pp. 141-151. https://doi.org/10.1007/978-3-030-83229-2

Book Chapter

Moufahim M (2019) Down a slippery slope . . . is Britain joining the global trends towards right-wing populism?. In: Jackson D, Thorsen E, Lilleker D & Weidhase N (eds.) UK Election Analysis 2019: Media, Voters and the Campaign: Early reflections from leading academics. Poole, England: The Centre for Comparative Politics and Media Research, pp. 53-53. https://ecrea.eu/page-18206/8396587

Book Chapter

Moufahim M (2016) Authenticity, Religious Identity and Consumption: a Reflexive (Auto)Ethnographic Account. In: Jafari A & Sandicki O (eds.) Islam, Marketing and Consumption: Critical Perspectives on the Intersections. Routledge ed. Routledge Critical Marketing. London: Routledge, pp. 173-193. https://www.routledge.com/Islam-Marketing-and-Consumption-Critical-Perspectives-on-the-Intersections/Jafari-Sandikci/p/book/9780415746946

Book Chapter

Moufahim M & Humphreys M (2015) Marketing an Extremist Ideology: the Vlaams Belang's Nationalist Discourse. In: Pullen A & Rhodes C (eds.) The Routledge Companion to Ethics, Politics and Organizations. Routledge Companions in Business, Management and Accounting. London: Routledge, pp. 85-100. https://www.routledge.com/The-Routledge-Companion-to-Ethics-Politics-and-Organizations/Pullen-Rhodes/p/book/9780415821261

Book Chapter

Moufahim M & Lim M (2013) Towards a Critical Political Marketing Agenda?. In: Brownlie D, Hewer P & Tadajewski M (eds.) Expanding Disciplinary Space: On the Potential of Critical Marketing. New York: Routledge. https://www.routledge.com/Expanding-Disciplinary-Space-On-the-Potential-of-Critical-Marketing/Brownlie-Hewer-Tadajewski/p/book/9780415816151

Book Chapter

Moufahim M, Humphreys M & Mitussis D (2010) Marketing the Unmarketable: The Vlaams Belang, a "Party Unlike Any Other". In: Currie G, Ford J, Harding N & Learmonth M (eds.) Making Public Services Management Critical. New York: Routledge, pp. pp. 119-133. https://www.routledge.com/Making-Public-Services-Management-Critical/Currie-Ford-Harding-Learmonth/p/book/9781138959729

Research programmes

Research themes