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Parichehr Riahi Pour is a Lecturer in Marketing at the University of Glasgow, Adam Smith Business School. He holds a PhD in Management (Marketing) and an MSc in Management from the same institution. His research interests include Branding and Consumer Behaviour, and he is a member of the School's Marketing Research Cluster. Parichehr is involved in teaching various undergraduate and postgraduate courses, including Introduction to Marketing, Marketing Research, and Dissertation Training. He has received several grants aimed at improving student experience and has served as an ad hoc reviewer for several academic journals. His current professional memberships include the Academy of Marketing Science and the American Marketing Association. Parichehr has also contributed to professional services within the university, particularly in the Athena Swan Self-Assessment Team.