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Dr Ammar Sammour

  • Overview



    Dr Ammar Sammour is Lecturer in Marketing at Birkbeck, University of London. Prior to this, he was Lecturer in Marketing at Coventry University, Brunel University London, and before that at several universities in Jordan and Middle-East.

    Dr Sammour obtained his PhD from Brunel Business School, Brunel University London; his PhD has been awarded the Vice-Chancellor’s Prize for Doctoral Research (2018). He was an effective member of the Marketing and Corporate Brand Research Group, at Brunel Business School, Brunel University London. Focussing on the John Lewis Partnership, Dr Sammour’s thesis examined corporate brand identity and its effect on corporate brand experience and consumer satisfaction.

    Dr Sammour's research areas focus on corporate heritage brand management, brand innovation and communication, financial technology and artificial intelligence; he has conducted projects with researchers from different instructions and organisations nationally and internationally.

    Addition to that, He has 12 years of experience in marketing consultation position and entrepreneur for a leading telecom company in the Middle East.

    Dr Sammour is also conducting consultancy business with reputable companies in MENA region. He is a member of several organisations such as international corporate identity group (ICIG-UK), The British Academy of Management (BAM), and Higher Education Academy (HEA). Moreover, Dr Sammour is a regular reviewer for several academic journals with branding focus such as Journal of Business Research (JBR) and Journal of brands management (JBM).


    • PhD Business Management , Brunel Business School, Brunel University London, 2017
    • MSc Marketing Management , Huddersfield Business School, University of Huddersfield, 2008
    • BSc Electronics and Communication engineering, Amman University, 2004
    • Associate Fellow, Higher Education Academy, 2018

    Administrative responsibilities

    • Programme Director MSc Marketing Analytics
    • Programme Director MSc Management with Marketing

    Professional memberships

    • international corporate identity group (ICIG-UK)

    • The British Academy of Management (BAM)

    • Higher Education Academy (HEA)

    Honours and awards

    • Vice-Chancellor’s Prize for Doctoral Research, Brunel University London, November 2018


  • Research


    Research interests

    • Financial Technology
    • Artificial Intelligence
    • Corporate heritage brand identity
    • Corporate brand management
    • Brand innovation and communication.

    Research overview

    Dr Sammour's research areas focus on corporate heritage brand identity, corporate brand management, and brand innovation and communication. He has conducted projects with researchers from Brunel University London, Middlesex University and John Lewis heritage centre (Cookham). His research identifies the corporate heritage brand identity dimensions which have the potential to help brand managers to develop and augment their corporate heritage brand management strategy. The John Lewis Partnership is the main heritage brand that he focuses on, exploring their heritage brand innovation and sustainability.

    Dr Sammour’s recently started to work in several projects in innovation revolution which related to his technology and engineering background such as financial technology and Artificial Intelligence, he is studying the impact of artificial intelligent and financial technology on social life and the regulations, ethics and security would play a moderation role in this concept. He started to consult new technology organisations in Asia and Europe to understand the influence of the Fourth Industrial Revolution on their businesses.

    Research clusters and groups

  • Supervision and teaching

    Supervision and teaching


    I welcome enquiries from prospective PhD students who are interested in undertaking research in any of my areas of research interest, and in particular:

    • Financial Technology and Artificial Intelligent
    • Corporate heritage branding
    • Heritage brand identity
    • Corporate brand experience  
    • Brand management innovation and communication

    Please reach out to me via email including your CV and a copy of your research proposal.  


    Teaching modules

    • Brand Development (BUMN065H6)
    • PG Dissertation Preparation (BUMN184Z7)
    • Brand Analytics (BUMN190H7)
    • Research Project: Management (MOMN039D6)
  • Publications



    Conference Item

  • Business and community

    Business and community


    I am happy to receive enquiries from the media on the following topics:

    • Brand Management
    • Business Management in Middle East
    • Financial Technology and Artificial Intelligence