Ms. Chaimaa Ouaddi

Chaimaa Ouaddi is a second-year PhD candidate in Management Sciences at the National School of Business and Management of Settat (ENCG Settat), Hassan 1st University, Morocco, and a member of the Research Laboratory in Managerial Transformation and Innovation. She holds a Doctoral Scholarship from the Casablanca-Settat Region. Her doctoral research examines how consumers respond to brand activism, with a particular focus on the Moroccan context. She studies how perceived authenticity and perceived legitimacy combine to shape responses ranging from acceptance to backlash, and how consumers interpret brand silence on sociopolitical issues. Her research interests include consumer behaviour, brand management and corporate sociopolitical engagement.