Mijka Ghorbani
Why did you decide to enter the world of science?
The thought of conducting independent research had always fascinated me. I'd always enjoyed being involved in scientific work and the experience gained during the Master's thesis affirmed my decision to pursue a scientific career.
Can you describe the main focus of your research work?
I'm studying for a doctorate in something called digital brand personality, which is uniquely positioned at the intersection of brand management, consumer behavior and psychology. Basically, I'm fascinated by the idea that people tend to personify brands and build relationships with them. And that these relationships are very similar to interpersonal ones such as friendships. My research focuses on how new technologies and digital touchpoints influence our perception of brands as personalities and, thus, also as relationship partners.
Why did you decide to complete your doctorate with ISM and the University of Strathclyde?
The University of Strathclyde has an excellent business school with a large marketing department. When making my decision, I was mindful of the fact that I wanted to determine my own field of research and also carry on working while completing the degree. I'm a consultant in a marketing and advertising agency. Luckily, I have very committed and helpful supervisors at both ISM and Strathclyde who fully support my doctoral project.
Have you ever regretted your decision to enter the world of science?
Not yet. Obviously, there are days when you encounter setbacks or things don't go to plan, but that's the same in any job.
The University of Strathclyde is one of four partner universities in ISM’s PhD program.
Author: Kristiina Knöper
Images: ISM
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