-Passent Tantawi is a professor of marketing at the Graduate School of Business and assistant dean Cardiff Metropolitan University programs, Arab Academy for Science, Technology & Maritime Transport, Alexandria, Egypt. In 2008, she was awarded with distinction the Ph.D. from Brunel University, London, UK. Her main areas of specialization are consumer behavior, brand management & marketing communications. In addition to mastering marketing courses, she excelled in teaching main management courses, namely, contemporary management, product innovation, creativity and innovation, art entrepreneurship, leadership and organizational behavior, service management& quality, strategic management, customer relationship management and organizational design. In 2010 to September 2015, she was the chairperson of the Media Management Department at the College of Management & Technology. In 2001, she achieved her MBA from the Graduate School of Business, and she was the marketing coordinator at the marketing & international business department till June 2010. Current and previous publications include transformative consumer research, marketing communications, brand management and digital and social media marketing, service marketing, organizational behavior, and leadership.