Rezwana Barsha
Lecturer
Email: ae0707@coventry.ac.uk
Rezwana is a marketing professional, educator and researcher with a strong focus on Sustainable Luxury Fashion and Consumer Behaviour. Her multifaceted background and extensive experience in the industry contribute to her comprehensive understanding of the subject.
Rezwana is a marketing professional, educator and researcher with a strong focus on Sustainable Luxury Fashion and Consumer Behaviour. Her multifaceted background and extensive experience in the industry contribute to her comprehensive understanding of the subject.
Rezwana has previously taught at the University of Greenwich, sharing her knowledge and inspiring students as they pursue their academic and professional aspirations. She now continues to share her expertise as a lecturer in Fashion Management and Marketing at Coventry University London.
Qualifications
- PhD Sustainable Luxury Fashion, University of Greenwich (current)
- MSc Digital Marketing, Northumbria University
- MBA International Fashion Management, Coventry University London
Research and Consultancy
Rezwana’s research interest includes Sustainable Fashion, Luxury Branding, Consumer Behaviour, Circular Economy & Digital Marketing.
She is particularly passionate about understanding consumer behaviour and the role it plays in shaping sustainable practices in the fashion industry. Her current research focuses on sustainable luxury, and more specifically, how consumers balance their desire for luxury consumption and sustainable practices to achieve a harmonious coexistence between the two. She is also fascinated by several consumer behaviour theories, and has adopted Heider’s Balance Theory in her research, which proposes that individuals strive for balance in their beliefs and attitude to avoid cognitive dissonance.
Publications and Scholarship Activities
- Conference proceeding: Kawaf, F., Barsha, R. and Zhu, Z. (2021) THE LIGHT AT THE END OF THE COVID-19 TUNNEL IS REVENGE? EVIDENCE FROM RETAILING IN CHINA. In: COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING Book of Proceedings. CERR, Sophia Antipolis, France.
Teaching areas
- 4015MFH Business and Management Essentials for Future Fashion Managers (Level 4)
- 5020MFH Digital Communication and Marketing in Fashion (Level 5)
- 6012MFH Marketing and Digital Strategy (Level 6)
- 7006MFH Introduction to Strategic Fashion Marketing and Management (Level 7)
- 7008MFH International Fashion Marketing Project (Level 7)
