Dr. Vahideh Baradaran Rafiee
Dr. Vahideh Baradaran-Rafiee is an Associate Professor of Marketing at University Canada West, where she also serves as Course Lead for International Marketing. She has taught courses including Marketing Management, International Marketing, and Marketing Promotion. Her teaching emphasizes applied and experiential learning through industry collaborations, consulting projects, digital simulations, and case-based learning.
Dr. Baradaran-Rafiee brings more than 18 years of academic and industry experience in Canada and internationally. This international perspective informs both her teaching and research. Before joining University Canada West, she held academic and leadership positions in higher education and worked as a marketing consultant.
Research and Scholarly Activity
Dr. Baradaran-Rafiee’s research focuses on the integration of technology and artificial intelligence in marketing and education, with broader interests in digital consumer behaviour, online review management, brand strategy, and international marketing. She collaborates with researchers internationally and serves as a reviewer for peer-reviewed academic journals. Her work has been published in peer-reviewed journals and international conference proceedings.
She is the recipient of two research grants supporting projects related to artificial intelligence, digital customer interactions, and technology-enhanced service experiences. She is also a member of the Health Policy Impact Lab at UCW, where she contributes to interdisciplinary research and knowledge-mobilization initiatives.
Recent Publications
Baradaran-Rafiee, V., & Sethi, V. (2025). The Cultural-Consumption Value Framework for understanding sustainable food behavior. Journal of International Consumer Marketing.
Akhgari, M., Bruning, E. R., Aghakhani, H., & Baradaran-Rafiee, V. (2025). Foreign market expansion commitment and SMEs’ financial performance. Journal of International Consumer Marketing, 1–17.
Baradaran-Rafiee, V., Nyadzayo, M. W., & Gomisček, B. (2024). Mastering the digital dialogue: How restaurant managers tackle positive and negative electronic word-of-mouth in the restaurant industry. Tourism and Hospitality Research.
Baradaran-Rafiee, V. (2019). Customers’ online reviews: Threats or opportunities. Management Journal, 29, 74–76.
Baradaran-Rafiee, V., & Shen, K. N. (2016). The impact of corporate response strategies to negative online word-of-mouth on complainers’ brand attitudes. In Proceedings of the 20th Pacific Asia Conference on Information Systems.
Rafiee, V., & Sarabdeen, J. (2012). The cultural influence in the practice of corporate governance in emerging markets. Communications of the IBIMA, 1–10.
Manuscripts Under Review
Miranda, J., Baradaran-Rafiee, V., & Akhgari, M. Customer service evaluations in NLP-powered IVR systems. Manuscript under review at the Journal of Communication Research.
Baradaran-Rafiee, V., Jimenez, M., & Sethi, V. An AI-powered education ecosystem framework. Manuscript under review for a special issue of the Journal of Information and Learning Sciences.
Baradaran-Rafiee, V., & Akhgari, M. Generational differences in responses to LGBTQ+ brand activism. Manuscript under review at the Journal of Brand Management.
