Dr. Youssef Chetioui is an Assistant professor of Marketing & quantitative methods at the School of Business Administration of Al Akhawayn University in Ifrane. Prior to joining AUI in 2018, he had had a fruitful corporate experience as a consultant in strategy and had taught in numerous Moroccan and French Universities’ undergraduate and graduate programs. Dr. Chetioui has also served as a research fellow at the Colegio Universitario de Estudios Financieros (CUNEF), Complutense University in Madrid, Spain & as a visiting professor at Hertfordshire University in Hatfield, United Kingdom. He also served as a co-researcher on largescale international programs for research and innovation sponsored by the European Commission. He holds an MBA from Al Akhawayn University and a Ph.D. in Customer relationship Management from the ENCG-Settat in Morocco (Best Ph.D. Thesis Award for the 2017-2018 academic year). Dr. Chetioui’s research received numerous awards and has been published in well-established peer-reviewed journals (i.e., the International Journal of Bank Marketing, Journal of Behavioral and Experimental Finance, Journal of Fashion Marketing and Management, Journal of Global Marketing, Journal of Islamic Marketing, EuroMed journal of business, as well as in other peer-reviewed journals and international conferences proceedings). He has also served as a technical committee member and a reviewer for many international conferences and peer-reviewed journals(i.e., Internet Research, Journal of financial services marketing, Journal of Fashion Marketing and Management, International journal of emerging markets, etc). His research focuses on the use of quantitative methods to understand consumers’ attitudes and purchase behavior.