Maher Georges Elmashhara holds a Ph.D. in Business Administration with a specialization in Marketing from the University of Minho (Portugal). He also holds a Bachelor’s and Master’s degrees in Economics – Specialization of Business Administration – from Tishreen University (Syria). His research interests focus on consumer behavior and psychology, sensory marketing, retailing, and health marketing. His work has been published in international journals including International Journal of Retail & Distribution Management, and Journal of Consumer Marketing, and has presented in major international marketing conferences such as the Academy of Marketing Science World Marketing Congress, the Recent Advances in Retailing and Consumer Services Conference, and EBES Conference. In addition, he has made a research stay at the University of Maribor (Slovenia).