I am an Associate Professor at the Faculty of Economics and Business Administration, University of Szeged, the top-ranked university in Hungary according to the QS Ranking. Currently, I am a Fulbright Visiting Scholar at the Haas School of Business, University of California, Berkeley.

I earned my PhD with a focus on brand symbolism and brand loyalty and completed my habilitation on consumer choice analysis. My research primarily explores the dimensions of symbolic consumption and consumer attitudes toward innovation, most notably towards self-driving cars. I am a founding member of Autonomous Vehicles Readiness Research Group at the University of Szeged.

As a young scholar, I was honored with the ‘Kürthy Pál Award’ from the Hungarian Academy of Sciences, which recognizes promising young marketing researchers. In 2020, I received the “Best Young Lecturer of the University of Szeged” award for my contributions to education.

Beyond my academic and research work, I am actively involved in my community. I am a founding member of the Marketing Club and Innovation Club at the University of Szeged, and I serve as an elected board member of the largest Hungarian marketing academic association (EMOK).

I have also gained international experience as a visiting lecturer in Le Havre, France; Porto, Portugal; and Valencia, Spain, and have been a visiting professor at the University of Novi Sad, Serbia, since 2017.