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Dr Anastasiya Saraeva

Associate Professor of Reputation and Responsibility

Henley DBA Director
Fellow, UK HEA

Anastasiya Saraeva Updated Photo

Specialisms

  • Reputation, 
  • Identification, 
  • Disidentification, 
  • Stakeholder Relationships, 
  • Communication

Location

Engine House building room 502, Greenlands campus

Dr Anastasiya Saraeva is an Associate Professor of Reputation and Responsibility and DBA Programme Director at Henley Business School. She is also a member of the John Madejski Centre for Reputation.

Anastasiya is a researcher and educator specialising in organisational reputation, stakeholder relationships, reputation management and (dis)identification. Her work also explores contemporary issues such as sustainability, corporate social responsibility and social impact. As a quantitative researcher, she focuses on experimental designs, with her research published in leading academic journals, including the British Journal of Management and Industrial Marketing Management. She collaborates with national and international partners across various industries, including the profit, non-profit and public sectors.

Currently, Anastasiya is the Henley DBA Programme Director and the module convenor for Reputation and Responsibility on the Flexible Executive MBA, delivered in the UK, South Africa and Malta. She also leads workshops and international immersion study visits on the Henley Global Executive MBA. Additionally, she supervises PhD and DBA students and welcomes applicants with aligned research interests.

Previously, Anastasiya served as Programme Director for the Flexible Executive MBA. Beyond academia, she is a certified coach, holding a Professional Certificate in Coaching from Henley Business School. Anastasiya also holds a degree in Piano Performance and Teaching.

Reference: Saraeva, A. , Garnelo-Gomez, I. and Shamma, H. (2024) "Mind over heart?": exploring the influence of emotional, cognitive and behavioral responses to CSR in challenging times. Corporate Reputation Review. ISSN 1479-1889 (In Press)
Henley faculty authors:
Dr Anastasiya Saraeva
Reference: Shaban, A., Saraeva, A. , Rose, S. and Clark, M. (2024) The invisible hand of touch: testing a tactile sensation-choice satisfaction model in online shopping. Journal of Sensory Studies, 39 (1). e12897. ISSN 1745-459X doi: 10.1111/joss.12897
Henley faculty authors:
Dr Anastasiya Saraeva - Professor Emerita Susan Rose - Professor Moira Clark
Reference: Fernandez-Muinos, M., Money, K. , Saraeva, A. , Garnelo-Gomez, I. and Vazquez-Suarez, L. (2022) “The ladies are not for turning”: exploring how leader gender and industry sector influence the corporate social responsibility practices of franchise firms. Heliyon, 8 (11). e11930. ISSN 24058440 doi: 10.1016/j.heliyon.2022.e11930
Henley faculty authors:
Professor Kevin Money - Dr Anastasiya Saraeva
Reference: Fandel, D., Rose, S. , Saraeva, A. and Dibley, A. , (2021) Sharing is the Name of the Game: B2B Social Media Customer Engagement in the Life Sciences industry. Report. Henley Centre for Customer Management, UK. pp10.
Henley faculty authors:
Professor Emerita Susan Rose - Dr Anastasiya Saraeva - Dr Anne Dibley
Reference: Fernández-Muiños, M., Money, K. , Saraeva, A. , Garnelo-Gomez, I. and Vázquez-Suárez, L. (2022) Are the sins of the father the sins of the sons, but not the daughters? Exploring how leadership gender and generation impact the corporate social responsibility of franchise firms. Sustainability, 14 (14). 8574. ISSN 2071-1050 doi: 10.3390/su14148574
Henley faculty authors:
Professor Kevin Money - Dr Anastasiya Saraeva
Reference: Brooks, C. , Sangiorgi, I. , Saraeva, A. , Hillenbrand, C. and Money, K. (2023) The importance of staying positive: the impact of emotions on attitude to risk. International Journal of Finance and Economics, 28 (3). pp. 3232-3261. ISSN 1099-1158 doi: 10.1002/ijfe.2591
Henley faculty authors:
Dr Ivan Sangiorgi - Dr Anastasiya Saraeva - Professor Carola Hillenbrand - Professor Kevin Money
Reference: Rose, S. , Fandel, D., Saraeva, A. and Dibley, A. (2021) Sharing is the name of the game: exploring the role of social media communication practices on B2B customer relationships in the life sciences industry. Industrial Marketing Management, 93. pp. 52-62. ISSN 0019-8501 doi: 10.1016/j.indmarman.2020.12.013
Henley faculty authors:
Professor Emerita Susan Rose - Dr Anastasiya Saraeva - Dr Anne Dibley
Reference: Hillenbrand, C. , Saraeva, A. , Money, K. and Brooks, C. (2022) Saving for a rainy day… or a trip to the Bahamas? How the framing of investment communication impacts retail investors. British Journal of Management, 33 (2). pp. 1087-1109. ISSN 1467-8551 doi: 10.1111/1467-8551.12455
Henley faculty authors:
Professor Carola Hillenbrand - Dr Anastasiya Saraeva - Professor Kevin Money
Reference: Garnelo-Gomez, I. and Saraeva, A. (2019) Yes, we can! Encouraging responsible management through effective CSR communication. In: Farache, F., Grigore, G. , Stancu, A. and McQueen, D. (eds.) Responsible People: The Role of the Individual in CSR, Entrepreneurship and Management Education. Palgrave Macmillan, Cham, Switzerland, pp. 115-134. ISBN 9783030107390
Henley faculty authors:
Dr Anastasiya Saraeva
Reference: Hillenbrand, C. , Saraeva, A. , Money, K. and Brooks, C. (2020) To invest or not to invest? The roles of product information, attitudes towards finance and life variables in retail investor propensity to engage with financial products. British Journal of Management, 31 (4). pp. 688-708. ISSN 1467-8551 doi: 10.1111/1467-8551.12348
Henley faculty authors:
Professor Carola Hillenbrand - Dr Anastasiya Saraeva - Professor Kevin Money
Reference: Saraeva, A. (2017) The interactions between messages and stakeholder (dis)identification with messengers: exploring their moderating impact on the links between perceptions of corporate reputation, organisational (dis)identification, and behavioural outcomes. PhD thesis, University of Reading.
Henley faculty authors:
Dr Anastasiya Saraeva
Reference: Money, K. , Saraeva, A. , Garnelo-Gomez, I. , Pain, S. and Hillenbrand, C. (2017) Corporate reputation past and future: a review and integration of existing literature and a framework for future research. Corporate Reputation Review, 20 (3-4). pp. 193-211. ISSN 1479-1889 doi: 10.1057/s41299-017-0034-3
Henley faculty authors:
Professor Kevin Money - Dr Anastasiya Saraeva - Professor Carola Hillenbrand

Reputation and Responsibility with Global Immersion Study (South Africa)

You will travel to South Africa to help an NGO understand and improve its key stakeholder relationships, applying your learning in a real-world setting with lasting social impact. Use this...

Module code: MNM2G008

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The Reputation and Responsibility module explores the identification, development and management of reputation, corporate responsibility and stakeholder relationships critical to organisational performance. It focuses upon the strategies and choices in...

Module code: MNM2RR

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The Reputation and Responsibility module will develop your knowledge and understanding of strategic reputation and responsibility management. You will engage in debate and discussion around issues of corporate responsibility, sustainability...

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Past Events

19 March 2025 ❘ Online
30 May 2024 ❘ Zoom

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