Aswo Safari

Aswo Safari is a renowned scholar in the field of international business and marketing with a focus on digitalization, online consumer behavior, and trust.

He has authored several impactful articles published in reputable journals, addressing topics such as the antecedents of purchase intent, multilevel psychic distance in SME internationalization, and relational exchange theory in B2C marketing.

Safari's expertise extends to the impact of trust in the public sector and governance functions within organizations.

His educational background includes a Doctor of Philosophy (PhD) in Business Studies from Uppsala University and a Master's degree in Business Administration with a specialization in International Marketing from Mälardalen University.

Aswo Safari has held various academic positions including Visiting Research Fellow at prestigious institutions like Harvard Business School and the Massachusetts Institute of Technology. He has also contributed as a Postdoctoral Researcher and Assistant Professor at Uppsala University, further solidifying his academic standing.

His research work has delved into consumer behavior in international online purchasing, the influence of psychic distance on consumer behavior, and the role of trust in shaping consumers' online purchase decisions.

By combining theoretical insights with empirical studies, Safari's contributions have significantly enriched the understanding of cross-border consumer behavior and online trust dynamics.

Overall, Aswo Safari's body of work reflects a deep commitment to advancing knowledge in the realms of international business, marketing, and consumer behavior.