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Annamma Joy is Associate Dean, Research and Professor of Marketing at the University of British Columbia, Kelowna campus. Her research focuses on consumer behavior, branding, luxury brands, fashion experiences, wine tourism, and consumer behavior in China. She has also studied ethnic identity and acculturation among immigrants to Canada, particularly from India, Portugal, and Italy. More recently, she has explored the use of emergent technologies in the art world and how immigrants from India and China engage with Gen AI and navigate identity issues. Annamma has been a visiting scholar at several prestigious institutions and has published extensively in top marketing and consumer behavior journals.