Researcher Sama Safaa Al-Murabba from the University of Al-Mustaqbal, Department of Quality Assurance and University Performance, participated in the proceedings of the First International / Second National Scientific Conference organized by the College of Administration and Economics – University of Mosul, held on 23–24 December 2025. The conference is regarded as a significant academic forum aimed at enhancing scientific research and promoting the exchange of academic expertise among researchers from Iraqi and Arab universities.
During her participation, the researcher presented a scientific paper addressing a contemporary topic in the field of modern marketing, highlighting the role of branding in influencing consumer behavior and in building positive and sustainable psychological relationships with consumers. This contributes to strengthening marketing loyalty and supports modern trends in consumer psychology.
The conference was held within the framework of supporting research activities and encouraging scholars to present innovative scientific perspectives that contribute to addressing contemporary economic and administrative issues. Participating researchers played an active role in enriching academic discussions and opening new horizons for research collaboration.
The University of Al-Mustaqbal affirms its continued commitment to supporting and encouraging its researchers to actively participate in local and international scientific conferences and forums, based on its belief in the importance of academic openness and knowledge exchange, and their role in enhancing the university’s academic standing and consolidating its presence in scientific arenas.