Serena D’Hooge is an Assistant Professor of Marketing at EDHEC Business School, where she teaches Brand and Communication Management, Customer-Centric Brand Management and Understanding Consumers and Markets. She obtained her PhD title in Communication Sciences at Ghent University, after which she became a postdoctoral researcher in Marketing Management at Rotterdam School of Management. Her research primarily explores (the automaticity of) learning/conditioning processes that shape (brand) associations, as discussed in her recent publication on the Continuous Trinity Model of brand associations in the Journal of Consumer Research.