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Hanieh Sardashti

Assistant Professor | Assitant Professor

Marketing & Logistics | Coggin College of Business

Areas of Expertise

  • Marketing strategy 
  • Marketing-finance 
  • Digital Marketing
  • Marketing metrics/analytics



  • Ph.D. in marketing, Michigan State University (2018)
  • MBA in finance and international Business, University of Toledo(2013)


Hanieh Sardashti is an assistant professor of marketing at the University of North Florida. She received her Doctor of Philosophy in marketing from Michigan State University in 2018. Hanieh is an empirical researcher with interests in investigating implications of marketing strategy in the capital markets, marketing metrics/analytics, and digital marketing. Hanieh’s works have been published in the Journal of Business Logistics and International Journal of Research in Marketing. She currently teaches marketing research and information, social media marketing, and digital marketing analytics.  


Donald A. and Shirley M. Taylor marketing doctoral student support fund in recognition of research excellence, 2018

Publications & Presentations


  • Bhattacharya, A., Misra, S., and Sardashti, H.(2019), Strategic Orientation and Firm Risk,
    available at, International Journal of Research
    in Marketing. 
  • Calantone, R., Whipple, J. M., Wang, J., Sardashti, H. and Miller, J. W. (2017), A Primer on Moderated Mediation Analysis: Exploring Logistics Involvement in New Product Development. J Bus Logist, 38: 151-169. 

Selected Conference Presentations:

  • Sardashti Hanieh and Roger J Calantone, “The Impact of Online Chatter on Analyst Earnings Forecast”, AMA Summer Conference 2014, Chicago, IL
  • Sardashti Hanieh and Roger J Calantone, “The Impact of Market-Based Assets on Analyst Recommendation”, Marketing Science Conference 2014, Baltimore, MD
  • Sardashti Hanieh, Hang T Nguyen, and Roger J Calantone, “Using Executive Pay to Build Stronger Brands and Enhance Firm Performance”, Marketing Science Conference 2017, Los Angeles, CA
  • Sardashti Hanieh and Roger J Calantone, "Reexamining The Relationship Between Innovation and Institutional Investor Ownership: The Moderating Role of Investor Relations Intensity", Winter AMA 2018, New Orleans, LA
  • Bhattacharya Abhi, Shekhar Misra, and Hanieh Sardashti, "Strategic Orientation and Firm Risk", Winter AMA 2018, New Orleans, LA

Contact Information

Building 42, Room 3407

(904) 620-1106