معرفی
Dr. Abas Mirzaei is a Senior Lecturer in Marketing at Macquarie Business School, specializing in branding, woke marketing, and brand activism. He is affiliated with the Transforming Energy Markets Research Centre and has published extensively in journals like the Journal of Brand Management and European Journal of Marketing.
- University: Macquarie University
- School: Macquarie Business School
- Department: Department of Marketing
- Rank: Senior Lecturer
His research focuses on brand health metrics, consumer reactions to brand activism, and marketing effectiveness. Recent work explores sustainability campaigns, inclusivity in advertising, and the intersection of social justice with commercial branding. He has developed frameworks like the Brand Health Index and Behavioral Brand Evaluation Typology.
His 15 most recent publications analyze woke branding, brand anthropomorphism, product line strategies, and ethical advertising. Key trends include the role of authenticity in social campaigns, data-driven marketing metrics, and consumer responses to inclusive advertising.
- Best Paper Award (Australian and New Zealand Academy of Marketing Conference, 2013)
Mirzaei's Coursera course on visionary leadership has attracted over 15,000 learners. He actively collaborates on projects related to customer experience, predictive modeling, and education marketing. His work has been featured in The Conversation, ABC News, and BBC Radio.
