معرفی
Dr Wasim Ahmad is a Lecturer in Marketing at the Department of Marketing, Lancaster University Management School (LUMS), having joined the institution in January 2024. His prior academic appointments include Monash University, Florida State University, Teesside University, and Fujian University of Technology, where he conducted research, taught undergraduate/postgraduate modules, and led curriculum development.
Education:
- Ph.D. in Marketing, University of International Business and Economics
- PostDoc, Florida State University
Research Interests:
Dr Ahmad investigates consumer behaviour with emphasis on negative emotions (brand hate, betrayal) and extreme responses to brands across cultural contexts. His work spans sustainability-oriented innovation in B2B firms, eco-brand strategy, and cross-cultural CSR implementation—particularly during crises like the pandemic. He employs quantitative methodologies including experimental designs and meta-analysis, frequently examining digital marketing phenomena such as virtual influencers, travel apps, and dark patterns in online interfaces.
Publication Trends:
His 2023-2025 output reveals concentrated research on brand hate consequences in B2B relationships, sustainability innovation linked to triple-bottom-line performance, and cross-cultural digital behaviour (e.g., social media addiction, travel app usage). Key journals include Journal of Business Research, Industrial Marketing Management, and Annals of Tourism Research, demonstrating interdisciplinary reach across marketing, sustainability, and tourism.
Scientific Awards:
- No specific awards, prizes, or fellowships mentioned in source materials
Advising and Grants:
Dr Ahmad actively supervises PhD candidates in green marketing topics (product sustainability, eco-brand orientation) using quantitative approaches. He teaches core modules including International Marketing (MKTG101), Strategic Marketing (MKTG301), and Marketing Research (MKTG212). No grant funding details were provided in the directory.
Labs and Teams:
- No dedicated research labs or teams specified in current affiliation
- Collaborative work evident in B2B sustainability studies with international co-authors
