Department of Marketing

Dr Yasir Rashid Publications

  1. Zahra, N., Qayyum, A., Rashid Y. (2018): Travelers empowering Travelers: Website Quality, User-Generated-Content and Hotel Booking Behavior.  2nd ASIA International Multidisciplinary Conference (AIMC), Malaysia
  2. Rashid Y., Nazir, M. (2018): An Empirical Study of the Consumers’ Attention towards Emotional Social Media Advertisements Using Electroencephalography (EEG). 7th Asian Management Research and Case Conference, Pakistan (Won 3rd Best Paper Award and USD 300  )
  3. Manzoor, A., Rashid Y., Sadiq I. (2018): Paperless Pakistan: Identifying the drivers of Cryptocurrency Awareness among Digital Banking Users.  1st International Conference on Management and Commerce, Pakistan
  4. Rashid Y., Sadiq I. (2016).: Value Co-Creation in Retail: A Perspective Integrating Consumer Culture Theory (CCT) and Service Dominant Logic of Marketing. Australia and New Zealand Marketing Academy (ANZMAC 2016), New Zealand
  5. Rashid Y., Varey J. R., Costley C. (xxxx).  Case Study Method: A Step by Step Guide for Management and Marketing Researchers. Accepted for Publication in The Qualitative Report- Journal. (Forthcoming)   
  6. Hussain S., Rashid Y. (2016). Brand Extension Success Elements: A Conceptual Framework. Journal of Business Administration and Education, Vol 8 (1).
  7. Lone N. A., Rashid Y. (2015).  Value Co-Creation: Exploring the Role and Purpose of User Generated Content (UGC). Research Journal of Social Science and Management, Vol 5 (8).  
  8. Rashid A., Rashid Y., Hock W. Q. (2015). Examining the Effectiveness of Knowledge Management Systems (KMS) in Co-Creation: An Empirical Investigation. Journal of Science & IT Management, Vol 5(2).
  9. Rashid Y., Rashid A. (2013). An Exploratory Study Examining the Influence of Customer Knowledge Management (CKM) on Customers Acquisition Performance and Organizational Learning. International Journal of Knowledge and Research in Management and E-commerce. Vol 3(2).
  10. Rashid Y., Varey J. R., Costley C. (2013). Features of Value Co-Creation Process: A Multiple Actor View. Conference proceedings of Naples Forum on Service, Naples (Italy).
  11. Rashid Y. (2011). Identifying the Processes of Value Co-Creation in ICT. Australia and New Zealand Marketing Academy (ANZMAC 2011), Perth (Australia).
  12. Rashid Y. (2010) Marketing Response to the Knowledge Economy. 14th Annual Waikato Research Conference, Hamilton (New Zealand).

Dr Akib Warraich Publications

  1.  Warraich, M.A & Perrigot, R. (2017). Franchising in the education sector: How do Pakistani customers perceive this new phenomenon.Management and Governance of Networks – Franchising Cooperatives and Strategic AlliancesSpringer – Physica-Verlag. Editors: Cliquet, G., Ehrmann, T., Hendrikse, G., & Windsperger, J. 91-108.
  2. Zahra, K. Khan, M.J. Warraich, M.A. Hussain, D., (2017). Ceo characteristics and the probability of financial distress; evidence from Pakistan. Paper presented at Business Leadership and Management Conference held at National University of Modern Languages, Islamabad, Pakistan. December 7.
  3. Perrigot, R & Warraich, M.A. (2016). Education franchises growing rapidly in countries with low public financing, inefficient administration.Franchise World, International Franchise Association (IFA). 43-44.
  4. Warraich, M.A., & Perrigot, R. (2016). Franchising in the education sector: How do Pakistani customers perceive this new phenomenon. Paper presented at the 30th Annual Conference of International Society of Franchising (ISoF) held at the University of Groningen, Groningen, Netherlands. June 09-11.
  5. Warraich, M.A., & Perrigot, R. (2015). Social franchising in the education sector in Pakistan: A multi perspective approach. Paper presented at the 7th International Conference on Economics and Management of Networks (EMNet) held at University of the Western Cape, Cape Town, South Africa. December 03-05.
  6. Warraich, M.A., & Perrigot, R. (2015). Franchising in the education sector in Pakistan: Is it social franchising? Preliminary insights from franchisees. Paper presented at the 29th Annual Conference of International Society of Franchising (ISoF) held at the University of Oviedo, Spain. June 18-20.
  7. Warraich, M.A., & Perrigot, R. (2015). The growth of social franchising in Pakistan: insights from the franchisee in the education sector. Paper presented at the 18th Conference of the European Association for Education and Research in Commercial Distribution (EAERCD) held at University of Rennes 1, Rennes, France. July 01-03.
  8. Hussain, D. & Warraich, M.A. (2014). Franchise termination: A case study. Paper presented at International Conference on Entrepreneurship and Business Management, Penang, Malaysia. November 6-7.

Salman Zaheer Publications

  1.  Zaheer, S., Hasan, A. I., Butt, D. I., Rehman, M. U., (2016, August). Al-Madni Hotel (restaurant): Dealing with multiple consumer segments. Proceedings from 8th South Asian International Conference (SAICON), Islamabad, Pakistan.
  2. Zaheer, S., (2014, August). Buying a laptop: Consumer Behavior and Product Life Cycle. Proceedings from 6th South Asian International Conference. (SAICON), Islamabad, Pakistan.
  3. Zaheer, S., (2013). Consumer Behavior: Buying a cell phone. Asian Journal of Management Cases: Second International Conference.
  4. Siddiqui, K., Mirza, I., Awan, F., Hassan, A., Asad, M., & Zaheer, S. (2011). c." Personality influences Mobile Phone usage. Interdisciplinary Journal of Contemporary Research In Business, 3(3), 554-565.

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