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Asad Abbas Jaffari

Lecturer in Marketing

Birmingham City University

United Kingdom

Research Interests

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Professors in United Kingdom

Articles (13)

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2026

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2026

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2026

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2026

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2026

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2026

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2025

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2025

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2024

Collaborators (3)

Chidera Ugwuanyi

Business Lecturer and Programme Leader

Northumbria University

UNITED KINGDOM

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Nauman Wajid

Lecturer in Marketing

Birmingham City University

UNITED KINGDOM

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Pantea Foroudi

Brunel University London

UNITED KINGDOM

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Asad Abbas Jaffari

Research Interests

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Articles (13)

Trust in the Digital Marketplace: Exploring Ethical Information Strategies through the ESG Framework

Consumer Perceptions of Sustainability and Ethical Eating How Values Shape Purchasing Decisions

From clicks to carts: the impact of consumer brand engagement on fashion brand expected value, attitude, and purchase intention

Employer Branding in the Service Sector: Dimensions, Challenges, and Strategic Practices

Authenticity over automation: how AI-mediated sustainability communication shapes trust and green purchase intention

Understanding Green Purchase Intentions Through Nostalgia and AI-Enabled Personalized Consumer Experiences

Chapter 5 Digital Transformation and Corporate Brand Strategy in the Tourism Sector

Smart sustainability: Integrating technology into hotel practices in Saudi Arabia under vision 2030

Sustainability-Driven Digital Transformation and Customer Experience in Emerging Markets: The Interplay of Business Model Innovation and Value Co-Creation

Unlocking Potential: Entrepreneurial Competencies and Contextual Challenges of Women-Owned SMEs in Pakistan

The Influence of Safety-Focused Communication, Nutritional Claims and Packaging Innovation on Functional Food Adoption in Pakistan

Integrating explainable AI and corporate social responsibility for sustainable practices

Enriching the concept of employer branding: investigating its impact in the service sector

Collaborators (3)

Chidera Ugwuanyi

Nauman Wajid

Pantea Foroudi

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