Dr Asad Abbas Jaffari

Senior Lecturer in Marketing

Email:: Asadabbas.Jaffari@bcu.ac.uk

Dr Asad Abbas Jaffari is a Senior Lecturer in Marketing and Course Leader for the Online MBA and Online MSc Management and International Business programmes at Birmingham City University. He has 20 years of teaching, Administrative and research experience across the UK and Asia. Dr Jaffari has extensive experience of teaching, curriculum design and development, postgraduate supervision and academic leadership. Dr Jaffari鈥檚 research focuses on consumer behaviour and the changing relationship between consumers, technology and organisations. His work particularly examines artificial intelligence in marketing, digital transformation, customer experience, branding, and sustainability. His research has been published in internationally recognised journals, including CABS 3* and 2* outlets.

He has successfully secured competitive internal research funding as both Principal Investigator and Co-Principal Investigator, supporting research into sustainability, consumer behaviour, digital engagement and emerging technologies. He actively develops external research funding proposals with national and international collaborators. Alongside his teaching and research, Dr Jaffari contributes to the wider academic community through doctoral supervision and examination, external examining, programme validation, editorial and peer-review activities, and international scientific committees. He is a Fellow of Advance HE, a Certified Management and Business Educator, and a SEDA-Recognised Postgraduate Supervisor. He is particularly interested in interdisciplinary collaborations that can generate high-quality research and meaningful academic, business, policy and societal impact.

Current Activity

External Academic and Professional Activities

Current External Activities

External Examiner at University of Derby for MA Executive Hospitality Management and BA (Hons.) International Hospitality Business management.
External Examiner at London South Bank University for MBA (General Management) and MBA (Global marketing).
External Examiner at University of Salford for BSc (Hons.) General Management and BSc (Hons.) General Management (British University Bahrain)

External Validation Advisor/Subject Specialist

Ravensbourne University London - United Kingdom - July 2026
London South Bank University - United Kingdom 鈥� January 2026
BPP University, United Kingdom 鈥� June 2026

External Doctoral Examination

Teesside University United Kingdom for Doctorate in Business Administration (DBA)
University of Karachi Pakistan for Ph D is Business Administration
University of Sargodha for Ph D in Management Sciences.

Consultation (Industry)

Consultant International Academic Operations for Birmingham School of Management, United Kingdom

Conferences and workshop organisations

Scientific Committee Member - 3rd International Conference on Sustainable Development, held on October 29, 2025, at Mohammed V University of Rabat - Morocco)

Guest Editor/Advisor

Cogent Business and Management (CABS-1*)

Member of Journal Editorial Board

Strategic Business Research

Referee for Journals

International Journal of Consumer Studies
Journal of Retailing and Consumer Services
Journal of Marketing Analytics
Journal of Entrepreneurial Behavior and Research
Research in Transportation Business & Management
Journal of Small Business Strategy
Journal of University Teaching and Learning Practice

Awards and Recognition

Nominated for best paper of the conference Academy of Business Research Spring 2026 Conference, New Orleans, LA, USA
Shortlisted - Research Supervisor of the Year (2026)
Winner of Inspirational Teacher of the Year - Birmingham City University (2025)
Shortlisted - Personal Tutor of the Year (2024 & 2025)
Best MBA Teacher - University of Sargodha Pakistan (2011)
Best Tutor for MBA- Open University of Pakistan (2009)

Areas of Expertise

Qualifications

Memberships

Teaching

Research

Postgraduate Supervision

Publications

Chen, X., Jaffari, A. A., Muzaffar, A., & Rahman, N. (2026). Integrating explainable AI and corporate social responsibility for sustainable practices. Technological Forecasting and Social Change, 223, 124444. (CABS 3*, ABDC-A, SSCI, Q1, IF- 12.9)

Jaffari, A. A., Gupta, H., Muzaffar, A., Madawala, K., & Wajid, N. (2026). 听Trust in the digital marketplace, exploring ethical information strategies through the ESG framework. Behaviour & Information Technology. (CABS 2*, ABDC-A, SSCI, Q1, IF- 3.1)

Jaffari, A. A., Sheikh, S., Palazzo, M., & Khan, S. Y., (2026). Authenticity over automation: How AI-mediated sustainability communication shapes trust and green purchase intention.Competitiveness Review (CABS 1*, ABDC-C, Q1, ESCI, IF- 3.2).

Rehman, N., Jaffari, A. A., & Palazzo. M. (2026). 鈥淯nderstanding Green Purchase Intentions Through Nostalgia and AI-Enabled Personalized Consumer Experiences.鈥�. Corporate Social Responsibility and Environmental Management. 1鈥�13.听 https://doi.org/10.1002/csr.70869. (CABS 1*, ABDC- C, SSCI, Q1, IF- 10.1)

Ugwuanyi, C.C., Sarker, P. & Jaffari, A.A. (2026). From clicks to carts: the impact of consumer brand engagement on fashion brand expected value, attitude, and purchase intention.听Journal of Marketing Analytics.听 (CABS 1*, ABDC- C, ESCI, Q1, IF- 5.0)

Razzak, A., Jaffari, A. A., Palazzo, M., & Jan, S. (2026). Unlocking potential: entrepreneurial competencies and contextual challenges of women-owned SMEs in Pakistan. Small Enterprise Research, 1鈥�15. https://doi.org/10.1080/13215906.2026.2701702 (CABS 1*, ABDC-C, Q1, ESCI, IF- 1.2).

Wajid, N., Jaffari, A. A., & Irfan. I., (2026). Staged Institutions, Lived Experiences: A Netnographic and Phenomenological Inquiry into Digital Branding and Student Engagement in UK Higher Education. Journal of Marketing Communications. 听(CABS 1*, ABDC-B, Q1, ESCI, IF- 4.3).

Jaffari, A. A., Muzaffar, A., Shaikh, S., & Butt, A. H. (2026). Sustainability-driven digital transformation and customer experience in emerging markets: The interplay of business model innovation and value co-creation. Systems, 14(4), 390. . (SSCI, Q2, IF- 3.8)

Zaidi. M.Z., Jaffari, A. A., Shakur, M. B. A., (2026).Smart sustainability: Integrating technology into hotel practices in Saudi Arabia under Vision 2030.Management & Sustainability: An Arab Review. (ABDC-C, Q1).

Jaffari, A. A., Wajid, N., & Palazzo, M. (2025). The influence of safety focused communication, nutritional claims and packaging innovation on functional food adoption in Pakistan. Applied Sciences, 15(24), 13117 (SCIE, Q2, IF- 2.9)

,听,听听and听听(2024), "Enriching the concept of employer branding: investigating its impact in the service sector",听, Vol. 46 No. 7, pp. 1446- 482. (CABS 2*, ABDC-A, Q1, SSCI, IF- 3.2).

Javed, I. Mustafa, G. Ashfaq, G. Yasmeen, R. Ghafoor, A. Yasin, M. Jaffari, A.A. & Imran, M.A., (2018). Competitiveness in agricultural trade of Pakistan with United Arab Emirates. Pakistan Journal of Agricultural Sciences.55(3).

Javed, H.A., Jaffari, A.A., Rahim, M. (2014). Leadership styles and employees' job satisfaction: a case from the private banking sector of Pakistan. Journal of Asian Business Strategy, 4 (3), 41-50.

Conference presentations

Khan, S., Jaffari, A. A., Kamal, R., & Khan, F. (2026). Balancing automation and empathy: The impact of AI chatbots on e-commerce customer relationship management.Academy of Business Research Spring 2026 Conference, New Orleans, LA, United States.

Khan. S. I., Jaffari. A. A., & Fatima. T. (2022). How online reviews shaped purchase intentions in COVID-19? A Moderated-Mediation Model. ICMR 13th International Conference on Management Research

Jaffari. A. A. (2020). Impact of video advertisement on consumer behavior: Insights based on Elaboration Likelihood Model. 7th听Global Conference on Business Management and Social Sciences (GCBMS-2020).

Book Chapters

Jaffari, A. A., Wajid, N., & Owolewa, M. A. (2026). Consumer perceptions of sustainability and ethical eating: How values shape purchasing decisions. In Sustainability, tourism, hospitality and events: Emerging trends and new opportunities. Routledge. https://doi.org/10.4324/9781003488675-7

Jaffari, A. A., Wajid, N., & Zaidi, M. Z. (2026). Digital Transformation and Corporate Brand Strategy in the Tourism Sector: The Role of Digital Technologies in Shaping Modern Tourism Brands. The Three Hs: Hotels, Hospitality and Holidays: Strategies for Successful Place Brands in the Post-Pandemic 鈥淣ew Normal鈥� (71-106).听 DE GRUYTER Publishing.

Jaffari, A. A., Mushtaq. H., & Sheikh. Saba. (in press). Co-creating sustainability narratives on social media: A research perspective on brand-consumer interactions in marketing. In Handbook on social media research methods. Edward Elgar Publishing.

Internal Research funding

黑料吃瓜网 Small Research Funding (2026) as a PI for 鈥淭he Impact of Immigration Rule Changes on Expatriate Consumer Behaviour in the UK鈥� (Funding for 拢5000).
黑料吃瓜网 Small Research Funding (2025) as a PI for 鈥淪haping Sustainability: Tracking the Impact of Awareness on International Students' Attitudes and Behaviors Toward the UN SDGs in the UK鈥� (Funding for 拢2000).
黑料吃瓜网 Small Research Funding (2026) as a Co-PI for 鈥淒igital Burnout and Brand Engagement: Understanding UK Consumers鈥� Responses to Algorithmic Nudging in Online Retail Environments鈥� (Funding for 拢5000).
黑料吃瓜网 Small Research Funding (2025) as a Co-PI for 鈥淪taged Institutions, Lived Experiences: A Netnographic and Phenomenological Inquiry into Digital Branding and Student Engagement in UK Higher Education鈥� (Funding for 拢2000).

黑料吃瓜网