Research Activities

Khan, I. and Fatma, M. (2024), “AR app-based brand engagement and outcomes: A moderated mediation approach”. Journal of Retailing and Consumer Services, Vol. 76, Jan, https://doi.org/10.1016/j.jretconser.2023.103618

Fatma, M. and Khan, I. (2024), “Brand authenticity and consumers’ willingness to pay a premium price (WPP): The mediating role of brand identification”. Journal of Brand Management. https://doi.org/10.1057/s41262-024-00353-0

Amin, M., Khan, I., Shamim, A., Ting, D. H., Jan, A. and Abbasi, A. Z. (2024), “Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator”, Journal of Retailing and Consumer Services, 79. https://doi.org/10.1016/j.jretconser.2024.103819

Shirazian, M., Khan, I., Sadeghvaziri, F. and Ebrahimi, E. (2024), “Development and validation of a scale for measuring E-retail brand experience”, Quality & Quantity, 1-24. https://doi.org/10.1007/s11135-023-01809-2

Ghali, Z., Rather, R.A. and Khan, I. (2024) “Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re) visit intentions”. Journal of Retailing and Consumer Services, Vol. 77. https://doi.org/10.1016/j.jretconser.2023.103671

Satar, M. S., Rather, R. A., Shahid, S., Islam, J. U., Parrey, S.H. and Khan, I. (2024), “Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity”. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML08-2023-0754

Rather, R.A., Rasul, T., Khan, H. and Khan, I. (2024), “Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: Moderating investigation of brand reputation”. International Journal of Hospitality Management, Vol. 116 https://doi.org/10.1016/j.ijhm.2023.103572

Fatma, M. and Khan, I. (2024), “CSR, brand image and WOM: a multiple mediation analysis”. International Journal of Organizational Analysis https://doi.org/10.1108/IJOA-09-2023-3991

Khan, I. (2023), “Customer engagement outcomes in mobile applications: Self-congruence as a moderator” Journal of Retailing and Consumer Services, Vol. 75. https://doi.org/10.1016/j.jretconser.2023.103497

Rather, R. A., Bozkurt, S., Khan, I., Vo-Thanh, T., Abbasi, A. and Rasul, T. (2023), “SDL/ELMinformed brand co-creation and engagement during the COVID-19 crisis: Investigating the conditional effects of involvement and age”, Journal of Strategic Marketing. https://doi.org/10.1080/0965254X.2023.2192726

Rather, R.A., Hollebeek, L.D., Loureiro, S.M.C., Khan, I. and Hasan, R. (2023), “Exploring Tourists’ Virtual Reality-Based Brand Engagement: A Uses-and-Gratifications Perspective”. Journal of Travel Research. https://doi.org/10.1177/00472875231166598

Shamim, A., Ahn, J., Khan, I., Shah, M. and Abid, F. (2023), “Make Every Interaction Count! – Assessing the Role of Customers’ Self-Construal on Value Co-Creation at Service Encounters”, International Review of Retail, Distribution and Consumer Research, Vol. 33 https://doi.org/10.1080/09593969.2022.2109714

Khan, I., Hollebeek, L., Fatma, M., Islam, J., Rather, R.A., Shahid, S. and Sigurdsson, V. (2023), “Mobile app vs. desktop browser platforms: The relationships among customer engagement, experience, relationship quality and loyalty intention”, Journal of Marketing Management, Vol. 39 https://doi.org/10.1080/0267257X.2022.2106290

Fatma, M., Khan, I., Kumar, V. and Shrivastava, A.K. (2022), “Corporate social responsibility and customer-citizenship behaviors: the role of customer–company identification”, European Business Review, Vol. 34 https://doi.org/10.1108/EBR-12-2021-0250

Abid, F., Shamim, A., Khan, Z. and Khan, I. (2022), “Value Creation or Value Destruction: Conceptualizing the Experiential nature of value-in-use”, Journal of Consumer Behaviour, Vol. 21. https://doi.org/10.1002/cb.2033

Kumar, V., Khan, I., Fatma, M. and Singh, A. (2022), “Engaging luxury brand consumers on social media”, Journal of Consumer Marketing, Vol. 39 https://doi.org/10.1108/JCM-10-2020-4175

Khan, I. (2022), “Do brands’ social media marketing activities matter? A moderation analysis” Journal of Retailing and Consumer Services, Vol. 64 https://doi.org/10.1016/j.jretconser.2021.102794

Khan, I. and Fatma, M. (2021), “Online destination brand experience and authenticity: Does individualism-collectivism orientation matter?” Journal of Destination Marketing & Management, Vol. 20 https://doi.org/10.1016/j.jdmm.2021.100597

Amoroso, S., Pattuglia, S. and Khan, I. (2021), “Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix”, Journal of Marketing Analytics, Vol. 9 https://doi.org/10.1057/s41270-021-00103-0

Amin, M., Shamim, A., Ghazali, Z. and Khan, I. (2021), “Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale” Journal of Retailing and Consumer Services, Vol. 58 https://doi.org/10.1016/j.jretconser.2020.102334

Khan, I., Fatma, M., Kumar, V. and Amoroso, S. (2020), “Do experience and engagement matter to millennial consumers?” Marketing Intelligence & Planning, Vol. 39 https://doi.org/10.1108/MIP-01- 2020-0033

Khan, I., Hollebeek, L., Fatma, M., Islam, J. and Riivits-Arkonsuo, I. (2020), “Customer Experience and Commitment in Retailing: Does Customer Age Matter?” Journal of Retailing and Consumer Services, Vol. 57 https://doi.org/10.1016/j.jretconser.2020.102219

Fatma, M. and Khan, I. (2020), “An investigation of consumer evaluation of authenticity of their company’s CSR engagement”, Total Quality Management & Business Excellence https://doi.org/10.1080/14783363.2020.1791068

Islam, J.U., Shahid, S., Rasool, A., Rahman, Z., Khan, I. and Rather, R.A. (2020), “Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organismresponse theory”, International Journal of Bank Marketing, Vol. 38. https://doi.org/10.1108/IJBM-12-2019-0460

Fatma, M., Ruiz, A.P., Khan, I. and Rahman, Z. (2020), “The effect of CSR engagement on eWOM on social media”, International Journal of Organizational Analysis, Vol. 28. https://doi.org/10.1108/IJOA-10-2019-1895

Khan, I., Fatma, M., Shamim, A., Joshi, Y. and Rahman, Z. (2020), “Gender, loyalty card membership, age, and critical incident recovery: Do they moderate experience-loyalty relationship?” International Journal of Hospitality Management, Vol. 89. https://doi.org/10.1016/j.ijhm.2019.102408

Khan, I., Hollebeek, L.D., Fatma, M., Islam, J.U. and Rahman, Z. (2020), “Brand engagement and experience in online services”, Journal of Services Marketing, Vol. 34. https://doi.org/10.1108/JSM-03-2019-0106

Islam, J.U., Hollebeek, L.D., Rahman, Z., Khan, I. and Rasool, A. (2019), “Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences”, Journal of Retailing and Consumer Services, Vol. 50. https://doi.org/10.1016/j.jretconser.2019.05.018

Khan, I. and Fatma, M. (2019), “Connecting the dots between CSR and brand loyalty: The mediating role of brand experience”, International Journal of Business Excellence, Vol. 17. https://doi.org/10.1504/IJBEX.2019.099123

Fatma, M. Khan, I. and Rahman, Z. (2019), “Striving for Legitimacy through CSR: An exploration of employee’s responses in controversial industry sector”, Social Responsibility Journal, Vol. 15. https://doi.org/10.1108/SRJ-07-2017-0116

Fatma, M. Khan, I. and Rahman, Z. (2018), “CSR and consumer behavioral responses: The role of customer-company identification”, Asia Pacific Journal of Marketing and Logistics, Vol. 30. https://doi.org/10.1108/APJML-01-2017-0017

Khan, I. and Rahman, Z. (2017), “Brand experience anatomy in Hotels: An interpretive structural modeling approach”, Cornell Hospitality Quarterly, Vol. 58. https://doi.org/10.1177/1938965516649055

Khan, I. and Rahman, Z. (2017), “Development of a scale to measure hotel brand experience”, International Journal of Contemporary Hospitality Management, Vol. 29. https://doi.org/10.1108/IJCHM-08-2015-0439

Khan, I. and Rahman, Z. (2017), “Brand experience and emotional attachment in services: the moderating role of gender”, Service Science, Vol. 9. https://doi.org/10.1287/serv.2016.0169

Khan, I. and Fatma, M. (2017), “Antecedents and outcomes of brand experience: An empirical study”, Journal of Brand Management, Vol. 24. https://doi.org/10.1057/s41262-017-0040-x

Khan, I., Rahman, Z. and Fatma, M. (2016), “The concept of online corporate brand experience: an empirical assessment”, Marketing Intelligence & Planning, Vol. 34. https://doi.org/10.1108/MIP-01-2016-0007

Khan, I. and Rahman, Z. (2016), “Retail brand experience: scale development and validation”, Journal of Product & Brand Management, Vol. 25. https://doi.org/10.1108/JPBM-07-2015-0943

Khan, I. and Rahman, Z. (2016), “E-tail brand experience’s influence on e-brand trust and e-brand loyalty: The moderating role of gender”, International Journal of Retail & Distribution Management, Vol. 44. https://doi.org/10.1108/IJRDM-09-2015-0143

Khan, I. Rahman, Z. and Fatma, M. (2016), “The role of customer brand engagement and brand experience in online banking”, International Journal of Bank Marketing, Vol. 34. https://doi.org/10.1108/IJBM-07-2015-0110

Fatma, M., Khan, I. and Rahman, Z. (2016) “How does corporate association influence consumer brand loyalty? Mediating role of brand identification”, Journal of Product & Brand Management, Vol. 25. https://doi.org/10.1108/JPBM-07-2015-0932

Fatma, M., Khan, I. and Rahman, Z. (2016) “The effect of CSR on consumer behavioral responses after service failure and recovery”, European Business Review, Vol. 28. https://doi.org/10.1108/EBR-11-2015-0134

Fatma, M., Rahman, Z. and Khan, I. (2016), “Measuring consumer perception of CSR in tourism industry: Scale development and validation”, Journal of Hospitality and Tourism Management, Vol. 27. https://doi.org/10.1016/j.jhtm.2016.03.002

Khan, I. and Rahman, Z. (2015), “Brand experience anatomy in retailing: An interpretive structural modeling approach”, Journal of Retailing and Consumer Services, Vol. 24. https://doi.org/10.1016/j.jretconser.2015.02.003

Khan, I. and Rahman, Z. (2015), “Brand experience formation mechanism and its possible outcomes: A theoretical framework”, The Marketing Review, Vol. 15 https://doi.org/10.1362/146934715X14373846573748

Khan, I. and Rahman, Z. (2015), “A review and future directions of brand experience research”, International Strategic Management Review, Vol. 3 https://doi.org/10.1016/j.ism.2015.09.003

Fatma, M., Rahman, Z. and Khan, I. (2015) “Building company reputation and brand equity through CSR: The mediating role of trust”, International Journal of Bank Marketing, Vol. 33. https://doi.org/10.1108/IJBM-11-2014-0166

Fatma, M., Rahman, Z. and Khan, I. (2015), “The role of CSR as a determinant of consumer responses in financial sector”, Decision, Vol. 42. https://doi.org/10.1007/s40622-015-0108-y

Khan, I. and Rahman, Z. (2014), “Influence of experiential marketing on customer purchase intention: A study of passenger car market”, Management and Labour Studies, Vol. 39. https://doi.org/10.1177/0258042X15572411

Fatma, M., Rahman, Z. and Khan, I. (2014), “Multi item stakeholder-based scale to measure CSR in the banking industry”, International Strategic Management Review, Vol. 2. https://doi.org/10.1016/j.ism.2014.06.001

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