Muhammad Abid

Lecturers

Dr Muhammad Abid

PhD, MS (master by research), MBA, BSC

Lecturer in Marketing
Bathurst
Building 1411, Room 435

Muhammad is a lecturer in the Business School of Charles Sturt University, Australia. He earned a PhD degree in marketing from Macquarie University in 2019. His PhD research topic was how bricolage helps South Asian consumers construct their identities through fashion clothing.

Muhammad has 17 years of academic and industry experience. His industry experience primarily in the areas of sales and marketing in the FMCG sector. He has taught at various universities in Australia, including Macquarie University, the University of Sydney, and the University of New South Wales. Muhammad’s teaching interests include marketing analytics, customer analytics, digital and social media marketing, marketing research, consumer behaviour, integrated marketing communication, and business statistics. Muhammad has extensive experience in developing various units such as customer analytics, digital marketing and web analytics, integrated marketing communication, marketing research, social marketing, and business statistics.

He has published in globally renowned journals such as Organisation Studies, the Journal of Sustainable Tourism, Public Administration Quarterly, Business Strategy and the Environment, and the Journal of Consumer Studies.

Teaching Responsibilities

  • MKT110 Marketing Fundamentals
  • MKT525 Digital and Social Media Marketing

Administrative Responsibilities

  • Subject coordinator MKT110 Marketing Fundamentals

Research Interests

  • Consumer identity
  • Consumer Psychology
  • Ethical and moral consumption
  • Sustainable consumption
  • Branding

Publications

Journal Articles:

  1. Fazal-e-Hasan, S. M., Mortimer, G., Ahmadi, H., Abid, M., Farooque, O., & Amrollahi, A. (2023). How tourists’ negative and positive emotions motivate their intentions to reduce food waste. Journal of Sustainable Tourism, 1-21.
  2. Abid, M., Bothello, J., Ul-Haq, S., & Ahmadsimab, A. (2023). The Morality of Informality: Exploring binary oppositions in counterfeit markets. Organization Studies, 44(5), 687-711.
  3. Burgess, S., Fazal-e-Hasan, S. M., Abid, M., Dillon, A., Farooque, O. A., & Adapa, S. (2023). Incorporating hope and resilience into policy and program evaluation: Empirical evidence from Australia. Public Administration Quarterly, 47(4), 477-513.
  4. Fazal‐e‐Hasan, S. M., Ahmadi, H., Sekhon, H., Mortimer, G., Sadiq, M., Kharouf, H., & Abid, M. (2023). The role of green innovation and hope in employee retention. Business Strategy and the Environment, 32(1), 220-239.

Conference Papers:

  1. Fazal-e-Hassan, S.M., Ahmadi, H., Mortimer, G., & Abid, M. (2023). What drives brand love in online retail? A multi-study approach. Australian and New Zealand Marketing Academy (ANZMAC), December 4th to 6th, University of Otago, Dunedin, New Zealand.
  2. Abid, M., O'Cass, A., Ahmadi, H., & Siahtiri, V. (2018). Consumer bricolage: from conceptualisation to scale development. Australian and New Zealand Marketing Academy (ANZMAC), Consumer Behaviour Track, December 3rd to 5th, Adelaide, Australia.
  3. Abid, M. & Haq, S.U., Ahmadsimab, A. (2017). Maintaining the social order via justification: the case of Pakistani counterfeit market. The Administrative Sciences Association of Canada (ASAC) Conference, Organization Theory Track, May29-June 3, Montreal, Canada.
  4. Abid, M., O'Cass, A., & Ahmadi, H. (2016). Exploring the role of bricolage in consumer identity construction-reconstruction: The case of fashion branding in Pakistan. Graduate research conference University of Tasmania, Hobart, Australia.
  5. Abid, M. & Ali, B. (2012). Customer Knowledge Management” 15th National Research Conference, Marketing Track, Islamabad, Pakistan.