20082018

Research output per year

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Personal profile

Research interests

  • Brand Management, Brand Health
  • Marketing Performance
  • Marketing Research
  • Advertising

Biography

Abas Mirzaei is a lecturer in Marketing at Macquarie University in Sydney. His work has been published in journals such as Journal of Advertising Research, Journal of Brand Management, and Journal of Retailing and Consumer Services. He has introduced a long-term oriented marketing performance metric, Brand Health Index (BHI), and Behavioral Brand Evaluation Typology, and also Advertising Spending Diets. Abas is a recipient of the best paper award from the Australian and New Zealand Academy of Marketing Conference (ANZMAC 2013). His major research interests include brand management, brand health, customer equity, long-term marketing accountability, advertising and marketing metrics and analytics. 

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Projects

Research Outputs

  • 8 Article
  • 4 Meeting abstract
  • 1 Other chapter contribution
  • 1 Conference paper

Assessing Ad-spend patterns to predict brand health: A model for advertisers to determine future advertising-budgeting strategies

Mirzaei, A., Gray, D., Baumann, C. & Johnson, L. W., 1 Jun 2016, In : Journal of Advertising Research. 56, 2, p. 169-182 14 p.

Research output: Contribution to journalArticle

  • 1 Citation (Scopus)

    Brand associations in the higher education sector: The difference between shared and owned associations

    Mirzaei, A., Siuki, E., Gray, D. & Johnson, L. W., 1 Jul 2016, In : Journal of Brand Management. 23, 4, p. 419-438 20 p.

    Research output: Contribution to journalArticle

  • 5 Citations (Scopus)

    The impact of brand health on customer equity

    Mirzaei, A., Baumann, C., Johnson, L. W. & Gray, D., 1 Nov 2016, In : Journal of Retailing and Consumer Services. 33, p. 8-16 9 p.

    Research output: Contribution to journalArticle

  • 3 Citations (Scopus)
  • A behavioural long-term based measure to monitor the health of a brand

    Mirzaei, A., Gray, D., Baumann, C., Johnson, L. W. & Winzar, H., 25 May 2015, In : Journal of Brand Management. 22, 4, p. 299-322 24 p.

    Research output: Contribution to journalArticle

  • 10 Citations (Scopus)

    Prizes

    Best Paper Award

    Abas Mirzaei (Recipient), 2013

    Prize

  • Activities

    The DNA of Healthy Brands in Education Industry: What Is Their Perceived Brand Image

    Abas Mirzaei (Speaker)
    17 Jun 201520 Jun 2015

    Activity: Talk or presentationInvited talk

    Examining the impact of brand equity on customer equity

    Abas Mirzaei (Speaker)
    Jun 2014

    Activity: Talk or presentationInvited talk