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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. 

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Research Output 2008 2016

  • 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 journalArticleResearchpeer-review

Budget control
Marketing
Health
health
Retail stores

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 journalArticleResearchpeer-review

Brand association
Content analysis
Multimethodology
Web sites
Alignment

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 journalArticleResearchpeer-review

Customer equity
Health
Service industries
Banking
Industry

A Behavioural brand evaluation typology to measure brand performance over time

Mirzaei, A., Siuki, H. E., Baumann, C. & Gray, D., 2015, In : International journal of business and management. 10, 10, p. 26-34 9 p.

Research output: Contribution to journalArticleResearchpeer-review

Brand performance
Brand evaluation
Service industries
Banking
Airlines

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 journalArticleResearchpeer-review

Health
Marketing
Brand association
Financial measures
Airline industry

Prizes

Best Paper Award

Abas Mirzaei (Recipient), 2013

Prize

Health

Activities 2008 2015

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

Developing an objective customer-market measure of brand equity with a longitudinal perspective

Abas Mirzaei (Speaker)
Dec 2013

Activity: Talk or presentationInvited talk

Monitoring change in brand equity over the long term: A conditional autoregressive latent trajectory analysis

Abas Mirzaei (Speaker)
Dec 2012

Activity: Talk or presentationInvited talk

Autoregressive latent trajectory modeling to track the change in customer equity and brand equity

Abas Mirzaei (Speaker)
Jun 2012

Activity: Talk or presentationInvited talk