Projects per year
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
- 1 Finished
Enhancing the student experience: Towards a typology of student engagement and partnership in online vs offline delivery
Bowden, J., Mirzaei, A. & Tickle, L.
1/04/18 → 31/12/18
Project: Teaching
Research Outputs
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 journal › Article
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 journal › Article
6
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 journal › Article
3
Citations
(Scopus)
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 journal › Article
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 journal › Article
11
Citations
(Scopus)
Prizes
Activities
- 10 Invited talk
The DNA of Healthy Brands in Education Industry: What Is Their Perceived Brand Image
Abas Mirzaei (Speaker)17 Jun 2015 → 20 Jun 2015
Activity: Talk or presentation › Invited talk
Examining the impact of brand equity on customer equity
Abas Mirzaei (Speaker)Jun 2014
Activity: Talk or presentation › Invited talk
Developing an objective customer-market measure of brand equity with a longitudinal perspective
Abas Mirzaei (Speaker)Dec 2013
Activity: Talk or presentation › Invited talk
Autoregressive latent trajectory modeling to track the change in customer equity and brand equity
Abas Mirzaei (Speaker)Jun 2012
Activity: Talk or presentation › Invited talk
Monitoring change in brand equity over the long term: A conditional autoregressive latent trajectory analysis
Abas Mirzaei (Speaker)Dec 2012
Activity: Talk or presentation › Invited talk
Press / Media
Heavy-handed threats’: ‘Scare campaign’ could backfire on Facebook and Google in Australia
2/09/20
1 item of Media coverage
Press/Media: Expert Comment
Brands are speaking up on Black Lives Matter. But are they taking action behind the scenes?
13/06/20
1 Media contribution
Press/Media: Expert Comment
Aussie brands praised and scrutinised after posting about Black Lives Matter
3/06/19
1 Media contribution
Press/Media: Expert Comment