Projects per year
Personal profile
Research interests
- Woke Branding
- Brand Activism
- Brand Purpose
- Brand Health
- Brand Experience
Biography
Dr Abas Mirzaei is a Senior Lecturer in Marketing at Macquarie Business School. His area of expertise is branding, woke marketing, and brand activism. His work has been published in academic journals such as Journal of Brand Management, European Journal of Marketing, Journal of Advertising Research, and Journal of Retailing and Consumer Services. His recent work on ‘woke’ branding has been received well, and appeared in The Conversation (read by more than 110,000 readers), Inside Retail, Inside FMCG, SBS, NITV, ABC News, BBC Radio, SMH, Marketing Magazine, Mumbrella, AdNews,Medium, and many others. Abas is a recipient of the best branding paper award from Australian and New Zealand Academy of Marketing Conference. Abas’s course “Visionary leadership, identity & motivation: Become a meaning maker” has attracted more than 15000 learners on Coursera. He has introduced a long-term oriented marketing performance metric, Brand Health Index (BHI), and Behavioral Brand Evaluation Typology, and also Advertising Spending Diets.
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- 1 Similar Profiles
Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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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
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Predicting Winning Opportunities: Application of Predictive Modelling to Security Opportunities
Winzar, H., Mirzaei, A. & Siuki, H.
27/02/17 → 30/11/17
Project: Research
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Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?
Mirzaei, A., Wilkie, D. C. H. & Burgess, A. J., Nov 2024, In: Journal of Retailing and Consumer Services. 81, p. 1-15 15 p., 104032.Research output: Contribution to journal › Article › peer-review
Open AccessFile2 Citations (Scopus)70 Downloads (Pure) -
Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness
Wilkie, D. C. H., Rao Hill, S., Silva, R. A. & Mirzaei, A., 4 Dec 2024, In: European Journal of Marketing. 58, 12, p. 2705-2731 27 p.Research output: Contribution to journal › Article › peer-review
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Inclusivity in advertising: A typology framework for understanding consumer reactions
Wilkie, D. C. H., Burgess, A. J., Mirzaei, A. & Dolan, R. M., 2023, In: Journal of Advertising. 52, 5, p. 721-738 18 p.Research output: Contribution to journal › Article › peer-review
8 Citations (Scopus) -
Reassessing product line breadth effectiveness: The role of heterogeneity, moderation, and cumulative effects
Charles Hugh Wilkie, D., Mirzaei, A., Pham, N. & Johnson, L. W., Oct 2022, In: Journal of Business Research. 149, p. 434-447 14 p.Research output: Contribution to journal › Article › peer-review
2 Citations (Scopus) -
Woke brand activism authenticity or the lack of it
Mirzaei, A., Wilkie, D. C. & Siuki, H., Feb 2022, In: Journal of Business Research. 139, p. 1-12 12 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile131 Citations (Scopus)50 Downloads (Pure)
Prizes
Activities
- 12 Invited talk
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The DNA of Healthy Brands in Education Industry: What Is Their Perceived Brand Image
Abas Mirzaei (Speaker)
17 Jun 2015 → 20 Jun 2015Activity: Talk or presentation › Invited talk
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Examining the impact of brand equity on customer equity
Abas Mirzaei (Speaker)
Jun 2014Activity: Talk or presentation › Invited talk
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Developing an objective customer-market measure of brand equity with a longitudinal perspective
Abas Mirzaei (Speaker)
Dec 2013Activity: Talk or presentation › Invited talk
Press/Media
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Coon’s rebranding dilemma: polishing a brand name to stay out of controversy
27/11/20
1 Media contribution
Press/Media: Research
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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
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Virtuous or virtue signalling? How brands should handle social issues
17/08/20
1 Media contribution
Press/Media: Research
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Cancel culture or offensive marketing? Brands from Coon to Coco Pops accused of racial insensitivity
17/06/20
1 Media contribution
Press/Media: Expert Comment
Impacts
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Woke Marketing and Its Impact on The Society
Abas Mirzaei (Participant)
Impact: Society impacts, Culture impacts