Research activity per year

Personal profile

Research interests

  • Woke Branding
  • Brand Activism
  • Brand Purpose
  • Brand Health
  • Brand Experience


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.


Dive into the research topics where Abas Mirzaei is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 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