I am a member of the Marketing and Corporate Brand Research Group in Brunel Business School and currently a Visiting Professor in Brand Management at University Cattolica del Sacro Cuore, Milan, Italy (from 2015). Prior to joining Brunel, I served as a Senior Lecturer in Marketing, University of Malaya, Malaysia and Lecturer in Marketing at University Institute of Technology Malaysia (UiTM). I have several years of experience in the marketing and service industry before joining the academic profession in 1999.
I received my PhD in Corporate Branding from Manchester Business School, UK and currently, I teach Corporate Brand Management and Marketing related modules such as Applied Corporate Branding, Strategic Corporate Brand Management and Consulting and Principles and Practice of Marketing. My main research focus is branding and brand equity in online and offline companies, small and medium-sized enterprises (SMEs), higher education/universities and large corporations within Southeast-Asian region. My recent interest includes ethical branding and corporate reputation. My research work has appeared in several academic journals which include Business Ethics Quarterly, Journal of Business Research and European Journal of Marketing.
I have also served as joint guest editor in three special editions of academic journals – with branding focus, namely International Studies of Management & Organizations (ISMO), Asia Pacific Journal of Marketing and Logistic (APJML) and Journal of Islamic Marketing (JIM) and currently in Digital Society and Corporate Reputation in Corporate Reputation Review (CRR). I sit on the editorial board of Asia Journal of Business and Accounting. I have been the Principal Investigator of three major projects previously: (1) A Collaboration of University of Malaya/Malaysia and Oxford Said Business School on Islamic Branding and Marketing For Malaysia, funded by the Malaysian Ministry of Higher Education, (2) Socioeconomic Impact of the National Broadband Initiative, funded by Multimedia Development Corporation, Malaysia and Customer Satisfaction Index, funded by Asian Institute of Finance in Malaysia.
My recent books (which I co-authored with Professor TC Melewar, Middlesex University London) are entitled: Corporate Brand: Area, Arena and Approaches, 2015 and Islamic Marketing and Branding: Theory and Practices, 2018, both by Routledge.
I am the program leader for Master degree, MSc in Applied Corporate Brand Management (ACBM). My responsibility includes developing and managing the overall program, assists marketing, and recruitment in the home and international market.
Newest selected publications
Bose, S., Roy, SK., Alwi, SFS. and Nguyen, B. (2018) 'Measuring customer based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal'. Journal of Business Research. ISSN: 0148-2963 Open Access Link
Melewar, TC. and Syed Alwi, SF. (2017) 'Islamic marketing and branding: Theory and practice'. UK: Routledge imprint: A Gower Book. ISSN 13: 978-1-4724-4096-9
Syed Alwi, SF., Muhammad Ali, S. and Nguyen, B. (2017) 'The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty'. Business Ethics Quarterly, 27 (03). pp. 393 - 422. ISSN: 1052-150X Open Access Link
Syed Alwi, SF., Nguyen, B., Melewar, T., Loh, YH. and Liu, M. (2016) 'Explicating industrial brand equity'. Industrial Management & Data Systems, 116 (5). pp. 858 - 882. ISSN: 0263-5577 Open Access Link
Nguyen, B., Simkin, L. and Syed Alwi, S.F. (2015) 'Fairness Management: Singapore, Malaysia, and Thailand', in Nguyen, B. and Rowley, C. (ed.) Ethical and Social Marketing in Asia. Chandos Publishing. pp. 215 - 229.