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Dr Sharifah Alwi

Dr Sharifah Alwi
Reader - Corporate Brand Management

Eastern Gateway 104h


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.

My journey in Corporate Branding began from the Alliance Manchester Business School, where I undertook my PhD. In particular, my main research interests are brand strategy and brand equity in different entities such as online and offline companies, small and medium-sized enterprises (SMEs), higher education/universities and large corporations within Southeast-Asian and UK contexts. Recently, I am also interested in exploring the impact of social media branding and consumer behaviour. My research papers have appeared in several academic journals, including:  Industrial Marketing Management, International Marketing Review, British Journal of Management, Business Ethics Quarterly, Journal of Business Research, European Journal of Marketing, Qualitative Market Research and Corporate Reputation Review. I have co-authored a book entitled: Corporate Brand: Area, Arena and Approaches (by Routledge).

As Principal Investigator, I secured funding and led three research projects; two from the Government of Malaysia (collaborated with Oxford Said Business School) and one from the Asian Institute of Finance (AIF). For my recent research grant (as co-investigator, awarded by Global Lives); I am working closely with my research collaborators on Community Brand Identity in Borneo. I also had the privilege to work and share my research knowledge with industry stakeholders; e.g. I provide consultation to small companies on how they can grow and develop their brand identities.

I have served as joint guest editor in four special editions of academic journals – with Corporate Branding, Identity and Reputation focus, namely International Studies of Management & Organizations (ISMO), Asia Pacific Journal of Marketing and Logistic (APJML) on Branding in Asia, Journal of Islamic Marketing (JIM) and the latest, in Digital Society and Corporate Reputation in Corporate Reputation Review (CRR).


I am the Undergraduate Director for Brunel Business School and I am looking after six different and exciting Business Degree programs which cover areas such as Marketing, Accounting, International Business, General Management, Human Resource Management and Entrepreneurship. I have also served as Program Director in MSc Corporate Brand Management from 2016 till 2019. 


The following office hours are valid in Term 1 (from 28th September 2020 till 31st December 2020): 

Thursday   4.30pm to 5.30pm

Friday         9.30 am to 10.30 am

Please feel free to email me for an appointment via Teams on the above hours. 

Newest selected publications

Kohli, GS., Yen, D., Alwi, S. and Gupta, S. (2020) 'Film or Film brands? UK consumers' engagement with films as brands'. British Journal of Management, in press. pp. 1 - 30. ISSN: 1045-3172 Open Access Link

Journal article

Lee, CMJ., Che-Ha, N. and Alwi, SFS. (2020) 'Service customer orientation and social sustainability: The case of small and medium enterprises'. Journal of Business Research, in press. ISSN: 0148-2963 Open Access Link

Journal article

Syed Alwi, S., Cheha, N., Nguyen, B., Ghazali, E., Mutum, D. and Kitchen, P. (2019) 'Projecting University Brand Image via Satisfaction and Behavioral Response: Perspectives from UK-based Malaysian Students'. Qualitative Market Research: an international journal, 23 (1). pp. 47 - 68. ISSN: 1352-2752 Open Access Link

Journal article

Dey, BL., Alwi, S., Yamoah, F., Agyepong, S., Kizgin, H. and Sarma, M. (2019) 'Towards a Framework for Understanding Ethnic Consumers' Acculturation Strategies in a Multicultural Environment: A Food Consumption Perspective'. International Marketing Review, 36 (5). pp. 771 - 804. ISSN: 0265-1335 Open Access Link

Journal article

Tourky, M., Syed Alwi, SF., Kitchen, P., Melewar, TC. and Shaalan, A. (2019) 'A New Conceptualization and Measurement of Corporate Identity: Evidence from the UK Food and Beverage Industry'. Journal of Business Research, 109. pp. 595 - 606. ISSN: 0148-2963 Open Access Link

Journal article
More publications(24)