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Dr Sharifah Alwi

Dr Sharifah Alwi
Reader - Corporate Brand Management


I am a member of the Marketing Division within 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, at the University of Malaya, Malaysia.

My journey in Corporate Branding began at the Alliance Manchester Business School, where I undertook my Ph.D. In particular, I am interested in corporate 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 have also been interested in exploring the ethical influence on corporate communication and reputation as well as the impact of social media branding on consumer behavior.


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).

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).


PhD - Alliance Manchester Business School


I currently serve as the Head of Marketing and Corporate Brand Research Group. I am responsible for managing research activities within my Divison in Marketing. Previously, I have served in two major administration roles:

(1) Undergraduate Director of Studies for Brunel Business School, covering six different and exciting Business Degree programmes [Marketing, Accounting, International Business, General Management, Human Resource Management and Entrepreneurship].

(2) Programme Director for MSc in Corporate Brand Management, where I looked after Corporate Brand students' learning experience as well as involved heavily in the programme curriculum development 

Some of the activities I organised are:


Newest selected publications

Syed, M., Dey, B., Alwi, S., Kamal, M. and Asaad, Y. (2022) 'Consumers’ willingness to share digital footprints on social media: the role of affective trust'. Information Technology and People, 0 (in press). ISSN: 0959-3845 Open Access Link

Journal article

Alwi, SFS., Balmer, JMT., Stoian, M-C. and Kitchen, PJ. (2022) 'Introducing integrated hybrid communication: The nexus linking marketing communication and corporate communication'. Qualitative Market Research: an international journal, 0 (in press). ISSN: 1352-2752 Open Access Link

Journal article

Lee, CMJ., Che-Ha, N. and Alwi, SFS. (2021) 'Service customer orientation and social sustainability: The case of small and medium enterprises'. Journal of Business Research, 122. pp. 751 - 760. ISSN: 0148-2963 Open Access Link

Journal article

Syed, S., Dey, B., Alwi, SFS. and Babu, M. (2020) 'Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety', in Rana, NP., Slade, EL., Sahu, GP., Kizgin, H., Singh, N., Dey, B., et al. (eds.) Digital and Social Media Marketing Emerging Applications and Theoretical Development. Springer. ISBN 13: 978-3-030-24373-9.

Book chapter

Syed Alwi, SF., Melewar, TC., Cuomo, MT. and Schwaiger, M. (2020) 'Digital Society and Corporate Reputation: Towards the Next Generation of Insights'. Corporate Reputation Review, 23 (3). pp. 129 - 132. ISSN: 1363-3589 Open Access Link

Journal article
More publications(31)