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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 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 SMEs branding and corporate reputation. My research work has appeared in several academic journals which include International Marketing Review, 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.

I have published two 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 Undergraduate Director for Brunel Business School and my responsibility is to develop and manage five different Business Degree programs which covers areas such as Marketing, Accounting, International Business, General Management and Entrepreurship.


The following office hours are valid in Term 1 (from September 2019 till 31st December 2019): 

Thursday  3.30pm to 4.30pm

Friday       11.30 am to 12.30 noon

Newest selected publications

Kholi, G., Yen, D., Alwi, S. and Gupta, S. (2020) 'Film or Film brands? UK consumers' engagement with films as brands'. British Journal of Management. pp. 1 - 73. ISSN: 1045-3172 Open Access Link

Journal article

Mei Jyin, CL., CheHa, N. and Syed Alwi, S. (2019) 'Service customer orientation and social sustainability: The case of small and medium enterprises'. Journal of Business Research. 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)