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Dr Sharifah Alwi

Dr Sharifah Alwi
Senior Lecturer in 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 ethical 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.

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, Corporate Brand Management, MSc. My responsibility includes developing and managing the overall program, assists marketing, and recruitment in the home and international market. 


Wednesday  10.30 am to 11.30 am

Friday            11.30 am to 12.30 noon

Newest selected publications

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. ISSN: 0148-2963 Open Access Link

Journal article

Syed Alwi, SF. and Che-Ha, N. (2019) 'Scale Development in Higher Education: University Corporate Brand Image, Student Satisfaction and Student Behavioral Intention', in Nguyen, B., Melewar, TC. and Hemsley-Brown, J. (eds.) Strategic Brand Management in Higher Education. Routledge.Open Access Link

Book chapter

Bose, S., Kumar Roy, S., Syed Alwi, SF. 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

Journal article

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

More publications(22)