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Dr Sharifah Alwi

Dr Sharifah Alwi
Reader - Corporate Brand Management

Eastern Gateway 104h


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, 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 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 two 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 [e.g.: and]. See Corporate Brand Management, MSc here:


The following office hours are valid in Term 2 (from 18th January 2021 till 31st May 2021): 

Wednesday     2.30pm to 3.30pm 

Thursday         12.30 midday to 1.30pm 

Please feel free to email me for the above appointment via Teams or for a different time.

Newest selected publications

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

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 (2). pp. 1 - 30. ISSN: 1045-3172 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
More publications(28)