I am a senior lecturer in Marketing at Brunel Business School. Prior to joining Brunel, I served as a Lecturer in Marketing in other UK universities.
My research has been published in the Journal of Business Research, Information Technology and People, Journal of Travel Research, Computers in Human Behavior, European Sport Management Quarterly, Studies in Higher Education Quarterly, Higher Education Quarterly, Journal of Marketing for Higher Education, The Marketing Review, and Marketing Intelligence & Planning.
I have been a guest editor of the Journal of Business Research and has served as ad hoc reviewer for many journals.
I am a member of the Marketing and Corporate Brand Research Group at Brunel University London.
- PhD in Marketing Brunel University
Programme Director for MSc in Corporate Brand Management, where I am overseeing the Corporate Brand students' learning experience as well as the programme curriculum development.
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
Koenig-Lewis, N., Palmer, A. and Asaad, Y. (2021) 'Linking engagement at cultural festivals to legacy impacts'. Journal of Sustainable Tourism, 29 (11-12). pp. 1810 - 1831. ISSN: 0966-9582 Open Access Link
Sumrin, S., Gupta, S., Asaad, Y., Wang, Y., Bhattacharya, S. and Foroudi, P. (2020) 'Eco-innovation for environment and waste prevention'. Journal of Business Research, 122. pp. 627 - 639. ISSN: 0148-2963 Open Access Link
Asaad, Y., Wang, Y. and Filieri, R. (2019) 'What makes hosts trust Airbnb? Antecedents of hosts’ trust towards Airbnb and its impact on continuance intention'. Journal of Travel Research, 59 (4). pp. 686 - 703. ISSN: 0047-2875 Open Access Link