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Dr Yousra Asaad
Senior Lecturer in Marketing

Eastern Gateway 109

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

Yen, D., Cohen, G., Wei, L. and Asaad, Y. (2022) 'Towards a Framework of Healthy Aging Practices'. Journal of Business Research, 142. pp. 176 - 187. ISSN: 0148-2963 Open Access Link

Journal article

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

Journal article

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

Journal article

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

Journal article

Koenig-Lewis, N., Asaad, Y. and Palmer, A. (2017) 'Sports events and interaction among spectators: examining antecedents of spectators’ value creation'. European Sport Management Quarterly, 18 (2). pp. 193 - 215. ISSN: 1618-4742 Open Access Link

Journal article

Yang, Y., Asaad, Y. and Dwivedi, Y. (2017) 'Examining the impact of gamification on intention of engagement and brand attitude in the marketing context'. Computers in Human Behavior, 73. pp. 459 - 469. ISSN: 0747-5632 Open Access Link

Journal article

Asaad, Y., Yu, Q., Yen, D. and Gupta, S. (2016) 'IMO and internal branding outcomes: an employee perspective in UK HE'. Studies in Higher Education, 43 (1). pp. 37 - 56. ISSN: 0307-5079 Open Access Link

Journal article

Palmer, A., Koenig-Lewis, N. and Asaad, Y. (2016) 'Brand identification in higher education: A conditional process analysis'. Journal of Business Research, 69 (8). pp. 3033 - 3040. ISSN: 0148-2963 Open Access Link

Journal article

Asaad, Y., Melewar, TC. and Cohen, G. (2015) 'Export market orientation behavior of universities: the British scenario'. Journal of Marketing for Higher Education, 25 (1). pp. 127 - 154. ISSN: 0884-1241 Open Access Link

Journal article

Koenig-Lewis, N., Asaad, Y., Palmer, A. and Petersone, E. (2015) 'The Effects of Passage of Time on Alumni Recall of 'Student Experience''. Higher Education Quarterly, 70 (1). pp. 59 - 80. ISSN: 0951-5224 Open Access Link

Journal article

Asaad, Y., Melewar, TC. and Cohen, G. (2014) 'Export market orientation in universities: Bridging the gap between export marketing and higher education'. The Marketing Review, 14 (2). pp. 145 - 162. ISSN: 1469-347X Open Access Link

Journal article

Asaad, Y., Melewar, TC., Cohen, G. and Balmer, JMT. (2013) 'Universities and export market orientation: An exploratory study of UK post-92 universities'. Marketing Intelligence and Planning, 31 (7). pp. 838 - 856. ISSN: 0263-4503 Open Access Link

Journal article