Dr Wasim Ahmad

Lecturer

Department of Marketing

wasim.ahmad@monash.edu
603 5514 6000
Room

ORCID: https://orcid.org/0000-0002-7198-441X


Wasim Ahmad Joined Monash University Malaysia in July, 2021. He earned his Ph.D. in Marketing from Business School, University of International Business and Economics. He also holds Master in Management (Marketing) and MBA, both from COMSATS University Islamabad. He did his Postdoc Fellowship at Florida State University.

Wasim is specialized in International Marketing and Brand Management. He has taught modules including Services Marketing, Customer Relationship management, and Strategic Brand Management. Currently, he teaches International Marketing in Monash at both undergraduate (MKW3444) and postgraduate level (MKM5260). He also has experience of leading modules and developing curriculum.

He undertakes research in various marketing topics including brand betrayals, consumers’ negative emotions, cross-cultural consumer behavior, and marketing ethics. He published his research in top tier journals such as Journal of Business Research, Annals of Tourism Research, International Journal of Hospitality Management, Asia Pacific Journal of Marketing and Logistics, among others.

Academic Qualifications

Doctor of Philosophy
Institution School of Business, University of International Business and Economics
Year awarded 2018
Master of Management Sciences
Institution COMSATS University Islamabad
Year awarded 2015
Master of Business Administration
Institution COMSATS University Islamabad
Year awarded 2011
Bachelor of Commerce
Institution The University of Punjab
Year awarded 2009

Membership in Associations and International Bodies

Name of Association/International Body American Marketing Association
Role Member
Duration of membership Since July 2020

Areas of Expertise

1Brand management
2Consumers’ negative emotion
3Cross-cultural consumer behavior
4Consumer ethics

Teaching

Subject CodeSubject
MKW3444 International Marketing
MKM5260International Marketing
MMKT3516Strategic Brand Management
MKT02803Customer Relationship Management
BMKT1016Services Marketing

Scholarly Journals

*Kim, W.G., Pillai, S.G., Haldorai, K., & Ahmad, W. (2021). Dark patterns used by online travel agency websites. Annals of Tourism Research, 88, 103055.  https://doi.org/10.1016/j.annals.2020.103055
*Ahad, M., Anwer, Z., & Ahmad, W. (2021). Does crime-tourism nexus hold for Pakistan?. International Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-08-2020-0889
*Ahmad, W., Kim, W.G., Anwer, Z., & Zhuang, W. (2020). Schwartz personal values, theory of planned behavior and environmental consciousness: How tourists’ visiting intentions towards eco-friendly destinations are shaped?. Journal of Business Research, 110, 228–236. https://doi.org/10.1016/j.jbusres.2020.01.040
*Akhtar, N., Siddiqi, U. I., Ahmad, W., Usman, M., Chen, X., & Islam, T. (2020). Effects of service encounter barriers on situational abnormality and consumers' behavioral intentions at food and beverage restaurants. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2020-0192
*Akhtar, N., Umar, S., Akhtar, M., Usman, M., & Ahmad, W. (2020). Modeling attitude ambivalence and behavioral outcomes from hotel reviews. International Journal of Contemporary Hospitality Management, 32(9), 2831-2855. https://doi.org/10.1108/IJCHM-11-2019-0962
*Ashraf, M. S., Hou, F., Kim, W. G., Ahmad, W., & Ashraf, R. U. (2020). Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators. Business Strategy and the Environment, 29(1), 54-71. https://doi.org/10.1002/bse.2350
*Akhtar, N., Ahmad, W., Siddiqi, U.I., & Akhtar. M.N. (2019). Predictors and outcomes of consumer deception in hotel reviews: The roles of reviewer type and attribution of service failure, Journal of Hospitality and Tourism Management, 39, 65-75. https://doi.org/10.1016/j.jhtm.2019.03.004
*Akhtar, N., Kim, W. G., Ahmad, W., Akhtar, M. N., Siddiqi, U. I., & Riaz, M. (2019). Mechanism of consumers’ trust development in supplementary hotel reviews: a reviewer- reader similarity perspective. Tourism Management Perspectives, 31, 95-108. https://doi.org/10.1016/j.tmp.2019.04.001
*Akhtar, N., Sun, J., Ahmad, W., & Akhtar, M.N. (2019). Examining Muslim tourists’ interaction adaptation regarding non-verbal messages: A case study of Halal restaurants in China. Journal of Destination Marketing & Management, 11, 10-22. https://doi.org/10.1016/j.jdmm.2018.10.001
*Ashraf, R.U., Hu, Fujon., & Ahmad, W. (2019). Understanding continuance intention to use Social Media in China: the roles of personality drivers, hedonic value, and utilitarian value. International Journal of Human-Computer Interaction, 35(13), 1216–1228. https://doi.org/10.1080/10447318.2018.1519145
*Ahmad, W., Sun, J. (2018). Modeling Consumer Distrust of Online Hotel Reviews. International Journal of Hospitality Management, 71, 77–90. https://doi.org/10.1016/j.ijhm.2017.12.005
*Akram, U., Hui, P., Khan, M.K., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256. https://doi.org/10.1108/APJML-04-2017-0073
*Ahmad, W., Sun, J. (2018). Antecedents of SMMA Continuance Intention in Two Culturally Diverse Countries: An Empirical Examination. Journal of Global Information Technology Management, 21(1), 45–68. https://doi.org/10.1080/1097198X.2018.1423840

Local Grants

Title 
Investigators 
Funding Period 
Funding Body/Organisation 
Title Leveraging Dynamic Capabilities for Healthcare Analytics through Quality Use of Technology
Investigators Dr Ewilly Liew (PI)
Dr Sharon Koh
Dr Juliana French
Funding Period Nov 2016 - Oct 2018 
Funding Body/Organisation Global Asia in the 21st Century (GA21)

Current Supervision

Student 
Title

Local Award

Award Name 
Awarding Body 
Year of award 
Project Title 
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University 
Year of award 2019
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Purple Letter (Outstanding Unit Evaluation)
Awarding Body Monash University
Year of award 2018
Project Title MKW 3610 Marketing Strategy and Implementation
Award Name Dean’s Honours List Award
Awarding Body Monash University
Year of award 2015
Project Title Best Student Award
Award Name Monash University
Awarding BodyBest Student Award
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce
Award Name Best Thesis Award
Awarding Body Monash University
Year of award 2015
Project Title Honours Degree in Bachelor of Business & Commerce

International Award

Award Name 
Awarding Body 
Year of award 
Project Title