Muhammad KashifNational University of Sciences and Technology | NUST · NUST Business School
Muhammad Kashif
Doctor of Philosophy
About
92
Publications
82,571
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Introduction
Muhammad Kashif is working as Associate Professor of Practice, NUST Business School, Pakistan. With 18 years of full-time teaching experience, he is able to publish 70 research articles in reputable journals. In his editorial role, Kashif worked as guest editor with British Food Journal and is now an Senior Editor for South Asian Journal of Marketing, Emerald Publications. He is an avid trainer and has offered trainings to academia and industry in Asia and Africa.
Skills and Expertise
Additional affiliations
February 2007 - September 2016
April 2015 - present
Position
- Assistant Professor - Head, Graduate Centre for Management Research & Excellence
Publications
Publications (92)
Purpose
This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner.
Design/methodology/approach
Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framewor...
Purpose
Promoting sustainability and environmental responsibility is highly reliant on workers' pro-environmental behavior. There are several studies on the pro-environmental behavior of service workers. However, some gaps require scholarly attention. First, how does eco-centric leadership impact green knowledge-sharing attitudes among employees?...
Purpose: Promoting sustainability and environmental responsibility is highly reliant on workers’ pro-environmental behavior. There are several studies on the pro-environmental behavior of service workers.
However, some gaps require scholarly attention. First, how does eco-centric leadership impact green knowledge-sharing attitudes among employees?...
There is a limited amount of research to investigate emotional transition (i.e. love to hate) among consumers. Moreover, can value-expressiveness motivate consumers to not to share negative word of mouth (NWOM) despite hating a brand? This study aims at addressing these important research questions. Survey-based data is collected from 413 Indian lu...
Purpose
The desire to spectate at traditional events and festivals in different countries is dying. From a marketing perspective, researchers and practitioners need to understand why people spectate at these conventional events and festivals. Data-driven marketing approaches can help event and festival marketing policymakers in attracting potential...
This study explores brand globalness from an internal customer’s (i.e. employee) perspective. Data is collected employing virtual interviews and analyzed utilizing a thematic analysis. The thematic data analysis revealed four new dimensions of corporate brand globalness, i.e. global vision, global talent development, global iconness, and global val...
Purpose
This study aims to investigate the intentions of individuals’ monetary charity during the COVID-19 crisis in Kuwait. The new conditions of COVID-19 enhanced both the theoretical as well as empirical importance of understanding how charities canalize monetary donations toward those in need.
Design/methodology/approach
An initial framework i...
A transformation indicates a complete cultural change regarding delivering value to the customers and stakeholders. We are in a dynamic world where businesses and consumers change almost daily. Organizations, irrespective of the size and sector, embrace these transformations via infrastructure development, adopting suitable strategies and trying th...
Purpose
Over the years, shrines have been ignored as a destination by islamic marketing scholars. However, shrines can be classified as Islamic spiritual destinations which are visited by people to serve various purposes. Moreover, in the country context of Pakistan with its beautiful cultural traditions and the religiousness among people, the visi...
Drawing on social exchange theory (SET), this study aims to investigate communicative
deviance among Indonesian employees because of supervisor and customer mistreatment.
We question whether anger mediates the relationship between mistreatment and deviant
silence while self-control moderates promotive voice? In this regard, a survey among 1652
fron...
Purpose
Building on social exchange and deontic justice theory, this study aims to examine the relationship between supervisory justice (i.e. interactional, procedural and distributive) and conflict (i.e. relationship, process and task) through subordinates’ perceptions of psychological safety. Moreover, the authors hypothesize that interactional j...
Purpose
Drawing on the social exchange theory, this study aims to investigate the destructive impact of abusive supervision and supervisor undermining on quiescent silence and turnover intentions among frontline employees. Whether quiescent silence and the desire to seek revenge mediate the path from aggressive supervisory behaviors to turnover int...
Reflective functioning positively affects students' mental wellbeing. There are alternative scales already developed for measuring reflective functioning among which the reflective functioning questionnaire (RFQ) is one of the most widely used. Nonetheless, there have been some criticisms about RFQ in the recent literature, particularly concerning...
Purpose
Based on the conservation of resources theory, this study aims to investigate high involvement work practices (HIWP) as an antecedent to burnout with a mediating role of perceived work–family (WF) imbalance. Moreover, this study examines whether humble leadership moderates the relationship between HIWP and WF imbalance.
Design/methodology/...
In a world fenced by social issues (i.e. poverty, over-consumption, terrorism, domestic violence, the outflow of various diseases, pollution, and ill-manners observed among members of society), we need responsible marketing actions and programs to rescue humanity for a sustainable living. This special issue is an effort to present some workable mar...
Purpose
The primary aim of this study is to investigate how Islamic religiosity shapes the ethical attitude of customer relationship managers while predicting their behaviours.
Design/methodology/approach
A survey-based, cross-sectional data is collected from 257 customer relationship managers working in leading Islamic Banks in Pakistan.
Finding...
Purpose: Drawing on social exchange theory (SET), this study explores the mediating role of quiescent silence as a link between organizational stressors and turnover intentions among Russian frontline employees (FLEs). Furthermore, we aim to investigate whether coworker support moderates the relationship between quiescent silence and turnover inten...
Purpose
There is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand co...
Purpose- The cognitive appraisal theory of stress and coping is extended by a joint
investigation of the mediating role of (a) knowledge hiding in the relationship of exploitative leadership on employee's work-related attitudes (i.e. turnover intentions) and behaviors (e.g. job performance and creativity and (b) fear of negative evaluation in influ...
The objective of the research study is to investigate the brand love‐hate transition to predict brand avoidance via a mediating role of brand jealousy among rural customers in Pakistan. The data are collected through a survey, administered among 342 rural customers living in Pakistan. The data analysis is performed through structural equation model...
Abstract Purpose
This study aims to empirically demonstrate the positive effects of resonant leadership, workplace friendship and serving culture on organizational commitment through a mediating role of compassion at work.
Design/methodology/approach
The data are collected from 442 front line employees (FLEs) working in Pakistani healthcare organi...
Purpose
The core aim of this study is to explore how psychological safety, psychological meaningfulness and psychological empowerment predict psychological well-being in a mediating role of promotive voice.
Design/methodology/approach
A cross-sectional survey is employed to collect data from 456 front-line employees (FLEs) working in the banking...
This study aims to investigate communicative deviance among front line employees (FLEs) as a consequence of supervisor and customer mistreatment. The emotion of anger as a mediator while self-control as a moderator is positioned to buffer the customer and supervisor aggression–>communicative deviance. The survey-based data from 284 Turkish FLEs dem...
Purpose
This study investigates despotic leadership (DL) as an antecedent to bullying behavior with a mediating role of moral emotions at work. Another aim is to study the moderating role of self-concordance to buffer the relationship between DL and arousal of moral emotions.
Design/methodology/approach
The authors collected two-source (self-repor...
Despite a notable interest by scientific community to examine globalness/localness perceptions of a brand, there is absence of a review which offers a comprehensive conceptualization of this stream of research. A narrow conceptualization, traditional topicality and employment of a limited number of theoretical paradigms necessitate the need to prov...
Using the assumptions of Lazarus theory of stress appraisal and coping we unveil relationship of exploitative leadership on employee outcomes (turnover intentions, creativity and performance). We hypothesized that exploitative leadership poses a threat to employees and employees respond to this stressor by adopting tit for tat strategy by increasin...
Purpose
The purpose of this paper is to investigate the integrative effects of abusive supervision (AS), perceived injustice (PI) and ethical conflict (EC) on occupational turnover intentions (OTI) among frontline employees (FLEs). Furthermore, the mediating role of quiescent silence (QS) is examined.
Design/methodology/approach
The authors collec...
In the era of the Internet and networking, stakeholders increasingly acquire power by influencing brand value and meanings. However, this does not imply that marketing managers have lost their power over brand creation and management. Thus, the aim of this study is to explore brand power relationships taking the co-evolutionary perspective as conce...
Purpose
The purpose of this paper is to investigate the role of brand identification (BI), brand knowledge (BK) and brand psychological ownership (BPO) to predict brand citizenship behaviours (BCB) in a mediating role of brand pride.
Design/methodology/approach
Using survey data collected from 372 front line employees (FLEs), employed in different...
Purpose
The purpose of this study is to examine critical associations of transformational leadership, Laissez-faire leadership, transactional leadership, and authoritative leadership styles to predict perceived workplace ostracism among frontline employees (FLEs).
Design/methodology/approach
A snow-ball sampling technique is employed to collect da...
Abstract
Purpose
This study aims to explore how consumers gain identity from consumption of religious symbols in a Muslim, collectivist cultural context.
Design/methodology/approach
The authors interviewed 63 consumers, recruited by means of a purposive sampling technique. The interviews focused on exploration of Islamic services and religious sym...
Purpose
The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands.
Design/methodology/approach
In a cross-sectional research design, a sur...
Purpose
This study aims to explore how consumers gain identity from consumption of religious symbols in a Muslim, collectivist cultural context.
Design/methodology/approach
The authors interviewed 63 consumers, recruited by means of a purposive sampling technique. The interviews focused on exploration of Islamic services and religious symbols wh...
Purpose
The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day crick...
This study aims to discover motives to browse Internet among MBA students from Pakistan to understand its role to facilitate student leaning in business schools. The data is collected by means of focus groups and Facebook posts to discover motives to browse Internet. Thematic analysis is performed to analyse the data which includes recording, codin...
Dear Colleagues
I am visiting Turkey this year to deliver keynote address and also few sessions to academics i.e. faculty and PhD students in Turkey.
In case you are interested to present your research paper, I, on behalf of conference committee would like to welcome you. Your queries are welcomed. The weblink is as under:
http://iceess.com/
Purpose
Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as...
Purpose
A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity is scarcely investigated in a B2B context. This research investigates the impact of Nu Green—a brand of tea...
Purpose
The role of managers is crucial to achieve holistic organizational goals to benefit the key stakeholders. However, a Western perspective is dominant as management literature where the work of Anglo-Arab philosophers is largely ignored. This paper aims to fill this knowledge gap and promulgate the writings of Ibn Khaldun (a fourteenth-centu...
Purpose: The Charitable organizations must understand the forces influencing donor behaviours. This issue has been debated rigorously among researchers belonging to Western societies however; the exploration of donation experience among non-Western academics is limited. This study aims to discover the phenomenon of Zakat donation experience – an Is...
Purpose
The charitable organizations must understand the forces influencing donor behaviours. This issue has been debated rigorously among researchers belonging to Western societies; however, the exploration of donation experience among non-Western academics is limited. This study aims to discover the phenomenon of Zakat donation experience – an Is...
The purpose of this study is to explore the extent to which MBA programmes offered by top European and Asian B-schools have a corporate social responsibility and sustainability (CSRS) orientation as per their websites. The websites of top-200 (based on the QS Global Business and Management University Rankings 2015) European and Asian B-schools were...
We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization ar...
Food Anti-consumption and Consumer Well-being Special issue call for papers from British Food Journal Guest Editors: Muhammad Kashif Assistant Professor of Marketing GIFT University Gujranwala, Pakistan
Purpose
The episodes of customer rage with employees during service encounters are common and adversely affect the long-term commitment of employees with an organization. The service organizations, in an effort to control employee turnover, are striving hard but have failed. There are a wide variety of studies that address employee turnover but the...
Purpose
This study aims to investigate the combined effects of customer aggression, job stress, and emotional intelligence on job satisfaction and organizational turnover among managers from a developing country context i.e. Pakistan.
Design/methodology/approach
The data is collected from 230 respondents working as bank managers in Pakistan by m...
Purpose
Following Theory of Planned Behavior (TPB), we explore the relationships between (1) ethical decision making attitude, perceived behavioural control, subjective norms, and past behavior and (2) ethical intentions and treat frontline employees’ love of money (LoM) as a moderator.
Design/methodology/approach
We collected data from 310 front...
Subject area
Marketing of Services, Brand Management.
Study level/applicability
Graduate (MBA), Services Marketing Course.
Case overview
The case highlights growth challenges faced by a fast food brand named Peri-Peri Original in a developing country context of Pakistan. The major presence of the brand is in two major cities of Pakistan – Kara...
Purpose
The contemporary organizations invest a lot of funds to gain a better understanding of the emerging needs of customers in near future. However, customers sometimes do not appreciate these hard efforts which lead to some unanticipated results for the firm. The purpose of this paper is to identify the customers’ perceptions about the future a...
Purpose
The contemporary organizations invest a lot of funds to gain a better understanding of the emerging needs of customers in near future. However, customers sometimes do not appreciate these hard efforts which lead to some unanticipated results for the firm. This research attempts to identify customers’ perceptions about the future anticipato...
Purpose
This paper investigates Pakistani bank front-line employees’ intentions to behave ethically by using the Extended Theory of Planned Behaviour (ETPB) into which religiosity (i.e. religious activity, devotion to rituals and belief in doctrine) is integrated as a moderating variable.
Design/methodology/approach
The authors collected 234 self...
This study employs a well-established psychosocial theory of a western, advanced economies-based model, that of the Extended Theory of Planned Behaviour, to study the intentions to behave ethically of Telecom and Bank managers. A researcher-administered paper-based survey was conducted among 484 managers working in banking and telecom organisations...
Purpose
The customer experience quality (EXQ) cannot be measured by using traditional tools to investigate service quality. There is a need to use new tools to directly measure EXQ from a customer perspective. The current study aims to contribute in this domain of knowledge and validate EXQ scale by linking it to marketing outcomes of satisfaction,...
Purpose
– There is a plethora of research which has dealt with service quality issues in various service organizations. But a few researchers have presented state of service quality from a cultural perspective, especially within an Asian cultural context. The purpose of this paper is to measure service quality of Pakistani Islamic banks through val...
Dawah as a religious practice is well known. However, how it can help organizations to relay differentiate on the basis of their workforce is unknown to business and management scholars. This concept paper aims to contribute to management knowledge by proposing a Dawah based perspective to brand the workforce for service organizations, operating pa...
Purpose
– The purpose of this study is to understand the practice of Dawah among Muslims by discovering its perceived motives and benefits that can be replicated to organizational settings. Furthermore, the motives and benefits of performing Islamic Dawah are tied together to establish a Dawah based framework to foster ethical decision making in or...
Purpose
– The studies which connect international marketing emotions with perceived service quality are scarce. The purpose of this paper is to fill this knowledge gap and take into account the consumers’ perceived animosity, religiosity, and ethnocentrism to connect these with perceived service quality and purchase intentions of US-based fast food...
Purpose
– The incidents of customer abuse of frontline service employees during service encounters are increasing which has led to co-destructruction of value. The service strategists makers are struggling hard to frame a holistic picture of such incidents to be able to reduce the number of misbehaviour incidents but still are unable to achieve suc...
Studies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we a...
Purpose
– The purpose of this paper is to examine the impact of PAKSERV measures on customer satisfaction and loyalty in the Malaysian Islamic banking context.
Design/methodology/approach
– The dimensionality of the PAKSERV scale is examined with confirmatory factor analysis. A survey approach is adopted to collect data from 300 Islamic banking cu...
Purpose
– The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of an extended TPB model is tested for the first time in a collectivist culture.
Design/methodology/approach
– The data have been collected from 221 people living...
The investigation into determinants of money donation intentions while employing an extended theory of planned behavior model is limited to developed country contexts. However, given the challenges facing charitable organizations and scant theoretical evidence from developing world, such an examination can contribute pragmatically. The current stud...
Research studies investigating service quality in organizations have popularized various tools. However, the usefulness of these tools in cross-cultural settings has been challenged and needs further investigation. The purpose of this study is to examine the efficacy of PAKSERV in deciphering the service quality of public sector hospitals in the As...
Purpose
– The purpose of this study is to present the Generation X and Generation Y customers’ expectations of utility retail stores in an Asian setting of Pakistan Research studies that advocate a cross-generational perspective to retail service quality have been limited.
Design/methodology/approach
– Sketching through a naturalistic paradigm, da...
Purpose
– There is plethora of advertising research that has highlighted the mothers’ perspective to TV food advertising. However, the fathers’ perspective on children food advertising in societies that score high on masculinity is important but absent from literature. The purpose of this paper is to present opinions of respondents as fathers, conc...
Children from different socio-cultural backgrounds experience and cognise television advertisements differently, which is always interesting research area to investigate. Previously advertising researchers have reported that children are valuable consumers with the ability to develop their own attitudes towards television advertisements. This artic...
The research studies that investigate business school brands from an Asian consumer perspective are scarce. Current study aims at discovering the branding attributes of UK Business Schools that infl uence Pakistani business students to apply for admission in higher degrees. Following a naturalistic tradition, data has been collected through semi-st...
Studies which acknowledge culturally sensitive service quality scales are scarce. This study aims to examine a PAKSERV measure of satisfaction and loyalty in a Pakistani higher education context. Consequently, the model fitness of the PAKSERV scale is tested through the conduct of this study. The data for this study have been collected from three m...
Purpose
– Higher education teaching is analogous to delivering services in various business sectors. Students are regarded as customers of universities having specific needs and wants, which, if well recognized, can lead to creating delightful student experiences. This paper aims to identify the core ideas about excellent teaching in business schoo...
Current study investigates the service quality offered by Pakistani news channels through employing a modified SERVQUAL scale. Further to this, the SERVQUAL and its applicability to measure the service quality of news channels has been presented. A 29-item SERVQUAL based instrument was administered to a sample of 318 randomly selected respondents....
Student engagement is a topic of interest to higher education policymakers due to lack of student interest with classroom activities. This study aims to explore the factors which contribute towards university students' engagement with classroom activities in a developing country context of Pakistan. For this exploratory study, naturalist-paradigm i...
Motivation to learn is considered imperative to students' academic achievement in higher education. Current research explains the role and impact of personality, peers, faculty, family, and learning aids on business students' motivation to learn. Qualitative data through interviews from faculty is collected which forms the basis of a questionnaire,...
Ključne riječi: marke snack proizvoda, oglas, djeca, fokus grupe, Pakistan, roditelji SAŽETAK Ova kvalitativna studija istražuje mišljenja paki-stanske djece o televizijskom oglašavanju te navodi čimbenike utjecaja na izbor marke tzv. snack proizvoda. Namjernim uzorkovanjem odabrano je tridesetšestero djece iz triju škola, u kojima su putem fokus g...
Public sector institutions in developing countries are going through major transformations because consumers are becoming more knowledgeable and demanding. This study presents the service quality of the Punjab Police using Mastrofski's six-dimensional policing model in the non-Western context of Pakistan by explaining the extent of service quality...
This research reconnoiters the employees' perceptions concerning role and impact of human resource initiatives towards successful internal branding efforts in telecom sector of Pakistan. Primary data was collected from 200 functional-level managers serving various telecom organizations, through an already developed and tested instrument. The respon...
This is an era of hyper competition and organizational learning where the extent of employee's Organizational Citizenship Behavior (OCB) is found to lead the overall success of the organization. Its importance is evident by considering the fact that it guides in understanding the commitment of employees with the organization, especially to remain c...
Over the last decade business education is the most demanding subject of interest
for students attaining higher education in Pakistan. This has led to a fierce
competition among the MBA schools and the education industry has become
competitive as never before. This study was conducted with a core aim to find
out the most influencing factors in deve...
This study aims to discover the gaps between bank customer’s expectations and perceptions by using the SERVQUAL model of service quality. The data was collected through a questionnaire from 216 bank customers representing four different cities in the province of Punjab. Descriptive analysis were used for measuring and interpreting the customer sati...
Questions
Questions (2)
Hello
I am interested in few critical studies. Let me know if you also interested in collaborations :).
Currently I am the Editor with an Emerald Journal with high impact factor.
Cheers
Kashif
Over the years, my interests have shifted from teaching Marketing / HRM to undergraduate students towards teaching Philosophy and Methods courses to Postgraduate classes. I am in the process of designing a new course for Postgraduate students. In this regard, I would really appreciate your suggestions and sharing concerning course design and delivery. :)
