Dr. Muhammad Junaid

Dr. Muhammad Junaid joined the School of Management (SOM) at the Asian Institute of Technology (AIT) in August 2023. He is also an esteemed member of COMEGI at Lusíada University – North, Portugal. Prior to joining AIT, Dr. Junaid worked as an Assistant Professor of Marketing at the COMSATS University Islamabad, Pakistan. Dr. Junaid obtained his PhD from the School of Management and Economics (AACSB) at Beijing Institute of Technology in China.

His articles have appeared in the European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Product and Brand Management, Journal of Brand Management, Journal of Service Theory and Practice, Journal of Business and Industrial Marketing, Journal of Hospitality and Tourism Management, Asia Pacific Journal of Tourism Research and International Journal of Market Research.

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Scopus profile: https://www.scopus.com/authid/detail.uri?authorId=58556396900

Google Scholar profile: https://scholar.google.com/citations?user=0pkQkYkAAAAJ&hl=en&oi=sra

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SELECTED PUBLICATIONS
Papers published in international refereed journals:

• Junaid, M. The convergence of the Metaverse, Artificial Intelligence, and Marketing. Human Systems Management. (Accepted)

• Hussain, K., Nusair, K., Junaid, M.*, Aman, W. (2024). A two-actor model for understanding user engagement with content creators: Applying social capital theory. Computers in Human Behavior, 156, 108237.

• Junaid, M., Abdul Hamid, A.B., Ya’akub, N.I. binti, Akram, U., Hussain, K. (2024). Destination love and addiction: Insights from positive addiction theory. Journal of Vacation Marketing, p. 13567667241249179.

• Junaid, M., Javed, M., Hussain, K., Nusair, K. (2024). Responsible brand leadership in services: fostering love, ethics, and empowerment. Service Industries Journal, 44(9–10), 686–709.

• Junaid, M., Hussain, K., Akram, U. (2024). Brand Addiction: Wow! Or Woe? International Journal of Quality and Service Sciences, 16(2), 324-328.

• Hussain, K., Afzaal, A., Al Balushi, M.K., Junaid, M.* (2024). Breaking the Mold: How Customer Perceived Innovativeness Sets Restaurants Apart. Kybernetes. https://doi.org/10.1108/K-05-2023-0779

• Rodrigues, P., Junaid, M., Sousa, A., Borges, A. (2023). Mediation effect of brand addiction between brand love, brand loyalty, and compulsive buying: The case of human brands. Journal of Brand Management, 31(4), 382-400.

CONFERENCES:

• Hussain, K., Junaid, M.* (2025, 10-16 February). Brand Compassion: The Concept and a Framework for Brand Crisis Management. American Marketing Association (AMA) Winter Academic Conference. Phoenix, Arizona, USA. 

• Hussain, K., Junaid, M.* (2025, 14-16 February). From Customers to Evangelists: How Brand Respect Fosters Attachment, Loyalty and Evangelism for Generative AI Brands. American Marketing Association (AMA) Winter Academic Conference. Phoenix, Arizona, USA.

• Rodrigues, P., Junaid, M., Sousa, A., Pinto, A. (2023, 11-14 July). The power of human brands on consumer relationship and compulsive buying: An abstract. Academy of Marketing Science® World Marketing Congress: Bringing the Soul Back to Marketing. University of Kent, Canterbury, UK.

Research Publications:

• U Akram, R Lavuri, A R Ansari, R Parida , M. Junaid. (2023). Havocs of social media fake news! Analysing the effect of credibility, trustworthiness, and self-efficacy on consumer’s buying intentions. Journal of Strategic Marketing. Forthcoming

• M Junaid, M Fetscherin, K Hussain, F Hou. (2022). Brand love and brand addiction and their effects on consumers' negative behaviors, European Journal of Marketing Vol. 56 (12), pp. 3227-3248

• K Hussain, M Junaid*, M Javed, M Ali, A Iqbal. (2022). Consumer wisdom: A mindful connection between healthy food advertising and obesity prevention, European Journal of Marketing. Vol. 56 (11), pp. 3032-3053     *Corresponding Author

• U Akram, M Junaid, AU Zafar, Z Li, M Fan. (2021). Online purchase intention in China: Hedonic vs. Utilitarian motivations under social commerce setting.  Journal of Retailing and Consumer Services. Vol. 63, p.102669.

• U Akram, AR Ansari, G Fu, M Junaid. (2020). Feeling hungry? Let's order through mobile! Examining the fast-food mobile commerce in China. Journal of Retailing and Consumer Services, Vol. 56, pp. 102142.

• Javed, M. Garavan, T., Akhtar, M.W., Huo, C., Hussain, K., & Junaid, M. (2023). Responsible Leadership, Strategic Posture, and Responsible Organizational Culture: A Moderated-Mediation Model of Green Innovation. Service Industries Journal. pp.1-21.

• M Junaid, K Hussain, MM Asghar, M Javed, F Hou. (2020). An investigation of the diners' brand love in the value co-creation process. Journal of Hospitality and Tourism Management. Vol. 45, pp. 172–181

• M Junaid, F Hou, K Hussain, AA Kirmani. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective, Journal of Product & Brand Management, Vol. 28 No. 2, pp. 200–215.

• K Hussain, F Jing, M Junaid, QU Zaman, H Shi. (2020). The role of co-creation experience in engaging customers with service brands. Journal of Product and Brand Management. Vol. 30 No. 1, pp. 12-27.

• K Hussain, F Jing, M Junaid, FAS Bukhari, H Shi. (2019). The dynamic outcomes of service quality: a longitudinal investigation. Journal of Service Theory and Practice. Vol. 29 No. 4, pp. 513-536

• M Junaid, K Hussain, A Basit, F Hou. (2020). Nature of brand love: examining its variable effect on engagement and well-being. Journal of Brand Management, Vol. 27, pp. 284–299.

• M Junaid, K Hussain, U Akram, MM Asghar, S Zafar, F Hou. (2020). Brand love: the emotional bridge between tourists' perceived value and well-being. Asia Pacific Journal of Tourism Research, Vol.25 No.12, pp.1329-1342.

• M Javed, MW Akhtar, K Hussain, M Junaid, F Syed. (2021). "Being true to oneself": the interplay of responsible leadership and authenticity on multi-level outcomes. Leadership & Organization Development Journal, Vol. 42 No. 3, pp. 408-433.

• K Hussain, F Jing, M Junaid, H Shi, U Baig. (2020). The buyer-seller relationship: A literature synthesis on dynamic perspectives. Journal of Business and Industrial Marketing.  Vol. 35 No. 4, pp. 669-684.

• M Junaid, K Hussain, F Hou. (2019). One last scuffle before we cherish brand love forever, International Journal of Market Research, Vol. 61 No. 6 pp.571-573.

• M Junaid, K Hussain, F Hou. (2019). Addressing the dichotomy of brand love, International Journal of Market Research, Vol. 61 No. 6 pp.577-580.

• M Junaid, F Hou, K Hussain. (2018). Reviving consumer-alienation in the discourse of consumers' negativity, International Journal of Market Research, Vol. 61 No. 6 pp.568-570.