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Qualification: MSc. Management (Cairo University); PhD (Brunel University)

Teaching Interest: Strategic Marketing, Marketing Research; Consumer Behavior; Entrepreneurship; Organizational Behavior.

Research Interest: Marketing, Branding and Psychology; Entrepreneurship; Culture, Values and Ethics; Organizational Behavior.

Research Profiles:

Google Scholar : https://scholar.google.com/citations?user=qG5M4BUAAAAJ&hl=en
SCOPUS : https://www.scopus.com/authid/detail.uri?authorId=57211954080
ResearchGate : https://www.researchgate.net/profile/Ahmed-Ismail-14
UUM Directory of Experts : http://www.experts.uum.edu.my/researcher_info.aspx?nopkj=6074

Biography: Associate Professor Dr. Ahmed Rageh Ismail is an Associate Professor of Marketing and Management at the Othman Yeop Abdullah Graduate of Business, Universiti Utara Malaysia. He started him academic career in 2002 where he worked as a teaching assistant at the school of hospitality management in Cairo University. He received his PhD in management studies (marketing) from the Brunel Business School (BBS)-  Brunel University – West London – United Kingdom in 2010. His main research and teaching interests fall into areas such as branding, sustainability, cross-cultural marketing, consumer behavior, value and ethics. He has published in the Qualitative Marketing Research: An International Journal, Journal of Fashion Marketing and Management, Asia-Pacific Journal of Marketing and Logistics, Young Consumers amongst others.   Ahmed’s work is globally recognized by scholars; therefore, he serves as a peer reviewer in different marketing and management journals. Ahmed Rageh can be contacted at This email address is being protected from spambots. You need JavaScript enabled to view it. .

Selected Publications

Ismail, A. R., & Mohamad, B. (2022). Determinants of SMEs’ performance: amalgamation of entrepreneurial, market and brand orientations. International Journal of Entrepreneurial Behavior & Research, (ahead-of-print). https://doi.org/10.1108/IJEBR-02-2022-0167

Mohamad, B., Adetunji, R. R., Alarifi, G., Ismail, A. R., & Akanmu, M. D. (2022). A visual identity-based approach of southeast asian city branding: a netnography analysis. JAS (Journal of ASEAN Studies), 10(1). DOI: https://doi.org/10.21512/jas.v10i1.7330

Ismail, A. R. (2022). Exploring the brand co-creation-brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views. In Research Handbook on Brand Co-Creation (pp. 177-197). Edward Elgar Publishing. DOI: https://doi.org/10.4337/9781839105425

Ismail, A. R., Nguyen, B., Chen, J., Melewar, T. C., & Mohamad, B. (2021). Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Young Consumers, 22(1), 112-130. https://doi.org/10.1108/YC-07-2019-1017

Ismail, A. R. (2020). Green internal branding and green inter-functional coordination roles in the relationship between green brand orientation and brand performance. Social Business. DOI: https://doi.org/10.1362/204440821X16206324311105