Dr. Safeer, a seasoned Certified Professional Marketer (Asia), brings a wealth of experience from industry and academia. With over thirteen years dedicated to corporate marketing and branding, coupled with an additional six years within academia, he offers a multifaceted perspective to his field. He received his Ph.D. Business Administration (Marketing) from the School of Management (AACSB Accredited), Huazhong University of Science and Technology, Wuhan, PR China.
He has significantly contributed to the National Natural Science Foundation of China project. His scholarly contributions have been featured in several prestigious international SSCI/SCIE-indexed journals, including Technological Forecasting and Social Change, Journal of Product and Brand Management, Management Decision, Journal of Hospitality and Tourism Technology, Marketing Intelligence and Planning, Asia Pacific Journal of Marketing and Logistics, and among others. He actively engages in peer review for various esteemed international journals.
His research interests span a broad spectrum, including consumer behavior within branding, digital marketing, corporate social responsibility, hospitality, and tourism marketing.
Contact Information
Email: aasafeer@hgnu.edu.cn
ORCID: https://orcid.org/0000-0001-5877-1201
Web of Science Researcher ID: ACO-9903-2022
Professional Experience
2021.08 – Present | Associate Professor Business School, Huanggang Normal University, Huanggang, Hubei, China. |
2017.11 – 2018.08 | Lecturer Marketing Lyallpur Business School, Government College University, Faisalabad, Punjab, Pakistan |
2014.03 – 2016.10 | Lecturer Marketing Preston University (Faisalabad Campus), Faisalabad, Punjab, Pakistan. |
2013.01 – 2014.07 | Lecturer Marketing Allama Iqbal Open University (Compete College Study Centre), Faisalabad, Punjab, Pakistan. |
2005.07 – 2018.08 | Asst. Manager Sales & Marketing Interloop Limited, Faisalabad, Punjab, Pakistan. |
Professional Certifications
2010 | Certified Professional Marketer (Asia) Asia Marketing Federation, Singapore. |
2013 | Professional Certificate in International Business Virtual University of Pakistan, Lahore-Pakistan. |
Awards and Achievements
2019-2020 / 2020-2021 | HUST Academic Excellence Award Awarded by the Huazhong University of Science and Technology, Wuhan, China. |
2018 | Fully Funded Scholarship Award Awarded by the China Scholarship Council, Ministry of Education, China. |
Refereed Journals Selected Publications
Safeer, A.A. (2024). Harnessing the power of brand social media marketing on consumer online impulse buying intentions: a stimulus-organism-response framework. Journal of Product & Brand Management, Vol. ahead-of-print. https://doi.org/10.1108/JPBM-07-2023-4619 (SSCI, ABDC-A, ABS-1)
Safeer AA, Hussain I, Abrar M, Shabbir R. (2023). Omnichannel Retailing in Light of Psychological Factors: A Mediated Model. Psychology Research and Behaviour Management, 16, 5069-5088
https://doi.org/10.2147/PRBM.S442274 (SSCI)
Safeer, A.A. & Le, T.T. (2023). Transforming customers into evangelists: influence of online brand experience on relationship quality and brand evangelism in the banking industry. Asia Pacific Journal of Marketing and Logistics, 35(12), 2947-2964. https://doi.org/10.1108/APJML-12-2022-1018 (SSCI, ABDC-A, ABS-1)
Safeer, A.A. & Zhou, Y. (2023). Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry. International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-06-2022-0964 (SSCI, ABDC-B, ABS-1)
Safeer, A.A. & Liu, H. (2022). Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm. Journal of Product & Brand Management, 32(2), 330-342. https://doi.org/10.1108/JPBM-01-2022-3807 (SSCI, ABDC-A, ABS-1)
Safeer, A. A., Abrar, M., Liu, H., & Yuanqiong, H. (2022). Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets. Management Decision, 60(9), 2482-2502. https://doi.org/10.1108/MD-10-2021-1296 (SSCI, ABDC-B, ABS-2)
Safeer, A. A., Zhou, Y., Abrar, M., & Luo, F. (2022). Consumer Perceptions of Brand Localness and Globalness in Emerging Markets: A Cross-Cultural Context. Frontiers in Psychology, 13, 919020. https://doi.org/10.3389/fpsyg.2022.919020 (SSCI)
Safeer, A. A., Chen, Y., Abrar, M., Kumar, N., & Razzaq, A. (2022). Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective. Asia Pacific Journal of Marketing and Logistics, 34(7), 1524-1543. https://doi.org/10.1108/APJML-05-2021-0297 (SSCI, ABDC-A, ABS-1)
Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence and Planning, 39(8), 1042-1057. https://doi.org/10.1108/MIP-11-2020-0471 (SSCI, ABDC-A, ABS-1)
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. (2021). Impact of Perceived Brand Authenticity on Consumer Behavior: An Evidence from Generation Y in Asian Perspective. International Journal of Emerging Markets. 18(3), 685-704. https://doi.org/10.1108/IJOEM-09-2020-1128 (SSCI, ABDC-B, ABS-1)
Safeer, A. A., He, Y., & Abrar, M. (2020). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers' perspective. Asia Pacific Journal of Marketing and Logistics. 33(5), 1123-1138. https://doi.org/10.1108/APJML-02-2020-0123 (SSCI, ABDC-A, ABS-1)