Dr. Ali Abbas SMS - BNU

Dr. Ali Abbas is an accomplished academic and researcher specializing in Marketing, Entrepreneurship, and Higher Education Branding. He holds a PhD from Turiba University, Latvia, and a master’s degree from Satakunta University, Finland. His academic journey reflects a strong international foundation and a commitment to advancing knowledge in contemporary marketing and entrepreneurship disciplines. His expertise spans marketing strategies, branding practices, entrepreneurial development, and higher education studies.

Currently serving as an Associate Professor at BNU, Dr. Abbas brings extensive national and international teaching and research experience to academia. He has contributed significantly to scholarly and educational initiatives through his research, teaching, and academic engagement. Known for his dynamic approach to education and research, he is dedicated to fostering innovation, critical thinking, and impactful learning experiences while contributing to the development of future professionals and researchers.

• PhD in Management Sciences, Turiba University, Latvia
• Erasmus+ Mobility, Poznan University of Economics and Business, Poland
• Quantitative Research Methods: Multivariate Statistics (6 ECTS), BI Norwegian Business School, Oslo
• Erasmus+ Mobility, University of Economics and Management, Prague
• Master in Business Management and Entrepreneurship, Satakunta University, Finland

• Abbas, S. A. (2025). Pepsi and Flexible Marketing Strategy – An era spanning three decades. Economy & Market Communication Review/Casopis za Ekonomiju i Trzisne Komunikacije, 25 (1), 255-267.
• Abbas, S. A., & Rehman, N. (2024). Factors Affecting Purchase Intention of Over-the-top Platforms. Revista San Gregorio, 1(60), 40–51.
• Abbas, S. A. (2024). Brand Revitalization of the Declining Mobile Phone Brand via Brand Ambassadors and Product Innovation. International Journal of Marketing, Communication and New Media, Special Issue on Marketing & Design, pp. 69-85.
• Abbas, S. A. (2024). CSR ad impact on purchase intention. International Journal of Internet Marketing and Advertising, 20(1), 108-118.
• Abbas, S. A. (2023). Analysing the Impact of Color and Logo on Brand Recall of Pakistani Customers. ESIC Market, 54(1), e301.
• Abbas, S. A & Wallusch, J.(2022). Impact of Covid-19 on Customer (Student) Decision Making. Caderno Profissional de Marketing UNIMEP, 10(1), 15-29.
• Abbas, S. A. (2021). Brand Loyalty Matrix for Higher Education Institutions (HEIs). Caderno Profissional de Marketing UNIMEP, (9)1, 1-30.
• Abbas, SA (2019). Brand loyalty of Higher Education Institutions. Marketing and Management of Innovations, 1, 46-56.
• Abbas, SA (2018). Extrovert Followership and its Impact on Agreeable Leadership. International Journal of Educational Leadership and Management, 6(2), 154-179.
• Abbas, S. A. (2018). Entrepreneurship and information technology businesses in economic crisis. Entrepreneurship and Sustainability Issues 5 (3): 682-692.

• Extension number: 331
• Email Address: ali.abbas@bnu.edu.pk