Skip navigation

Dr Muhammad Asif Khan

Senior Lecturer

Department: Newcastle Business School

Dr. Muhammad Asif Khan (MAK) joined the Marketing, Operations and Systems department at Newcastle Business School, Northumbria University as a Senior Lecturer in June 2021. Dr. MAK is teaching modules related to consumer behaviour. Previously, he served as Associate Professor of Marketing at the King Abdulaziz University Jeddah, Saudi Arabia. His research interests include Consumer Behaviour and Emotions, Digital Marketing, Knowledge-Networks, Bibliometric/Big Data Analytics, and Quantitative Research Methods.

In his 12+ years of experience in industry and academia, he has successfully developed, executed, supervised, and completed numerous tasks assigned to him in several business schools in Europe, the Middle East, and South Asia. He has published articles in the Journal of Business Research, Psychology & Marketing, Information Technology & People, Asia Pacific Journal of Marketing & Logistics, the Journal of Relationship Marketing, Asian Journal of Management Cases, and the Journal of Global Marketing. He is also serving as ad hoc editor of Psychology & Marketing.

Dr. MAK has secured many research grants as PI and Co-I from various institutions and research grant bodies. Moreover, he is a member of prestigious scholarly groups such as the International Centre for Anti-consumption Research (ICAR), the International Institute of Marketing Professionals (IIMP), and the Consumer Brand Relationship Association (CBRA).


Muhammad Asif Khan

Key Publications

  • Please visit the Pure Research Information Portal for further information
  • Knowledge creation dynamics of technological forecasting and social change special issues, Ashraf, R., Khan, M., Khuhro, R., Bhatti, Z. 12 Apr 2022, In: Technological Forecasting and Social Change
  • The role of integrated offline/online social activity and social identification in Facebook citizenship behaviour formation, Bhatti, Z., Arain, G., Yasin, H., Khan, M., Akram, M. 19 Aug 2021, In: Information Technology & People
  • Value of special issues in the journal of business research: A bibliometric analysis, Khan, M., Pattnaik, D., Ashraf, R., Ali, I., Kumar, S., Donthu, N. 1 Mar 2021, In: Journal of Business Research
  • A Bibliometric Review of the Special Issues of Psychology & Marketing: 1984‐2020, Khan, M., Ali, I., Ashraf, R. 3 Sep 2020, In: Psychology and Marketing
  • Consumer involvement with corporate ads vs product ads: a cross-national study, Ashraf, R., Albert, N., Merunka, D., Khan, M. 27 Jan 2020, In: Asia Pacific Journal of Marketing and Logistics
  • Haleeb: Rejuvenating the Market Leader of the Past, Usman, U., Ashraf, R., Khan, M. 9 May 2020, In: Asian Journal of Management Cases
  • Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones, Khan, M., Zulqarnain, M., Bhatti, Z., Raza, A. 30 Apr 2020, In: Journal of Relationship Marketing
  • Do identity-based perceptions lead to brand avoidance? A cross-national investigation, Khan, M., Ashraf, R., Malik, A. 21 Aug 2019, In: Asia Pacific Journal of Marketing and Logistics


  • Marketing PhD June 22 2012
  • Marketing MRes October 31 2008
  • Marketing MBA July 07 2007
  • Statistics MSc February 28 2002

a sign in front of a crowd

Northumbria Open Days

Open Days are a great way for you to get a feel of the University, the city of Newcastle upon Tyne and the course(s) you are interested in.

Research at Northumbria

Research at Northumbria

Research is the life blood of a University and at Northumbria University we pride ourselves on research that makes a difference; research that has application and affects people's lives.

a person sitting at a table

Order your prospectus

If you would like to know more about our courses, or life in general as a student at Northumbria, then we can help you.

Latest News and Features

Professor Mike Lim undertaking research in Canada’s Inuit Nunangat. Image credit Weronika Murray
Black-necked spitting cobra
Dr Mark Goddard.
Professor Matthew Johnson has been involved in research which has modelled the impact a Universal Basic Income could have on poverty and inequality.
Northumbria University has launched a new report that sets out its social impact and identifies where it is spreading opportunity to those who need it most.  The Social Mobility Impact Report has been developed in partnership with former Education Secretary Rt Hon Justine Greening.
MFA student Celia Burbush, MFA co-Programme Leader Gavin Butt and Deputy Head of Arts, Steve Gilroy, are pictured outside the new look Gallery North.
More news

Back to top