Department of Marketing & Supply Chain Management

Associate Professor

• Ph.D. - Jamia Hamdard (Delhi, India)
• M.B.A. - AMU (Aligarh, India)

Dr Lubna Nafees’ research interests include sustainable and conscious consumption, social networks and social media. Her work has been published in Journal of Macromarketing, Journal of the Association for Consumer Research, Journal of Public Affairs, Journal of Marketing Theory and Practice, Journal of Food Products Marketing, The International Journal of Management Education, among others. She has also presented her research at national and international conferences such as Academy of Marketing Science, American Marketing Association, Association for Consumer Research, Society for Marketing Advances, Marketing Management Association, International Conference on Food Studies, Institute of Food Technologists Annual Meetings and INFORMS Marketing Science Conference. Her paper titled The Impact of the Social Media Influencer Power on Customer Attitude towards the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility won the best paper in track and conference at the Atlantic Marketing Association Annual Meet 2019.

She has co-authored a book on Family Managed, Multinationals and Public Sector Enterprises: The strategic choices for global competitiveness and has four edited books – Brands Rising as Products Fall, Brand Research, Innovative Management Education Pedagogies for preparing next generation leaders and New Age Admission Strategies in Business Schools. Her case studies appear in WDI Publishing, Ivey Publishing and the Case Centre.

Select Publications

Perera, B. Y., Ray Chaudhury, S., Albinsson, P. A., & Nafees, L. (2021). This is Who I am: Using Instagram as Counterspace for Shared Ethnic Identity Expressions, Journal of the Association for Consumer Research, accepted for publication in the special issue on Gender, Markets and Consumers.

Chaudhury, S., Nafees, L. & Perera, B. Y. (2020). “For the Gram:” An Exploration of the Conflict between Influencers and Citizen-Consumers in the Public Lands Marketing System, Journal of Macromarketing, https://doi.org/10.1177/0276146720956380. 

Perera, B. Y., Ray Chaudhury, S., Albinsson, P. A., & Nafees, L. (2021). This is Who I am: Using Instagram as Counterspace for Shared Ethnic Identity Expressions, Journal of the Association for Consumer Research, accepted for publication in the special issue on Gender, Markets and Consumers. 

Nargundkar, R.V., Nafees, L. & Kushal, S. (2020). Young Adults and their Digitally Extended Selves: Assessing the impact of Gender, Journal of Public Affairs; e2064. https://doi.org/10.1002/pa.2064

Nafees, L., Cook, C. M. & Stoddard, J. E. (2020). The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility, Atlantic Marketing Journal: Vol. 9: No. 1, Article 3. https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3  

Nafees, L., Hyatt, E. M., Garber, Jr., L. & Das, N. (2020). Exploration of the organic food-related consumer behavior in emerging and developed economies: the case of India and the US, International Journal of Management Practice: Vol. 13: No. 5, Inderscience. DOI: 10.1504/IJMP.2020.110036 

Nafees, L., Gupta, R., Banerjee, S., Kalia, S. & Mehdi, M. (2019). Netflix in India: Too Good a Market to Give Up! Journal of International Business Education, Neilson Journals Publishing.

Albinsson, P., Perera, Y., Nafees, L. & Burman, B., (2019). Collaborative Consumption Usage in the US and India: An Exploratory Study, Journal of Marketing Theory and Practice, 27:4, 390-412, https://doi.org/10.1080/10696679.2019.1644956

Pandey, V., Vidal, N., Panwar, R. & Nafees, L. (2019). Characterization of Sustainability Leaders and Laggards in the Global Food Industry, Sustainability,11,5072; https://doi.org/10.3390/su11185072

Garber, L., Hyatt, E. & Nafees, L., (2016). The Effects of Analogous Food Color on Perceived Flavor: A Factorial Investigation, Journal of Food Products Marketing, 22(4), 486-500. https://doi.org/10.1080/10454446.2015.1072866

Garber, L., Hyatt, E. & Nafees, L., (2015). The Effects of Food Color on Perceived Flavor: A Factorial Investigation in India, Journal of Food Products Marketing, https://doi.org/10.1080/10454446.2014.885864

Teaching:  Digital Marketing, Integrated Marketing Communications, Social, Mobile, Analytics and Cloud Marketing (SMAC), Social Media Marketing, Brand Management, International Marketing.

Research Interests:  Consumer Behavior in Social Networks and Social Media, Sustainable and Conscious Consumption, Cross-cultural Research, Marketing education and pedagogy.