Assistant Professor - Branding, Macquarie University
Dr Abas Mirzaei is an assistant professor (lecturer) in Marketing at Macquarie Business School, Sydney. His work has been published in journals such as Journal of Advertising Research, Journal of Brand Management, and Journal of Retailing and Consumer Services. He has introduced a long-term oriented brand performance metric, Brand Health Index (BHI), and Behavioral Brand Evaluation Typology, and, also Advertising Spending Diets.
Abas is a recipient of the best paper award from the Australian and New Zealand Academy of Marketing Conference (ANZMAC).
Abas’s current research interests are brand purpose, woke advertising, brand health, customer equity, long-term marketing accountability, and social branding.
First used in the 1940s, the term woke has resurfaced in recent years as a concept that symbolises awareness of social issues and movement against injustice, inequality, and prejudice. But popularity has diluted its...