Abraham joined Northumbria University as Assistant Professor in Marketing. He previously held a position as a Senior Lecturer at Nottingham Trent University. He worked as a post-doctoral researcher at the University of Stirling.

Abraham’s research is centred on social marketing, creativity in advertising, and sustainable consumption. He collaborated with external investigators to secure tobacco control and alcohol policy project grants, which were multi-country studies to investigate effect of alcohol and tobacco policy on consumption. He was a co-investigator of the Tobacco Warning Labels wear-out project, which examined the longer-term impact of cigarette package warnings.

Abraham has published in academic journals such as Journal of Sustainable Tourism, International Journal of Market Research, British Medical Journal, and European Journal of Public Health. He is a member of a scientific research committee and a reviewer of academic journal articles.