Dr. Muhammad Asif Khan (MAK) is a Senior Lecturer in the Marketing, Operations, and Systems department at Newcastle Business School, Northumbria University, where he has been contributing since June 2021. He specializes in teaching modules on Consumer Behaviour, Digital Marketing and Business Simulation. Prior to this, he served as an Associate Professor of Marketing at King Abdulaziz University in Jeddah, Saudi Arabia.

With over 15 years of extensive experience in both academia and industry, Dr. MAK has demonstrated a proven track record of excellence in teaching, research, and program development across Europe, the Middle East, and South Asia. His research interests encompass Consumer Behaviour and Emotions, Digital Marketing, Knowledge Networks, Bibliometric and Big Data Analytics, as well as Mix-Methods Research. He is currently open to supervising PhD students in these areas of expertise.

Dr. MAK’s scholarly contributions are published in leading journals, including the Journal of Business Research, Psychology & Marketing, Personality & Individual Differences, Information Technology & People, Asia Pacific Journal of Marketing & Logistics, and the Journal of Relationship Marketing. He also serves as an Editorial Board Member for Psychology & Marketing.

A recipient of multiple research grants, Dr. MAK has secured funding as Principal Investigator (PI) and Co-Investigator (Co-I) from prominent institutions and research bodies. His commitment to advancing knowledge and fostering collaboration is reflected in his active memberships with esteemed professional organizations, including the American Psychological Association (APA), the International Centre for Anti-Consumption Research (ICAR), the International Institute of Marketing Professionals (IIMP), and the Consumer Brand Relationship Association (CBRA).