Dr. Mohsin Altaf

Experienced higher education professional and Senior Fellow HEA (SFHEA) with 15 years of teaching, research and academic leadership experience, maintaining over 90% student satisfaction. Skilled in designing and delivering undergraduate and postgraduate modules in Business Management, integrating experiential and technology-enhanced learning. Developed and implemented over 50 innovative assessments, resulting in a 20% improvement in student performance. Leveraged digital tools and AI-driven pedagogy to enhance student engagement by 30% and promote inclusive, research-informed learning environments. Served as Head of Research, Innovation, and Commercialisation, leading strategic initiatives to strengthen research culture and partnerships. Supervised more than 300 dissertations, including 8 Master’s and 1 PhD , several of which led to published outputs. Attended many research conferences as author, session chair and keynote speaker. Reviewer of Academy of Management meetings (AOM). Published over 50 research papers and book chapters. Acted as an External Examiner for Master’s and PhD dissertations and as a reviewer for several reputable academic journals. Also served as Editor of UCP Management Review and American Journal of Business, Commerce and Economics, contributing to the advancement of ethical, impactful, and interdisciplinary scholarship in business research. Worked as Module Leader, Level Leader, Programme Manager and Head of Department.

• Senior Fellow HEA, UK
• Charted Professional Marketer, CIM, UK
• Member, American Psychological Association (APA), USA

• Won UUM Postgraduate Scholarship
• Best PhD Thesis Award

• Fundamentals of Marketing (Level 3, Level 6), Services Marketing (Level 6), International Marketing and Branding (Level 6), Consumer Behavior (Level 6), Advertising and Promotion (Level 6), Marketing Practice(Level 6), Sales Management(Level 6), Digital Marketing(Level 6), Real Estate Management (Level 6), Strategic Management (Level 4), Business Research Methods (Level 6, Level 7), Entrepreneurship (Level 3, Level 5, Level 6), Sports Marketing Understanding (Level 3), Research methods (Level 4), Football Brand Management (Level 5), Entrepreneurship in Sports Business (Level 4), New Product Development Entrepreneurship in Digital Age (Level 6), Ethics and CSR (Level 3), Entrepreneurial Marketing(Level 6), Understanding Customers (Level 3), Foundation Year Project (Level 3), Research Method -Research Proposal (Level 6).

• M.Phil , The University of Lahore Naveed Iqbal, 2014 Managing Consumer Based Brand Equity through Brand Experience in Islamic Banking
• M.Phil , The University of Lahore Nageena Tabassum, 2014 Measuring Consumer Based Brand Equity of Emergency Healthcare Services by using 5Q model of service quality.
• M.Phil , University of Central Punjab, Lahore Ali Shahbaz Habib , 2020 Managing Customer Citizenship Behavior Through Relationship Quality and Customer Perceived Benefits: A Multi-Group Study of Conspicuousness Of Service Use
• M.Phil , University of Central Punjab, Lahore Hina Rizvi, 2020 Managing Customer Citizenship Behavior Through Relationship Quality and Customer Perceived Benefits: A Multi-Group Study of Conspicuousness Of Service Use
• M.Phil , The University of Lahore Nadia Kanwal , 2021 Generate Employee Performance through Internal Branding: Investigating the Role of Brand Internalization and Brand Attachment
• M.Phil , The University of Lahore Husnain Haider , 2021 Internal Marketing and Student Participation: Investigating Mediating Role of Supervisor's In-role and Extra-role Behaviours
• M.Phil , The University of Lahore Omar Faroq, 2021 Franchisee Based Brand Equity in Food Chains: Investigating the Role of Relationship Quality
• M.Phil , The Univesity of Lahore Sufian Saddique, 2022 Investigating the Missing link of Employee Satisfaction and Customer Satisfaction through Internal and External Branding for Non-Profit Organizations
• PhD , University of Central Punjab, Lahore Sumaira Shamoon , 2023 Multi-Level Study of CSR and Citizenship Behavior: Mediating Role of Brand Pride and Moderating Role of Service Climate: Evidence from major Cities of Pakistan

• Leadership Styles and Mental Health of Frontline Police Officers: Mediating Role of Emotion and Cognation Based Trust. In Christ Church Business School Partner Conference 2025.
• Workplace Romance and Job Performance: Mediation Through Relational Capital and Knowledge Acquisition. In Academy of Management Proceedings (Vol. 2022, No. 1, p. 15846). Briarcliff Manor, NY 10510: Academy of Management Meeting 2022.
• How Job Stress Effect the Career Satisfaction of an Employee? International Conference on Management, Economics and Social Sciences (ICMESS'2011) Bangkok, Thailand
• Brand Experience and Brand Orientation: Antecedents of Brand Loyalty in Fast Food Industry. The International conference on Business Tourism and Applied Sciences (ICBTS 2013), The University of London.
• Relationship of Openness and Employee Brand Equity in Services: Mediating role of Employee Role Clarity and Employee Brand Commitment. Paper presented at the International Conference on Applied Business & Economics (ICABE 2017), Sofia, Bulgaria.
  • Employee brand equity in Malaysian top ranked hotels: The role of brand role clarity and employee brand commitment. THE INC 2018: Tourism, Hospitality & Events in a Changing World, Buxton, UK

• 2025: Editing book on Transforming Service Experience Through Anthropomorphic Robots. (In Process)
• 2025: Managing Non-Family Employees’ Brand Citizenship Behaviour in Family-Owned SMEs: Investigating the Role of Family Members' Leadership Styles and Brand Psychological Ownership. Accepted in Journal of Research in Marketing and Entrepreneurship. (Emerald Insight)
• 2024: Sustainable Financing and Supply Chain Financial Risk Management: Sustainable Financial Instruments and Risk-Free Resilient Supply Chains in IGI-Global, Available at :https://www.igi-global.com/chapter/sustainable-financing-and-supply-chain-financial-risk-management/360584
• 2024: Concerned Gen-Y E-Shopping Behaviour: A Focus on Trust, Safety, And Purchase Experience in LogForum. Available at: https://www.logforum.net/volume20/issue3/abstract-10.html
• 2022: Influence of Advertising Intensity on Real Earnings Management: Evidence from Four Sectors of Pakistan in Journal of Economic Impact. Available at: https://www.scienceimpactpub.com/journals/index.php/jei/article/view/132
• 2022: Workplace Romance and Job Performance: Mediation Through Relational Capital and Knowledge Acquisition in Academy of Management Proceedings. Available at: https://journals.aom.org/doi/abs/10.5465/AMBPP.2022.15846abstract
• 2022: Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior in Frontier of Environmental Science. Available at: https://www.frontiersin.org/journals/environmental-science/articles/10.3389/fenvs.2022.779629/full
• 2022: The buy-in benchmark in Islamic banking: combined effect of brand role clarity and employee brand commitment towards employee brand equity in Journal of Islamic Marketing. Available at: https://www.emerald.com/insight/content/doi/10.1108/JIMA-08-2019-0170/full/html
• 2021: Impact of Customer Relationship Management on Firm Performance: Empirical Investigation Of Insurance Providers In Pakistan in Bulletin of Business and Economics. Available at: https://bbejournal.com/index.php/BBE/article/view/279
• 2021: Industrial Environmental Performance: Mapping And Systematic Literature Review in Bulletin of Business and Economics. Available at: https://bbejournal.com/BBE/article/view/278
• 2021: Reconnoitering the intervening role of dynamic capabilities between high-performance work systems and innovation performance in Humanities & Social Sciences Reviews. Available at: https://mgesjournals.com/hssr/article/view/hssr.2021.93118
• 2021: Exploring the intervening role of autonomy, competency, relatedness satisfaction and proactive personality in the relationship between servant leadership and job outcomes in Bulletin of Business and Economics. Available at: https://bbejournal.com/index.php/BBE/article/view/96
• 2021: Electronic-HRM and Firm Performance: Mediating Role of Information Communication Technology (ICT) in Pakistan Journal of Social Science. Available at: https://pjss.bzu.edu.pk/index.php/pjss/article/view/792
• 2021: Electronic-HRM and Firm Performance: Mediating Role of Information Communication Technology (ICT) in Pakistan Journal of Social Science. Available at: https://pjss.bzu.edu.pk/index.php/pjss/article/view/792
• 2020: Evaluation of advertising effectiveness and advertising expenditures in banking: A time series analysis in Paradigms. Available at: https://paradigms.ucp.edu.pk/static/uploads/2017/09/145.2.pdf
• 2020: Precautionary Behavior towards dengue virus through Public Service Announcement: Mediation of Individual's Attention, Information Surveillance, and Elaboration in SageOpen. Available at: https://journals.sagepub.com/doi/full/10.1177/2158244020929301
• 2020: Malaysian SME's Performance and the Use of E-Commerce: A Multi-Group Analysis of Click-And-Mortar and Pure-Play E-Retailers in Pakistan Journal of Commerce and Social Sciences. Available at: https://jespk.net/publications/4378.pdf
• 2019: Open Innovation Challenges: Empirical Evidence from Malaysian Small and Medium-Sized Enterprises (SME's) in Journal of Management and Research. Available at:
  https://ojs.umt.edu.pk/index.php/jmr/article/view/232/113
• 2019: Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding in Pakistan Journal of Psychological Research. Available at: https://pjprnip.edu.pk/ _gl=1*1d5j9fm*_ga*MTM3NDI2NTEzOS4xNzMwMDIzOTcy*_ga_JT424DLD67*MTczMDAyMzk3MS4xLjAuMTczMDAyMzk3MS4wLjAuMA..
• 2019: Relationship of Service Quality and Consumer Loyalty: Moderating Role of Consumer Perception of Public Relationship in Paradigms. Available at: https://paradigms.ucp.edu.pk/static/uploads/2017/09/13010005.pdf
• 2019: Employee Brand Equity: Mediating Role of Brand Role Clarity and Employee Brand Commitment in Pertanika Journal of Social Sciences & Humanities . Available at: http://www.pertanika.upm.edu.my/resources/files/Pertanika%20PAPERS/JSSH%20Vol.%2027%20( 1)%202019/11%20JSSH-2278-2017.pdf
• 2019: Successful Entrepreneurial Process as contributor towards Business Performance in Banking: Moderating role of Passion for Inventing in South Asian Journal of Management Sciences. Available at: https://sajms.iurc.edu.pk/issues/2019a/SAJMS2.pdf
• 2018: Brand equity and the role of emergency medical care service quality of private cardiac institutes: An empirical investigation in International Journal of Pharmaceutical and Healthcare Marketing. Available at: https://www.emerald.com/insight/content/doi/10.1108/IJPHM-09-2016-0046/full/html
• 2018: “That's my job” Exploring the effect of brand empowerment towards employee brand equity: The mediating role of employee critical psychological states in Revista Brasileira de Gestão de Negócios. Available at: https://rbgn.fecap.br/RBGN/article/view/3952
• 2018: Employee brand equity and brand empowerment in Islamic banking: Mediating role of brand psychological ownership in Academy of Accounting and financial studies Journal. Available at: https://www.abacademies.org/articles/employee-brand-equity-and-brand-empowerment-in-islamic-banking-mediating-role-of-brand-psychological-ownership-7081.html
• 2017: Employee Critical Psychological States as Determinants of Employee Brand Equity in Banking: A Multi-Group Analysis in Banks and Bank Systems. Available at: https://www.businessperspectives.org/index.php/journals/banks-and-bank-systems/issue-255/employee-critical-psychological-states-as-determinants-of-employee-brand-equity-in-banking-a-multi-group-analysis
• 2017: Managing consumer-based brand equity through brand experience in Islamic banking in Journal of Islamic Marketing. Available at: https://www.emerald.com/insight/content/doi/10.1108/JIMA-07-2015-0048/full/html
• 2017: The impact of Perceived Service Quality of "CIAC" Visa Service Process Technology on Students Satisfaction in Journal of Quality and Technology Management. Available at: https://pu.edu.pk/images/journal/iqtm/PDF-FILES/004-V_XIII_I,June2017.pdf
• 2016: Strategic Information System: A source of Competitive Advantage in Information and Knowledge Management. Available at: https://core.ac.uk/download/pdf/234672369.pdf
• 2013: Studying Customer Loyalty At Daewoo Express Bus Service, Pakistan in LogForum. Available at: https://www.logforum.net/volume9/issue3/abstract-2.html
• 2013: Customer Relationship Satisfaction and Relationship Improvement: Key Determinants of Customer Loyalty in International journal of marketing principles and pracices. Available at: https://www.researchgate.net/publication/278020474_Customer_Relationship_Satisfaction_and_Relationship_Improvement_Key_Determinants_of_Customer_Loyalty
• 2013: Improving entrepreneurial marketing learning: a study of business graduates, Pakistan in Journal of Women's Entrepreneurship and Education. Available at: http://ebooks.ien.bg.ac.rs/512/
• 2012: Studying brand loyalty in the cosmetics industry in LogForum. Available at: https://www.logforum.net/volume8/issue4/abstract-6.html
• 2012: Hesitancy towards Online Shopping, A Study of Pakistani Consumers in Management & Marketing Journal. Available at: https://mnmk.ro/en/documents/2012-secondpart/7-23-2-12-FFF.pdf
• 2012: Entrepreneurial attributes among postgraduate students of a Pakistani university in Journal of Women's Entrepreneurship and Education. Available at: https://www.library.ien.bg.ac.rs/index.php/jwee/article/view/98
• 2011: Empirical analysis of organizational justice towards employee's customer oriented behavior: A case study of Medical Institutions in Pakistan in African Journal of Business Management. Available at: https://academicjournals.org/journal/AJBM/article-abstract/C3BA1FD18863

References available upon request.