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Assoc. Prof. Dr. Rashad Yazdanifard

Sunway University, School of Hospitality and Services Management, Faculty Member

London School of Commerce (LSC), Westminster International College, Faculty Member

Multimedia University, Faculty of Management (FOM), Alumnus

University of Nizwa, College of Economics, Management and Information Systems, Faculty Member

MALAYSIA UNIVERSITY OF SCIENCE AND TECHNOLOGY, Business School, Faculty Member

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Dr. Rashad Yazdanifard's illustrious career is a testament to his unwavering commitment to education and leadership. Currently serving as the Dean of Kings University College Malaysia, he shapes the future of education. Beginning incorporate world, he transitioned into academia, holding academic roles at various institutions, including international exposure in Malaysia, UAE, Oman, Myanmar, Vietnam, Spain, Cambodia, and Indonesia.

Recognized for his strategic acumen, Dr. Yazdanifard served as the Senior Academic Manager at Westminster International College and as a Senior Consultant at Naza Corporation Holdings Sdn. Bhd. His multifaceted impact on education extended to roles as an Adjunct Professor and Visiting Lecturer, emphasizing training and development.

Demonstrating a global perspective, he served as an International Adjunct Faculty in Spain. Currently, Dr. Yazdanifard chairs EGN Malaysia, connecting professionals, and leads Expert Mind Solutions as its CEO. Since assuming the role of Dean, he continues to shape the next generation of leaders at Kings University College Malaysia, emphasizing teaching, research, and training & development. His journey reflects a relentless pursuit of knowledge, passion for teaching, and a dedication to leadership, leaving a lasting mark on education and professional development.

His contributions are also evident in noteworthy publications presented at national and international conferences and journals. His research spans diverse disciplines, including marketing, human resources, contemporary management issues, leadership, digital marketing, and international marketing, establishing him as a respected authority in both academic and professional spheres.

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University of Canterbury/Te Whare Wānanga o Waitaha

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University of Saskatchewan

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University of Macedonia

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UNL - New University of Lisbon

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University of Southern Denmark

University of Delhi

Nanyang Technological University

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Kurukshetra University

DR. KWAME A S A R E DUFFOUR

Kumasi Polytechnic university

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Papers by Assoc. Prof. Dr. Rashad Yazdanifard

Politics vs. Market; Implication of the Present Trade Rowon US –Sino Relations and Global Balance of Power

International Journal of Trade, Economics and Finance, 2011

Free market or Protectionism; Analysis of the Currency Disputes on United State Relations with China and possible Solution

International Conference on Sociality and Economics Development (ICSEP 2011), Kuala Lumpur, Malaysia. Volume 10, pp 526-530, 2011

Currency disputes and potential broader conflicts between Washington and Beijing need to be avert... more Currency disputes and potential broader conflicts between Washington and Beijing need to be averted due to high risk potentials it poses to the global economy. US leadership, influence and other capabilities largely depends on her strong economy. In international relations, how a country climbs to a global prominence is more critical and important than the prominence itself. The aim of the paper is to highlight how the lingering currency disputes between the world two largest economies by GDP may shape the emerging global relations. Some of the previously written articles on the currency dispute we reviewed primarily focused on economic perspective with little wider ramifications on expected struggle on global leadership and balance of power. We observed that, the rise of China and its implication on the global power equation will continue to shape the US-SINO relations for the foreseeable future, accordingly domestic reforms, mutual understanding, respect and cooperation rather than confrontation will be essential in avoiding the possible conflicts which may not only have Washington and Beijing as the immediate constituents, but will be felt in many countries around the world.

Impact of R&D Outsourcing in Global Enterprises

International Conference on Computer Communication and Management (ICCCM 2011), Sydney, Australia, Volume 5, pp 385-390, 2011

A moment ago, global enterprise was considered as unimportant to global enterprise growth. This i... more A moment ago, global enterprise was considered as unimportant to global enterprise growth. This is mostly because global enterprises wave the impact of R&D outsourcing on global enterprise. It's really cleared that outsourcing has been seen as a contentious phenomenon, yet it remains the fundamental of most successful enterprise. R&D outsourcing gives a chance to exchange knowledge and best practices of valuable skills. Part of what global enterprise didn't notice about R&D outsourcing is that it develops new profitable and mutual relationship. Global enterprises deserves the right to have a strong knowledge behind the purpose of R&D outsourcing in order to avoid unwanted situation which could bring setback to the main goal of the enterprise. Most of this unwanted situation generate due to inexistence of R&D (Research and Development) outsourcing in most of the enterprises. Thus, upcoming enterprise needs a clear picture of the impact of R&D outsourcing on global market and having strongly built backup of maintaining the future of the business. This paper glanced on this issue and took a wide-ranging of appropriate journal review to haul out and expatiate on the impact of R&D outsourcing on global enterprise.

Internet Marketing: The New Era of Innovation In E-Commerce

International journal of scientific research in computer science, engineering and information technology, Feb 28, 2017

Internet marketing is an interesting topic especially for researchers in the marketing field. It ... more Internet marketing is an interesting topic especially for researchers in the marketing field. It is a new way of marketing a product/service globally to the targeted market around the world. This paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers need this innovation to be successful. This also relieves marketing managers for more value added tasks such as marketing plans for better development of the company.

The Review of Alibaba’s Operation Management Details That Have Navigated Them to Success

Global Journal of Management and Business Research, 2015

Alibaba, the most well-known online company in the world founded by Jack Ma has implemented and i... more Alibaba, the most well-known online company in the world founded by Jack Ma has implemented and improved their management system in many different styles in order to fit different companies in the world. In Jack Ma’s concept, autocratic management is applied to make employees more responsive due to the nature of the works in the industries. However, it will limit the freedoms of the employees when it comes to giving ideas or making decisions. Moreover, Jack Ma has changed his style into conductive style of management. This has strongly built loyalty as well as motivation within the employees. After a long period of management experience, the style that most probably used by Jack Ma throughout his career for managing Alibaba group is the persuasive style.

The Review of Contemporary Branding Techniques that can Influence Current Consumer Buying Behavior

Global Journal of Management and Business Research, 2015

This paper intends to discuss and understand contemporary branding techniques in marketing that c... more This paper intends to discuss and understand contemporary branding techniques in marketing that can influence current consumer buying behavior. By thoroughly examining and understanding the way consumers feel about and perceive brands that influence their buying decisions, companies can adapt to the particular markets they are trying to serve, and promote their brand products using the most suitable branding techniques for their brand that would serve the customersâ€™ interests.

An Investigation on Malaysian Generation Y Shopping Resolution on Sports Shoes

The International Journal of Management, 2021

Shopping has become an important lifestyle activity especially for the millennials, however due t... more Shopping has become an important lifestyle activity especially for the millennials, however due to the lack of consumer knowledge, purchase decision has become more difficult for consumers in terms of buying different products including sports shoes. Furthermore, there is lacking literature to examine the impact of consumer shopping behaviour and no specific research on sports shoes market has ever been done by any scholar. This research was conducted to fill the research gap and the main purpose is to evaluate the purchasing behaviour of Generation Y towards the sports shoes in the Malaysian market. This research will benefit the sports shoes executives both locally and internationally, be it brand expansion, market positioning or marketing strategy purpose. This research used a primary quantitative method and an inductive approach via Google survey questionnaire to collect data from 100 Generation Y participants. Data analysis was done using Multiple Regression and Pearson Correla...

Impact of electronic customer relationship management in banking sector

International Journal of Electronic Customer Relationship Management, 2015

The Review of Changes in Organizational Behavior, Human Relations, and Performance through Interpersonal Communication in new millennium

Security and Trust in Electronic Commerce -Finding the Safe Side

E-commerce is a new world generated from economy it makes the life easier for bidders and buyers.... more E-commerce is a new world generated from economy it makes the life easier for bidders and buyers. Both can sign in giant projects or transactions without making any kind of effort (you control everything from your home); However, there is another side making the best of efforts to frustrate, handle or hack the e-commerce transaction. So how can we protect it? If we succeed in the protection, what are ways that could help the organization to gain the consumer's trust? This paper will discuss the security of ecommerce, after that it will cover trust between consumers and the other side; to make the consumers sail smoothly in the sea of E-commerce without any constraints.

Cultural, Racial and Gender Comparison of the Workforce in Malaysia and the United States of America

Countries and governments around the world have different rules and regulation in engaging with t... more Countries and governments around the world have different rules and regulation in engaging with the way businesses are operated, sometimes it depends on the culture of the country in how businesses are run. This research demonstrates two different countries in two different continents, Southeast Asia where Malaysia is located and North America where United States of America is situated. In addition, this research will be comparing these two countries' culture, race and gender in the workforce.

The Review of the Latest Findings on Guerilla Marketing

Guerrilla marketing is promoting the advertisement with low budget and an unconventional way to m... more Guerrilla marketing is promoting the advertisement with low budget and an unconventional way to make the consumer have an indelible impression and to create abundant amount of social buzz. The strategies of guerrilla marketing are increment of the media crowd and company's profit without increasing promotion cost and direct sales parameter. Guerrilla marketing strategies consist of four different communication tools which are advertising, personal selling, sales promotion and public relation that play important roles in increasing the dimensions and quality of the business with their consumers. Guerrillas also associated with other marketing trends in promoting the product. There will be some side effects of the guerrilla marketing when the guerrillas develop the strategies without consider certain rules and principles. Overall, guerrilla marketing is an effective marketing tool to promote the product because it can always catch peoples' attention with a low budget.

The Influence of Employee Attitudes and Company Brand on Customers loyalty in global market

Companies brand and employee impact over customers has become iniquitous in the global marketplac... more Companies brand and employee impact over customers has become iniquitous in the global marketplace today and one of the most successful key factors that lead to every organizational product to be successful in the competitive marketplace, branding has been a strategic factor for product selling and preserving the good image of organizational product and service, many organization had been successful to be at the top level in the global market due to the influence of their brand in the eyes of their customer, most customer will prefer a brand name of good quality than a quality product of an infamous brand, branding gives product a high quality image which in turn provide psychological attraction for customers. It also adds more value to customers when using it in their respective environments. This research will look at how company brand and employee attitude yield customers loyalty.

Beneficial aspects of Internet-based relationships in marketing from the customer point of view

Internet has changed the games of marketing. Now customers hold more power due to information abu... more Internet has changed the games of marketing. Now customers hold more power due to information abundance and transparency that have come along with technological developments. Online relationships lack the physical touch and are suspected not to be of a value to customer. Nonetheless, organizations have to hold on to these relationships so as to ensure their benefits. Hence, understanding the relational benefits from the customers’ point of view is essential for a firm that seeks success in the Internet environment. This paper addresses the relational benefits recognized by customers in Internet-based relationships.

The Influence of the Most Recent Technological Advancement on Retailing Industry

This research is about how technology influences the retailing industry and how the advancement i... more This research is about how technology influences the retailing industry and how the advancement in technology significantly enhances the prospect of retail productivity improvement. In today's context, the retailing industry needs to embrace advanced technology to keep up with the retailing trend. An advanced retail-based technology can help us to keep track and update data related to retailing. This research shows how the advancements in retail technology help the retailing industry and the impact that affect retailers and customers.

The Review of Subsidies Removal for Fuel, Implementation of New Taxation System, and Drawbacks of Green Investment as the Impacts of Falling Oil Price in Malaysia

Global Journal of Management and Business Research

The purpose of this research is to review of subsidies removal for fuel, implementation of new ta... more The purpose of this research is to review of subsidies removal for fuel, implementation of new taxation system, and drawbacks of green investment as the impacts of falling oil price in Malaysia. To identify the impact of oil price falls and fully deregulated system of retail fuel product for consumers and how it affects the current consumer behaviors and purchasing pattern in Malaysia. Facts were analyzed and explored to understand what kind of impacts will effect on consumers when the price of oil continuously falling in the market. Results of the study showed that the falling oil price has negative and positive impact on consumers and businesses.

What Internal and External Factors Influence Impulsive Buying Behavior in online Shopping

Impulsive buying behavior can be considered as a way of increasing profit of marketers. Nowadays,... more Impulsive buying behavior can be considered as a way of increasing profit of marketers. Nowadays, the popularity of electronic commerce has gained more attention from researchers and marketers as well. Hence, studying the causes of online impulsive buying behavior is necessary as such study may generate certain innovative ideas or strategies to marketers to increase profit from online market. In this study, the author emphasizes on internal factors (e.g., psychological approach) and external factors (e.g., situational, product and website factors) in studying the impulsive buying behavior. The external factors (e.g., website designs) and internal factors (e.g., affective states) which cause impulsive purchase are interrelated in certain aspects and are hard to separate individually.

The Review of New Green Product Ideas in New Market Development

This paper argued that green products that are getting popular lately, as green products were mad... more This paper argued that green products that are getting popular lately, as green products were made of biodegradable ingredients, and is recyclable. Thus, green marketing is significant as it is required to facilitate the green products and is targeted at the right market to put them on the market effectively. Green products can bring a lot of advantages to consumers such as cost-saving, environmental friendly and a healthier lifestyle for consumers. In addition, many companies were trying their best to improve the performances of the green products so that they were more advanced and up to date. Environmental corporate social responsibilities (ECSR) have the duty to maintain the companies’ process and to protect the environment from harm. Green design and green development were a must for the production of green products. Consumers nowadays have high expectation so companies will have to come up with superior design and developments in green products to win the consumers’ hearts. A ...

The Impact of Buzz Building in Social Media for Emerging New Global Brands

Marketing a product has come a long way ever since the creation of World Wide Web. The latest phe... more Marketing a product has come a long way ever since the creation of World Wide Web. The latest phenomenon of marketing in the World Wide Web involves the usage of Social Media platforms. While the market has been saturated with various brands, both global and established, emerging new brands has come out with a new method of marketing communication for their product by heavily utilizing social media network. All these new brands has been actively tapping the potential of social media by creating a new method of selling through creating anticipation prior to launching of a new product or prior to release the quantity to be made available for purchase by the public. In addition to create buzz, the long term benefits of social media marketing can also be seen, such as creating value to customers, improved customer retention and to promote brand loyalty. In this paper, the impact from this new method of marketing will be examined by gathering facts and information that made this method s...

How do Fast Food Chain Restaurant can still sustain their Business despite Controversial Health Related Issue

Journal of Research in Marketing, 2014

In this fast-moving era, food plays a vital role in the human mankind lives. It was listed the to... more In this fast-moving era, food plays a vital role in the human mankind lives. It was listed the top 5 needs in the Maslow hierarchy chart. As we moves into the 21 st century, when the economy is fast blooming; humans are acting faster to keep up to the never-ending trend where time plays an important role. Hence, fast food chain has been keeping up to the demand of consumers, which led it to the point of success. There are also several factors of success point where is will be discussed. In this research paper, it will be identify the key elements of how fast food chain attainment or able to keep up to compete in the food industry. Also identifying how convenience would lead to consumer behaviors on purchasing fast food products, which lead a growing economy in the fast food industry.

Politics vs. Market; Implication of the Present Trade Rowon US –Sino Relations and Global Balance of Power

International Journal of Trade, Economics and Finance, 2011

Free market or Protectionism; Analysis of the Currency Disputes on United State Relations with China and possible Solution

International Conference on Sociality and Economics Development (ICSEP 2011), Kuala Lumpur, Malaysia. Volume 10, pp 526-530, 2011

Currency disputes and potential broader conflicts between Washington and Beijing need to be avert... more Currency disputes and potential broader conflicts between Washington and Beijing need to be averted due to high risk potentials it poses to the global economy. US leadership, influence and other capabilities largely depends on her strong economy. In international relations, how a country climbs to a global prominence is more critical and important than the prominence itself. The aim of the paper is to highlight how the lingering currency disputes between the world two largest economies by GDP may shape the emerging global relations. Some of the previously written articles on the currency dispute we reviewed primarily focused on economic perspective with little wider ramifications on expected struggle on global leadership and balance of power. We observed that, the rise of China and its implication on the global power equation will continue to shape the US-SINO relations for the foreseeable future, accordingly domestic reforms, mutual understanding, respect and cooperation rather than confrontation will be essential in avoiding the possible conflicts which may not only have Washington and Beijing as the immediate constituents, but will be felt in many countries around the world.

Impact of R&D Outsourcing in Global Enterprises

International Conference on Computer Communication and Management (ICCCM 2011), Sydney, Australia, Volume 5, pp 385-390, 2011

A moment ago, global enterprise was considered as unimportant to global enterprise growth. This i... more A moment ago, global enterprise was considered as unimportant to global enterprise growth. This is mostly because global enterprises wave the impact of R&D outsourcing on global enterprise. It's really cleared that outsourcing has been seen as a contentious phenomenon, yet it remains the fundamental of most successful enterprise. R&D outsourcing gives a chance to exchange knowledge and best practices of valuable skills. Part of what global enterprise didn't notice about R&D outsourcing is that it develops new profitable and mutual relationship. Global enterprises deserves the right to have a strong knowledge behind the purpose of R&D outsourcing in order to avoid unwanted situation which could bring setback to the main goal of the enterprise. Most of this unwanted situation generate due to inexistence of R&D (Research and Development) outsourcing in most of the enterprises. Thus, upcoming enterprise needs a clear picture of the impact of R&D outsourcing on global market and having strongly built backup of maintaining the future of the business. This paper glanced on this issue and took a wide-ranging of appropriate journal review to haul out and expatiate on the impact of R&D outsourcing on global enterprise.

Internet Marketing: The New Era of Innovation In E-Commerce

International journal of scientific research in computer science, engineering and information technology, Feb 28, 2017

Internet marketing is an interesting topic especially for researchers in the marketing field. It ... more Internet marketing is an interesting topic especially for researchers in the marketing field. It is a new way of marketing a product/service globally to the targeted market around the world. This paper introduces a new approach concerning Internet marketing in electronic commerce; showing how advertisers need this innovation to be successful. This also relieves marketing managers for more value added tasks such as marketing plans for better development of the company.

The Review of Alibaba’s Operation Management Details That Have Navigated Them to Success

Global Journal of Management and Business Research, 2015

Alibaba, the most well-known online company in the world founded by Jack Ma has implemented and i... more Alibaba, the most well-known online company in the world founded by Jack Ma has implemented and improved their management system in many different styles in order to fit different companies in the world. In Jack Ma’s concept, autocratic management is applied to make employees more responsive due to the nature of the works in the industries. However, it will limit the freedoms of the employees when it comes to giving ideas or making decisions. Moreover, Jack Ma has changed his style into conductive style of management. This has strongly built loyalty as well as motivation within the employees. After a long period of management experience, the style that most probably used by Jack Ma throughout his career for managing Alibaba group is the persuasive style.

The Review of Contemporary Branding Techniques that can Influence Current Consumer Buying Behavior

Global Journal of Management and Business Research, 2015

This paper intends to discuss and understand contemporary branding techniques in marketing that c... more This paper intends to discuss and understand contemporary branding techniques in marketing that can influence current consumer buying behavior. By thoroughly examining and understanding the way consumers feel about and perceive brands that influence their buying decisions, companies can adapt to the particular markets they are trying to serve, and promote their brand products using the most suitable branding techniques for their brand that would serve the customersâ€™ interests.

An Investigation on Malaysian Generation Y Shopping Resolution on Sports Shoes

The International Journal of Management, 2021

Shopping has become an important lifestyle activity especially for the millennials, however due t... more Shopping has become an important lifestyle activity especially for the millennials, however due to the lack of consumer knowledge, purchase decision has become more difficult for consumers in terms of buying different products including sports shoes. Furthermore, there is lacking literature to examine the impact of consumer shopping behaviour and no specific research on sports shoes market has ever been done by any scholar. This research was conducted to fill the research gap and the main purpose is to evaluate the purchasing behaviour of Generation Y towards the sports shoes in the Malaysian market. This research will benefit the sports shoes executives both locally and internationally, be it brand expansion, market positioning or marketing strategy purpose. This research used a primary quantitative method and an inductive approach via Google survey questionnaire to collect data from 100 Generation Y participants. Data analysis was done using Multiple Regression and Pearson Correla...

Impact of electronic customer relationship management in banking sector

International Journal of Electronic Customer Relationship Management, 2015

The Review of Changes in Organizational Behavior, Human Relations, and Performance through Interpersonal Communication in new millennium

Security and Trust in Electronic Commerce -Finding the Safe Side

E-commerce is a new world generated from economy it makes the life easier for bidders and buyers.... more E-commerce is a new world generated from economy it makes the life easier for bidders and buyers. Both can sign in giant projects or transactions without making any kind of effort (you control everything from your home); However, there is another side making the best of efforts to frustrate, handle or hack the e-commerce transaction. So how can we protect it? If we succeed in the protection, what are ways that could help the organization to gain the consumer's trust? This paper will discuss the security of ecommerce, after that it will cover trust between consumers and the other side; to make the consumers sail smoothly in the sea of E-commerce without any constraints.

Cultural, Racial and Gender Comparison of the Workforce in Malaysia and the United States of America

Countries and governments around the world have different rules and regulation in engaging with t... more Countries and governments around the world have different rules and regulation in engaging with the way businesses are operated, sometimes it depends on the culture of the country in how businesses are run. This research demonstrates two different countries in two different continents, Southeast Asia where Malaysia is located and North America where United States of America is situated. In addition, this research will be comparing these two countries' culture, race and gender in the workforce.

The Review of the Latest Findings on Guerilla Marketing

Guerrilla marketing is promoting the advertisement with low budget and an unconventional way to m... more Guerrilla marketing is promoting the advertisement with low budget and an unconventional way to make the consumer have an indelible impression and to create abundant amount of social buzz. The strategies of guerrilla marketing are increment of the media crowd and company's profit without increasing promotion cost and direct sales parameter. Guerrilla marketing strategies consist of four different communication tools which are advertising, personal selling, sales promotion and public relation that play important roles in increasing the dimensions and quality of the business with their consumers. Guerrillas also associated with other marketing trends in promoting the product. There will be some side effects of the guerrilla marketing when the guerrillas develop the strategies without consider certain rules and principles. Overall, guerrilla marketing is an effective marketing tool to promote the product because it can always catch peoples' attention with a low budget.

The Influence of Employee Attitudes and Company Brand on Customers loyalty in global market

Companies brand and employee impact over customers has become iniquitous in the global marketplac... more Companies brand and employee impact over customers has become iniquitous in the global marketplace today and one of the most successful key factors that lead to every organizational product to be successful in the competitive marketplace, branding has been a strategic factor for product selling and preserving the good image of organizational product and service, many organization had been successful to be at the top level in the global market due to the influence of their brand in the eyes of their customer, most customer will prefer a brand name of good quality than a quality product of an infamous brand, branding gives product a high quality image which in turn provide psychological attraction for customers. It also adds more value to customers when using it in their respective environments. This research will look at how company brand and employee attitude yield customers loyalty.

Beneficial aspects of Internet-based relationships in marketing from the customer point of view

Internet has changed the games of marketing. Now customers hold more power due to information abu... more Internet has changed the games of marketing. Now customers hold more power due to information abundance and transparency that have come along with technological developments. Online relationships lack the physical touch and are suspected not to be of a value to customer. Nonetheless, organizations have to hold on to these relationships so as to ensure their benefits. Hence, understanding the relational benefits from the customers’ point of view is essential for a firm that seeks success in the Internet environment. This paper addresses the relational benefits recognized by customers in Internet-based relationships.

The Influence of the Most Recent Technological Advancement on Retailing Industry

This research is about how technology influences the retailing industry and how the advancement i... more This research is about how technology influences the retailing industry and how the advancement in technology significantly enhances the prospect of retail productivity improvement. In today's context, the retailing industry needs to embrace advanced technology to keep up with the retailing trend. An advanced retail-based technology can help us to keep track and update data related to retailing. This research shows how the advancements in retail technology help the retailing industry and the impact that affect retailers and customers.

The Review of Subsidies Removal for Fuel, Implementation of New Taxation System, and Drawbacks of Green Investment as the Impacts of Falling Oil Price in Malaysia

Global Journal of Management and Business Research

The purpose of this research is to review of subsidies removal for fuel, implementation of new ta... more The purpose of this research is to review of subsidies removal for fuel, implementation of new taxation system, and drawbacks of green investment as the impacts of falling oil price in Malaysia. To identify the impact of oil price falls and fully deregulated system of retail fuel product for consumers and how it affects the current consumer behaviors and purchasing pattern in Malaysia. Facts were analyzed and explored to understand what kind of impacts will effect on consumers when the price of oil continuously falling in the market. Results of the study showed that the falling oil price has negative and positive impact on consumers and businesses.

What Internal and External Factors Influence Impulsive Buying Behavior in online Shopping

Impulsive buying behavior can be considered as a way of increasing profit of marketers. Nowadays,... more Impulsive buying behavior can be considered as a way of increasing profit of marketers. Nowadays, the popularity of electronic commerce has gained more attention from researchers and marketers as well. Hence, studying the causes of online impulsive buying behavior is necessary as such study may generate certain innovative ideas or strategies to marketers to increase profit from online market. In this study, the author emphasizes on internal factors (e.g., psychological approach) and external factors (e.g., situational, product and website factors) in studying the impulsive buying behavior. The external factors (e.g., website designs) and internal factors (e.g., affective states) which cause impulsive purchase are interrelated in certain aspects and are hard to separate individually.

The Review of New Green Product Ideas in New Market Development

This paper argued that green products that are getting popular lately, as green products were mad... more This paper argued that green products that are getting popular lately, as green products were made of biodegradable ingredients, and is recyclable. Thus, green marketing is significant as it is required to facilitate the green products and is targeted at the right market to put them on the market effectively. Green products can bring a lot of advantages to consumers such as cost-saving, environmental friendly and a healthier lifestyle for consumers. In addition, many companies were trying their best to improve the performances of the green products so that they were more advanced and up to date. Environmental corporate social responsibilities (ECSR) have the duty to maintain the companies’ process and to protect the environment from harm. Green design and green development were a must for the production of green products. Consumers nowadays have high expectation so companies will have to come up with superior design and developments in green products to win the consumers’ hearts. A ...

The Impact of Buzz Building in Social Media for Emerging New Global Brands

Marketing a product has come a long way ever since the creation of World Wide Web. The latest phe... more Marketing a product has come a long way ever since the creation of World Wide Web. The latest phenomenon of marketing in the World Wide Web involves the usage of Social Media platforms. While the market has been saturated with various brands, both global and established, emerging new brands has come out with a new method of marketing communication for their product by heavily utilizing social media network. All these new brands has been actively tapping the potential of social media by creating a new method of selling through creating anticipation prior to launching of a new product or prior to release the quantity to be made available for purchase by the public. In addition to create buzz, the long term benefits of social media marketing can also be seen, such as creating value to customers, improved customer retention and to promote brand loyalty. In this paper, the impact from this new method of marketing will be examined by gathering facts and information that made this method s...

How do Fast Food Chain Restaurant can still sustain their Business despite Controversial Health Related Issue

Journal of Research in Marketing, 2014

In this fast-moving era, food plays a vital role in the human mankind lives. It was listed the to... more In this fast-moving era, food plays a vital role in the human mankind lives. It was listed the top 5 needs in the Maslow hierarchy chart. As we moves into the 21 st century, when the economy is fast blooming; humans are acting faster to keep up to the never-ending trend where time plays an important role. Hence, fast food chain has been keeping up to the demand of consumers, which led it to the point of success. There are also several factors of success point where is will be discussed. In this research paper, it will be identify the key elements of how fast food chain attainment or able to keep up to compete in the food industry. Also identifying how convenience would lead to consumer behaviors on purchasing fast food products, which lead a growing economy in the fast food industry.

How do pro social behavior and social networks reference group Boost Organic Foods Buying Behavior?

Australian and New Zealand Marketing Academy Conference (ANZMAC), 2022

To use norm activation model as the underlying theory to explore the mediating role of personal n... more To use norm activation model as the underlying theory to explore the mediating role of personal norms between pro-social behaviour and social networks (reference group) along with sustainable organic foods buying behaviour. Furthermore, this research is also focusing on the intention behaviour gap that many studies have underlined.

how do pro-social behaviour and social networks reference group boost organic foods buying behaviour?

by Hossein Nezakati, Marie Lafontaine, and Assoc. Prof. Dr. Rashad Yazdanifard

Anzmac 2022, 2022

Statistical reviews show that there is eagerness to boost the organic food market by increasing c... more Statistical reviews show that there is eagerness to boost the organic food market by increasing customer demand. This research aims to find out the impact of the psychological, social, and moral predictors on the sustainable organic food buying behaviour (SOFBB). A total of thirteen hypotheses were developed in support of proposed research model. The data analysis was done using Partial Least Squares Structural Equation Modelling. The findings revealed that aspiration responsibility, perceived consumer effectiveness, and social network reference group has a significant positive relation with SOFBB and personal norms (PN). However, awareness of consequences has not relation with SOFBB significantly, but has a positive significant relation with PN. PN does not show the mediating role between prosocial behaviour, social network reference group and SOFBB. The importance-performance matrix analysis is utilized to increase buying behaviour perception toward sustainable organic food products.