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Assoc. Prof. Dr. Nik Mohd Hazrul Nik Hashim

Associate Professor of Marketing


Nik Mohd Hazrul Nik Hashim is an Associate Professor of Marketing at the Graduate School of Business, National University of Malaysia. He has more than twenty years of experience as an academician, including a casual teaching stint in Australia. He holds a PhD in Marketing from the University of Melbourne and specializes in Product Innovation and Development. His primary research interests focus on exploring how products influence consumers on topics related to product innovativeness, branding, packaging, product positioning, global product rollouts, and green marketing. He is particularly proficient in multiple moderation analysis using syntax and adopts a novel approach to conducting research that essentially encapsulates and streamlines the whole research process without forgoing academic rigor and quality. Nik has published (35 journal articles) in leading international journals, including Journal of Retailing and Consumer Services, Review of Managerial Science, The Service Industries Journal, Journal of Relationship Marketing, International Journal of Emerging Markets, Journal of Financial Services Marketing, European Journal of International Management, and Renewable Energy, and has co-authored a textbook; Product Management & Strategy published by McGraw-Hill. He has led many research projects and has worked extensively with professional agencies such as Centre for Collaborative Innovation, Malaysian Foundation for Innovation, MPOB, and TH Travel, mostly on matters relating to product innovation and commercial value. His teaching performance has consistently been ranked among the highest and in recognition of his achievement, Nik is the recipient of numerous teaching and research awards at both the faculty and university level. He is keen on knowledge sharing and believes that real projects or practical applications should be embedded in the teaching process.
Assoc Prof Dr Nik Mohd Hazrul Nik Hashim


Sonia Vilches-Montero, Nik M. Hazrul, Ameet Pandit, & Renzo Bravo-Olavarria (2018), Using the Senses to Evaluate Aesthetic Products at the Point of Sale: The Moderating Role of Consumers’ Goals, Journal of Retailing and Consumer Services, 40, 82-90. (Elsevier, ISI)

 Amin Ansary & Nik M. Hazrul (2018), Brand Image and Equity: The Mediating Role of Brand Equity Drivers and Moderating Effects of Product Type and Word of Mouth, Review of Managerial Science, 12(4), 969-1002. (Springer, ISI)

Enamul Hoque, Nik M. Hazrul, & Mohammed Razzaque (2018), Effects of Attitude on Behavioral Intentions among Islamic Banking Customers: The Role of Communication and Financial Concerns, The Service Industries Journal, 38(13-14), 1017-1042. (Routledge: Taylor & Francis, ISI)

Nik M. Hazrul, Najeeb Ullah Shah, & Nor Asiah Omar (2018), Does Counterfeit Product Quality Lead to Involvement and Purchase Intention? The Moderating Effects of Brand Image and Social Interaction, International Journal of Economics and Management, 12(2): 607-620. (SCOPUS)


Product Innovation and New Product Development

Research Interest

  • Consumer reaction to products
  • Product design and packaging
  • Brand strategy and positioning
  • Product launch and strategic marketing
  • Product export and performance
  • Product innovation and market orientation
  • Eco-products and environmental marketing


New Product Development, Product & Innovation Management, Strategic Marketing, Marketing Management, Green Marketing, Research Methodology, Product Policy and Strategy, Consumer Behavior Theory & Research, Conceptual Design