Mohammad O. Gani, Hiran Roy, Kifayat N. Rafi, & Nik M. Hazrul (2026), Assessing Hatred and Anti-Brand Activism within Online Brand Communities: The Roles of Ideological Imbalance and Online Brand Avoidance, Journal of Product and Brand Management. Forthcoming (Emerald — Q1, SSCI ISI Impact Factor: 5.70, No APC)

Chan Kuan Thye & Nik M. Hazrul (2026), Dimensions of Multichannel Integration Quality (MCIQ), MC Task Differentiation and MC Segment Differentiation: Effects on the Performance of Banking Omnichannel, International Journal of Quality & Reliability Management. Forthcoming (Emerald — Q2, SSCI ISI Impact Factor: 3.00, No APC)

Nurul Ain Jamaludin & Nik M. Hazrul (2026), Tasting Emotions: How Hedonic Emotions, Experience, and Psychological Trais Amplify Fine Dining Post-Consumption Behaviors. Journal of Sensory Studies. Forthcoming (Wiley — Q2, SSCI ISI Impact Factor: 1.60, No APC)

Shao Zefeng, Nik M. Hazrul, Zhao Na, & Bao Wenhan (2026), Leveraging Social Presence to Drive Impulsive Buying in Live Shopping: The Roles of Self-Efficacy, Psychological Ownership, and Perceived Scarcity, Asia Pacific Journal of Marketing and Logistics. Forthcoming (Emerald — Q1, SSCI ISI Impact Factor: 3.90, No APC)

Faizan Abd Jabar, Nik M. Hazrul, Mashita Abdul Jabar, & Mohd Nazri Mohd Nor (2026), How Brand Personality, Experience, Affection, and Involvement Cultivates Post-Behaviors in Muslim Fashion Branded Garment, Journal of Islamic Marketing. Forthcoming (Emerald — Q2, SSCI ISI Impact Factor: 4.70, No APC) 

Nurul Ain Jamaludin & Nik M. Hazrul (2026), Exploring the Role of Hedonic Emotions on Attitudinal Loyalty and E-WOM: A Contingency Framework and Propositions, Journal of Foodservice Business Research. Forthcoming (Taylor & Francis — Q2, SCOPUS, No APC) 

Zafirah Hanoum & Nik M. Hazrul (2026), Towards a Greener Drive: Unravelling the Dynamics of Brand Positioning, Value, Promotions, and Behaviours in Post-Adoption Scenarios. Journal of Islamic Marketing. Forthcoming (Emerald — Q2, SSCI ISI Impact Factor: 4.70, No APC) 

Kifayat N. Rafi, Mohammad O. Gani, Nik M. Hazrul, Muhammad S. Rahman, & Mohammad Masukujjaman (2025), The Influence of 360-degree VR Videos on Tourism Web-usage Behaviour: The Role of Web Navigability and Visual Interface Design Quality, Tourism Review, 80(3), 725-741. (Emerald — Q1, SSCI ISI Impact Factor: 7.80, No APC)

Zhao Na, Nik M. Hazrul, Nakaya Kakuda, & Shuyang Si (2025), Charging the Soul: Tailoring Five Experiential Marketing Dimensions to Harness the Appeal of Electric Vehicles for Different Psychological Traits, Technology in Society, 82, 102902. (Elsevier — Q1, SSCI ISI Impact Factor: 12.50, No APC)

Nurul Amirah Othman, Nik M. Hazrul, & Norzalita Abdul Aziz (2025), Are you a Loyal Diner? Enhancing Post-Consumption Behaviors in Full-Service Settings through Personalization, Friendliness, and Motivation, Journal of Asia Business Studies, 19(1), 103-128. (Emerald — Q1, SSCI ISI Impact Factor: 3.00, No APC)

Zhao Na, Nik M. Hazrul, Nakaya Kakuda, & Shuyang Si (2025), Crafting Global Green Consumption: The Role of Personality Traits and Experiential Marketing in the Beverage Industry, Journal of Global Information Management, 33(1), 1-30. (IGI Global — Q1, WoS, SSCI ISI Impact Factor: 3.90, Open Access)

 Nik M. Hazrul, Nor Rahimy Khalid, Suraya Akmar Mokhtaruddin, Abdullah Al-Mamun, & Abdul Razzaque (2024), Innovative Attributes, Brand Reputation, and Behavioral Consequences in the Clothing Industry: The Roles of Self-Congruity and Value Consciousness, Journal of Fashion Marketing and Management, 28(2), 379-401. (Emerald — Q2, SSCI ISI Impact Factor: 3.30, No APC)

Syed Shah Alam, Mohammad Masukujjaman, Husam A. Kokash, & Nik M. Hazrul (2024), Application of TPB-SOR Theory on Remanufactured Product Buying Intention among Malaysian Consumers: Mediation of TPB Constructs and Functional Value, Journal of Remanufacturing, 14, 125-154. (Springer Nature — Q1, SSCI ISI Impact Factor: 4.16, No APC)

Nik M. Hazrul, & Amin Ansary (2023), Global Product Rollout Strategies and Performance: The Moderating Effects of Product Innovativeness, Order of Entry, and Firm Size, European Journal of International Management, 21(3), 369-399. (Inderscience & Elsevier — Q2, SSCI ISI Impact Factor: 1.00, No APC)

Perengki Susanto, Enamul Hoque, Najeeb Ullah Shah, Andel Hopi Candra, Nik M. Hazrul, & Nor Liza Abdullah (2023), Entrepreneurial orientation and performance of SMEs: The roles of marketing capabilities and social media usage, Journal of Entrepreneurship in Emerging Economies, 15(2), 379-403. (Emerald — Q2, SSCI ISI Impact Factor: 3.00, No APC)

Perengki Susanto, Enamul Hoque, Nik M. Hazrul, & Najeeb Ullah Shah (2022), Moderating Effects of Perceived Risk on Determinants and Outcome of E-money Behaviour. International Journal of Emerging Markets, 17(2), 530-549. (Emerald — Q2, SSCI ISI Impact Factor: 3.00, No APC)

Nik M. Hazrul, Yap Hock Ann, Amin Ansary, & John A. Xavier (2022), Contingent Effects of Decision-making and Customer Centricity on Public-Sector Innovation Success, Journal of Nonprofit & Public Sector Marketing, 34(1), 36-70. (Taylor & Francis — Q2, SSCI ISI Impact Factor: 1.30, No APC)

Enamul Hoque, M. Kabir Hassan, Nik M. Hazrul, & Zaher Tarek (2019), Factors Affecting Islamic Banking Behavioral Intentions: The Moderating Effects of Customer Marketing Practices and Financial Consideration, Journal of Financial Services Marketing, 24, 44-58. (Springer Nature & Palgrave — Q2, SSCI ISI Impact Factor: 4.30, No APC)

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 — Q1, SSCI ISI Impact Factor: 13.10, No APC)

 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 Nature — Q1, SSCI ISI Impact Factor: 9.60, No APC)

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. (Taylor & Francis — Q1, SSCI ISI Impact Factor: 7.40, No APC)

Enamul Hoque, Nik M. Hazrul, & Mohammad Hafizi Azmi (2018), Moderating Effects of Marketing Communication and Financial Consideration on Customer Attitude and Intention to Purchase Islamic Banking Products: A Conceptual Framework, Journal of Islamic Marketing, 9(4), 799-822. (Emerald — Q2, SSCI ISI Impact Factor: 4.70, No APC)

Nur Jahan Khan, Mohammed Razzaque, & Nik M. Hazrul (2017), Intention of and Commitment towards Purchasing Luxury Products: A Study of Muslim Consumers in Malaysia, Journal of Islamic Marketing, 8(3), 476-495. (Emerald — Q2, SSCI ISI Impact Factor: 4.70, No APC) 

Zuraidah Zainol, Norjaya Yasin, Nor Asiah Omar, & Nik M. Hazrul (2014), Determining the Key Factors of Customer−Brand Relationship Investment Dimensions: Insights from Malaysian Mobile Phone Users, Journal of Relationship Marketing, 13, 318-342. (Routledge, Taylor & Francis — Q1, SCOPUS, No APC)

Syed Shah Alam, Nik M. Hazrul, Mamunur Rashid, Nor Asiah Omar, Nilufar Ahsan, & Md Daud Ismail (2014), Small-scale Household Renewable Energy Usage Intention: Theoretical Development and Empirical Settings, Renewable Energy: An International Journal, 68, 255-263. (Elsevier — Q1, SSCI ISI Impact Factor: 9.10, No APC)

Specialisation
Product Innovation and New Product Development

Research Interest

• Consumer reaction to products
• Product innovation
• Consumer behavior
• Branding and Positioning
• Eco-products and Environmental marketing
• Product launch and Strategic marketing
• Product design and Packaging