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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, product rollouts, and green marketing. He is particularly proficient in multiple moderation analysis using syntax and adopts a novel approach of conducting research that essentially encapsulates and streamlines the whole research process without compromising academic rigor and quality. Nik has published 43 journal articles in prestigious international journals, including the Journal of Retailing & Consumer Services, Review of Managerial Science, Journal of Fashion Marketing & Management, Tourism Review, The Service Industries Journal, International Journal of Emerging Markets, Journal of Relationship Marketing, Journal of Entrepreneurship in Emerging Economies, Journal of Nonprofit & Public Sector Marketing, Journal of Financial Services Marketing, European Journal of International Management, and Renewable Energy. 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 pertaining 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 levels. He is passionate about 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


Kifayat Nahiyan Rafia, Mohammad Osman Ganib, Nik M. Hazrul, & Muhammad Sabbir Rahman (2024). The Influence of 360-degree VR Videos on Tourism Web-usage Behaviour: The Role of Web Navigability and Visual Interface Design Quality, Tourism Review. Forthcoming (Emerald: ISI)

Nurul Ain Natrah Jamaludin, & Nik M. Hazrul (2024), 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: SCOPUS)

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: ISI)

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: ISI)

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: ISI)

Perengki Susanto, Enamul Hoque, Najeeb Ullah Shah, Andel Hopi Candra, Nik M. Hazrul, & Nor Liza Abdullahm (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: ISI)

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: ISI)

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: ISI)

Najeeb Ullah Shah, Rajni Selvaraj, Nik M. Hazrul, Nor Asiah Omar, & Arawati Agus (2020), The Effect of Private Label Brand Credibility on Consumer Purchase Intention: The Mediating Role of Relational Variables, Middle East Journal of Management, 7(5), 471-491. (Inderscience: ISI)

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. (Palgrave: ISI)

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. (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)

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. (Elsevier: ISI)

Syed Shah Alam, Nor Fariza Mohd Nor, Maisarah Ahmad, & Nik M. Hazrul (2016), A Survey on Renewable Energy Development in Malaysia: Current Status, Problems and Prospects, Environmental and Climate Technologies, 17(1), 5-17. (Elsevier: SCOPUS)

Zuraidah Zainol, Norjaya M. 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: SCOPUS)

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: ISI)


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


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