Muhammad Mohsin Butt
Biography
As a marketing scholar, I specialize in research and teaching in the areas of brand management, service marketing, consumer behavior, and research methodologies. I hold a Ph.D. in Marketing from the University Malaysia Sarawak and a Postgraduate Certificate in Higher Education Teaching (PGCHE) from the University of Nottingham, UK. With over twelve years of academic experience post-Ph.D., I have served as a faculty member at esteemed institutions, including IBA Karachi, GIKI, the University of Nottingham, and Curtin University Sarawak.
My research explores key issues in higher education marketing, brand equity, ethnic advertising, and halal marketing. My work has been published in leading academic journals such as Studies in Higher Education, Journal of Business Ethics, European Journal of Marketing, and Journal of Strategic Marketing.
Peer Reviewed Journal
Year | Publication | |
---|---|---|
2025 | Almustafa, A.; Mustafa, M.J.; Butt, M.M. (2025) 'Does investment in employee development encourage proactive behaviors among hospitality staff? A self-determination theory perspective'. Journal of Human Resources in Hospitality and Tourism, 24 . [Link] [DOI] | |
2024 | Butt, M.M.; Wilkins, S.; Hazzam, J.; Marder, B. (2024) 'Rollover service contracts: the influences of perceived value, convenience, confusion and switching costs on consumer satisfaction and service loyalty'. Journal of Strategic Marketing, 32 . [Link] [DOI] | |
2024 | Butt, M.M.; Huisman, J.; Hussain, D.; Alam, M.; Amin, M. (2024) 'Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective'. Journal of Marketing for Higher Education, 34 . [Link] [DOI] | |
2023 | Wilkins, S.; Butt, M.M.; Hazzam, J.; Marder, B. (2023) 'Collaborative learning in online breakout rooms: the effects of learner attributes on purposeful interpersonal interaction and perceived learning'. International Journal of Educational Management, 37 . [Link] [DOI] | |
2023 | Ngo, M.S.M.; Mustafa, M.J.; Butt, M.M. (2023) 'When and why employees take charge in the Workplace: the roles of learning goal orientation, role-breadth self-efficacy and co-worker support'. Review of Managerial Science, 17 . [Link] [DOI] | |
2020 | Butt, M.M.; Khong, K.W.; Alam, M. (2020) 'Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification'. Journal of Islamic Marketing, 12 . [Link] [DOI] | |
2019 | Wilkins, S.; Butt, M.M.; Shams, F.; Pérez, A. (2019) 'Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food'. Journal of Strategic Marketing, 27 . [Link] [DOI] | |
2019 | Wilkins, S.; Butt, M.M.; Shams, F.; Pérez, A. (2019) 'The acceptance of halal food in non-Muslim countries: Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism'. Journal of Islamic Marketing, 10 . [Link] [DOI] | |
2018 | Butt, M.M.; Yingchen, Y.; Mohd-Any, A.A.; Mutum, D.S.; Ting, H.; Wei, K.K. (2018) 'Antecedents of consumer-based electronic retail brand equity: An integrated model'. Asian Academy of Management Journal, 23 . [Link] [DOI] | |
2018 | Butt, M.M.; de-Run, E.C.; U-Din, A.; Mutum, D. (2018) 'Religious symbolism in Islamic financial service advertisements'. Journal of Islamic Marketing, 9 . [Link] [DOI] | |
2018 | Wilkins, S.; Butt, M.M.; Heffernan, T. (2018) 'International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs'. Journal of Marketing for Higher Education, 28 . [Link] [DOI] | |
2018 | Wilkins, S.; Butt, M.M.; Annabi, C.A. (2018) 'The influence of organisational identification on employee attitudes and behaviours in multinational higher education institutions'. Journal of Higher Education Policy and Management, 40 . [Link] [DOI] | |
2018 | Heffernan, T.; Wilkins, S.; Butt, M.M. (2018) 'Transnational higher education: The importance of institutional reputation, trust and student-university identification in international partnerships'. International Journal of Educational Management, 32 . [Link] [DOI] | |
2018 | Wilkins, S.; Butt, M.M.; Heffernan, T. (2018) 'Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms'. Journal of Strategic Marketing, 26 . [Link] [DOI] | |
2017 | Butt, M.M.; Rose, S.; Wilkins, S.; Ul Haq, J. (2017) 'MNCs and religious influences in global markets: Drivers of consumer-based halal brand equity'. International Marketing Review, 34 . [Link] [DOI] | |
2017 | Butt, M.M.; Mushtaq, S.; Afzal, A.; Khong, K.W.; Ong, F.S.; Ng, P.F. (2017) 'Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach'. Business Strategy and the Environment, 26 . [Link] [DOI] | |
2017 | Wilkins, S.; Butt, M.M.; Annabi, C.A. (2017) 'The Effects of Employee Commitment in Transnational Higher Education: The Case of International Branch Campuses'. Journal of Studies in International Education, 21 . [Link] [DOI] | |
2016 | Chee, C.M.; Butt, M.M.; Wilkins, S.; Ong, F.S. (2016) 'Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations'. Journal of Marketing for Higher Education, 26 . [Link] [DOI] | |
2016 | Wilkins, S.; Butt, M.M.; Kratochvil, D.; Balakrishnan, M.S. (2016) 'The effects of social identification and organizational identification on student commitment, achievement and satisfaction in higher education'. Studies in Higher Education, 41 . [Link] [DOI] | |
2016 | Wilkins, S.; Beckenuyte, C.; Butt, M.M. (2016) 'Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling'. European Journal of Marketing, 50 . [Link] [DOI] | |
2014 | Ng, P.F.; Butt, M.M.; Khong, K.W.; Ong, F.S. (2014) 'Antecedents of Green Brand Equity: An Integrated Approach'. Journal of Business Ethics, 121 . [Link] [DOI] | |
2013 | Jahanzeb, S.; Fatima, T.; Butt, M.M. (2013) 'How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility'. International Journal of Bank Marketing, 31 . [Link] [DOI] | |
2013 | Shamim, A.; Mohsin Butt, M. (2013) 'A critical model of brand experience consequences'. Asia Pacific Journal Of Marketing And Logistics, 25 . [Link] [DOI] | |
2013 | Mohsin Butt, M.; Aftab, M. (2013) 'Incorporating attitude towards Halal banking in an integrated service quality, satisfaction, trust and loyalty model in online Islamic banking context'. International Journal of Bank Marketing, 31 . [Link] [DOI] | |
2012 | Butt, M.M.; de Run, E.C. (2012) 'Can ethnically targeted advertising work for Malay adolescents?: The moderating role of the strength of ethnic identity'. Asian Academy of Management Journal, 17 . [Link] | |
2012 | Ahmad, S.; Butt, M.M. (2012) 'Can after sale service generate brand equity?'. Marketing Intelligence and Planning, 30 . [Link] [DOI] | |
2012 | Mukhtar, A.; Butt, M.M. (2012) 'Intention to choose Halal products: The role of religiosity'. Journal of Islamic Marketing, 3 . [Link] [DOI] | |
2011 | Butt, M.M.; de Run, E.C. (2011) 'Do target and non-target ethnic group adolescents process advertisements differently?'. Australasian Marketing Journal, 19 . [Link] [DOI] | |
2010 | Butt, M.M.; de Run, E.C. (2010) 'Private healthcare quality: Applying a SERVQUAL model'. International Journal of Health Care Quality Assurance, 23 . [Link] [DOI] | |
2010 | de Run, E.C.; Butt, M.M.; Fam, K.S.; Jong, H.Y. (2010) 'Attitudes towards offensive advertising: Malaysian Muslims' views'. Journal of Islamic Marketing, 1 . [Link] [DOI] | |
2010 | Mohsin Butt, M.; Cyril Run, E. (2010) 'Ethnic advertising: Adolescents' attitudes towards target and non-target advertisements'. Young Consumers, 11 . [Link] [DOI] |