Muhammad Mohsin Butt

Lecturer

Email MuhammadMohsin.Butt@mu.ie

Biography
Publications

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 (UNIMAS) and a postgraduate certificate in higher education teaching (PGCHE) from the University of Nottingham, UK. With over twelve years of post-Ph.D. academic experience, I have served as a faculty member at esteemed institutions, including IBA Karachi, GIKI, the University of Nottingham, and Curtin University Sarawak Campus.

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.

Publications

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]

Research

Undergraduate Studies

Postgraduate Studies

International

Search form

Muhammad Mohsin Butt