Rate My Professor Abas Mirzaei

Dr. Abas Mirzaei is a Senior Lecturer in the Department of Marketing at Macquarie Business School, Macquarie University. He holds a PhD in Marketing from Macquarie University. His research focuses on branding, woke marketing, and brand activism. Mirzaei's publications appear in prestigious journals such as the Journal of Brand Management, European Journal of Marketing, Journal of Advertising Research, Journal of Retailing and Consumer Services, and Journal of Advertising. Notable works include 'Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?' (2024, Journal of Retailing and Consumer Services, with D.C.H. Wilkie and A.J. Burgess), 'Survival of the greenest: how evolutionary motives affect sustainability campaign message persuasiveness' (2024, European Journal of Marketing, with D.C.H. Wilkie, S. Rao Hill, and R.A. Silva), 'Inclusivity in advertising: A typology framework for understanding consumer reactions' (2023, Journal of Advertising, with D.C.H. Wilkie, A.J. Burgess, and R.M. Dolan), 'When Does Integrating Human Values in Brands’ Communications Lower Social Media Engagement?' (2026, accepted, Journal of Advertising Research, with Helen Siuki and Jialin Lai), and 'The Reasonable Accommodation Management Plan (RAMP) to greater service experience for vulnerable consumers' (2026, e-pub ahead of print, Journal of Services Marketing). He authored the book Woke Brand, analyzing corporate authenticity in social responsibility and brand activism. His Google Scholar profile shows over 1,000 citations.

Mirzaei received the Best Paper Award for branding from the Australian and New Zealand Academy of Marketing Conference. His research on woke branding has influenced public discourse, featured in The Conversation (over 110,000 readers), Inside Retail, SBS, NITV, ABC News, BBC Radio, Sydney Morning Herald, Marketing Magazine, Mumbrella, AdNews, and Medium. He introduced the Brand Health Index (BHI), Behavioral Brand Evaluation Typology, and Advertising Spending Diets. Mirzaei's Coursera course 'Visionary leadership, identity & motivation: Become a meaning maker' has enrolled more than 15,000 learners. He contributes to the Transforming Energy Markets Research Centre and Innovation, Strategy and Entrepreneurship Research Centre, leading projects like Optus U SX strategic customer experience course development. He has delivered invited talks on woke authenticity and woke branding.