Rate My Professor Anwar Sadat Shimul

Shimul's prolific research output has significantly impacted the fields of marketing and consumer behavior. His publications feature in esteemed journals such as the Journal of Brand Management, Journal of Consumer Marketing, International Journal of Consumer Studies, and others. Key works include 'Consumers' dark personality traits drive gluckschmerz: the interplay of competitiveness and brand rivalry' (2024), 'Marketing in the Metaverse: Moving Forward – What's Next?' (2023), 'Brand advocacy: a scoping review and future research agenda' (2026), 'The influence of brand ambassador's wrongdoing on consumers' responses' (2025), 'Luxury brand attachment: Predictors, moderators and consequences' (2022, International Journal of Consumer Studies), 'Effects of luxury brand attachment and perceived envy on schadenfreude: does need for uniqueness moderate?' (Journal of Consumer Marketing), 'Investigating female shoppers' attitude and purchase intention toward green cosmetics in South Africa', and 'Sustainability claim, environmental misconduct and perceived hypocrisy in luxury branding'. These studies explore luxury brand attachment, schadenfreude, green consumerism, metaverse applications in marketing, brand ambassadorship effects, and dark personality traits in consumer contexts. His work advances theoretical frameworks and practical insights for brand management and consumer psychology. Shimul contributes to teaching in management and marketing and supervises postgraduate research.