Dr Ahmad Jamal

Teaching profile

Year Three (UG): Advertising, Communication and Promotion Management;
Year Two (UG): Buyer Behaviour

Research interests

Ahmad's research is organised around three major themes:

The Interplay of Marketing, Ethnicity and Consumption: Here the focus is on the exploration and evaluation of consumer behaviour and acculturation experiences of different ethnic minority groups in the UK. Ahmad is the coordinator for the Ethnic Marketing Research Group (EMRG) at the Cardiff Business School. The EMRG group aims to undertake research and disseminate knowledge about marketing and customer theories as they apply to customers and organizations operating in diverse multi-ethnic marketplace.

Customer Satisfaction, Service Quality and Use of Technology in Customer-Firm Interactions: This includes an exploration of the marketing and commerce issues related to the Islamic Banking in the the UK and around the world. Also, the exploration of customer satisfaction, service quality and the use of modern technology in customer-firm interactions in the banking sector.

Customer Evaluation of Brands: This includes an exploration of customers' evaluation of brands and their satisfaction towards a number of product categories such as the precious jewellery, motorcycles, CD players, and mobile phones.

Selected publications

Books

Evans, M., Jamal, A., and Foxall, G., (2006), Consumer Behaviour, 1st edition, John Wiley & Sons, Inc. (forthcoming).

Jamal, A., (2006), "Cultural diversity and its impact on businesses," in Navigation Difference: Cultural Diversity and Audience Development, Arts Council England, ISBN: 0-7287-1077-3

Journals Articles

Jamal, A., M. S. Khan and M. S. Tsesmetzi (2012), "Role of Information Cues in Product Evaluations: The Case of UK Cosmetics Market," Journal of Strategic Marketing (forthcoming)

Jamal, A., Peattie, S., and Peattie K., (2011), Ethnic Consumers' Response to Sales Promotions: An Explorative Study in Junk Food Market, Journal of Retailing and Consumer Services (forthcoming; available online from 14 Nov 2011)

Jamal A., and Malik R., (2010), "Consumers' shopping motivations: an investigation of Indian retail shoppers", Journal of Global Business Advancement, Vol. 3, Issue 3, pp. 277-284.

Jamal, A., and K., Anastasiadou (2009), Investigating the Effects of Service Quality Dimensions and Expertise on Loyalty, European Journal of Marketing, Vol. 43, Issue ¾, pp.398-420.

Jamal A., and Gboyega, A. (2008), Customer Employee Relationships: The Role of Self Employee Congruence, European Journal of Marketing, Vol. 42, No. 11/12, pp. 1346-1371.

Jamal, A. and Al-Mari, M. (2007),"Exploring the Effects of Self-Image Congruence and Brand Preference on Satisfaction: The Role of Expertise," Journal of Marketing Management, Vol. 23, No. 7-8, pp 613-629.

Jamal, A., Davies, F., Chudry, F., and Al-Mari, M., (2006), "Profiling Consumers: A Study of Qatari Consumers' Shopping Motivations," Journal of Retailing and Consumer Services , Vol.13 (1), pp.67-80.

Goode, M., Davies, F., Jamal, A. and Moutinho, L. (2006), "Determining customer satisfaction for mobile phones: a neural network approach," Journal of Marketing Management, (forthcoming).

Jamal, A. (2005), "Playing to Win: An Explorative Study of Marketing Strategies of Small Ethnic Retail Entrepreneurs in the UK," Journal of Retailing and Consumer Services , Vol.12, Issue 1, pp.1-13.

Jamal, A. (2004), "Retail banking and customer behaviour: a study of self concept, satisfaction and technology usage," The International Review of Retail, Distribution and Consumer Research, Vol.14, No.3, pp.357-379.

Jamal, A. (2003), "Marketing in a multicultural world: the interplay of marketing, ethnicity and consumption," European Journal of Marketing,Vol. 37, No.11/12, pp.1599-1620.

Jamal, A. (2003), "Retailing in a multicultural world: the interplay of retailing, ethnic identity and consumption," Journal of Retailing and Consumer Services , Volume 10, pp.1-11.

Jamal, A. and Naser, K. (2003), "Factors influencing the customer satisfaction in the retail banking sector in Pakistan," International Journal of Commerce and Management, Vol. 13, No.2, pp.29-53.

Jamal, A. and Naser, K. (2002), "Customer satisfaction and retail banking: an assesment of some of the key antecedents of customer satisfaction in retail banking," International Journal of Bank Marketing, Vol. 20, No. 4, pp.146-160.

Jamal, A. and Goode, M. (2001), "Consumers and brands: a study of the impact of self-Image congruence on brand preference and satisfaction," Marketing Intelligence and Planning, Vol. 19, No.7, pp.482-492.

Jamal, A. and Goode, M. (2001), "Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK", Journal of Consumer Behaviour - Volume 1, Issue 2 (November), pp.140-155.

Jamal, A. and Chapman, M. (2000), "Acculturation and inter-ethnic consumer perceptions: can you feel what we feel?", Journal of Marketing Management, Vol. 16, pp. 365-391.

Naser, K., Jamal, A. and Al-Khalid, K. (1999), "Islamic banking: a study of customer satisfaction and preferences in Jordon," International Journal of Bank Marketing, Vol. 17, No. 3, pp. 135-150.

Jamal, A. (1998), "Food consumption among ethnic minorities: the case of British-Pakistanis in Bradford, UK", British Food Journal, Vol. 100 Issue 5, pp. 221-228.

Chapman M. and Jamal, A. (1997), "Acculturation: cross cultural consumer perceptions and the symbolism of domestic life," in Advances in Consumer Research, Vol. XXXIV , ed. Merrie Brucks and Deborah J. MacInnis, Provo, UT: Association for Consumer Research, pp.138-144.

Jamal, A. (1996), "Acculturation: the symbolism of ethnic eating among contemporary British consumers," British Food Journal, Vol. 98 Issue 10, pp. 14-28.

Please email Ahmad for a list of his Conference Papers.

Activities

Program Director, MSc in Strategic Marketing, Cardiff
Coordinator, Ethnic Marketing Research Group, Cardiff

Jan 2011-todate: Member of PEEAC (Pan European Education Advisory Committee) – an Executive Committee of the Federation of European Direct Marketing (FEDMA)
2009-to date: Senior Examiner, Chartered Postgraduate Diploma in Marketing, The Chartered Institute of Marketing, UK since 2009
2007-2-11: Vice President for UK, the Academy for Global Business Advancement, USA.
2007- 2011: Managing Editor for the Journal of Global Business Advancement (JGBA)

External Examiner, University of Bournemouth (effective Jan 2012)
Past External Examiner, University of Surrey
Past Examiner, Manchester Metropolitan University

1998-2002: Deputy Secretary, Academy of Marketing, United Kingdom
1996-todate: Member of the Association for Consumer Research, USA
1996-todate: Member of the European Academy of Marketing

Program Chair and Conference Director for Academy of Global Business Advancement 5th World Congress, held in Bahrain Nov 15 to Nov 19, 2008
Program Chair and Conference Director for First South Asian International Conference (SAICON 2008) hosted by COMSATS, PAKISTAN in association with the Academy of Global Business Advancement, Islamabad, Nov 12-14, 2008.
Member Plenary Session: Royal Bank International Research Seminar, 22-24 Sepember 2011; Montreal, Canada.
Panellist for the “Ethnic and Minority Marketing” track at the Academy of Marketing Science’s international conference entitled “Cultural Perspectives in Marketing;” January 16-19, 2008, New Orleans, LA. USA.
Guest Speaker and a Panellist - International Conference of Marketing and Retailing held in Kuala Lumpur, May 29 to 31 May 2007.

Reviewer for leading texts for Consumer Behaviour, Marketing Communications
Reviewer for leading academic journals such as the European Journal of Marketing, Journal of Marketing Management and Journal of Retailing and Consumer Services.
Member Editorial Advisory Board: South Asian Journal of Global Business Research published by Emerald.