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Abas Mirzaei

  • Title: Doctor
  • Position: Lecturer - Department of Marketing and Management

Contact Details

Areas of Expertise

  • Brand Management
  • Marketing Performance
  • Marketing Research
  • Advertising

Research awards

  • Best Paper Award for "Developing an Objective Long-term Measure of Brand Health". Australian and New Zealand Academy of Marketing. 2013
  • University Postgraduate Research Fund, Macquarie University (2013, $5000)
  • Faculty Research Excellence Award, Faculty of Business and Economics, Macquarie University (2011, $10,000).
  • Faculty conference presentations fund (2010-2013, $10,000).
  • PhD Research Excellence Award, Macquarie University (2010-2013, 3.5 years doctorate research, $22,500 annually).

Research areas

  • Brand Management, Brand Health
  • Marketing Performance
  • Marketing Research
  • Advertising

Publications

journal toggle icon open Refereed Journal Articles

  • Mirzaei, A., Gray, D., Baumann, C., Johnson, L.W. Is your brand healthy? Which advertising diet are you on?, Journal of Advertising Research (ABDC ranked A), forthcoming.
  • Mirzaei, A., Gray, D., Baumann, C., Johnson, L.W., Winzar, H., A behavioural long-term based measure to monitor the health of a brand, Journal of Brand Management (ABDC ranked A), forthcoming.
  • Mirzaei.A., Gray, D., Baumann C. (2011). Developing a new model for tracking brand equity as a measure of marketing effectiveness, 2011. The Marketing Review, (11) 4, pp. 323-336.
  • Ranjbarian, B., Rojuee, M., Mirzaei, A. (2010). Consumer ethnocentrism and buying intentions: an empirical analysis of Iranian consumers. European Journal of Social Science, 13 (3), pp.371-386.
  • Sanayei. A., Mirzaei, A. (2008). Designing a model for evaluating the effectiveness of E-HRM: Case study, Iranian organizations, International Journal of Information Science and Management, 6 (2), pp.79-98.
  • Sanayei, A., Mirzaei. A. (2008). An empirical study of consumers' acceptance of mobile advertising. Journal of International Marketing and Marketing Research, 33 (3), pp. 115-130.

conference toggle icon open Conferences and Presentations

  • The DNA of Healthy Brands in Education Industry: What Is Their Perceived Brand Image." Marketing Science Conference, Baltimore, USA, June 2015 (forthcoming)
  • Examining the impact of brand equity on customer equity, European Marketing Academy Conference (EMAC), Valencia, Spain, June 2014.
  • Developing an objective customer-market measure of brand equity with a longitudinal perspective, Australian & New Zealand Marketing Academy Conference, Auckland, New Zealand, December 2013. Best Paper in Branding track.
  • Monitoring change in brand equity over the long term: A conditional autoregressive latent trajectory analysis, Australian & New Zealand Marketing Academy Conference, Adelaide, December 2012.
  • Autoregressive latent trajectory modeling to track the change in customer equity and brand equity, Marketing Science Conference, Boston, July 2012.
  • Quantifying brand equity as a measure of marketing effectiveness, British Academy of Marketing Conference, University of Liverpool, UK. July 2011.
  • The Importance of Implementing ERP in SMEs, 5th International Conference on Project Management, Tehran, Iran, October 2009.
  • A Web-based ERP system for Supply Chain Management Effectiveness, 3rd International Conference of E-Commerce with focus on Developing Countries, Isfahan, Iran, October 2008
  • Electronic Service Quality: a conceptual framework in virtual environment, 3rd International Conference on E-Commerce with focus on Developing Countries, Isfahan, Iran, October 2008
  • The Future of E-Government: An exploration of ICT-driven models of E-Government for Iran in 2025, 1th International Conference of e-city, Tehran, Iran, February 2008