6. Know our researcher_Dr. Muhammad Junaid by AITasia

Know our Researcher @ Asian Institute

of Technology

Faculty Profile

Dr. Muhammad Junaid

Assistant Professor, Marketing Faculty Director, PhD Program School ofManagement,AIT

 Education:

PhD in Marketing, Beijing Institute of Technology (AACSB, AMBA&EQUISAccredited)

 Teaching Areas:

Marketing Management Consumer Behavior in the Digital Age

 Research Metrics:

• JournalPapers:30

• ABDCA*:3

• ABDCA:19

• Citations:1000+

• H-Index(Scopus):14

 Research Recognition:

Top 1% of scholars globally| Ranked #14 worldwide in Consumer–BrandRelationshipresearch(ScholarGPS2026)

 International Engagement:

Adjunct Professor, Korea University, Seoul, Korea ResearcherCOMEGI,LusíadaUniversity,Portugal

Research Expertise

Creating Marketing Knowledge for Consumer Wellbeing and Sustainable Development

 Consumer–Brand Relationships: Brand love, brand addiction & brand compassion

 Responsible Brand Leadership: Ethical marketing, Consumer empowerment & Trustbuilding

 Digital Consumer Behavior: Artificial Intelligence, metaverse & social commerce

 Consumer Wisdom & Sustainable Consumption:

Technology-Driven Sustainability & Consumer

Well-being

Research Journey

Understanding Consumers

 Brand Love

 Brand Addiction

 Consumer Wisdom

Building Responsible Brands

 Responsible Brand Leadership

 Sustainability

 Consumer Well-being

Shaping Responsible Digital Futures

 Responsible AI

 Digital Trust

 Technology-Driven Sustainability

Research That Matters

When Love Becomes Addiction: Understanding Consumer Brand Relationships

 Why It Matters

Strong consumer–brand relationships can improve well-being, but they can also becomeunhealthyandharmful.

 Key Finding

Brand addiction, not brand love itself—is the primary driver of excessive spending, anxiety, andothernegativeoutcomes.

 Societal Impact

Supports healthier consumer–brand relationships and more responsible marketing practices.

Research Publication: Brand love and brand addiction and their effects on consumers' negative behaviors.

Research That Matters

Consumer Wisdom and Healthier Food Choices

 Why It Matters

Poor dietary choices contribute to rising obesity and public health challenges worldwide.

 Key Finding

Healthy food advertising can strengthen responsibility, reasoning, purpose, and longtermthinkingamongconsumers.

 Societal Impact

Provides guidance for marketers and policymakers seeking to promote healthier lifestyles.

Research Publication, Consumer wisdom: a mindful connection between healthy food advertisingandobesityprevention

Research That Matters

Responsible Brand Leadership: Building Trust Through Responsible Marketing

 Why It Matters

Consumers increasingly expect organizations to act responsibly and create value beyond profits.

 Key Finding

Responsible Brand Leadership strengthens ethical judgments, customer empowerment, andbrandtrust.

 Societal Impact

Helps organizations/Brands balance business performancewithsocialresponsibility.

Research Publication: Responsible brand leadership in services: fostering love, ethics, and empowerment

Research That Matters

Digital Innovation for Sustainable Consumption

 Why It Matters

Digital technologies are transforming how consumers interact with brands and sustainabilityinitiatives.

 Key Finding

Technologiessuch as augmented reality can improve consumer experiences while encouragingmoresustainablechoices.

 Societal Impact

Supports sustainable consumption and responsibleinnovation.

Research Publication: Technology-Driven SustainabilityandConsumerWell-beingResearch

Research That Matters

Can Sustainable Brands Make People Happier?

 Why It Matters

Consumersincreasingly expectbrandsto contribute positivelyto society andtheenvironment.Yetlittleis knownaboutwhethersustainablebusinesspractices actually enhance consumer happiness and wellbeing.

 Key Finding

Technology-driven sustainability initiatives and corporate social responsibility (CSR) activities strengthen positive brand attitudes, increase brand happiness, and enhance both personal and socialenvironmentalwell-being.

 Societal Impact

It demonstrates how responsible business practices cancreatevalueforconsumers,organizations,and societywhilesupportingsustainabledevelopment.

Research Publication: Can Technology-Driven Sustainability and CSR Enhance Consumers’ Happiness and Well-Being?

Research That Matters

Responsible Brand Leadership in Green Hotels

 Why It Matters

Consumersskepticismtowardsustainabilityclaimscan reduce trust and discourage environmentally responsibleconsumption.

 Key Finding

Responsible Brand Leadership strengthens perceived brand authenticity and brand trust. Responsible leadership helps organizations overcome consumer skepticism and build confidence in sustainability initiatives.

 Societal Impact

Shows how organizations can encourage sustainable consumer behavior by combining environmental responsibility with authenticity and trust, contributing to more responsible tourism and sustainable development.

Research Publication: Understanding Responsible Brand Leadership in Green Hotels: Role of Uncertainty and Green Skepticism

Research That Matters

Responsible AI, Responsible Brands: Promotion in the Digital Era

 Why It Matters

Artificial Intelligence is transforming marketing communication, customer engagement, and promotional activities. However, increasing automationraisesconcerns.

 Key Finding

Brands must make human oversight visible and establish transparent governance mechanisms. While AI can enhance engagement and efficiency, excessive automation may undermine trust and increaseconsumerskepticism

 Societal Impact

Provides guidance for organizations, policymakers, and marketers to use AI responsibly, balancing innovation with accountability, transparency, and consumerwelfareinthedigitalera.

Research Publication: Responsible AI, Responsible Brands: Promotion in the Digital Era