Contemplation of Brand Anthropomorphism, Self Concept and Brand Personality from a Cultural Perspective. Mr Zeeshan Rafiq Principals Career Development Scholarship Award holder Topic: Contemplation of Brand Anthropomorphism, Self Concept and Brand Personality from a Cultural Perspective. Supervisor: Tina Harrison Second supervisor: Essam Ibrahim Third supervisor: Susan Dunnett Group: Marketing Research interests Advertising Branding Consumer behaviour Consumer culture and interpretive consumer research Consumer culture, identity & gender Consumer relationship marketing International marketing Loyalty Psychology & marketing Background Zeeshan is a PhD candidate in the Marketing Group. He is the recipient of the prestigious Principal's Career Development Scholarship and the Edinburgh Global Research Scholarship from the University of Edinburgh. He started the PhD program in 2015. Prior to beginning his doctoral work, Zeeshan completed his M.Phil from National College of Business Administration & Economics, Pakistan in 2014. In his M.Phil he obtained a cumulative GPA of 3.88 out of four with a very high score of 90/100 in his thesis. He also graduated with a Master of Business Administration from Institute of Business Administration, University of Punjab obtaining Distinction in the subject of consumer behaviour. His research interests is on understanding the various aspects of consumer behaviour and experiences with an emphasis on consumer anthropomorphism, brand personality, consumer culture and the self-image congruence. His PhD thesis explores anthropomorphism in a cultural context. The study looks upon the role of culture in the cognition and motivational aspects of consumers and the impact it has on their brand personification perceptions and self construals. Zeeshan’s academic experience spans both graduates and masters level teaching in the area of Marketing. Prior to beginning his doctoral work, he was a lecturer of Marketing in National College of Business Administration & Economics. He was also part of the academic staff at the Virtual University of Pakistan. Zeeshan is currently the first year representative of the Doctoral Society within the Business School. Education & qualifications Master of Philosophy in Business Administration-National College of Business Administration & Economics Master of Business Administration-University of the Punjab Bachelor of Arts-University of the Punjab This article was published on 2024-08-28
