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Anish Yousaf staff profile image

Anish Yousaf

Senior Lecturer

Nottingham Business School

Staff Group(s)
Department of Marketing


Anish is a Senior Lecturer in Marketing at Nottingham Business School on a Teaching and Research pathway.

Career overview

Anish completed his PhD from The Business School, University of Jammu (India) in 2014 under the supervision of Dr Anil Gupta. His PhD was in the niche area of sponsorships in Indian Premier League (IPL), titled ‘Concurrent Sponsorship in Sports Marketing: Investigating the effect on Customer Based Brand equity’. His PhD work was selected for the 5th Doctoral Colloquium organized by Indian Institute of Management – Ahmedabad and 1st Doctoral Colloquium organized by Indian Institute of Management – Lucknow (Noida Campus) in 2012. Prior to joining Nottingham Business School, Anish was an Assistant Professor in Marketing at IBS Hyderabad (India) and has a total Post-PhD work experience of 8+ years. For knowledge & learning, Anish has completed online MOOCs from prestigious institutions such as Wharton School of Business, Ecole Paris University, University of Michigan, University of Toronto, John Hopkins University and Duke University.

Anish has presented his research work at international conferences of repute such as the American Marketing Association, Academy of Marketing Science, Society for Advancement of Socio Economics and many others. Such international exposure has helped him publish in top journals such as Information & Management, International Journal of Information Management, Journal of Product & Brand Management, International Journal of Research in Consumer Studies, Tourism Recreation Research, Marketing Intelligence & Planning, Studies in Higher Education, Corporate Reputation Review, and others. For his dedication & commitment towards research, he has been conferred with the Young Researchers Award by Rajalakshmi School of Business, Chennai (India) in 2018 and Lovely Professional University (India) in 2016.

Anish is a fitness enthusiast and believes in the philosophy that a healthy mind lives in a healthy body. In his free time, Anish counsels his students on their health/fitness related issues and encourages them to take up a hobby that keeps them fit and adds value to their personal/professional life.

Research areas

His research interests revolve around technology adoption and its continuance usage; brand equity formation and assessments across contexts; branding across contexts.

External activity

  • Recognized and honoured by the London Journal Press under "Quarterly Franklin Membership".
  • A lifetime member of Association of North America Higher Education International (ANAHEI) and American Marketing Association.
  • A lifetime member of the reviewer board of Behaviour & Information Technology; IJCHM; Marketing Intelligence & Planning, Tourism & Management Studies, FIIB Business Review Journal (SAGE).
  • Anish has worked as a part of the sub-reviewer team for the Academy of Marketing Science Annual Conferences.

Sponsors and collaborators

Dr Anish frequently collaborates with colleagues from:

  • Saunders College Business at RIT, USA,
  • The University of Edinburgh and Nottingham Business School, UK,
  • The Institut des Hautes Etudes Commerciales de Carthage (IHEC), Tunisia,
  • College of Business and Economics, Qassim University, Riyadh, Saudi Arabia,
  • Indian Institute of Management – Indore; IBS Hyderabad, University of Jammu, India.


Rai, J., Yousaf, A., Itani, M. N., & Singh, A. (2023) An empirical analysis of the influence of team success on Indian sports fans' purchase behaviour. Journal for Global Business Advancement (Forthcoming).

Nedra, B., Mohammad, A., Yousaf, A. & Mishra, A. (2022). Consumer Responses to The Failure Of Self-Service Banking Technology: Moderating Role Of Failure Stability. International Journal of Bank Marketing, 40(3), 458-483. Available online at:

Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 52(8), 1-12. Available online at:

Yousaf, A., Mishra, A., & Gupta, A. (2021). ‘From technology adoption to consumption’: Effect of pre-adoption expectations from fitness applications on usage satisfaction, continual usage, and health satisfaction. Journal of Retailing and Consumer Services, 62 (September). Available online at:

Yousaf, A., Mishra, A. & Amin, I. (2021). Autonomous/Controlled Travel Motivations & Their Effect on Travel Intentions of Indian Millennials: A Mixed Method Approach. Tourism Recreation Research. Available online at:

Yousaf, A., Amin, I., Jaziri, D., & Mishra, A. (2021). The Effect of Message Orientation/Vividness on Consumer Engagement for Travel Brands on Social-Media. Journal of Product & Brand Management, 31(1), 44-57. Available online at:

Mishra, A., Yousaf, A. & Amin, I. (2021). An attribute-based framework for students’ motivation to join an HEI: A self-determination theory perspective. International Journal of Educational Management, 35(1), 201-215. Available online at: 10.1108/IJEM-06-2020-0281.

Insha, A., Yousaf, A., Walia, S. & Bashir, M. (2021). What shapes e-learning effectiveness among tourism education students? An empirical assessment during Covid19. Journal of Hospitality, Leisure, Sport & Tourism Education, 30(June), 100378. Available online at:

Rai, J., Yousaf, A., Singh, M. & Singh, A. (2021). Sports Celebrity Personality and Purchase Intention: The Role of Endorser Brand Congruence, Brand Credibility and Brand Image Transfer. Sport, Business, Management: An International Journal, 11(3), 340-361. Available online at:

Sarker, T., Dey, Subhendu, D., Yousaf, A., & Mishra, A. (2021). Social Enterprises & SDGs: A Case Study of SELCO Solar Light Pvt. Ltd. Published in World Scientific Encyclopedia of Business Sustainability, Ethics and Entrepreneurship - Volume 2: Sustainable Development Goals (Chapter 10).

Gupta, A., Yousaf, A. & Mishra, A. (2020). How pre-adoption expectancies shape post-adoption continuance intentions: An extended expectation-confirmation model. International Journal of Information Management, 52(June), 102094. Available online at:

Gupta, A., Dheeman, N., Yousaf, A. & Arora, N. (2020). Social comparison and continuance intention of smart fitness wearables: an extended expectation confirmation theory perspective. Behaviour & Information Technology, 40(13), 1341-1354. Available online at:

Yousaf, A., Mishra, A., & Bashir, M. (2019). Brand Trust, institutional commitment, and their impact on student loyalty: evidence for higher education in India. Studies in Higher Education, 45(4), 878-891. Available online at:

Yousaf, A., Dey, S., & Mishra, A. (2019). Ayush Fashions: The Market Development Dilemma. Journal of International Business Education. Available online at:

Yousaf, A., Bashir, M. & Mishra, A. (2020). Revisiting Spectator-Based Sports Team Reputation: Strategic implications for Team Managers. Corporate Reputation Review, 23(1), 1-12. Available online at:

Yousaf, A., Mishra, A. & Gupta, A. (2018). Concurrent sponsorship: implications for sponsoring brands and sponsored property. Marketing Intelligence and Planning, 36(6), 633-645. Available online at:

Agrawal, A., Gupta, A., & Yousaf, A. (2018). Like it but don't comment: Manipulating the engagement of sports fans in social media. International Journal of Sport Management and Marketing, 18(4), 340-356. Available online at: