Role
Anish is a Senior Lecturer in Marketing at Nottingham Business School on a Teaching and Research pathway.
Career overview
A Fellow of the Higher Education Academy (FHEA), Anish is dedicated to advancing excellence in teaching and learning through his student-first philosophy. He has 14+ years of teaching and research experience and is currently taking courses of applied business research project, research for marketing, principles of marketing, and marketing management (UG level) and business research project (PG level) in Nottingham Business School. A lifelong learner, he has enhanced his expertise through MOOCs from renowned institutions, including Wharton School of Business, Ecole Paris University, University of Michigan, University of Toronto, John Hopkins University and Duke University.
Anish is a lifetime member of the Association of North America Higher Education International (ANAHEI) Association. He is also a member of Academy of Marketing Science, British Academy of Management, and Academy of Marketing. He actively contribute to the academic community, including serving as a reviewer for top-tier marketing/hospitality journals. He was invited to work as a part of the sub-reviewer team for reputed conferences organised by American Marketing Association, Academy of Marketing Science Annual Conferences, the British Academy of Management (BAM) 2024 and others. His contributions to research have been recognized with 'Young Researcher' Awards by Rajalakshmi School of Business (2018) and Lovely Professional University (2016).
Research areas
His research work, and interests, reflect the intersection of emerging technologies and digital advancements in marketing across diverse contexts. His research work has been presented in reputed global conferences such as American Marketing Association, Academy of Marketing Science, British Academy of Marketing, Academy of Marketing, World Academy of Marketing Science, Society for the Advancement of Socio-Economics and others. This exposure has helped him to publish in journals of repute including European Journal of Marketing, Internet Research, Journal of Business Research, Information & Marketing, Studies in Higher Education, International Journal of Hospitality Management, International Journal of Information Management, International Journal of Contemporary Hospitality Management, Tourism Recreation Research, Journal of Product & Brand Management, Marketing Intelligence & Planning, and others.
External activity
- A lifetime member of the reviewer board of Behaviour & Information Technology; IJCHM; Marketing Intelligence & Planning, Tourism & Management Studies, FIIB Business Review Journal (SAGE).
- Recognized and honoured by the London Journal Press under "Quarterly Franklin Membership".
- Invited Keynote Speaker and Session/Track Chair for International Conferences.
Sponsors and collaborators
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.
Publications
Agag, G., Yousaf, A., & Adiguzel, F. (2025). Marketing agility and firm performance: the role of customer service performance and customer co-creation. European Journal of Marketing, 59(11), 2607-2641 (ABS 3*; ABDC A*). Available online at: https://doi.org/10.1016/j.jbusres.2023.114368
Yousaf, A., Mishra, A., Arora, N., Amin, I., Gupta, A., & Cheah, J. H. (2025). Unlocking commitment, continuance and recommendation intentions for a food delivery application brand. International Journal of Retail & Distribution Management, 53(12), 1160-1178. (ABS 2*; ABDC A). Available online at: https://doi.org/10.1108/IJRDM-02-2025-0109
Agag, G., Yousaf, A., Mishra, A., & Amin, I. (2025). How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective. International Journal of Hospitality Management, 126, 104060 (ABS 3*; ABDC A*). Available online at: https://doi.org/10.1016/j.ijhm.2024.104060
Bahri-Ammari, N., Mishra, A., Yousaf, A., & Bilgihan, A. (2025). Enhancing loyalty and e-WOM in virtual brand communities: a multi-country study. Internet Research, 1-21. (ABS 3*; ABDC A). Available online at: https://doi.org/10.1108/INTR-10-2024-1553
Agag, G., Abdelmoety, Z. H., Aboul-Dahab, S., Daher, M., Sharkasi, N., Taha, E., ... & Abdelwahab, M. (2025). A cross-cultural meta-analysis of transformational leadership-performance outcomes relationship. International Studies of Management & Organization, 1-41 (ABS 2*). Available online at: https://doi.org/10.1080/00208825.2025.2566556
Figueiredo, R., Yousaf, A., Camargo, M. E., & Soliman, M. (2025). Understanding Supply Chain Resilience in Technology‐Based Innovations in MSMEs. The Role of Techno‐Insecurity, Innovation Orientation, and Employee Resilience in Supporting the Orientation of Key Decision‐Makers. Strategic Change (Online first), 1-25. (ABS 2*). Available online at: https://doi.org/10.1002/jsc.2658
Yousaf, A., Taheri, B., Dwesar, R., & Gannon, M. J. (2025). The past, present, and future of travel and tourism literature: Insights from a bibliometric review. Tourism and Hospitality Management, 32(2), 1-20. Available online at: https://doi.org/10.20867/thm.32.2.4
Nawres, D., Nedra, B. A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368. Available online at: https://doi.org/10.1016/j.jbusres.2023.114368 (ABS 3*; ABDC A)
Said, N., Ben Mansour, K., Bahri-Ammari, N., Yousaf, A., & Mishra, A. (2024). Customer acceptance of humanoid service robots in hotels: moderating effects of service voluntariness and culture. International Journal of Contemporary Hospitality Management, 36(6), 1844-1867. Available online at: https://doi.org/10.1108/IJCHM-12-2022-1523 (ABS 3*; ABDC A)
Taheri, B., Yousaf, A., Gannon, M., & Mishra, A. (2024). e-commerce website customer engagement: Delineating the role of UTAUT, vividness, and compulsion. Journal of Retailing and Consumer Services, 79, 103835. Available online at: https://doi.org/10.1016/j.jretconser.2024.103835 (ABS 2*; ABDC A)
Mishra, A., Yousaf, A., & Gannon, M. (2024). ‘A Reputation to Protect’: Sport-Team Reputation as a Strategic Source of Brand Equity. Corporate Reputation Review, 1-17. Available online at: https://doi.org/10.1057/s41299-024-00200-7
Yousaf, A., Mishra, A., & Amin, I. (2023). Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: A mixed method approach. Tourism Recreation Research, 48(2), 286-304. Available online at: https://doi.org/10.1080/02508281.2021.1891741 (ABS 2*; ABDC A)
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: https://doi.org/10.1108/IJBM-05-2021-0192 (ABS 2*; ABDC A)
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: https://doi.org/10.1016/j.im.2021.103543 (ABS 3*; ABDC A*)
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, 102655. Available online at: https://doi.org/10.1016/j.jretconser.2021.102655 (ABS 2*; ABDC A)
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: https://doi.org/10.1108/JPBM-08-2019-2546
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: https://doi.org/10.1016/j.ijinfomgt.2020.102094 (ABS 2*; ABDC A*)
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: https://doi.org/10.1080/0144929X.2020.1748715 (ABS 2*; ABDC A)
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: https://doi.org/10.1080/03075079.2018.1558441 (ABS 3*; ABDC A)
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: https://doi.org/10.1108/MIP-02-2018-0042 (ABS 2*; ABDC A)
Conference Papers:
Yousaf, A. (2024). Short- and Long-term Effects of Marketing Agility on Firm Performance: The role of Customer Service Performance & Customer Co-creation in British Academy of Marketing Conference organized by British Academy of Management at Nottingham Trent University (UK) from September 2 -6, 2024.
Yousaf, A., (2023). Sport League Brand Personality: How League Popularity, Sport Liking and Fan Motivation Generate Favorable Loyalty in Academy of Marketing Science World Marketing Congress organized by University of Kent (UK) from July 11-14 2023.
Yousaf, A. (2023). Humanoid Service Robots in Hotels & Customer Acceptance: Moderating Effects of Service Voluntariness & Culture in Academy of Marketing Annual Conference organized by University of Birmingham (UK) from July 3-6 2023.
Yousaf, A. (2022). Enablers of Website engagement and its impact on trust and loyalty in Academy of Marketing Science Annual Conference, New Orleans, Louisiana, USA from May 17-19, 2023
Yousaf, A. (2021). ‘Hello! Where is my ordered food? Exploring Continuance Usage Intentions Towards Food Delivery Apps Using ECM & Trust Commitment Theory’ in 8th PAN IIM World Management Conference organized by IIM Kozhikode, India from December 16th- 18th, 2021.
Yousaf, A. (2021). Autonomous/controlled motivations for youth travellers: A self-determination theory perspective in TOURMAN 2021: 4th International Scientific Conference “Restarting tourism, travel and hospitality: The day after” held at Hellenic University, Greece during 21st to 23rd of May 2021.
Yousaf, A. (2021). Antecedents to Digital Learning Effectiveness Among Tourism Students During COVID-19: Assessing Its Impact on Knowledge Acquisition & Student Satisfaction in (GLOCER 2021) at Muma College of Business, University of South Florida, June 8-10, 2021.
Yousaf, A. (2021). Linking Smartphone, Fitness App(s), and Life Satisfaction: Extending the expectation-confirmation (ECM) model in Global Conference on Services and Retail Management (GLOSERV 2021) at University of Naples Federico II, Italy & University of South Florida, USA, May 10-13, 2021.
Yousaf, A. (2018). Smart Wearable Continuance Usage Intentions: Blending Expectation Confirmation and Social Comparison Theory in the 12th NASMEI Conference 2018: An International Marketing Conference in India organized by Great Lakes Institute of Management, India during December 22-23, 2018.
Yousaf, A. (2018). The Role of Social Enterprises in Influencing Climate Change Policy Adoption in Transitioning Economies: A Case Study of Selco Solar Pvt. Ltd in India in Global Reordering: Prospects for Equality, Democracy & Justice organized by Society for Advancement of Socio Economics (SASE) in collaboration with Doshisha University (Kyoto), Japan during June 23-25, 2018.
Yousaf, A. (2018). Brand Trust & Students Word-of-Mouth Attitude: Exploring the Role of Student Loyalty via Path Analysis Approach in the CERE-2018: Conference on Excellence in Research and Education organized by Indian Institute of Management – Indore (IIM-I) during May 03-06, 2018.
Yousaf, A. (2017). Brand Trust & Student Loyalty: Modeling a Path Analytic Approach in the 11th NASMEI Conference 2017: An International Marketing Conference in India organized by Great Lakes Institute of Management, India during December 22-23, 2017.
Yousaf, A. (2016). Sports Team Brand-Equity Index: A New Measurement—An (Extended) Abstract organized by Academy of Marketing Science (AMS) at Florida, USA on May 18-21, 2016.
Yousaf, A. (2016). Interacting to Engage: An Empirical Analysis of Engagement of Sports Fans in Social Networking Sites organized by American Marketing Association (AMA) at Las Vegas, USA on 26-28 February, 2016.
Yousaf, A. (2015). Modeling the Affects of Concurrent Sponsorship in Sports Marketing, in Global Conference on Managing in Recovering Markets organized by Management Development Institute (MDI), Gurgaon during 12-14 March, 2015.
Yousaf, A. (2013). Who Gains in Sponsorship Clutter? Impact on Sponsors Brand Equity and Teams Image, 7th Great Lakes NASMEI International Conference 2013 organized by Kotler-Srinivasan Center for Research in Marketing at Great Lakes Institute of Management, India during 29th & 30th December, 2013.
Yousaf, A. (2013). Investigating the Role of Sponsorship Level, Relatedness, and Prominence in Sport Sponsorships Effectiveness, at the 5th IIM – A Conference on Marketing in Emerging Economies organized by Indian Institute of Management – Ahmedabad from January 9-11, 2013 at IIM –Ahmedabad.
Yousaf, A. (2012). Mapping Sponsorship-Linked Marketing in Indian Premier League, at Conference on Global Strategies for an Emergent India organized jointly by IIM – Kozhikhode and University of Sydney at Indian Institute of Management Kozhikode, Kerala, India, India during 27-28 December, 2012.
Yousaf, A. (2012). Branding of Sport Teams: Reconceptualizing the Fan Based Brand-Equity Model, at 6th International Conference on Contemporary Business 2012 organized jointly by IIT Delhi, India & Curtin University, Australia during October 18-19, 2012 held at Department of Management Studies, IIT – Delhi.
Yousaf, A. (2012). Spectator-Based Brand Equity and Indian Premier League: An Empirical Assessment in Spectator Sports in Emerging Economies, 2012 Academy of Indian Marketing International Conference on "Innovation in Marketing for Emerging Markets - Global Challenges and Opportunities" organized by Academy of Indian Marketing, India, during July 29-30, 2012 with Conference Co-Chairs: Dr. Jagdish N. Sheth, Dr. V. Kumar, Dr. Madhukar Angur & Dr. Piyush Kumar Sinha.
Yousaf, A. (2012). Indian Premier League and Team Brand Building: Validating the Spectator-Based Brand Equity Model in context of Television viewers, International Conference in Marketing- "Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead", at Indian Institute of Management, Lucknow, Noida Campus, India, during January 12-14, 2012.