Dr Aliakbar Jafari



Personal statement

Dr Jafari is Director of Postgraduate Research Programme and member of Research Management Group in the Department of Marketing. He is also member of Strathclyde Business School's Internationalisation Committee. He joined the University of Strathclyde in September 2008 after completing his PhD. Before joining academia, he held international marketing positions in the Iranian automotive industries for several years. 

He sits on the editorial review board of Consumption, Markets & Culture and senior editorial advisory board of Journal of Islamic Marketing. He also sits on the editorial board of Journal of Marketing ManagementMarketing Theory, Iranian Journal of Management StudiesTourism Planning and Development, International Journal of Islamic Marketing and Branding and several other academic journals.

Dr Jafari has served Marketing Theory as guest co-editor of two special issues: "Non-western contexts: The invisible half " (2012) and "Islamic Encounters in Consumption and Marketing" (2013) and a special commentary section on "Ethnicity and Wellbeing in Marketing and Consumer Research" (2015). As invited (keynote) speaker he has delivered talks in different academic and professional events in the UAE, UK, Malaysia, Turkey, and Iran. He has co-edited 'Islam, Marketing and Consumption: Critical Perspectives on the Intersections' (Routledge, 2016) (with Ö. Sandıkcı) and the four-volume set of 'New Directions in Consumer Research' (Sage, 2015) (with P. Hewer and K. Hamilton).

He has received Consumer Culture Theory Conference's 2016 Best Special Session AwardEmerald's 2015 Citations of Excellence Award for his single-authored journal article "Islamic Marketing: insights from a critical perspective" and Consumption, Markets & Culture's 2014 Honourable Mention Award for his co-authored journal article "Globalization, Reflexivity and the Project of the Self: A Virtual Intercultural Learning Process". Dr Jafari also received a prestigious Visiting Associate Professor Research Fellowship from The Scientific & Technological Research Council Of Turkey (TUBITAK) in 2016. 


Has expertise in:

    • Executive Education
    • Marketing strategy
    • Branding
    • Market formation and transformation
    • Institutional theory
    • Consumption cultures
    • Intersections of markets and religions/spiritualities
    • Interpretive research methods

Prizes and awards

Nominee for Strathclyde Teaching Excellence Award 2018
Nominee for Strathclyde Teaching Excellence Award
Best Special Session Award (2016) for co-chairing ‘Religion, Markets and Consumption: Critical Inquiries at the Intersections’ at Consumer Culture Theory Conference, Lille, France.
Visiting Associate Professor Research Fellowship - The Scientific & Technological Research Council Of Turkey (TUBITAK)
Nominee for Strathclyde Teaching Excellence Award
Emerald Citations of Excellence Award for Journal Article

more prizes and awards


International market entry mode : a systematic literature review
Schellenberg Michael, Harker Michael, Jafari Aliakbar
Journal of Strategic Marketing Vol 26, pp. 601-627 (2018)
Religious critiques of the market
Jafari Aliakbar
The Routledge Companion to Critical Marketing (2018) (2018)
Islam and the reputational landscape
Jafari Aliakbar
Islamic Marketing and Branding (2018) (2018)
Ceremonious politeness in consuming food in VFR tourism : scale development
Taheri Babak , Jafari Aliakbar, Okumus Bendegul
Service Industries Journal Vol 37, pp. 948–967 (2017)
An analysis of material consumption culture in the Muslim world
Jafari Aliakbar, Suerdem Ahmet
Islam and Popular Culture (2017) (2017)
Harnessing the power of religion : broadening sustainability research and practice in the advancement of ecology
El-Jurdi Hounaida, Batat Wided , Jafari Aliakbar
Journal of Macromarketing Vol 37, pp. 7–24 (2017)

more publications


During the past seven years, Dr Jafari has been consecutively nominated by his students for the University of Strathclyde Teaching Excellence Award in all categories of Overall Best Teacher, Passion for Subject, Most Innovative Teacher, and Most Supportive Teacher. He teaches at postgraduate levels (Masters and Executive MBA) and his key areas of teaching include Strategic Marketing Management, Marketing Management, and Cross-cultural Buyer Behaviour. He employs a wide range of learning material such as academic literature, industry reports, secondary data from media, policy, and marketing agencies, short case studies, documentaries, and video clips to engage students in hilghly interactive discussions. Translation of theory into practice and development of theory from practice are central to his teaching approach.   

Research interests

Dr. Jafari's research includes areas such as marketing strategy, branding, market formation and transformation, institutional theory, consumption cultures, intersections of markets and religions/spiritualities, marketplace diversity, and interpretive research methods. He studies markets as social contexts in which multiple formal and informal institutions interact, values and systems of meanings are constantly created and recreated, and diverse sets of practices are (re)shaped. He has served different international conferences (e.g., Transformative Consumer Research, Macromarketing, and International Society for Markets and Development) as Track Chair. As invited speaker, he has also delivered talks to various high profile industry audiences across Europe and Asia. 

Professional activities

External Examiner of BA and MSc International Management Programmes at SOAS University of London
European Association for Consumer Research
Invited Speaker at Halal Industry Conference
Market Mediation of Ethno-Religious Conflicts
2nd Marketing Management Conference
Keynote/plenary speaker
Service Quality in Hospitality and Tourism: Experiencing Persian Heritage Conference (Event)

more professional activities


The institutional role of imagination in the formation of a market: an investigation of the emergence of a global halal market (Newton Fund)
Jafari, Aliakbar (Principal Investigator)
13-Jan-2017 - 09-Jan-2018
Employee Family Work Balance and Company Performance: Irreconcilable or Complementary
Karampela, Maria (Co-investigator) Gounaris, Spiros (Principal Investigator) Jafari, Aliakbar (Co-investigator)
Funding application to ESRC
01-Jan-2016 - 31-Jan-2019

more projects