Contact Dr Sharifah Alwi
Background
Dr Sharifah Alwi is a Reader in Corporate Branding and is currently the Course Director for the MSc in Strategic Marketing at Cranfield School of Management, Cranfield University. She also holds a visiting appointment (Professor in Brand Management) at the Univeristà Cattolica, Milan (having served there for seven years) with a special focus on corporate branding in the luxury sector. Her foundation in the field of branding and corporate brand management began at Manchester Business School, where she received her PhD. Prior to joining Cranfield, she was the Research Head for the Marketing and Corporate Brand Management Group for the Marketing Division at Brunel Business School, Brunel University, London, Director for Undergraduate Studies (for Brunel Business School) and Program Director for the MSc in Corporate Brand Management. She has also worked at the University of Malaya,Kuala Lumpur, where she served as Senior Lecturer in Marketing.
As an Academic, Sharifah is passionate about inspiring students to realise their own potential, instilling confidence and analytical skills and transforming them to succeed through her teaching, which is informed by research and industry. Sharifah enjoy's discussing case studies that are industry-led and involve real-life cases. Bringing companies and industries into the classroom is her main focus, with the aim to impact students' competitiveness in the job market and increase their employability.
Sharifah's main research focus is corporate brand image, corporate brand equity and brand communication to a myriad of stakeholders. She has published in a range of journals, such as the British Journal of Management, Business Ethics Quarterly, International Marketing Review, the European Journal of Marketing, and the Journal of Business Research. Over the years, she has established several fruitful research partnerships with institutions and businesses across different industries and sectors within the UK, Italy, and Malaysia. Her latest interest is in investigating the effect of equality, diversity, and inclusion (EDI) on stakeholder support within the corporate luxury brand sector.
Current activities
Following from a published work: Syed Alwi, S.F., Balmer, J.M.T., Stoian, C. and Kitchen P. (2022) 'Introducing Integrated Hybrid Communication: The Nexus Linking Marketing Communication and Corporate Communication', Qualitative Market Research: An International Journal. ISSN: 1352-2752, Sharifa has advised, disseminated, and trained several small and medium enterprises (SMEs) and owners on how to grow and develop their brand identities and communicate their firms' business differentiation via industry collaboration, either directly or indirectly (e.g. in the classroom with students and companies).
Sharifah continues to work with SMEs, and one of her activities has involved developing community rural brand identify in Borneo, where, together with Professor Ainurul Rosli (the lead researcher), she helped the Borneo policy-maker (Sabah Tourism) and villagers to promote their area to both local and international tourists.
Publications
Articles In Journals
- Lee Z, Alwi SFS & Gambetti R. (2024). The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding. Journal of Business Research, 181(August)
- Muhammad SS, Dey BL, Bala H, Alwi SFS & Asaad Y. (2024). A Typology and Model of Privacy- and Security-Concerned Users’ Attitudes toward Digital Footprints and the Consequent Influence on Their Social Media Adaptation. Journal of the Association for Information Systems, 25(5)
- Gutierrez A, Punjaisri K, Desai B, Alwi SFS, O'Leary S, .... (2023). Retailers, don't ignore me on social media! the importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel. Journal of Retailing and Consumer Services, 72(May)
- L. Dey B, Alwi SFS, Babu MM, Roy SK & Muhammad SS. (2023). Brexit or Brand it? The Effects of Attitude Towards Brexit and Reshored Brands on Consumer Purchase Intention. British Journal of Management, 34(3)
- Muhammad SS, Dey BL, Syed Alwi SF, Kamal MM & Asaad Y. (2023). Consumers' willingness to share digital footprints on social media: the role of affective trust. Information Technology & People, 36(2)
- Syed Alwi SF, Balmer JMT, Stoian M-C & Kitchen PJ. (2022). Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication. Qualitative Market Research: An International Journal, 25(4)
- Muhammad SS, Dey BL, Kamal MM & Syed Alwi SF. (2021). Consumer engagement with social media platforms: A study of the influence of attitudinal components on cutting edge technology adaptation behaviour. Computers in Human Behavior, 121
- Lee CMJ, Che-Ha N & Syed Alwi SF. (2021). Service customer orientation and social sustainability: The case of small medium enterprises. Journal of Business Research, 122
- Kohli GS, Yen D, Alwi S & Gupta S. (2021). Film or Film Brand? UK Consumers’ Engagement with Films as Brands. British Journal of Management, 32(2)
- Bose S, Roy SK, Alwi SFS & Nguyen B. (2020). Measuring customer based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal. Journal of Business Research, 116
- Syed Alwi SF, Melewar TC, Cuomo MT & Schwaiger M. (2020). Digital Society and Corporate Reputation: Towards the Next Generation of Insights. Corporate Reputation Review, 23(3)
- Babu MM, Dey BL, Rahman M, Roy SK, Syed Alwi SF, .... (2020). Value co-creation through social innovation: A study of sustainable strategic alliance in telecommunication and financial services sectors in Bangladesh. Industrial Marketing Management, 89
- Alwi S, Che-Ha N, Nguyen B, Ghazali EM, Mutum DM, .... (2019). Projecting university brand image via satisfaction and behavioral response. Qualitative Market Research: An International Journal, 23(1)
- Dey BL, Alwi S, Yamoah F, Agyepong SA, Kizgin H, .... (2019). Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment. International Marketing Review, 36(5)
- Tourky M, Syed Alwi SF, Kitchen P, Melewar TC & Shaalan A. (2019). New conceptualization and measurement of corporate identity: evidence from UK food and beverage industry. Journal of Business Research, 109
- Ajina AS, Japutra A, Nguyen B, Syed Alwi SF & Al-Hajla AH. (2019). The importance of CSR initiatives in building customer support and loyalty. Asia Pacific Journal of Marketing and Logistics, 31(3)
- Syed Alwi SF, Muhammad Ali S & Nguyen B. (2017). The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty. Business Ethics Quarterly, 27(3)
- Melewar TC, Nguyen B, Alwi SFS & Navare J. (2017). Guest Editors’ Introduction. International Studies of Management & Organization, 47(3)
- Ong KS, Nguyen B & Syed Alwi SF. (2017). Consumer-based virtual brand personality (CBVBP), customer satisfaction and brand loyalty in the online banking industry. International Journal of Bank Marketing, 35(3)
- Melewar TC, Nguyen B, Syed Alwi SF & Navare J. (2017). Guest Editors’ Introduction. International Studies of Management & Organization, 47(2)
- Syed Alwi SF, Nguyen B, Melewar TC, Loh YH & Liu M. (2016). Explicating industrial brand equity. Industrial Management & Data Systems, 116(5)
- Muhamad R & Alwi S. (2015). Explicating consumer segmentation and brand positioning in the Islamic financial services industry. Asia-Pacific Journal of Business Administration, 7(3)
- De Abreu ME, Laureano RMS, Alwi SFS, Da Silva RV & Dionísio P. (2015). Managing Volunteerism Behaviour: The drivers of donations practices in religious and secular organisations. Journal of General Management, 40(3)
- J. Kitchen P, Faridah Syed Alwi S, Che-Ha N & Yee Lim P. (2014). Coupon redemption behaviour: a Malaysian cross-segment investigation. Marketing Intelligence & Planning, 32(1)
- Syed Alwi SF & Kitchen PJ. (2014). Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?. Journal of Business Research, 67(11)
- Hamzah ZL, Syed Alwi SF & Othman MN. (2014). Designing corporate brand experience in an online context: A qualitative insight. Journal of Business Research, 67(11)
- Faridah Syed Alwi S & Melewar TC. (2013). Branding in the Asian context: a Malaysian perspective. Asia Pacific Journal of Marketing and Logistics, 25(2)
- Sequeira N, da Silva RV, Ramos M & Faridah Syed Alwi S. (2013). Measuring Corporate Reputation in B2B Markets: The Corporate Personality Adapted Scale. SSRN Electronic Journal
- Alwi S & Azwan Ismail S. (2013). A framework to attain brand promise in an online setting. Marketing Intelligence & Planning, 31(5)
- Muhamad R, Melewar TC & Faridah Syed Alwi S. (2012). Segmentation and brand positioning for Islamic financial services. European Journal of Marketing, 46(7/8)
- Alwi SFS. (2009). Online corporate brand images and consumer loyalty. International Journal of Business and Society, 10(2)
- Vinhas Da Silva R & Faridah Syed Alwi S. (2008). Online brand attributes and online corporate brand images. European Journal of Marketing, 42(9/10)
- Vinhas Da Silva R & Faridah Syed Alwi S. (2008). The link between offline brand attributes and corporate brand image in bookstores. Journal of Product & Brand Management, 17(3)
- Da Silva RV & Syed Alwi SF. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3)
- Zolait AHS, Sulaiman A & Alwi SFS. (2008). Prospective and challenges of internet banking in Yemen: an analysis of bank websites. International Journal of Business Excellence, 1(3)
- Syed Alwi SF & Da Silva RV. (2007). Online and Offline Corporate Brand Images: Do They Differ?. Corporate Reputation Review, 10(4)
- Vinhas Da Silva R & Faridah Syed Alwi S. (2006). Cognitive, affective attributes and conative, behavioural responses in retail corporate branding. Journal of Product & Brand Management, 15(5)
- Melewar TC & Syed Alwi SF. Branding and brand management. The Business & Management Collection, 2012(1)
Conference Papers
- Tourky M, Alwi SFS, Shaalan A & Balmer J. (2023). Management of corporate identity for the pursuit of sustained CSR implementation
- Zolait AHS, Sulaiman A & Alwi SFS. (2008). Measuring interaction: An empirical comparison of three OLS regression models
- Lee Z, Alwi S & Gambetti R. From Perfectionism to Inclusivity: Exploring Brand Activism in Luxury Fashion
- Ahmed I, Alwi S & Asaad Y. Visibility through clutter: How could brands cut through advertising clutter on Instagram?
Books
- Lee Z, Alwi SFS & Gambetti R. (2024). Breaking barriers with disability inclusion: brand activism as a catalyst for social sustainability in fashion In Henninger CE, Alevizou P, Ryding D & Goworek H (eds), The Palgrave Handbook of Sustainability in Fashion. Springer Nature.
- Syed Alwi SF & Melewar TC. Melewar TC & Alwi SFS (eds). (2017). Islamic Marketing and Branding
- Hamzah ZL, Othman MN & Syed Alwi SF. (2015). Corporate Branding In Melewar TC & Alwi SFS (eds), Corporate Branding: Areas, Arenas and Approaches. Routledge.
- Sequeira N, Da Silva RV & Syed Alwi SF. (2015). Corporate brand: Business-to-business In Corporate Branding: Areas, Arenas and Approaches.
- Nguyen B, Simkin L & Alwi SFS. (2015). Fairness management In Ethical and Social Marketing in Asia. Elsevier.
- Muhamad R, Melewar TC & Alwi SFS. (2011). Market segmentation and buying behaviour in the Islamic financial services industry In Handbook of Islamic Marketing.