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.
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.
Articles In Journals
- Gutierrez A, Punjaisri K, Desai B, Alwi SFS, O'Leary S, Chaiyasoonthorn W & Chaveesuk 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) Article No. 103272.
- Dey BL, 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, Available online 20 October 2022.
- 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 and People, Available online 12 April 2022 (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) 405-432.
- Singh Kohli G, Yen D, Alwi S & Gupta S (2021) Film or film brand? UK consumers’ engagement with films as brands, British Journal of Management, 32 (2) 369-398.
- Bose S, Roy SK, Syed Alwi SF & Nguyen B (2020) Measuring customer-based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal, Journal of Business Research, 116 (August 2020) 734-744.
- Tourky M, Syed Alwi SF, Kitchen P, Melewar TC & Shaalan A (2020) New conceptualization and measurement of corporate identity: evidence from UK food and beverage industry, Journal of Business Research, 109 (March) 595-606.
- Dey BL, Alwi S, Yamoah, F, Agyepong SA, Kizgin H & Sarma (2019) Towards a framework for understanding ethnic consumers' acculturation strategies in a multicultural environment: a food consumption perspective, International Marketing Review, 36 (5) 771-804.
- Syed Alwi S, 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) 393-422.
- 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) 2299-2310.
- 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) 2324-2336.
- Vinhas Da Silva R & Syed Alwi SF (2008) Online brand attributes and online corporate brand images, European Journal of Marketing, 42 (9/10) 1039-1058.
- Tourky M, Alwi SFS, Shaalan A & Balmer J (2023) Management of corporate identity for the pursuit of sustained CSR implementation. In: Sixteenth Global Brand Conference of the Brand, Identity and Corporate Reputation SIG, The University of Bergamo, 3-5 May 2023.