Faculty Profile

Dr. Huma Amir

Assistant Professor Senior Research Fellow (CBER)

Department: Marketing

Specialization: International Marketing

Onboard Status: Available

Email: hamir@iba.edu.pk


Work Experience

  • Assistant Professor and and Senior Research Fellow CBER at Institute of Business Administration, Karachi (Jan-2019 to PRESENT)
  • Assistant Professor, Chairperson Marketing and Senior Research Fellow (CBER) at Institute of Business Administration, Karachi (May-2011 to Dec-2018)
  • Assistant Professor at Institute of Business Administration, Karachi (Jan-2007 to Apr-2011)
  • Teaching Assistant at Warwick Business School (Jan-2007 to Dec-2009)
  • Sub - Warden at Warwick University (Jan-2005 to Dec-2010)
  • Lecture, Marketing Dept at Institute of Business Administration, Karachi (May-2004 to Dec-2007)
  • Student Counselor at Institute of Business Administration, Karachi (Jan-2004 to Dec-2005)
  • Monitor the Performance of Affiliate Colleges at Institute of Business Administration, Karachi (Jan-2004 to Dec-2005)
  • Visiting Faculty at Institute of Business Administration, Karachi (Jan-1988 to Dec-2003)
  • Managed Export European Market at Leather Garment Manufacturing Export Company (Jan-1988 to Dec-2003)

Academic Qualification

  • PhD (International Marketing), University of Warwick, UK - 2011
  • MPhil (International Marketing), University of Warwick, UK - 2005
  • MBA (Marketing), Institute of Business Administration, Karachi - 1987
  • BCom , University of Karachi - 1985

Research Interests

  • International Marketing

Courses Taught

  • ADVANCED & APPLIED BUSINESS RESEARCH
  • ADVANCED QUANTITATIVE RESEARCH
  • APP BUSS RESEARCH QUALITATIVE
  • APPLIED BUSINESS RESEARCH (QUALITATIVE)
  • APPLIED BUSINESS RESEARCH (QUANTITATIVE)
  • MARKETING ANALYTICS
  • METHODS IN BUSINESS RESEARCH
  • RESEARCH METHODOLOGY
  • SERVICES MARKETING

Research Output

Journal Publication(s)

  • Mazhar Ali, Dr. Huma Amir ,"Understanding Consumer Herding Behavior in Online Purchasing and its Implications for Online Retailers and Marketers",Electronic Commerce Research and Applications,Jan 17, 2024,,
  • Mazhar Ali, Dr. Huma Amir, Masood Ahmed ,"The Role of University Switching Costs, Perceived Service Quality, Perceived University Image and Student Satisfaction in Shaping Student Loyalty",Journal of Marketing for Higher Education,Sep 19, 2021,United States,
  • Fariha Reza, Dr. Huma Amir, Syed Hasnain Alam Kazmi ,"Impact of Smartphones, Self-Determination, and Patience on Subjective Well-Being of Bottom of Pyramid Customers",Revista Brasileira de Marketing (Brazilian Journal of Marketing),Apr 01, 2021,Brazil,
  • Mazhar Ali, Dr. Huma Amir, Aamir Shamsi ,"Consumer Herding Behavior in Online Buying: A Literature Review",International Review of Management and Business Research,Mar 29, 2021,Pakistan,
  • Dr. Amber Gul Rashid, Dr. Wajid H. Rizvi, Dr. Huma Amir ,"Deciphering Brand Loyalty through Brand Association and Emotional Confidence",IBA-Business Review,Jun 01, 2020,Pakistan,
  • Fariha Raza, Dr. Huma Amir ,"Essentiality of Non-Essential Purchases for Digitally Influenced, Bottom-of-Pyramid Customers",Business & Economic Review,Dec 01, 2020,Pakistan,
  • Dr. Wajid H. Rizvi, Dr. Salman Bashir, Dr. Huma Amir ,"Enhanced Understanding of Purchase Intentions in the Context of Car Buying: Implications for Academics and Practitioners",IBA Business Review,Jun 30, 2018,Pakistan,Karachi
  • Dr. Wajid H. Rizvi, Dr. Salman Bashir, Dr. Huma Amir ,"Measuring the Knowledge Creation Process in Pakistani Banks: Scale Development and Validation",IBA Business Review,Jul 20, 2017,Pakistan,Karachi

Case(s)

    Book(s)

    • Fariha Raza, Dr. Huma Amir ,"Discovering Issues in Cross-Cultural Adaptation of Questionnaire Through PLS-SEM Analysis",In L. Radomir, H. Wang, Y. Liu, C.M. Ringle, and M. Sarstedt (Eds.), State of the art in partial least squares structural equation modeling (PLS-SEM): Methodological extensions and applications in the Social Sciences and beyond,Sep 16, 2023,,

    Conference(s)

    • Kashif Farhat, Dr. Huma Amir, Wajeeha Aslam, Mazhar Ali ,"AR Experiential Elements and Shared Social Experience: Mediating Effect of Customer Creativity",IBA-SBSIC 2022 - Decision-Making in a Disruptive Age,Jun 24, 2022,Pakistan,Karachi
    • Fariha Raza, Dr. Huma Amir ,"Identity Need Pyramid for Digitally Active Bottom of Pyramid Customers – A Hermeneutic Inquiry",IBA-SBSIC 2022 - Decision-Making in a Disruptive Age,Jun 23, 2022,Pakistan,Karachi
    • Dr. Huma Amir, Rimsha Bilal ,"“Our People by Default are Rebellious” – Reflections from Pakistan on COVID-19 and Lessons for a Developing Economy",IBA-SBSIC 2022 - Decision-Making in a Disruptive Age,Jun 23, 2022,Pakistan,Karachi
    • Dr. Huma Amir ,"Purchase Intention of Brand Accessories and Word-of-mouth",2020 Virtual INFORMS Annual Meeting,Nov 13, 2020,,
    • Dr. Huma Amir, Fariha Raza ,"Digitized World and Bottom of Pyramid Consumer Behavior",Australia & New Zealand Marketing Academy Conference ANZMAC 2018,Dec 05, 2018,Australia,Adelaide
    • Dr. Wajid H. Rizvi, Dr. Amber Gul Rashid, Dr. Huma Amir ,"Brand Association and Emotional Confidence: The Determinants of Brand Loyalty",In: Krey N., Rossi P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham,May 25, 2018,United States,New Orleans
    • Dr. Huma Amir, Dr. Wajid H. Rizvi ,"Brand Performance-Attachment Relationship: Social Image Mediation Effect",Australian and New Zealand Marketing Academy Conference, ANZMAC 2017,Dec 06, 2017,Australia,Melbourne
    • Faryal Salman, Dr. Huma Amir ,"A Discussion on the Connection between Consumer Culture Theory (CCT) and National Culture Theory (NCT)",4th Academic International Conference on Business, Marketing and Management, Harvard University,Jul 19, 2017,United States,Boston
    • Dr. Huma Amir, Dr. Wajid H. Rizvi ,"Role of Perceived Attributes in Understanding Consumer Purchase Intentions using the Theory of Planned Behavior: Case of an Economy Car Launch",39th INFORMS Society of Marketing Science (ISMS) Conference,Jun 10, 2017,United States,Los Angeles, California
    • Dr. Huma Amir, Dr. Wajid H. Rizvi ,"Influence of Perceived Risk and Familiarity on Willingness to Transact in Online Food Shopping in Developing Economies",2016 AMS Annual Conference,May 18, 2016,United States,Orlando, Florida
    • Dr. Huma Amir, Dr. Wajid H. Rizvi ,"Does Social Image (Pakistani Consumers) Mediate Relationship between Brand Performance and Brand Attachment for an Imported Cosmetic Brand?",2016 INFORMS Annual Meeting,Nov 16, 2016,United States,Nashville
    • Hira Naeem, Dr. Huma Amir ,"Identification of Perceived Quality Attributes and its Influence on Brand Attitude and Purchase Intentions in Context of Car Buying",3rd IBA International Conference on Marketing, IBAICM 2016,Dec 20, 2016,Malaysia,Kuala Lumpur
    • Dr. Huma Amir ,"User-Generated and Firm-Generated Content's Impact on Low- versus High-Involvement Products in Social Media Marketing",37th INFORMS Society of Marketing Science (ISMS) Conference,Jun 18, 2015,United States,Baltimore, Maryland
    • Dr. Huma Amir ,"Impact of User-generated versus Firm-generated Content on Purchase Intention Of High versus Low Involvement Products",2015 INFORMS Annual Meeting,Nov 01, 2015,United States,Philadelphia
    • Dr. Huma Amir ,"A Study of the Changing Cultural Trends in Gold Gift-giving at Weddings in a Developing Country",36th INFORMS Society of Marketing Science (ISMS) Conference,Jun 12, 2014,United States,Atlanta, Georgia
    • Dr. Huma Amir, Samir S. Amir ,"From Trade Normalization to Economic Interlock – A Roadmap for Peace in South Asia",SIBR 2014 Bangkok Conference on Interdisciplinary Business & Economics Research,Jun 05, 2014,Thailand,Bangkok
    • Dr. Huma Amir ,"Challenges in India Pakistan Trade Normalization – SMEs and the Communication Barriers",2nd Annual Conference on Normalizing India-Pakistan Trade,Jan 22, 2014,India,New Delhi
    • Dr. Huma Amir ,"From Print to E-Newspaper Readership: An Analysis of Relevant Factors for Transition to Online Readership",Proceedings of LCBR European Marketing Conference 2013,Aug 16, 2013,Germany,Frankfurt
    • Dr. Huma Amir ,"Exploratory Study on Changing Consumer Cultural Trends in a Developing Economy",35th INFORMS Society of Marketing Science (ISMS) Conference,Jul 13, 2013,Turkey,Istanbul
    • Dr. Huma Amir ,"Exploratory Research on the Effects of Retailer Power, Price Demands, and Importer Opportunism on Importer-Exporter Relationship Quality",Proceedings of the 2013 International Marketing Trends Conference,Jan 17, 2013,France,Paris
    • Dr. Huma Amir ,"Importer Opportunism: The Effect of Retailer Power and Price Demands on Importer-Exporter Relationship Quality",Proceedings of the 2012 ISBM Academic Conference,Aug 16, 2012,United States,Chicago
    • Dr. Huma Amir ,"Social Media Marketing: Its Impact and Usage by Young Adults in Pakistan",Proceedings of the LCBR European Marketing Conference 2012,Aug 10, 2012,Germany,Munich
    • Dr. Huma Amir ,"Telemedicine: Its Acceptance and Adoption by Medical Professionals in Pakistan",34th INFORMS Society of Marketing Science (ISMS) Conference,Jun 01, 2012,United States,Boston, Massachusetts
    • Dr. Huma Amir, T C Melewar ,"UK Retailers’ Perceptions of Manufacturers from LDC’s with Negative Country Image: Case Study Pakistan",28th INFORMS Society of Marketing Science (ISMS) Conference,Jun 10, 2006,United States,Pittsburgh
    • Dr. Huma Amir ,"An Exploration into the Dyadic Relationships between UK Importers and Pakistani Exporters",Proceedings of the 6th EURAM Annual Doctoral Colloquium,May 20, 2006,Norway,Oslo

    Other(s)

    • Samir S. Amir, Ahsan Hamid, Dr. Huma Amir ,"Enhancing Competitiveness of Pakistan's Denim Sector",Initiatives for Manufacturing Sector - Report,May 01, 2019,Pakistan,Karachi
    • Samir S Amir, Shumaila Abbasi, Dr. Huma Amir ,"A Policy Framework for Improving the Export Competitiveness of Pakistan's Knitted Apparel Sector",Initiatives for Manufacturing Sector - Report,Apr 11, 2019,Pakistan,Karachi
    • Dr. Wajid H. Rizvi, Dr. Huma Amir ,"Marketing to the Bottom of the Pyramid in Emerging Markets",3rd IBA International Conference on Marketing,Dec 19, 2016,Malaysia,Kuala Lumpur

    Projects

    List to come