Abas Mirzaei

Dr Abas Mirzaei, the author of "Woke Brand" Book*, is an Assistant Professor (Senior Lecturer) in Marketing at Macquarie Business School. His area of expertise is branding, and his work has been published in academic journals such as European Journal of Marketing, Journal of Brand Management, Journal of Advertising Research, and Journal of Retailing and Consumer Services. His recent work on ‘woke’ branding has been received well, and appeared in The Conversation, Inside Retail, Inside FMCG, SBS, NITV, ABC News, BBC Radio, SMH, Marketing Magazine, Mumbrella, AdNews, and the Medium.

Abas is a recipient of the best branding paper award from Australian and New Zealand Academy of Marketing Conference. Abas’s course “Visionary leadership, identity & motivation: Become a meaning maker” has attracted near 30000 learners on Coursera.

Abas has introduced a long-term oriented brand performance metric, Brand Health Index (BHI), and Behavioral Brand Evaluation Typology, and, also Advertising Spending Diets.

Abas’s current research interests are brand purpose, woke advertising, brand health, customer equity, long-term marketing accountability, and social branding.

*Woke Brand: From Selling Products to Fixing Society's Deep Issues
Link: https://a.co/d/3uWsPDr