Zillur Rahman

Verified email at iitr.ac.in

Professor, Department of Management Studies
IIT Roorkee






Scopus Publications


Scholar Citations


Scholar h-index


Scholar i10-index

Scopus Publications

  • Anthropomorphic brand management: An integrated review and research agenda
    Monika Sharma and Zillur Rahman

    Journal of Business Research, ISSN: 01482963, Volume: 149, Pages: 463-475, Published: October 2022 Elsevier BV

  • Brand hate: a literature review and future research agenda
    Rahila Aziz and Zillur Rahman

    European Journal of Marketing, ISSN: 03090566, Pages: 2014-2051, Published: 15 July 2022 Emerald
    Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs in the field. As such, there is an urgent need to bring these insights together for a holistic understanding of research in BH, fostering its growth. This paper aims to fill this theoretical gap by bringing together the field of BH and delineating opportunities for further research. Design/methodology/approach A systematic literature review was conducted for a period of about two decades, from 1998 to August 2021. The authors included the English articles published in peer-reviewed academic journals with full texts relevant to this study, leading to a usable sample of 55 articles. Findings The authors’ findings reveal that the literature has inadequately distinguished BH as emotion and relationship, while the theoretical domain used to explore BH remains largely dominated by the psychology literature. Furthermore, BH research has primarily focused on services, with little distinction made between hatred across product and service context, with most studies set in developed countries. The authors further identify the need to investigate boundary conditions influencing BH and develop a more robust measure of BH to capture its dynamic facet. Research limitations/implications By presenting a comprehensive and up-to-date overview of the research in BH and highlighting the future research avenues, this study is believed to spur scholarly research and serve as a valuable tool for the researchers in advancing the research in BH. Practical implications Analysis of determinants and antecedents of BH provide managers an opportunity to nip the evil in the bud by preventing such situations that may lead to BH. Furthermore, insights into different BH consequences and boundary conditions allow brand managers to devise appropriate strategies to mitigate adverse reactions and foster positive consumer–brand relationships. Originality/value This study provides a thorough analysis of the current state of BH research in one place and draws a road map for scholars to further the research in this area.

  • A bibliometric analysis of scientific literature on guilt in marketing
    Management Review Quarterly, ISSN: 21981620, eISSN: 21981639, Published: 2022

  • Consumer ethics: A review and research agenda
    Syed Masroor Hassan, Zillur Rahman, and Justin Paul

    Psychology and Marketing, ISSN: 07426046, eISSN: 15206793, Pages: 111-130, Published: January 2022 Wiley

  • Effect of CSR participation on employee sense of purpose and experienced meaningfulness: A self-determination theory perspective
    Owais Nazir, Jamid Ul Islam, and Zillur Rahman

    Journal of Hospitality and Tourism Management, ISSN: 14476770, eISSN: 18395260, Pages: 123-133, Published: March 2021 Elsevier BV
    Abstract The last two decades have seen a rapid increase in corporate social responsibility (CSR) research studies in the hospitality sector. However, majority of such studies have focused either on institutional outcomes like financial performance or stakeholders like customers. Correspondingly, building on the Self-determination Theory, this study developed a model to empirically test whether and how CSR participation drives employee's sense of purpose and facilitates their experienced meaningfulness to consequently enhance employee engagement and their job performance. For empirical validity, we conducted a questionnaire survey among 387 full-time employees working in selected luxury hotels of India. The results reveal that employees' CSR participation positively affects their sense of purpose and their experienced meaningfulness, which consequently affect employee engagement. The results further reveal that sense of purpose positively affects employees' job performance whereas the effect of employees' experienced meaningfulness on their job performance was found to be non significant. The findings also delineate that employee engagement positively affects employee job performance. By empirically demonstrating how employees' CSR participation can instill sense of purpose and meaningfulness to employees at their workplaces vis-a-vis enhance their engagement and job performance, we address the strategic concern of hospitality management and also exemplify a valuable academic contribution.

  • Development and validation of a scale for measuring city image
    Alok Acharya and Zillur Rahman

    International Journal of Business Excellence, ISSN: 17560047, eISSN: 17560055, Pages: 345-369, Published: 2021 Inderscience Publishers

  • Integrating corporate sustainability and sustainable development goals: towards a multi-stakeholder framework
    Avinash Pratap Singh and Zillur Rahman

    Cogent Business and Management, eISSN: 23311975, Published: 2021 Informa UK Limited

  • Commentary on Progressing Understanding of Online Customer Engagement: Recent Trends and Challenges
    Jamid Ul Islam, Zillur Rahman, and Regina Connolly

    Journal of Internet Commerce, ISSN: 15332861, eISSN: 1533287X, Pages: 403-408, Published: 2021 Informa UK Limited

  • The evolving passage of consumer ethics research: a systematic literature review
    Syed Masroor Hassan and Zillur Rahman

    International Journal of Emerging Markets, ISSN: 17468809, eISSN: 17468817, Published: 2021 Emerald
    PurposeAs a crucial counter-equivalent to business ethics, consumer ethics has emerged as a promising research domain for practitioners and academicians alike. Despite its pertinence for both industry and academia, little is known about the existing state of consumer ethics research. To address this limitation, a systematic literature review was conducted to identify key research themes, gaps in the extant literature and set the agenda for future research.Design/methodology/approachThis literature review is based on a sample of 81 research articles drawn from Scopus and EBSCO host databases and analysed on different classification bases, covering a period from 2004 to 2019.FindingsThe results reveal that pro-social behaviour has gained recent attention in consumer ethics research. Moreover, there has been a renewed focus to understand and mitigate the attitude–behaviour gap in ethical consumption. The authors also found that majority of the studies have been conducted in Europe and North America, in a single country context.Research limitations/implicationsConsumer ethics has significant economic and social consequences worldwide. Consumer ethics insights can help marketers and practitioners to devise strategies that minimize business losses due to unethical consumer behaviour, incentivize ethical consumption and align corporate social responsibility initiatives that draw consumer support.Originality/valueTo the best of our knowledge, this is the first major (systematic) review on consumer ethics after Vitell’s review of 2003. This review provides valuable directions for future research to carry this domain forward.

  • Customer engagement and employee engagement: systematic review and future directions
    Shumaila Chandni and Zillur Rahman

    Service Industries Journal, ISSN: 02642069, eISSN: 17439507, Issue: 13-14, Pages: 932-959, Published: 25 October 2020 Informa UK Limited

  • Impact of website attributes on customer engagement in banking: a solicitation of stimulus-organism-response theory
    Jamid Ul Islam, Shadma Shahid, Aaleya Rasool, Zillur Rahman, Imran Khan, and Raouf Ahmad Rather

    International Journal of Bank Marketing, ISSN: 02652323, Pages: 1279-1303, Published: 19 Aug 2020 Emerald
    PurposeThis paper aims to investigate how banking websites can activate customer engagement (CE) to consequently enhance customer trust and retention.Design/methodology/approachUsing an online survey, data were collected from 598 customers of various (public and private) banks in India. Structural equation modeling was used to analyze the data.FindingsResults reveal that the key website attributes viz. website interactivity, website aesthetics, customization, ease of use and telepresence positively affect CE. The results also delineate positive associations between CE, customer trust and customer retention.Research limitations/implicationsThis paper unravels that by strategically focusing on the relational dynamics of CE, banks can build trust and retain their most valuable stakeholders – the customers, thereby addressing the crucial strategic concerns of banking firms.Originality/valueThis research is the first to explore the effects of key website attributes on CE in the banking context. The undertaking of this study in an emerging economy adds further insight into CE literature by generalizing the applicability of CE studies across geographic contexts.

  • Gender, loyalty card membership, age, and critical incident recovery: Do they moderate experience-loyalty relationship?
    Imran Khan, Mobin Fatma, Amjad Shamim, Yatish Joshi, and Zillur Rahman

    International Journal of Hospitality Management, ISSN: 02784319, Published: August 2020 Elsevier BV

  • The effect of CSR engagement on eWOM on social media
    Mobin Fatma, Andrea Perez Ruiz, Imran Khan, and Zillur Rahman

    International Journal of Organizational Analysis, ISSN: 19348835, Pages: 941-956, Published: 22 Apr 2020 Emerald
    Purpose The purpose of this paper is to examine how banks’ level of corporate social responsibility (CSR) engagement influences consumers’ electronic word-of-mouth (eWOM) on Facebook. Furthermore, this study examines the mediating role of consumer identification with a company (C-C identification) in the relationship between CSR engagement and eWOM in online communications. Design/methodology/approach Indian banks have been taken as a study context. The data were collected online from July to August 2018, resulting in 239 valid surveys. Data were analysed using structural equation modelling via AMOS 22.0. Findings The findings in the present study suggest that CSR communication on social networking sites engages consumers and also helps them to identify with the companies and increase their eWOM intentions. Based on this finding, the authors suggest that managers should communicate about CSR engagement on social media to favourably influence identification and eWOM. Practical implications The result highlights the opportunities brought by new technology such as online social media to the service industry. Originality/value The present study contributes to the literature by enriching the understanding of how CSR engagement influences eWOM on social media. Of theoretical concern, this study connects the social identity perspective to CSR in the online context, something not previously explored.

  • Brand engagement and experience in online services
    Imran Khan, Linda D. Hollebeek, Mobin Fatma, Jamid Ul Islam, and Zillur Rahman

    Journal of Services Marketing, ISSN: 08876045, Pages: 163-175, Published: 15 Apr 2020 Emerald
    Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

  • Modeling the barriers toward the growth of higher education institutions: A total interpretive structural modeling approach
    Faisal Talib and Zillur Rahman

    Qualitative Research Journal, ISSN: 14439883, eISSN: 14480980, Pages: 243-264, Published: 9 Apr 2020 Emerald
    PurposeIn recent years, sustainable issues have gained increasing importance in the higher education sector across the country. To remain competitive, higher education institutions (HEIs) have to engage themselves in providing world-class opportunities for higher education and research so that the beneficiaries may not be at a disadvantage in the international level. However, many HEIs still encounter barriers that can affect their growth. The purpose of this study is to identify and interpret the most significant barriers affecting the growth of HEIs in India and understand the mutual interactions and interdependence among them.Design/methodology/approachIn this study, 12 barriers affecting the growth of HEIs in India were identified and sorted by literature review, and these were validated through discussion with experts. Contextual relationships were drawn between them during brainstorming sessions. A hierarchical, seven-level structural model of these barriers affecting the growth of HEIs was developed by utilizing the total interpretive structural modeling (TISM) approach.FindingsThe results of this study showed “lack of climate change research” as the topmost outcome of the model having the highest dependence and lowest driving power. “Facilitator domination over academic experts” occupied the bottom-level input, compared to other barriers of the model, with highest driving power and lowest dependence. Further, Matrice d'Impacts Croisés – Multiplication Appliquée à un Classement (MICMAC) analysis was also performed to categorize the identified barriers for better understanding. Under MICMAC analysis, five barriers were categorized as driver barriers, four barriers as dependent barriers and the rest as linkage barriers, while none as autonomous. A TISM-based model that partitioned the barriers into different levels was developed, showcasing direct and important transitive relations.Practical implicationsThe TISM-based model developed in this study may provide a more realistic approach to the problems faced by decision-makers, academicians and top managers in the growth of HEIs in India. Thus, it will provide a roadmap to focus on the most influential barriers and reduce or eliminate them.Originality/valueThe present study identified major barriers that when dealt with can help overcome the effect of other barriers preventing the growth of HEIs in India. It also introduces a model to identify and manage the barriers by understanding the effectiveness of each barrier and minimizing the overall effect in Indian HEIs. Moreover, the analysis of interdependence and interactions studied among these barriers may also help decision-makers, academicians and top managers to find deeper insights, prioritize and rectify them, to re-establish the growth of HEIs and gain a competitive advantage.

  • The sharing economy: the influence of perceived corporate social responsibility on brand commitment
    Mobin Fatma, Imran Khan, Zillur Rahman, and Andrea Pérez

    Journal of Product and Brand Management, ISSN: 10610421, Pages: 964-975, Published: 2020 Emerald
    Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three dimensions – economic, environment and ethics. A total of 423 useable responses were collected through an online survey. To test the hypotheses, structural equation modelling was used via AMOS 22.0. Findings Findings reveal that PCSR has a significant influence on consumer brand trust and brand identification. However, no direct relationship is observed between PCSR and brand commitment. The effect of PCSR and brand commitment is significantly mediated by brand trust and brand identification. Practical implications The investment of resources in corporate social responsibility (CSR) activities has many advantages because it increases trust and identification towards the brand. Ridesharing business firms are growing in size, so they should harness CSR activities by investing money into them that benefits society. Originality/value Sharing economy services have the potential to assist the global and local economy towards environmental friendliness. Yet, there is a lack of research on how the sharing economy model works the social responsibility aspects of the model and its impact on consumer response. This study assesses the dimensions of PCSR and its influence on brand commitment via a brand trust and brand identification towards ridesharing services.

  • Striving for legitimacy through CSR: an exploration of employees responses in controversial industry sector
    Mobin Fatma, Imran Khan, and Zillur Rahman

    Social Responsibility Journal, ISSN: 17471117, eISSN: 1758857X, Pages: 924-938, Published: 27 Sep 2019 Emerald
    Purpose Based on the social identification theory, this study aims to understand employees’ reactions to corporate social responsibility (CSR) in oil companies. This study finds that employees’ perceived CSR is positively related to the employee organizational identification in controversial sector companies. Design/methodology/approach The authors chose to analyze five oil companies in India. These companies are large in size and revenue and provide a valid context for the present study. A survey of 316 employees had been carried out in the year 2015 at the headquarters of these companies located in India. Findings The finding shows that organization CSR activities enhance employees’ organizational identification, which in turn leads to employee commitment to their organization. Furthermore, the finding highlights the relationship between perceived CSR and organizational identification, which is mediated by perceived external prestige and perceived organizational support. Research limitations/implications The limitation of this study is the cross-sectional research design. The variables under investigation were measured only at one specific point of time. Another restriction of the study is that the data had been collected from the self-reported questionnaire. The results were dependent on how employees perceive and interpret how outside world assesses or views their organization. Originality/value This study provides a first step of empirical evidence suggesting that CSR engagement is important and can help in building the relation with stakeholders even in controversial industry.

  • Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences
    Jamid Ul Islam, Linda D. Hollebeek, Zillur Rahman, Imran Khan, and Aaleya Rasool

    Journal of Retailing and Consumer Services, ISSN: 09696989, Pages: 277-285, Published: September 2019 Elsevier BV

  • CCV Scale: Development and Validation of Customer Co-Created Value Scale in E-Services
    Amit Kumar Agrawal and Zillur Rahman

    Current Psychology, ISSN: 10461310, eISSN: 19364733, Pages: 720-736, Published: 15 June 2019 Springer Science and Business Media LLC

  • Consumers’ Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors
    Yatish Joshi and Zillur Rahman

    Ecological Economics, ISSN: 09218009, Volume: 159, Pages: 235-243, Published: May 2019 Elsevier BV

  • The influence of social media marketing activities on customer loyalty: A study of e-commerce industry
    Mayank Yadav and Zillur Rahman

    Benchmarking, ISSN: 14635771, Pages: 3882-3905, Published: 29 November 2018 Emerald
    PurposeThe purpose of this paper is to examine the impact of perceived social media marketing activities (SMMAs) on customer loyalty via customer equity drivers (CEDs) in an e-commerce context.Design/methodology/approachThe study surveyed 371 students from a large university in India. The data were analyzed via confirmatory factor analysis and the research hypotheses were examined using SEM.FindingsThe study revealed three key findings. First, perceived SMMAs of e-commerce comprise five dimensions, namely, interactivity, informativeness, word-of-mouth, personalization and trendiness. Second, perceived SMMAs of e-commerce have significantly and positively influenced all the drivers of customer equity (CEDs). Third, the CEDs of e-commerce exhibit a significant and positive influence on customer loyalty toward the e-commerce sites.Practical implicationsThis study will help e-commerce managers to boost customer loyalty toward the e-commerce sites through perceived SMMA.Originality/valueThe study is the first to identify five dimensions of e-commerce perceived SMMA. The current study also introduces the stimulus–organism–response model as a theoretical support to connect perceived SMMAs of e-commerce to customers’ loyalty via CEDs. This is supposed to be the first study to examine the impact of perceived SMMA on customer loyalty toward the e-commerce sites via CEDs in the e-commerce industry.

  • Examining consumer-brand relationships on social media platforms
    Nikunj Kumar Jain, Shampy Kamboj, Vinod Kumar, and Zillur Rahman

    Marketing Intelligence and Planning, ISSN: 02634503, Pages: 63-78, Published: 2 Jan 2018 Emerald
    Purpose The purpose of this paper is to examine how consumer-brand relationships affect brand loyalty and word of mouth when mediated by brand trust considering online brand communities on social media platforms. Design/methodology/approach A conceptual model is developed, depicting the impact of customer-brand relationships on brand loyalty and word of mouth via brand trust. The conceptual model is validated using partial least squares structural equation modeling and data for which are collected online through a structured questionnaire from a sample of 131 brand community members in North Capital Region of India. Findings Findings of the present study revealed that brand trust partially mediated between the involvement and commitment variables of customer-brand relationships, and brand loyalty and word of mouth. However, the link between satisfaction variable of customer-brand relationships, and brand loyalty and word of mouth via brand trust was found insignificant. Originality/value The present study provides novel insight to understand consumer-brand relationships on social media platforms.

  • Reconceptualising service firm marketing capability: Scale development and validation
    Shampy Kamboj and Zillur Rahman

    International Journal of Business Information Systems, ISSN: 17460972, eISSN: 17460980, Pages: 502-534, Published: 2018 Inderscience Publishers

  • Antecedents of co-creation intention and their role in developing technology-based new services via customer involvement: A conceptual analysis
    Bijoylaxmi Sarmah and Zillur Rahman

    International Journal of Business Excellence, ISSN: 17560047, eISSN: 17560055, Pages: 239-255, Published: 2018 Inderscience Publishers

  • Impact of social media and customer-centric technology on performance outcomes: The mediating role of social CRM capabilities
    Shampy Kamboj, Mayank Yadav, and Zillur Rahman

    International Journal of Electronic Marketing and Retailing, ISSN: 17411025, eISSN: 17411033, Pages: 109-125, Published: 2018 Inderscience Publishers


  • Measuring the Influence of Social Marketing on Consumer Behavior Intention
    V Vyas
    IIT Roorkee (Ph.D. Thesis) 2025

  • Measuring the Impact of Brand Anthropomorphism on Brand Relationship Quality (BRQ)
    M Sharma
    IIT Roorkee (Ph.D. Thesis) 2023

  • Brand Hate and Purchase Intention: A Recovery Perspective in an Online Complaining Context
    R Aziz
    IIT Roorkee (Ph.D. Thesis) 2023

  • The Impact of Marketer Generated Content (MGC) on Customer Engagement and Firm Performance: A CEM Perspective
    AK Srivastava
    IIT Roorkee (Ph.D. Thesis) 2023

  • ICT induced Factors Influencing Consumers online Buying Behavior: A Literature Review
    H Tyagi, Z Rahman
    International Journal of Business Innovation and Research 29 (1), 10.1504 2023

  • Relationship between Global-Local Identity, Perceived Price Fairness, and Purchase Intentions: The Moderating Role of Social Norms
    H Siddiqui
    IIT Roorkee (Ph.D. Thesis) 2023

  • Modelling Self Conscious Moral Emotion in Cause Related Marketing
    T Patil
    IIT Roorkee (Ph.D. Thesis) 2023

  • Integrating Corporate Governance and Strategic Management: A Stakeholder Approach
    A P Singh
    IIT Roorkee (Ph.D.Thesis) 2023

  • Brand hate: a literature review and future research agenda
    R Aziz, Z Rahman
    European Journal of Marketing 56 (7), 2014-2051 2022

  • A bibliometric analysis of scientific literature on guilt in marketing
    T Patil, Z Rahman
    Management Review Quarterly 72 (4) 2022

  • Developing a Place Branding Model: An Empirical Analysis using source credibility
    A Acharya
    IIT Roorkee (Ph.D. Thesis) 2022

  • Impact of Consumer Ethical Beliefs and Religiosity on Consumer Unethical Behaviour
    SM Hasan
    IIT Roorkee (Ph.D. Thesis) 2022

  • Medstar Polymers: Considering Production-Function-Based Input Optimization
    M Sharma, Z Rahman
    Ivey Publishing (W25582), 1-10 2022

  • Anthropomorphic Brand Management: An Integrated Review and Research Agenda
    M Sharma, Z Rahman
    Journal of Business Research 149 (October), 463-475 2022

  • Corporate Social Responsibility and Work Engagement: A motivational perspective
    ON Wani
    IIT Roorkee (Ph.D. Thesis) 2022

  • Consumer ethics: A review and research agenda
    SM Hassan, Z Rahman, J Paul
    Psychology & Marketing 39 (1), 111-130 2022

  • Linking Employee Engagement and Customer Engagement to drive Customer Loyalty: Reorienting Service Profit Chain
    S Chandini
    IIT Roorkee (Ph.D. Thesis) 2022

  • Integrating corporate sustainability and sustainable development goals: towards a multi-stakeholder framework
    AP Singh, Z Rahman
    Cogent Business & Management 8 (1), 1985686 2021

  • Strategic Market Management, 11E, Indian Adoption
    DA Aaker, C Moorrman, JU Islam, Z Rahman
    Wiley 2021

  • Commentary on Progressing Understanding of Online Customer Engagement: Recent Trends and Challenges
    JU Islam, Z Rahman, R Connolly
    Journal of Internet Commerce 20 (3), 273-292 2021


  • Factors Affecting Green Purchase Behaviour and Future Research Directions
    Y Joshi, Z Rahman
    International Strategic Management Review 3 (1-2), 128-143 2015
    Citations: 1097

  • Corporate sustainability performance and firm performance research: literature review and future research agenda
    P Goyal, Z Rahman, AA Kazmi
    Management Decision 51 (2), 361-379 2013
    Citations: 425

  • The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm
    J Islam, Z Rahman
    Telematics and Informatics 34 (4), 96-109 2017
    Citations: 390

  • Analysis of interaction among the barriers to total quality management implementation using interpretive structural modeling approach
    F Talib, Z Rahman, MN Qureshi
    Benchmarking: An International Journal 18 (4), 563-587 2011
    Citations: 365

  • An empirical investigation of relationship between total quality management practices and quality performance in Indian service companies
    F Talib, Z Rahman, MN Qureshi
    International Journal of Quality & Reliability Management 30 (3), 280-318 2013
    Citations: 342

  • Measuring Consumer Perception of Social Media Marketing Activities in E-Commerce Industry: Scale Development & Validation
    M Yadav, Z Rahman
    Telematics and Informatics 34 (7), 1294-1307 2017
    Citations: 302

  • A study of total quality management and supply chain management practices
    F Talib, Z Rahman, MN Qureshi
    International Journal of Productivity and Performance Management 60 (3), 268-288 2011
    Citations: 262

  • Consumer engagement in online brand communities: A solicitation of congruity theory
    J Islam, Z Rahman, L Hollebeek
    Internet Research 28 (1), 23-45 2018
    Citations: 252

  • Evolution of Sustainability as Marketing Strategy: Beginning of New Era
    V Kumar, Z Rahman, AA Kazmi, P Goyal
    Procedia - Social and Behavioral Sciences (The International Conference on 2012
    Citations: 228

  • Building company reputation and brand equity through CSR: The mediating role of trust
    M Fatma, Z Rahman, I Khan
    International Journal of Bank Marketing 33 (6), 840-856 2015
    Citations: 226

  • Linking Customer Engagement to Trust and Word of Mouth on Facebook Brand Communities: An Empirical Study
    J Islam, Z Rahman
    Journal of Internet Commerce 15 (1), 40-58 2016
    Citations: 210

  • Roles and Resource Contributions of Customers in Value Co-creation
    AK Agarwal, Z Rahman
    International Strategic Management Review 3 (1-2), 144-160 2015
    Citations: 198

  • Critical success factors of TQM in service organizations: a proposed model
    F Talib, Z Rahman
    Services Marketing Quarterly 31 (3), 363-380 2010
    Citations: 198

  • Measuring Customer Experience in Banks: Scale development and validation
    R Garg, Z Rahman, MN Qureshi
    Journal of Modelling in Management 9 (1), 87-117 2014
    Citations: 196

  • The role of customer brand engagement and brand experience in online banking
    I Khan, Z Rahman, M Fatma
    International Journal of Bank Marketing 34 (7), 1025-1041 2016
    Citations: 182

  • The Transpiring Journey of Customer Engagement Research in Marketing: A Systematic Review of the Past Decade
    J Islam, Z Rahman
    Management Decision 54 (8), 2008-2034 2016
    Citations: 177

  • Customer engagement in the service context: An empirical investigation of the construct, its antecedents and consequences
    J Islam, L Hollebeek, Z Rahman, I Khan, A Rasool
    Journal of Retailing and Consumer Services 50 (2019), 277-285 2019
    Citations: 170

  • Personality Factors as Predictors of Online Consumer Engagement: An Empirical Investigation
    J Islam, Z Rahman, LD Hollebeek
    Marketing Intelligence and Planning 35 (4), 510-528 2017
    Citations: 166

  • Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands
    J Islam, Z Rahman
    Journal of Global Fashion Marketing 7 (1), 45-59 2016
    Citations: 165

  • Best practices of total quality management implementation in health care settings
    F Talib, Z Rahman, M Azam
    Health Marketing Quarterly 28 (3), 232-252 2011
    Citations: 162