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Ahmad Jamal

Professor Ahmad Jamal

Users
Available for postgraduate supervision

Teams and roles for Ahmad Jamal

Overview

  • 2022 - present: Professor of Marketing and Strategy, Cardiff Business School
  • 2020 - present: Deputy Head of Section for Teaching and Learning, Marketing and Strategy Section
  • 2005 -2021: Senior Lecturer in Marketing and Strategy, Cardiff Business School
  • 1996 - 2005: Lecturer in Marketing, Cardiff Business School.

Publication

2024

2023

2021

2020

2019

2018

2016

2015

2014

2012

2010

2009

2008

2007

2006

2005

2004

2003

2002

2001

Articles

Book sections

Books

Conferences

Research

Primary research interests

  • Tourism, Hospitality, and Service Experiences  in culturally diverse market environments , with insights that extend to broader service and experience-based industries.
  • Consumers, Emerging Technologies, and Phygital Experiences, exploring how consumers interact with and respond to new technologies in everyday life (e.g. social media, platforms, social media influencers, AI-mediated influencer campaigns, AI-enabled services, use of GenAI by consumers), and how human–technology in general and human–AI relations shape identity, consumer decision-making, and consumption practices.
  • Consumer Identity, Acculturation, and Belonging, including hybrid, transcultural, and faith-based identities across digital, physical, and service environments.
  • Faith-Based Consumption and Marketing, including halal consumption, ethics, sustainability mind-sets, and values-driven consumer behaviour.
  • Entrepreneurship and Community-Based Enterprises, focusing on leading and managing culturally embedded ventures, social innovation, women entrepreneurship and inclusive business models for community empowerment, financial inclusion and skill development. 

PhD supervision research interests

I welcome PhD proposals that explore following themes across in any business, management, and service contexts (including consumer markets, services, digital platforms, and organisations but mainly from consumer behaviour and marketing point of view):

  • Tourism, Hospitality, and Service Experiences - consumer behaviour in tourism and hospitality is increasingly shaped by social media, digital platforms, and AI technologies embedded across the travel journey. Research is needed to understand how travellers interact with phygital environments, AI-enabled services, and algorithmic decision tools, and how these technologies influence choice, agency, and experience evaluation. Another research area is about role of trust, authenticity, and identity in digitally mediated travel choices and experiences. Social media influencers, AI-generated content, and platform algorithms shape destination imaginaries and expectations, raising questions about credibility, performative travel, and the growing gap between anticipated and lived experiences.  Similarly, I am also interested in research addressing broader ethical, cultural, and sustainability implications of digital tourism. This includes issues of privacy, surveillance, inclusion, and algorithmic bias affecting mainstream and minority travellers, as well as consumer resistance to over-automation and the role of digital technologies in promoting responsible and sustainable tourism practices.
  • Consumers and Emerging Technologies in Everyday Life, exploring how consumers navigate and respond to interconnected physical and digital environments - e.g. social media engagement, social media influencers, parasocial relationships in the context of social media but also use of AI by consumers, how and in what sense AI-mediated influencers impact consumer behaviour across phygital domains (store, apps, social etc.), what are the positive and dark sides of using AI specially GenAI and how human–technology and human–AI interactions shape identity, consumer decision-making, and consumption practices in various business sectors. 
  • Entrepreneurship and Community-Based Enterprises - exploring role of women entrepreneurship, locally embedded ventures, social innovation, and inclusive business models in creating value for society, improving community engagement and empowerment and financial inclusion.
  • Ethics, Sustainability, and Responsible Business, especially how and in what sense ultural, religious, and community values influence consumer responses to such businesses. 
  • Consumer Identity, Culture, and Acculturation, examining similarities and differences between mainstream and minority consumers, including hybrid, transcultural, and faith-based identities. 
  • Marketing in Culturally Diverse Marketplaces, focusing on how firms engage, communicate with, and create value for culturally diverse consumer groups. How do consumers respond to multicultural marketing efforts? 
  • Faith-Based Consumption and Marketing including halal consumption, ethics, sustainability mind-sets, response to Islamic banking and values-driven consumer decision-making.

Teaching

Teaching commitments

  • MSc (PG): Understanding Customers
  • MSc (PG): Brand Management 
  • MSc (PG): Brand Communications in Digital Age
  • MSc (PG): International Marketing 
  • Year Two (UG): Consumer Behaviour
  • Year Three (UG): Advertising and Marketing Communication Management

Biography

Qualifications

  • Ph.D, Bradford University School of Management, 1997 (supervisor: Dr Malcolm Chapman)

Additional activities

Deputy Head of Section for Teaching and Learning, Marketing and Strategy Section, Cardiff Business School since 2021. 

Program Director, MSc in Strategic Marketing, Cardiff (2008-2012).
Coordinator, Ethnic Marketing Research Group, Cardiff

Jan 2011-to date: Member of PEEAC (Pan European Education Advisory Committee) – an Executive Committee of the Federation of European Direct Marketing (FEDMA)
2009-to date: Senior Examiner, Chartered Postgraduate Diploma in Marketing, The Chartered Institute of Marketing, UK since 2009
2007-2011: Vice President for UK, the Academy for Global Business Advancement, USA.
2007- 2011: Managing Editor for the Journal of Global Business Advancement (JGBA)

External Examiner, University of Bournemouth (effective Jan 2012)
Past External Examiner, University of Surrey
Past Examiner, Manchester Metropolitan University

1998-2002: Deputy Secretary, Academy of Marketing, United Kingdom
1996-to date: Member of the Association for Consumer Research, USA
1996-to date: Member of the European Academy of Marketing

Program Chair and Conference Director for Academy of Global Business Advancement 5th World Congress, held in Bahrain Nov 15 to Nov 19, 2008
Program Chair and Conference Director for First South Asian International Conference (SAICON 2008) hosted by COMSATS, PAKISTAN in association with the Academy of Global Business Advancement, Islamabad, Nov 12-14, 2008.
Member Plenary Session: Royal Bank International Research Seminar, 22-24 September 2011; Montreal, Canada.
Panellist for the “Ethnic and Minority Marketing” track at the Academy of Marketing Science’s international conference entitled “Cultural Perspectives in Marketing;” January 16-19, 2008, New Orleans, LA. USA.
Guest Speaker and a Panellist - International Conference of Marketing and Retailing held in Kuala Lumpur, May 29 to 31 May 2007.

Reviewer for leading texts for Consumer Behaviour, Marketing Communications
Reviewer for leading academic journals such as the European Journal of Marketing, Journal of Marketing Management and Journal of Retailing and Consumer Services.
Member Editorial Advisory Board: South Asian Journal of Global Business Research published by Emerald.

Media contributions

Ahmad is a regular media commentator and often contributes to articles relating to his research on marketing to ethnic minorities.

He has recently been quoted on NPR.org and Munchies.Vice.com.

Work conducted by Ahmad in association with IBFC-UK was featured in the online version of a special report on Islamic Banking and Finance published by The Times on 30th April 2013

Honours and awards

Awards

Nominated for Outstanding Doctoral Supervisor by Cardiff University Student Union in April 2018.

Winner of two Best Paper Awards one each at the UK Academy of Marketing’s Annual Conference, Cardiff 2013 and the 2014 Global Islamic Marketing Conference, Kuala Lumpur, Malaysia.

Contact Details

Email [email protected]
Telephone +44 29208 76838
Campuses Aberconway Building, Room R36, Colum Road, Cathays, Cardiff, CF10 3EU