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Personal profile

Personal Statement

Dr Jafari is Director of Postgraduate Research Programme in the Department of Marketing. He joined the University of Strathclyde in September 2008 after completing his PhD. Before joining academia, he held international marketing positions in the Iranian automotive industries for several years. 

Dr Jafari is a Research Fellow at Vlerick Business School in Belgium and the Chief Visiting Examiner at SOAS University of London for postgraduate degrees awarded by the departments of Finance and Management, Economics, Development Studies, Law, Politics and International Studies, and Academic Summer School. He is also External Examiner for MSc Management Programmes at Queen's University Belfast. 

He sits on the editorial review board of Consumption, Markets & Culture and senior editorial advisory board of Journal of Islamic Marketing. He also sits on the editorial board of Marketing Theory, Iranian Journal of Management StudiesTourism Planning and Development, International Journal of Islamic Marketing and Branding and several other academic journals.

Dr Jafari has served Marketing Theory as guest co-editor of two special issues: "Non-western contexts: The invisible half " (2012) and "Islamic Encounters in Consumption and Marketing" (2013) and a special commentary section on "Ethnicity and Wellbeing in Marketing and Consumer Research" (2015). As invited (keynote) speaker he has delivered talks in different academic and industry events in the UAE, UK, Malaysia, Romania, Cyprus, Turkey, and Iran. He has co-edited 'Islam, Marketing and Consumption: Critical Perspectives on the Intersections' (Routledge, 2016) and the four-volume set of 'New Directions in Consumer Research' (Sage, 2015).

He has received Consumer Culture Theory Conference's 2016 Best Special Session AwardEmerald's 2015 Citations of Excellence Award for his single-authored journal article "Islamic Marketing: insights from a critical perspective" and Consumption, Markets & Culture's 2014 Honourable Mention Award for his co-authored journal article "Globalization, Reflexivity and the Project of the Self: A Virtual Intercultural Learning Process". Dr Jafari also received a prestigious Visiting Associate Professor Research Fellowship from The Scientific & Technological Research Council Of Turkey (TUBITAK) in 2016.

He is Chair of the Doctoral Colloquium of R&D Management Conference 2020 (https://www.rnd2020.org/Team).   

Expertise & Capabilities

  • Executive Education
  • Marketing strategy
  • Branding
  • Market formation and transformation
  • Consumption cultures
  • Intersections of markets and religions/spiritualities
  • Interpretive research methods

Research Interests

Dr. Jafari's research includes areas such as marketing strategy, branding, market formation and transformation, institutional theory, consumption cultures, marketplace conflicts and resolutions, intersections of markets and religions/spiritualities, marketplace diversity, and interpretive research methods. He studies markets as social contexts in which multiple formal and informal institutions interact, values and systems of meanings are constantly created and recreated, and diverse sets of practices are (re)shaped. He has served different international conferences (e.g., Transformative Consumer Research, Macromarketing, and International Society for Markets and Development) as Track Chair. As invited speaker, he has also delivered talks to various high profile industry audiences across Europe and Asia. 

Teaching Interests

During the past seven years, Dr Jafari has been consecutively nominated by his students for the University of Strathclyde Teaching Excellence Award in all categories of Overall Best Teacher, Passion for Subject, Most Innovative Teacher, and Most Supportive Teacher. He teaches at postgraduate levels (Masters and Executive MBA) and his key areas of teaching include Strategic Marketing Management, Marketing Management, and Cross-cultural Buyer Behaviour. He employs a wide range of learning material such as academic literature, industry reports, secondary data from media, policy, and marketing agencies, short case studies, documentaries, and video clips to engage students in hilghly interactive discussions. Translation of theory into practice and development of theory from practice are central to his teaching approach.   

Education/Academic qualification

Doctor of Philosophy, University of Wolverhampton

Master of Science, University of Leeds

Master of Letters, The University of Tehran

Bachelor of Literature or Bachelor of Letters, Shahid Beheshti University


  • Marketing Strategy
  • Branding
  • Market formation
  • Market transformation
  • Market dynamics
  • Intersections of markets and religions
  • Consumer culture
  • Interpretive research methods
  • Institutional theory

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Projects 2016 2019

Research Output 2007 2019

1 Citation (Scopus)

The role of mundane and subtle institutional work in market dynamics: a case of fashion clothing market

Ghaffari, M., Jafari, A. & Sandikci, O., 1 Dec 2019, In : Journal of Business Research. 105, p. 434-442 9 p.

Research output: Contribution to journalArticle

Institutional work
Market dynamics
State regulation
3 Citations (Scopus)
22 Downloads (Pure)

International market entry mode: a systematic literature review

Schellenberg, M., Harker, M. & Jafari, A., 31 Oct 2018, In : Journal of Strategic Marketing. 26, 7, p. 601-627 27 p.

Research output: Contribution to journalArticle

Open Access
Strategic marketing
Literature review
International market entry
Market entry mode


International opportunity enactment by small and medium sized enterprises in the UK

Author: Mamun, K. M. N., 1 Oct 2013

Supervisor: Jafari, A. (Supervisor) & Shaw, E. (Supervisor)

Student thesis: Doctoral Thesis


Emerald Citations of Excellence Award for Journal Article

Aliakbar Jafari (Recipient), 6 Jul 2015

Prize: Prize (including medals and awards)

Critical perspective

Activities 2008 2019