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Dr Abdul Zahid

Headshot of Dr Abdul Zahid
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Lecturer

Dr Abdul Zahid is a Lecturer of Marketing Management, specialising in consumer behaviour. He obtained his PhD in marketing from IAE Aix-Marseille University in 2021.

[email protected]

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View Abdul's Google Scholar profile

Faculty:
Faculty of Business and Law
School:
Management
Location:
Cambridge
Research Supervision:
Yes
Background

Abdul's research interests encompass luxury brands, gender, culture, sustainability, digital marketing strategies, and diversity. He has extensive experience teaching and supervising undergraduate and postgraduate students in the UK and France since 2016. His expertise lies in consumption, advertising, branding, and innovation.

Research interests
  • Luxury brand management
  • Sustainable luxury
  • Gender
  • Culture
  • Branding
  • Consumption
  • Digital marketing
  • Social media
  • Sustainability
  • Diversity and inclusion
  • Millennials
  • Psychological self
  • Perceptions
Areas of research supervision

Abdul supervises PhDs and undergraduate and postgraduate major projects in his areas of expertise.

Teaching

Module leader:
Digital Marketing
Strategic Brand Management
Professional Work Experience

Lecturer/Tutor:
Understanding the Consumer
Digital Business and Marketing
International Marketing and Brand Management

Qualifications
  • PhD in Business Management (Marketing), IAE Aix-Marseille Graduate School of Management, Aix-en-Provence, France.
  • MPhil/The Research Master (Marketing), Studies and Consulting in Management Sciences, IAE Aix-Marseille Graduate School of Management, Aix-en-Provence, France.
  • PG Cert Learning and Teaching in Higher Education, ARU.
Memberships, editorial boards
  • Fellow of the Higher Education Academy (FHEA)
  • British Academy of Marketing
  • Certified Management & Business Educator
  • Association Française du Marketing (l'afm)
Selected recent publications

Trelohan, M. and Zahid, A. (2026) 'Gender-neutral language in social media: effects on consumer attitudes and engagement', Asia Pacific Journal of Marketing and Logistics, 38(3), pp. 835–855. Available at: https://doi.org/10.1108/APJML-01-2025-0068

Tafani, E., Vigneron, F., Azoulay, A., Crener, S. and Zahid, A. (2024) 'The Influence of Culture and Gender in Luxury Brand Consumption: A Comparison Across Western and Eastern Culture Consumers', Journal of International Marketing, 32(4), pp. 58-80.

Recent presentations and conferences

Guest speaker at the 18th annual CIM Digital Marketing Conference, Imperial War Museum Duxford, 8 July 2026.

Media experience

'Utilisation de l’écriture inclusive par les marques : indifférence des hommes, soutien nuancé des femmes', The Conversation, 3 November 2025.