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Dr. Mahnaz Mansoor

Assistant Professor in Marketing

Area
Pemberton P0.18
Language
ur
en
E-mail
m.mansoor5@bradford.ac.uk
Phone
+441274232147
+441274232147
Link
https://scholar.google.com/citations?user=VnnJ3HgAAAAJ&hl=en
Dr. Mahnaz Mansoor
3 research projects
31 publications
5 awards

Biography

Dr. Mahnaz Mansoor (FHEA) is an assistant professor of marketing at the University of Bradford, United Kingdom. She has a PhD and an MS in Marketing with a gold medal and distinction certificate. Currently, Dr. Mahnaz serves as the programme leader for the MSc Digital & Strategic Marketing. As an accomplished marketing professional with three years of industry experience and over ten years of teaching experience in the higher education sector, she has contributed significantly to teaching, research, and academic development.

She has also received the Best Young Researcher Award 2024 from the Higher Education Commission of Pakistan (HEC), recognizing her research contributions. She served as an active member of the Departmental Research Committee and has effectively supervised numerous undergraduate, graduate, and postgraduate projects/theses. She is a member of the Academy of Marketing Science (AMS), Academy of Marketing Association (AMA), an Amazon Web Services (AWS) Academy Educator, and a Fellow of the Higher Education Academy (FHEA), Higher Education Commission (HEC), Pakistan.

She leads Digital Marketing, Analytics, and Sustainability Marketing Modules. She has been actively engaged with academic and professional communities. As a member of the Board of Studies and the Board of Faculty, she introduced new Modules and Programs at undergraduate and graduate levels. She also served as a key contributor to the National Business Education Accreditation Council (NBEAC) committee. Her involvement focused on curriculum development, accreditation processes, and ensuring academic programs align with industry standards. Dr. Mansoor continues to inspire students and researchers through her dedication to marketing education, research excellence, and professional development.

Research

Mahnaz's main research interests are Digital and AI-enabled Marketing, Masstige marketing, Brand/Destination Evangelism, Consumers' Pro-Environmental/Sustainable/Choice and Sufficiency Behaviors.  Her work has been published in several leading international scholarly journals like the Journal of Business Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Government Information Quarterly, Business Strategy and the Environment, International Journal of Consumer Studies, among others. Her work is also presented in various leading international conferences, such as the 2025 AMA Marketing and Public Policy Conference, the 2025 British Academy of Management (BAM) Conference, the 6th Conference on Managing Tourism Across Countries (MTCON2025), the 52nd Academy of Marketing conference 2019, and the 78th Annual Meeting of the Academy of Management 2018. She is an Associate Editor of the International Journal of Consumer Studies. She also serves as a peer reviewer for several leading academic journals.

Research projects

Date
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Role
Principal Investigator

This research is funded by Ajman University under the AU Funded Research Grants scheme (AY 2025–2026). The project investigates how the adoption of Artificial Intelligence in the workplace affects the self-efficacy, rational decision-making, and overall well-being of senior employees. The study aims to provide insights into how experienced employees navigate technological change and adapt to AI-driven work environments, with implications for organizational policy and workforce management.

Date
to
Role
Principle Investigator

This project is funded by the Deanship of Scientific Research at Imam Mohammad Ibn Saud Islamic University (Grant No: IMSIU-DDRSP2604). It examines how immersive technologies such as VR, AR, and mixed reality transform tourists’ experiences in the digital age. It explores how immersive technology adoption enhances utilitarian, hedonic, and eudaimonic value, strengthens subjective well-being, and ultimately drives brand evangelism in hospitality and tourism. The project contributes to digital tourism research by offering evidence-based insights for designing meaningful, well-being-oriented, and emotionally engaging travel experiences.

Date
Role
CoP!

This project, funded by RAPID, University of Bradford. It investigates how household inventory data and consumer behavior in the UK can be leveraged to design effective circular business models. By analyzing the economic value, usage patterns, and emotional attachment associated with everyday household items, the study identifies opportunities for repair, reuse, resale, and sharing systems. The research aims to generate practical, data-driven strategies that support businesses and policymakers in advancing a more sustainable, resource-efficient circular economy at the household level.

Teaching

Mahnaz's teaching interests lie in Digital Marketing and Business Analytics, with a particular focus on data-driven decision-making, digital campaign planning, marketing metrics, and the strategic use of analytics in contemporary marketing contexts. She emphasizes the integration of theory and practice, highlighting how digital technologies, platforms, and analytics tools inform marketing strategy, customer engagement, and performance measurement. She currently serves as Programme Leader, MSc Digital and Strategic Marketing (MAR0MSC-116)

She has also supervised a wide range of MSc dissertations and undergraduate projects in digital marketing, service and sustainability marketing, analytics-driven marketing strategy, and related areas.

Modules

  • Module Leader-Digital Marketing, Campaign Planning and Analytics - MAR7511-B
  • Module Leader Digital Marketing Metrics - MAR7509-A
  • Service Marketing - MAR7515-B

Professional activities

  • Best reviewer Award (20 February 2025)
  • Best Young Researcher (31 December 2024)
  • Distinction Certificate (4 June 2018)
  • Gold Medal (4 June 2018)
  • Best Paper Award (5 September 2017)

  • Industrial Liaison, (1 January 2021)
  • Students Counseling, (1 January 2021)
  • National Business Education Accreditation Council (NBEAC), (1 April 2020)
  • Departmental Research Committee, (1 November 2019)
  • Board of Faculty , (1 October 2019)
  • Board of Studies, (1 October 2019)

  • International Islamic University - MS
  • Hailey College of Commerce, Punjab University - MBA
  • State bank of Pakistan - JAIBP (Junior Associate of Institute of Bankers Pakistan)
  • COMSATS University Islamabad (CUI) - Ph.D
  • Amazon Web Services - Certified AWS Academy Educator
  • Higher Education Academy - Fellow of the Higher Education Academy (FHEA)

  • University of Bradford - Assistant Professor in Marketing (18 January 2024)
  • Hamdard University (HU), Islamabad Campus - Assistant Professor in Marketing (25 December 2022)
  • Hamdard University (HU), Islamabad Campus - Lecturer of Marketing (24 September 2019)
  • International Islamic University - Lecturer (Visiting Faculty) (1 September 2018)
  • Fatima Jinnah Women University - Lecturer (Visiting Faculty) (1 January 2017)
  • Jinnah Institute of Commerce & Informatics (Punjab University) - Lecturer (13 May 2014)
  • Faysal Bank Limited - Relationship Manager (23 November 2011)
  • Standard Chartered Bank - Relationship Manager (1 January 2011)

  • Journal of Business Research - REVIEWER
  • International Journal of Disaster Risk Reduction - REVIEWER
  • Journal of Management Practices, Humanities and Social Sciences - EDITOR (1 November 2023)
  • Journal of Marketing Management - REVIEWER
  • Journal of Retailing and Consumer Services - REVIEWER
  • Economies - REVIEWER
  • International Journal of Management Research and Emerging Sciences - REVIEWER
  • Humanities & Social Sciences Communications - REVIEWER
  • Academy of Marketing conference - REVIEWER
  • Government Information Quarterly - REVIEWER
  • Journal of Retailing and Consumer Services - REVIEWER
  • Asian Journal of Economics, Business, and Accounting - REVIEWER
  • International Journal of Public Sector Management - REVIEWER
  • Journal of Consumer Behaviour - REVIEWER
  • International Journal of Hospitality Management - REVIEWER
  • International Journal of Consumer Studies - REVIEWER
  • International Journal of Contemporary Hospitality Management - REVIEWER
  • International Journal of Consumer Studies (IJCS) - ASSOCIATE_EDITOR (3 February 2025)

  • Associate Editor of the International Journal of Consumer Studies: (3 February 2025)
  • Editorial Advisory Board (Journal of Hospitality and Tourism Insights): (12 February 2024)
  • Managing Editor (Journal of Management Practices, Humanities and Social Sciences): (12 September 2023)

  • Participated in the two-day workshop on Advances in Experimental Design, organized by the Northern Advanced Research Training Initiative (NARTI), on 8-9 July 2024 (1 January 0001)
  • Participated in a panel discussion as a panelist, "Meet the Editors & Award-Winning Reviewers” organized by TES-G Forum, Eco, Commerce & Management NETWORK (ecomNET), and International Journal of Consumer Studies (IJCS) on 27 March 2025 (1 January 0001)
  • Delivered Data Analysis Advanced Level, Two Days' Workshop, Using SmartPLS3 at Hamdard University, Islamabad, as facilitator/resource person on 14-15th December 2019. (1 January 0001)
  • Delivered a Seminar on Sustainable Development Goals at Hamdard University, Islamabad on 26th December 2019 (1 January 0001)
  • Delivered a Lecture to PGRs and executive education participants on “Digital Marketing Analytics with AI Tools” at Hamdard University, Islamabad Campus, Pakistan, on 22nd January 2025 (1 January 0001)
  • Participated in a Panel discussion/Workshop on Inclusion and Wellbeing in Practice: a showcase and knowledge exchange for management innovation by Multicultural Marketplaces Network, on 17th October 2024 (1 January 0001)
  • Delivered a Lecture to Postgraduate Marketing and Management students on “Digital Futures: AI in Marketing” at the University of Haripur, Pakistan, on 11th September 2024 (1 January 0001)
  • Delivered Bradford Skills Builder- Social Media Skills Workshop at University of Bradford School of Management, as facilitator/ resource person on Friday 11 July 2025 (1 January 0001)
  • Delivered a Lecture to Postgraduate Marketing and Management students and Early-career professionals on “Smart Marketing with Generative AI: Strategies for the Next Era” at Ajman University, UAE, on 19th December 2024 (1 January 0001)
  • Delivered Data Analysis Advanced Level, One-Day Workshop, Using NVivo at Hamdard University, Islamabad, as facilitator/resource person on 7th March 2020 (1 January 0001)
  • Contributed as a Conference Organizing committee member for the Joint Conference – “Empowering Leaders for Global Contemporary Businesses”, organized by The Centre for Leadership and Empowerment at The University of Bolton, in collaboration with the Global and Sustainable Business Futures at the University of Bradford, and the She Inspires: Empowering Women, to be held on 27-29 October 2025 (1 January 0001)
  • Served as a keynote speaker at Connecting Worlds: International Conference on Engineering, Business Management, Technology & Applied Sciences Co-Organized by: Experts of Academic Excellence and Research with Institute of Management Sciences, The University of Haripur at Hotel Skypark Central Myeongdong, Seoul, South Korea, on November 16-17, 2024 (1 January 0001)

  • Academy of marketing Associations (AMA), Reasercher (15 April 2025)
  • Global and Sustainable Business Future Research Cluster of University of Bradford , Member (1 March 2025)
  • Higher Education Academy, Fellow (FHEA) (20 February 2025)
  • Humane Technology and Innovation Research Cluster of University of Bradford , Member (1 March 2024)
  • Academy of Marketing Science, Member (4 September 2023)
  • Higher Education Commission of Pakistan, Member (14 November 2022)

Publications

  • Examining Consumer Resilience for Sustainable Consumption in a Post-COVID Era: Insights from Nudge Theory

    Mahnaz Mansoor;Tariq Iqbal Khan;Dildar Hussain (2025) AMA (Academy of Marketing Association) Marketing and Public Policy Conference.

  • The Power of Play: How Resourcefulness and Autonomy Drive Thriving at Work

    Tariq Iqbal Khan;Mahnaz Mansoor;Farooq Ahmed Jam (2025) British Academy of Management (BAM) Conference.

  • Generative AI in Tourism: Exploring its Role in Engagement, Value Co-Creation, and Destination Evangelism

    Mahnaz Mansoor;Sameer Hosany;Tariq Iqbal Khan (2025) 6th Conference on Managing Tourism Across Continents (MTCON25).

  • AI-Augmented Performance: An Interactive Impact of Willingness to Adopt Artificial Intelligence and Technical Compatibility of Government Employees

    Tariq Iqbal Khan;Mahnaz Mansoor;Farooq Ahmed Jam (2025) British Academy of Management (BAM) Conference .

  • Creating Customer Evangelists: The Synergy of Digital Competence, Brand Image, and Corporate Social Responsibility

    Mahnaz Mansoor;Justin Paul;Shahzad Afzal Kiyani (2024) Academy of Market Science Conference.

  • Structure and Measurement of Customer Experience Management

    Mahnaz Mansoor (2019) 52nd Academy of Marketing Conference.

  • Customer Gratitude and Behavioral Outcomes: Does Positive Emotions Mediate this Link?

    Mahnaz Mansoor;Fouzia Syed (2018) 11 EMONET Conference.

  • Brand Credibility as an underlying mechanism between Fairness (Price, Product) and Attitude of Women Buyers; An Ethical Marketing Study

    Mahnaz Mansoor;Faouzia Syed;Asif Khurshid Mian (2017) 6th International Applied Business Research Conference.

  • Effects of Co-worker’s Idiosyncratic Deals on Outcomes

    Fatima Shahim;Mahnaz Mansoor;Sehrish Irshad Khan (2018) Academy of Management Proceedings. 2018