Dr. Muhammad Bilal
Lecturer
Institute of Management Studies | University of Peshawar
bilal.marwat@uop.edu.pk
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My research interests broadly lie in contemporary marketing and consumer behaviorwith particular emphasis on consumer based brand equity and brand related outcomes. I am especially interested in product harm crises and their impact on consumer perceptionstrustand brand recovery strategies. A significant part of my research focuses on social media marketingincluding the role of digital marketing campaigns of Higher Education Institutions and the influence of user generated content in the travel and tourism industry.
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