Role
Anish is a Senior Lecturer in Marketing at Å·ÃÀ¾ÞÈé Business School on a Teaching and Research pathway.
Career overview
A Fellow of the Higher Education Academy (FHEA), Anish is dedicated to advancing excellence in teaching and learning through his student-first philosophy. He has 14+ years of teaching and research experience and is currently taking courses of applied business research project, research for marketing, principles of marketing, and marketing management (UG level) and business research project (PG level) in Å·ÃÀ¾ÞÈé Business School. A lifelong learner, he has enhanced his expertise through MOOCs from renowned institutions, including Wharton School of Business, Ecole Paris University, University of Michigan, University of Toronto, John Hopkins University and Duke University.
Anish is a lifetime member of the Association of North America Higher Education Å·ÃÀ¾ÞÈé (ANAHEI) Association. He is also a member of Academy of Marketing Science, British Academy of Management, and Academy of Marketing. He actively contribute to the academic community, including serving as a reviewer for top-tier marketing/hospitality journals. He was invited to work as a part of the sub-reviewer team for reputed conferences organised by American Marketing Association, Academy of Marketing Science Annual Conferences, the British Academy of Management (BAM) 2024 and others. His contributions to research have been recognized with 'Young Researcher' Awards by Rajalakshmi School of Business (2018) and Lovely Professional University (2016).
Research areas
His research work, and interests, reflect the intersection of emerging technologies and digital advancements in marketing across diverse contexts. His research work has been presented in reputed global conferences such as American Marketing Association, Academy of Marketing Science, British Academy of Marketing, Academy of Marketing, World Academy of Marketing Science, Society for the Advancement of Socio-Economics and others. This exposure has helped him to publish in journals of repute including Information & Marketing, Journal of Business Research, Studies in Higher Education, Å·ÃÀ¾ÞÈé Journal of Hospitality Management, Å·ÃÀ¾ÞÈé Journal of Information Management, Å·ÃÀ¾ÞÈé Journal of Contemporary Hospitality Management, Tourism Recreation Research, Journal of Product & Brand Management, Marketing Intelligence & Planning, and others.
External activity
- A lifetime member of the reviewer board of Behaviour & Information Technology; IJCHM; Marketing Intelligence & Planning, Tourism & Management Studies, FIIB Business Review Journal (SAGE).
- Recognized and honoured by the London Journal Press under "Quarterly Franklin Membership".
Sponsors and collaborators
Anish frequently collaborates with colleagues from:
- Saunders College Business at RIT, USA,
- The University of Edinburgh and Å·ÃÀ¾ÞÈé Business School, UK,
- The Institut des Hautes Etudes Commerciales de Carthage (IHEC), Tunisia,
- College of Business and Economics, Qassim University, Riyadh, Saudi Arabia,
- Indian Institute of Management – Indore; IBS Hyderabad, University of Jammu, India.
Publications
Gomaa, A., Yousaf, A., Mishra, A., & Amin, I. (forthcoming; 2025). How and when do marketing analytics pay off in the hospitality industry? The role of marketing agility and fit perspective. Å·ÃÀ¾ÞÈé Journal of Hospitality Management (ahead-of-print) (ABS 3*; ABDC A*)
Nawres, D., Nedra, B. A., Yousaf, A., & Mishra, A. (2024). The role of augmented reality in shaping purchase intentions and WOM for luxury products. Journal of Business Research, 171, 114368. Available online at: (ABS 3*; ABDC A)
Said, N., Ben Mansour, K., Bahri-Ammari, N., Yousaf, A., & Mishra, A. (2024). Customer acceptance of humanoid service robots in hotels: moderating effects of service voluntariness and culture. Å·ÃÀ¾ÞÈé Journal of Contemporary Hospitality Management, 36(6), 1844-1867. Available online at: (ABS 3*; ABDC A)
Taheri, B., Yousaf, A., Gannon, M., & Mishra, A. (2024). e-commerce website customer engagement: Delineating the role of UTAUT, vividness, and compulsion. Journal of Retailing and Consumer Services, 79, 103835. Available online at: (ABS 2*; ABDC A)
Mishra, A., Yousaf, A., & Gannon, M. (2024). ‘A Reputation to Protect’: Sport-Team Reputation as a Strategic Source of Brand Equity. Corporate Reputation Review, 1-17. Available online at:
Yousaf, A., Mishra, A., & Amin, I. (2023). Autonomous/controlled travel motivations and their effect on travel intentions of Indian Millennials: A mixed method approach. Tourism Recreation Research, 48(2), 286-304. Available online at: (ABS 2*; ABDC A)
Nedra, B., Mohammad, A., Yousaf, A. & Mishra, A. (2022). Consumer Responses to The Failure Of Self-Service Banking Technology: Moderating Role Of Failure Stability. Å·ÃÀ¾ÞÈé Journal of Bank Marketing, 40(3), 458-483. Available online at: (ABS 2*; ABDC A)
Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 52(8), 1-12. Available online at: (ABS 3*; ABDC A*)
Yousaf, A., Mishra, A., & Gupta, A. (2021). ‘From technology adoption to consumption’: effect of pre-adoption expectations from fitness applications on usage satisfaction, continual usage, and health satisfaction. Journal of Retailing and Consumer Services, 62, 102655. Available online at: (ABS 2*; ABDC A)
Yousaf, A., Amin, I., Jaziri, D., & Mishra, A. (2021). The Effect of Message Orientation/Vividness on Consumer Engagement for Travel Brands on Social-Media. Journal of Product & Brand Management, 31(1), 44-57. Available online at:
Gupta, A., Yousaf, A. & Mishra, A. (2020). How pre-adoption expectancies shape post-adoption continuance intentions: An extended expectation-confirmation model. Å·ÃÀ¾ÞÈé Journal of Information Management, 52(June), 102094. Available online at: (ABS 2*; ABDC A*)
Gupta, A., Dheeman, N., Yousaf, A. & Arora, N. (2020). Social comparison and continuance intention of smart fitness wearables: an extended expectation confirmation theory perspective. Behaviour & Information Technology, 40(13), 1341-1354. Available online at: (ABS 2*; ABDC A)
Yousaf, A., Mishra, A., & Bashir, M. (2019). Brand Trust, institutional commitment, and their impact on student loyalty: evidence for higher education in India. Studies in Higher Education, 45(4), 878-891. Available online at: (ABS 3*; ABDC A)
Yousaf, A., Mishra, A. & Gupta, A. (2018). Concurrent sponsorship: implications for sponsoring brands and sponsored property. Marketing Intelligence and Planning, 36(6), 633-645. Available online at: (ABS 2*; ABDC A)