Dr. Aysha Karamat

Assistant Professor

Extension

294

Email

aysha.karamat@iobm.edu.pk

Department

Marketing

Specialization

Business (Marketing)

About

Dr. Aysha is an Assistant Professor of Marketing at IoBM. She holds a PhD in Marketing from Swinburne University of Technology, Australia. Her research explores consumer psychology and cultural behavior, with a focus on Muslim consumer boycotts.

Academic Qualification

PhD Marketing, Swinburne University of Technology, Sarawak, 2019 M-Phil Marketing, Riphah International University, Pakistan, 2011 BBA, GCUF, Pakistan-2008

Research Interest

political consumerism, boycotts, neuromarketing, and cross-cultural consumer psychology.

Research Publications

Baig, A. K., Saeed, M., Waheed, Z., & Abdul, I. (2023). Muslim consumers’ brand-switching behavior in Lahore and Kuala Lumpur: A qualitative comparative case study. Journal of Islamic Marketing.

Baig, A. K., & Baig, U. K. (2014). Halal cosmetics: Pakistani consumer perspective. In Globalization and Governance in the International Political Economy (pp. 286–297).

Baig, A. K., & Baig, U. K. (2013). The effects of religiosity on new product adoption. International Journal of Research in Business and Social Science, 2(2), 28–37.

Baig, A. K., & Saeed, M. (2013). Fashion effects on customer satisfaction: An analysis of the Pakistani shoe industry. International Journal of Social Entrepreneurship and Innovation, 2(1), 52–66.

Baig, A. K., & Saeed, M. (2012). Review of trends in fast food consumption. European Journal of Economics, Finance and Administrative Sciences, 48, 78–85.

Projects / Trainings

Selected Trainings: Case Study Teaching and Writing Workshop, May 8th and 9th, 2025, conducted by IBA Sukkur STEAM Education Training, August 5-6, 2024, conducted by trainers from Imperial College London and University College London at the IoBM. Designing Program Learning Outcomes (PLOs) and Course Learning Outcomes (CLOs), December 7,2024, conducted by Szabist, Karachi at the the IoBM.