• 021-111-002-004
  • contact@cbm.iobm.edu.pk
  • Korangi Creek, Karachi-75190
board-of-director-10 (2)

Dr. Abdul Ghaffar

Assistant Professor
Extension
264
Email
Assistant Professor
Department
Marketing
Specialization
Marketing

About

Dr. Abdul Ghaffar is an Assistant Professor in the Marketing Department at CBM, IoBM. He holds an MBA and MS in Marketing from MAJU and a PhD from the University of Karachi. With over eight years of experience as a Marketing Officer and additional charge of Director at Dow University of Health Sciences, Karachi, he has a strong industry background. Dr. Ghaffar’s research interests include sustainable consumption behavior, digital marketing, brand authenticity, service quality, and green intellectual capital. He has published 14 research papers in reputable international journals, mostly contributing significantly to marketing scholarship. His academic and professional expertise shapes his dedication to both teaching and research in the marketing field.
Academic Qualification
MBA, MS Ph.D. (Marketing)
sustainable consumption behavior, digital marketing, brand authenticity, service quality, and green intellectual capital.

Ghaffar, A., Zaheer Zaidi, S. S., & Islam, T. (2023). An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism. Management of Environmental Quality: An International Journal, 34(3), 771-793. https://doi.org/10.1108/MEQ-05-2022-0153 (HEC Recognized W Category, Impact Factor: 4.4)
Ghaffar, A., Islam, T., Khan, H., Kincl, T., & Sharma, A. (2023). A sustainable Retailer’s journey to sustainable practices: Prioritizing the customer and the planet. Journal of Retailing and Consumer Services, 74, 103388. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103388 (HEC Recognized W Category, Impact Factor: 10.4)
Ghaffar, A., & Islam, T. (2024). Factors leading to sustainable consumption behavior: an empirical investigation among millennial consumers. Kybernetes, 53(8), 2574-2592. https://doi.org/10.1108/K-12-2022-1675 (HEC Recognized W Category, Impact Factor: 2.5)
Ghaffar, A., Islam, T., Kincl, T., Hakeem, A., & Sharma, A. (2023). The role of service quality in enhancing brand authenticity through the moderation effect of corporate social responsibility (CSR). Journal of Global Scholars of Marketing Science, 33(3), 475–494. https://doi.org/10.1080/21639159.2023.2199306(HEC Recognized Y Category, Impact Factor: 1.9)
Sheikh, Z., Ghaffar, A., Islam, T., & Sheikh, A. A. (2023). Consumers’ acceptance of social commerce during COVID-19 lockdown. Journal of Global Scholars of Marketing Science, 33(2), 210–230. https://doi.org/10.1080/21639159.2022.2137054(HEC Recognized Y Category, Impact Factor: 1.9)
Jamal, Y., Islam, T., Ghaffar, A., & Sheikh, A. A. (2023). Factors driving consumer attitude to online shopping hate. Information Discovery and Delivery, 51(4), 429-442. https://doi.org/10.1108/IDD-11-2021-0128 (HEC Recognized X Category, Impact Factor: 2)
Ghaffar, A., & Zaheer Zaidi, S. S. (2023). The Role of Brand Trust in Mediating the Relationship between Brand Authenticity and Customer Brand Preference of the Medical Diagnostic Laboratories in Karachi, Pakistan. Journal of Research in Social Development and Sustainability, 2(2), 199-221. https://doi.org/10.56596/jrsds.v2i2.160 (HEC Recognized Y Category)
Islam, T., Khan, M., Ghaffar, A., Wang, Y., Mubarik, M. S., Ali, I. H., … Sharma, A. (2022). Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 33(1), 107–132. https://doi.org/10.1080/21639159.2022.2098157(HEC Recognized Y Category, Impact Factor: 1.9)
Ahmed, S., Ghaffar, A., Zaheer Zaidi, S. S., Islam, T., Khan, M. M., Islam, F., … Sheikh, A. A. (2024). Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty. Journal of Global Scholars of Marketing Science, 34(2), 207–230. https://doi.org/10.1080/21639159.2024.2308285(HEC Recognized Y Category, Impact Factor: 1.9)
Ahmed, S., Islam, T., & Ghaffar, A. (2024). Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness. SAGE Open, 14(2), 21582440241242928. https://doi.org/10.1177/21582440241242928 (HEC Recognized W Category, Impact Factor: 2)
Akhtar, N., Islam, T., Hameed, Z., Ghaffar, A., Sharma, A., Kincl, T., & Islam, F. (2024). Unveiling mechanism of SNSs addiction on wellbeing: the moderating role of loneliness and social anxiety. Behaviour & Information Technology, 1–20. https://doi.org/10.1080/0144929X.2024.2417390 (HEC Recognized W Category, Impact Factor: 2.9)
Ghaffar, A., Islam, F., Zaheer Zaidi, S. S., & Islam, T. (2025). Navigating health-care excellence: unravelling the nexus of corporate social responsibility, service quality, corporate reputation and brand preference. International Journal of Pharmaceutical and Healthcare Marketing, ahead-of- print(ahead-of-print). https://doi.org/10.1108/IJPHM-11-2023-0097 (HEC Recognized X Category, Impact Factor: 1.6)
Islam, F., Ghaffar, A., Islam, T., Sharma, S., Kincl, T., & Hameed, Z. (2025). Consequences of TV morning show consumption among female muslim millennials in Pakistan during COVID-19: Based on the stress–strain model. Contemporary Islam, 19(1), 219-244.
Ghaffar, A., Cichoń, D., Islam, F., Kincl, T., Sala, D., & Islam, T. (2025). Why Businesses Must Drive Sustainable Consumption Behavior. An Empirical Study Among the Young Adults. Journal of Global Marketing, 1–21. https://doi.org/10.1080/08911762.2025.2540279(HEC Recognized X Category, Impact Factor:4.3)

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