The Department of Marketing and International Business (MIB) at North South University is renowned locally and globally for exceptional student satisfaction across its ACBSP-accredited undergraduate programs. Led by Dr. Khandker Md Nahin Mamun, the department features a dedicated team of over thirty esteemed faculty members. MIB is a nexus of innovation and creativity, diligently shaping future business leaders through its diverse courses, workshops, and seminars tailored to modern marketing and international business landscapes. The department is located on the east wing of the 7th floor at the North Academic Building (NAC) of North South University.
Why should you join us?
The department offers engaging, outcome-oriented classes at the undergraduate level. Our students' experiences are further enhanced by a diverse array of assessments including reflective writing, case studies, company visits, journaling, presentations, and other academic activities.
As the first in the nation to achieve ACBSP accreditation, our curriculum is rigorously updated in keeping with the current dynamics of the ever-evolving business world. We orient our students to be adaptable, analytical, and creative, guided by solid values for a prosperous professional career. To learn more about our focus areas, please visit the Marketing and International Business course maps.
Our students benefit from the expertise of faculty members with PhD and master’s degrees from highly-ranked universities in the USA, the UK, and Australia, among others. While some bring expertise in research with publications within world-renowned top journals such as Industrial Marketing Management, Journal of Product Innovation Management, Journal of Business Research, Journal of Consumer Behavior, Journal of Marketing Management, Journal of Retailing and Consumer Services, Supply Chain Management: An International Journal, and Business Strategy and Environment, and so forth, others bring corporate experience, consultancy, and training, such as the City Alo Certification Program and Women Entrepreneurs Finance Initiative (We-Fi) Project. The City Alo Certification Program boosts financial literacy among women entrepreneurs, and the We-Fi project provides business training to female entrepreneurs in Bangladesh. In addition, we regularly organize seminars and workshops featuring local and international experts from academia and industry to provide our students with a blend of external and practical insights. Please check the "News and Events" section for more details.
To ensure whole-person development, we have a compelling co-curricular student organization – the Marketing and International Business Club, which hosts exciting events throughout the year – merging classroom learning with networking opportunities. Click here to explore the Facebook page of the Marketing and International Business Club at NSU.
We are proud that our students have made great strides with exceptional achievements in and outside the classroom, such as triumphing in numerous inter- and intra-university competitions and gaining recognition and honors from prestigious institutions worldwide. For example, our student Nadia Hossain became the champion in the first-ever ‘Marketing Olympiad’ organized by Bangladesh Brand Forum in 2023. Two papers co-authored by MIB students—Sanjida Hossain and Hamim Fardin Khan, and Tawsif Abrar Faiyaz, Maisha Jahin, and Nur Afrin Chowdhury Ananna—have been accepted for presentation at the 2024 American Marketing Association (AMA) Winter Academic Conference and the 46th ISMS Marketing Science Conference (2024). Our alumnus and CEO of ShareTrip, Sadia Haque, won the ‘Philip Kotler Award 2023’ at the Modern Marketing Summit 2023.
Where are our graduates now?
We were the only private university in the country to rank in the QS Graduate Employability Ranking in 2022. This is evidenced in the impressive track record of our students majoring in Marketing and International Business and then continuing to trailblaze their way up the corporate ladder at organizations such as Unilever Bangladesh Ltd, Grameen Phone, bKash Limited, Coca-Cola Bangladesh Beverages, Standard Chartered Singapore, and Meta (formerly the Facebook company). Our graduates also sought creative market solutions, for instance, by establishing ShareTrip, TruckLagbe, and iFarmer, to name a few, thus creating jobs in the process.
What are you waiting for?
We welcome young, inquisitive minds ready to learn and grow. Together, we foster our mission of delivering competent graduates who will have productive careers or choose to engage in advanced studies. So join us and broaden your horizons!
I am immensely proud and honored to be appointed as Chair of the Department of Marketing and International Business, succeeding a series of remarkable predecessors. With great pleasure, I warmly invite you to explore our esteemed department and discover the breadth of our offerings.
We aim to advance North South University's mission and vision by nurturing future leaders. It has been a joy to work towards this ambition in an environment where the spirit of cooperation and collaboration sparkle, even in spontaneous corridor meetings.
Our team of over thirty dedicated faculty members, brimming with enthusiasm, strives to inform and inspire our students about the world of new challenges and opportunities that await. You will also hear talks from industry specialists to help illustrate how theories practically come to life. For budding marketing mavericks, we have designed an exciting array of marketing courses that can be viewed here. Our eye-opening courses on International Business can be found here. These International Business courses are designed for those who wish to understand the dynamics that unite the ever-connected and interdependent global economy. Needless to say, whichever path you choose, you will be in good hands.
NSU SBE is your home away from home. We are eager to see you in our classrooms, walking down our corridors, bringing life to our beautiful campus. My door is always open to our students should they face any problems. I am always here for the well-being of our students.
The Marketing and International Business Department is a place of human kindness and unassuming competence. It has produced game-changing entrepreneurs, outstanding academics, and a strong legacy, all made possible through countless partnerships within the department. For this, I am deeply grateful to my fellow colleagues. If there is any way I could be of help, please let me know.
I believe that by gaining a deeper understanding of consumers' problems and the intricacies of the underlying dynamics of the world economy, we can solve most of what troubles humanity. On behalf of the whole team, let's move forward together towards a brighter future.
Roadmap for Marketing Major: 
Introductory Course:
MKT202 (Introduction to Marketing): This introductory marketing course facilitates students in gaining a comprehensive understanding of basic marketing concepts. The course will cover various fields of marketing, such as customer value creation, marketing environment, customer relationship management, segmentation and target market, pricing, product development, promotions, consumer behavior, and the components of integrated marketing communication.
Core Courses:
MKT337 (Promotional Management): This course encompasses various components of a firm's promotional mix, including advertising, sales promotion, public relations, direct marketing, and personal selling. Students will gain foundational knowledge about the importance of promotional management, its place in the marketing mix, and how it has evolved. An emphasis will be placed on the strategic planning involved in creating and executing promotional campaigns.
MKT344 (Consumer Behavior): This course enlightens students with insights to understand consumer behaviors, including searches, purchasing, using, evaluating, and disposing of products and services. This course provides a comprehensive understanding of consumer behavior by integrating psychological theories. Students will explore concepts, such as motivation, personality, perception, attitude formation, learning processes, cultural nuances, and consumer decision-making dynamics. This course will equip students to target customers and position products using diverse tactics effectively.
MKT460 (Strategic Marketing): Building upon fundamental marketing concepts, this course emphasizes the development of market-driven strategies. The course progresses from basic marketing concepts like market segmentation and product positioning to contemporary strategies like digital channels and social media marketing. By completing this course, students will gain advanced skills in developing integrated marketing strategies that generate value for customers and ensure growth for an organization.
MKT470 (Marketing Research): This course offers a deep dive into the world of effective market research, going beyond typical methods like surveys and interviews. Students will learn how to set up research projects, define the problem, discover various ways to gather data and master the art of analyzing data and presenting findings. The course highlights the importance of market research in management decision-making, ensuring marketers leverage these insights effectively. The course explores qualitative and quantitative research approaches.
Elective Courses:
MKT330 (Digital Marketing): This course aims to equip students with the skills necessary to develop and implement cutting-edge marketing and business development strategies. This course introduces students to conceptualizing, developing, and using marketing in computer-mediated environments (CMEs). Students learn about e-business marketing, which represents the skills 21st-century marketers need. This course focuses on creating customer value through CMEs and sees marketing as information sharing with modern electronic technologies.
MKT355 (Agricultural Marketing): The course covers different topics that play fundamental roles in the agricultural market, including the manufacturing and distributing of agricultural products. Students will acquire knowledge of the marketing systems and market opportunities of major agricultural commodities open to primary producers in the market. This course also guides students in analyzing and assessing the global and dynamic market forces that impact the agri-food supply chain, from primary producers to end consumers. It will explore how these forces influence primary producers’ strategies in agri-food production and marketing. This module is designed to introduce students to different commodity marketing methods that are highly relevant to Bangladesh’s market.
MKT382 (International Marketing): This course is designed to introduce the marketing practices that companies employ to seek marketing opportunities outside the home country. In addition, this course highlights the cultural and environmental policies and techniques that firms consider while selecting and adapting their marketing strategies to suit the international environment.
MKT412 (Services Marketing): This course explores the unique challenges service marketers face, such as inventory management, demand-supply synchronization, service quality consistency, and service performance management. This course examines strategies employed by service industry leaders from various sectors, such as the hospitality industry, financial planning, airlines, and communication, as well as manufacturing and high-tech industries (both of which depend heavily on services to provide value). The course emphasizes understanding the essence of services, applying relevant models, concepts, tactics, and strategies for solving service-related problems, and improving service quality while ensuring customer satisfaction.
MKT417 (Export Import Management): This course discusses the operational mechanics of export and import transactions involving parties such as banks, insurers, and shippers. It covers export-import financing, available incentives for export prices, agencies that assist exporters and importers, relevant government policies, regulations of foreign exchange, and export promotion methods. The course highlights cases from Bangladesh.
MKT445 (Sales Management): This course provides the basic foundations for understanding all crucial aspects of selling. The course also offers a thorough and up-to-date integrated overview of the accumulated theory and research evidence relevant to Sales Management. Lastly, the course stresses basic concepts, critical decision areas, and analytical approaches for personal selling and examines the formulation, implementation, evaluation, and control of a strategic sales plan.
MKT450 (Marketing Channels): This course covers marketing channel decisions that are among management's most important decisions. In this course, students will learn how channel decisions impact a company's marketing strategy. Students will comprehend the influence of channel choices on pricing, sales, and advertising and how channel member capabilities shape product decisions. The course also features channel management challenges, accentuating recent distribution innovations like the Internet and e-commerce.
MKT465 (Brand Management): This course emphasizes branding, the strategic process of organizing marketing activities around the introduction, promotion, and optimization of brand portfolios. In this course, students will learn the significance of building and maintaining brand equity, a vital asset for top-performing companies. They'll understand how robust brand strategies lead to financial success, consumer loyalty, and a competitive edge. Given the growing emphasis on branding in the Bangladeshi context, the course blends global and local marketing theories and practices to equip students with essential brand management skills.
MKT475 (Marketing Analytics): This course introduces students to big data, marketing analytics, and business analytics tools. It focuses on assessing significant business metrics to identify prospects for improving business performance. The course will enable students to use marketing analytics tools such as Excel, Google Sheets with XL Miner, and SPSS. They will learn to assess and analyze datasets from various consumer databases. Students will be able to view, understand, question, interpret, and visualize data in many ways that reveal relationships, patterns, and trends in the form of maps, globes, reports, and charts. They will learn to answer questions, interpret results, and solve problems by looking at data in a way that is quickly understood and easily shared.
Introductory Course:
INB372 (International Business): This preliminary course of international business emphasizes the complexity of firms across national boundaries, as opposed to the domestic realm. It draws attention to the various topics for analyzing a country’s potential for attracting foreign direct investment. Students will explore the phenomena of interdependent global economies, the political economy and its impact on economic development, and the importance of cross-cultural literacy for conducting international business. Furthermore included are discussions of theories on trade and trade blocs, international business strategies, and decisions imperative for choosing the appropriate entry mode.
Core Courses
MKT382 (International Marketing): This course introduces the marketing practices that companies employ to expand internationally. In addition, this course highlights the cultural and environmental considerations firms consider when tailoring their marketing strategies to the international environment.
INB400 (International Trade & Finance): This course is designed to provide students with a detailed understanding of the current trend in international trade in the context of economic and financial interactions between countries. This course equips the students with the necessary trade theories, trade policies, and trade instruments in order to provide more breadth on international trade concepts. Also, this course elaborates on the impacts of Balance of Payment, currency, and exchange rate on international trade.
INB480 (Global Business Strategy): This course provides a study of the development of business strategies in an international context. This unit introduces key theories of international business strategy – those concerning the rationales for international expansion, the choice of foreign market entry strategy, and the challenges multinationals face when implementing their international business strategies. Particular attention will be devoted to the role played by the international business environment and its institutions, evaluating critical strategic issues facing the multinational enterprise and exploring inter-relationships between host government policies and multinational company strategies.
INB490 (Cross-Cultural Management): The course will address differences in attitudes, values, and beliefs across different cultures. The course proceeds further by introducing various theories of culture and their applications in cross-cultural environments. Issues such as business etiquette, nonverbal communication, negotiations, interpersonal communication, time management, employee motivation, and decision-making are discussed in the context of intercultural differences in order to bring the management aspect into understanding the complexities of conducting global business. There will also be a focus on cultural learning, acculturation, and how organizations can cultivate a global mindset among their workforce.
Elective Courses
INB350 (International Business Negotiations): This course will provide an overview of the theory and practical skills essential for successful negotiation. By the end of this course, students are expected to differentiate between distributive bargaining and integrative negotiation, understand the perceptual, cognitive, and emotional processes that inhibit or facilitate effective negotiation, recognize communication errors, and outline strategies for improving productive communication. The course will also highlight more complex issues such as multiparty negotiations, ethics, and cross-cultural business behavior.
INB355 (Country Risk Analysis): This course will provide students with a comprehensive introduction to country risk analysis, which is used mainly in international business and finance contexts to understand the feasibility of foreign investment decisions. Rather than focusing on a specific country or region, the course will provide a more general analytical approach to risk analysis that can be applied across various countries. By the end of the course, students will have a strong understanding of different types of country risks, sources of country risk, and ways to manage country risks.
INB410 (International Competitiveness): The course comprises various theories and models for explaining a nation's competitive advantage. Students will have snapshots of traditional theories and models and investigate their weaknesses. Porter’s Diamond model will be used to explain why some nations produce specific products/services more efficiently. The patterns of the world competitive scenario will be examined by observing countries that have been at the forefront of international competition. In addition, the course will examine the countries that are likely to become more competitive in particular sectors in the future. Moreover, the students will generate a project on a specific country’s competitive advantage at the end of the semester.
INB415 (Global Fashion Buying & Merchandising): This course, with an overview of the international fashion business, will guide students to understand the role and responsibility of fashion buyers and merchandisers in the global market. It will focus on professional buying and merchandising methods, including practical knowledge of garment buying. Students will grasp several core concepts of Fashion Merchandising, including the global marketplace of fashion, the product selection process of a fashion buyer, major methods of import/export, pricing strategies, and the profitability of fashion products.
INB495 (International Trade Law): This course focuses on the analysis and interaction between the following fundamental concepts, including the historical overview of multilateral trade agreements, political dynamics of trade, and the free trade and trade barrier dichotomy. Along with international sales and carriage of goods, including INCO Terms and the Vienna Convention (CISG), payment and insurance (marine cargo insurance), dispute resolution in private international trade (conventional civil litigation versus ADR), and harmonization of international trade laws and practices (critical perspective for future) will be discussed in this course.
MKT417 (Export Import Management): This course discusses operational mechanics of export and import transactions parties, including banks, insurers, shippers, etc., involved in export-import financing, available incentives for export prices, agencies that provide help to exporters and importers, relevant government policies including the regulations of foreign exchange; export promotion methods, and emphasizes the cases of Bangladesh.
In the 2024 Times Higher Education World University Subject-Based Rankings, North South University has secured a position between 501st and 600th place in the Business and Economics category. This accomplishment places NSU at the forefront among public and private universities in Bangladesh. In the ranking scores, NSU School of Business and Economics has achieved a Research Quality score of 81.3, with the Department of Marketing and International Business playing a significant role in this achievement.
Faculty members in our department are actively engaging in dynamic research activities. The department enjoys a notable standing in both academic and industrial research spheres. For instance, Dr. Sabbir Rahman has published more than 50 empirical research works in international journals (i.e., ABDC A*, A, and B ranked journals) in recent years. Acknowledging his remarkable research contributions, Dr. Sabbir received the prestigious best research award for two consecutive years, 2020-2021 and 2021-2022, from NSU. Dr. Mahmud Hassan, who has publications in ABDC A and B ranked journals, is the first researcher to introduce and define the concepts of ‘Defending the Brand’ and ‘Cheerleader’ in the context of consumer behavior. Dr. Md. Nekmahmud Argon from our department has published numerous articles in the Q1, Q2, and CABS-listed top-tier journals with high-impact factors (e.g., Technological Forecasting and Social Change, Sustainable Production and Consumption, Tourism Management Prospective, Journal of Environmental Management, etc.). Dr. Md. Tamhid Ul Islam is currently serving as a visiting research fellow at Aston University.
Many of our faculty members have earned their PhDs from leading universities across the globe, including the United States, the United Kingdom, and Australia. Under the guidance of Dr. Tamgid Ahmed Chowdhury, the MIB research committee is vigorously arranging seminars and workshops to enhance the research capabilities of our academic staff further. A pool of more than 30 faculty members is working on various research areas, including consumer behavior (e.g., consumer citizenship behavior, WOM behavior, referral behavior, online/digital buying behavior, pro-social behavior, purchase intentions), branding and product management (e.g., brand innovativeness, brand trust, brand management, brand personality, business strategy (e.g., entrepreneurship, family business, business in South Asian countries), technology and innovation (e.g., the influence of innovation, artificial intelligence, technology acceptance), business and environmental sustainability (e.g., green marketing, environmental marketing, sustainable consumption, sustainable tourism, environmental psychology, pro-environmental behavior), socio-economic issues (e.g., poverty, inequality, welfare, microcredit issues, social inclusion), B2B marketing (e.g., supply chain network)services marketing, Retail Marketing, etc.
As highlighted above, faculty members from our department have contributed to leading international journals, such as ABDC A*, A, and B categories, with their work featured in publications like Industrial Marketing Management, Journal of Product Innovation Management, Journal of Business Research, Journal of Consumer Behaviour, Business Strategy and the Environment, Information Technology & People, Annals of Operations Research, Supply Chain Management: An International Journal, Journal of Environmental Management, Transportation Research Part E: Logistics and Transportation Review, Technological Forecasting and Social Change, Tourism Management Perspectives, Technovation, Journal of Retailing and Consumer Services, Journal of Marketing Management, Journal of Global Marketing, etc. Our faculty members are also actively presenting at international conferences. A notable example includes Dr. Tamgid Ahmed Chowdhury and Ms. Shahneela Naheed, who presented a research paper at the EMAC Annual Conference 2023, and Dr. Mahmud Hasan, our department chair, who delivered a presentation at the Academy of Marketing Science Annual Conference in 2021.
Beyond journal publications and conferences, our faculty members are deeply involved in authoring academic texts. Dr. Tareq Mahbub, for instance, has penned a book on Foreign Direct Investment in the power sector of developing nations, published by Springer Nature, Switzerland AG. His other works focus on FDI in relation to Intellectual Property Rights and emerging economies. Another faculty member, Dr. Tamgid Chowdhury, has authored “Principles of Marketing-Practices and Applications in Bangladesh” under the sponsorship of Square Group, along with other notable titles that explore marketing theories and socio-economic conditions in Bangladesh. These books, particularly relevant for their focus on Bangladeshi case studies, have been integrated into the curriculum at NSU.
The Department of Marketing and International Business provides courses that prepare students with exceptional research abilities. The Marketing Research (MKT 470) course focuses on instructing students in academic research methodologies, whereas the Marketing Analytics (MKT 475) course is designed to impart skills aligned with industry research standards. Moreover, our department regularly hosts a range of events for faculty members and students aimed at enhancing their research knowledge in the field of marketing.
Spring 2024
Discussion Session on Teaching philosophies in the context of Marketing
The Department of Marketing and International Business organized a discussion session on Teaching philosophies in the context of Marketing on 17 February 2024. Dr. John D Brach, Clinical Associate Professor of Business Administration at the Stephen M. Ross School of Business at the University of Michigan, and our department chair, Dr Mahmud Hassan, conducted the session.
Webinar on Theorizing Through Literature Review
The MIB research committee hosted a webinar entitled "Theorizing Through Literature Review" on 4 March 2024. Dr. Dongmei Cao, Associate Professor in Business Transformation and Course Director for MSc Business Transformation at Nottingham Business School, presented her keynote speech at the webinar.
Seminar on Expert Insight at Home and Abroad
The International Business Course Development and Promotion Committee conducted a workshop entitled 'Expert Insight at Home and Abroad' on May 8, 2024. Two leading international business experts, Ms. Jannatul Firdous Akbar, affiliated with USAID Bangladesh, and Dr. Sandeep Ananthanarayanan from Haileybury, UK (a world-class international boarding school), were the speakers for this event.
Seminar on E-Learning and Smart Education
The Department of Marketing and International Business (MIB) at North South University hosted a seminar on "E-Learning and Smart Education" on Sunday, May 12. Professor Badrul Khan, a world-renowned speaker, author, and educator, presented his keynote speech.
A Session on Building a Sustainable Lifestyle Brand in Bangladesh: Lessons for the Future Brand Managers.
Student Liaison Committee of The Department of Marketing and International Business organized a session titled "Building a Sustainable Lifestyle Brand in Bangladesh: Lessons for the Future Brand Managers.” The keynote speaker for this session was Mr. Mirajul Huq, who is an experienced entrepreneur, e-commerce, digital marketing, and brand specialist.
Development Workshop on Compassionate teaching strategy and assessment by IQAC
MIB faculty members participated in a development workshop on Compassionate teaching strategy and assessment by IQAC on 15 May 2024. The workshop took place in our department conference room.
Summer 2023
Seminar on “Applied Business Research in the Digital Age”
Faculty members of the Department of Marketing and International Business joined a seminar titled “Applied Business Research in the Digital Age” hosted by The Center for Business Research at North South University (NSU) on 16 October 2023. ANM Ziaul Islam Mithu, a distinguished industry leader and managing director of KANTAR, was the keynote speaker.
Webinar on “Art of Developing Conceptual Models in Business Research”
The Department of Marketing and International Business (MIB) hosted a webinar titled ‘Art of Developing Conceptual Models in Business Research’ on 17 September 2023, featuring Dr. Rameshwar Dubey, a distinguished professor at Montpellier Business School, France, as the Keynote Speaker.
Seminar on “The art of selling: Read the customers' mind”
The student Liaison Committee at the Department of Marketing and International Business has organized a session on “The art of selling: Read the customers' mind” on 24 September 2023. The keynote speaker of the session was Mr. Jahid Hoque, Head of Sales at Coca-Cola Bangladesh.
Seminar on Developing Editorial Proposals and Publishing in High-Impact International Journals
The Department of Marketing and International Business organized a discussion session on “Developing Editorial Proposal and Publishing in High Impact International Journals”; on 29 August 2023. The keynote speaker of the discussion was Dr. Riad Shams, Newcastle Business School, North Umbria University, UK.
Discussion Session on International Collaboration and Collaborative Research
Professor Dr. Sufian Jusoh of Malaysian and International Studies (IKMAS) conducted a session with faculty members of the Department of Marketing and International Business at North South University, to explore the possibilities of International Collaboration and Collaborative Research.
Spring 2023
Offline Panel Discussion Session on “The Future of Marketing”
The Department of Marketing and International Business of North South University and Bangladesh Brand Forum organized a session titled “The Future of Marketing” on 27 May 2023. Professor Philip Kotler, an eminent scholar and researcher, was the Keynote Speaker (online) for this session. Following Professor Philip Kotler's keynote speech, an offline Panel Discussion session on the topic “How entrepreneurial marketing essence can help shape future smart citizen" took place.
Workshop focusing on student assessment and evaluation
The IQAC committee of the Department of Marketing and International Business organized a faculty development workshop focusing on student assessment and evaluation on 23rd May 2023 (Tuesday), facilitated by Professor Dr Nazmun Nahar, PhD., P.Eng., FIEB, Academic Coordinator, International Water Association (IWA) -Bangladesh Chapter, Director, IQAC, Professor, Department of Civil and Environmental Engineering, North South University.
Student Development Program on “Social Media Psychology”
Marketing and International Business Club of North South University (NSU MIBC) organized a Student Development Program (SDP) session on "Social Media Psychology" on 23 May 2023 exclusively for the students at North South University. The session was conducted by Mr. Sadman Sadik, an esteemed educator, author, and renowned digital content creator.
Session on “Hospitality Industry in Bangladesh”
The student Liason Committee organized an informative session on the “Hospitality Industry of Bangladesh”. The session was conducted by a prestigious alumnus of North South University, Salman Kabir, who is currently the Director of Sales, Crowne Plaza Dhaka, Intercontinental Hotels Group (IHG).
Session on “Grant Proposal Writing”
Professor Tamgid Ahmed Chowdhury conducted a session on grant proposal writing to share his experience on acquiring NSU research grants on 9 May 2023.
Presentation at the EMAC Annual Conference 2023
Dr. Tamgid Ahmed Chowdhury, Professor and Director of MBA & EMBA Programs, and Ms. Shahneela Naheed, Senior Lecturer, Dept. of Marketing & International Business, together presented an empirical research paper titled “Exploring human-centric attributes of smartphone sets and their influence on brand advocacy by the customers: Testing the moderating role of gender identity” at the EMAC Annual Conference 2023 (European Marketing Academy).
