Dr. Mahmud Hassan [MHHS] | North South University

Full Time Faculty: Associate Professor & Research Coordinator (School of Business & Economics); NSU.

Honorary Research Fellow: INTI International University, Malaysia

Editorial Board Member: Journal of Innovations in Digital Marketing

Ph.D, University of Queensland (UQ), Australia

Doctor of Business Administration, Southern Cross University (SCU), Australia

MBA, North South University (NSU)

Independent Director: Chittagong Stock Exchange PLC (CSE)

Director: Central Counterparty Bangladesh Limited (CCBL)

Phone: +880-2-55668200 Ext: 6098

E-mail: [email protected]

Office: NAC 721 A

About

Dr. Mahmud Hassan is an Associate Professor at the Department of Marketing & International Business at North South University (NSU) and the Research Coordinator of the School of Business and Economics (SBE) at NSU. Prior to joining NSU he worked as a Lecturer at the University of Southern Queensland (USQ) and Southern Cross University (SCU), Australia where he taught both in graduate and post graduate level. Currently, he is serving as the Honorary Research Fellow at INTI International University, Malaysia and acting as a member in the Editorial Board of the Journal of Innovations in Digital Marketing. Apart from his academic roles Dr Mahmud is an Independent Director at the Chittagong Stock Exchange PLC (CSE) and also acting as a Director at the Central Counterparty Bangladesh Limited (CCBL).

Dr. Mahmud completed his PhD in Branding and Innovation from the University of Queensland, Australia (fully funded UQ PG Research Scholarship). In his PhD he was specialised in experimental research design and used new product preannouncement and product innovation as a context. Findings of his thesis is submitted and are currently going through the peer review process in several A* and A journals (ABDC journal ranking). He has received his Doctor of Business Administration (DBA) from Southern Cross University, Australia (fully funded EIPRS Scholarship). During his DBA he examined how consumers add value to a brand through their engagement in virtual brand communities. By using Netnography methods he identified six new value creating behaviours and these findings were published in Journal of Consumer Behaviour, Internet Research and Spanish Journal of Marketing. Findings of the thesis were also presented in American Marketing Association (AMA) Conference and Australian & New Zealand Marketing Academy (ANZMAC) Conference.

Dr. Mahmud also works as a Consultant for various national and international bodies and is a recipient of several research grant projects where he works as the Principle Investigator. These research grants were awarded by the Ministry of Health and Family Welfare, Bangladesh (World Bank funded project) (two projects in 2023 and 2024); Ministry of Social Welfare, Bangladesh; Dhaka Metropolitan Police and North South University. In total, these grants value more than 4.50 Crore BDT. For these grant projects he had typically developed the conceptual models, measurement of the variables, produced the research instrument, collected the data (typically through experiments and surveys by using Qualtrics, Prolific and Kobo), provided training to the enumerators and tested the conceptual models by using causal statistical analysis (typically regression) and used PLS SEM or Hayes Process Model to analyse the data.

Dr. Mahmud is currently working in several research projects and has built an extensive network with researchers and academicians from Australia, Canada, Malaysia, Spain, UK and USA. He has also published journal papers with researchers from Australia, Europe, USA and Canada. His research has been published in the Journal of Consumer Behaviour, Internet Research and Spanish Journal of Marketing. He was also invited to present papers at the American Marketing Association (AMA) Conference, INFORMS Marketing Science Conference, Academy of Marketing Science Conference, Australian & New Zealand Marketing Academy (ANZMAC) Conference, Society for Marketing Advances (SMA) Conference and Spanish Marketing Association Conference. He was also invited to serve as a Track Chair for many of these well-reputed conferences. He has also served as a reviewer of journals, such as the Journal of Consumer Behaviour, Journal of Strategic Marketing, Journal of Product and Brand Management, Internet research, Marketing Intelligence and Planning, Journal of Consumer Marketing, Journal of Brand Management and Spanish Journal of Marketing etc.

Dr Mahmud has developed a detailed teaching pedagogy model where undergraduate students conduct and write a thesis in one semester. These students’ papers are accepted and were presented in top tier conferences (AMA, ANZMAC, INFORMS and SMA) and are currently undergoing review process in Top Tier Journals (Scopus Q1; ABDC B).

He was an Associate Professor and BBA Program Coordinator at the School of Business, Chittagong Independent University (CIU). He served as the Director of the Centre of Excellence for Teaching and Learning (CETL) at CIU. He was also the Head of the Marketing Department of the School of Business, CIU. Previously he also served as a Lecturer in the School of Business at the Independent University, Bangladesh (IUB). He was a member of American Marketing Association, Academy of Marketing Science, Marketing Science Institute, Academy of International Business, Society for Marketing Advances and Australia and New Zealand Marketing Academy (ANZMAC).

Selected Publications

Manuscript under review

Hassan, M., Faiyaz, T A. Chowdhury, N, A., Jahin, M. “Consumer responses to brand ethicality: the roles of brand credibility, brand trust and emotional attachment” under review at the Asia Pacific Management Review. (SJR: Q1; ABDC C).

Earlier version of this paper has been presented in ISMS Marketing Science Conference, Sydney, Australia, 2024.

Working papers

Hassan, M.; Pappu, R.; Kelly, S. Saeed, R, M. “New product preannouncement: A systematic review and research agenda”. Preparing manuscript for submission to Journal of Business Research.

This paper went through the 2^nd round of review process in the Journal of Product Innovation Management (JPIM; ABDC A*).

Hassan, M.; Pappu, R.; Kelly, S. “New product preannouncement effects on brand innovativeness: Examining the mediating role of perceived risk and moderating role of brand credibility”. Preparing manuscript for submission to Journal of Business Research.

Earlier version of this paper has been presented in American Marketing Association’s (AMA) Summer Educators Conference, 2020.

Hassan, M.; Pappu, R.; Kelly, S. “New product preannouncement effects on brand innovativeness: Examining the mediating role of quality and moderating role of country innovativeness”. Preparing manuscript for submission to Journal of Consumer Behaviour.

Earlier version of this paper has been presented in Australia & New Zealand Marketing Academy (ANZMAC) Conference, 2018.

Hassan, M; Casalo, L.; Hossain, S.; Khan. H, F. “I wish I could have done this for my society: CSR relevance and its impact on consumers’ behavioral outcomes”, Preparing manuscript for submission to Spanish Journal of Marketing.

Earlier version of this paper has been accepted in American Marketing Association’s (AMA) Winter Educators Conference, 2024.

Hassan, M., Kar, B., Habib, A.; Hassan, R., Chowdhury, R. “Green marketing and consumer behavioral intentions: Mediating roles of perceived usefulness and emotional attachment and moderating roles of brand credibility”. Preparing manuscript for submission to Asia Pacific Management Review.

Earlier version of this paper has been accepted in Australia & New Zealand Marketing Academy (ANZMAC) Conference, 2024.

Hassan, M., Suhi, B., Islam, R. “Impact of CSR relevance on purchase intention: The mediating role of WOM and perceived usefulness and the moderating role of celebrity trustworthiness”. Preparing manuscript for submission to Corporate Social Responsibility and Environmental Management.

Earlier version of this paper has been submitted in American Marketing Association’s (AMA) Winter Educators Conference, 2025.

Hassan, M., Nekmahmud, A., Jahan, A., Khan, S. “The eco-switch: unraveling the link between eco design and switching intention with the mediating roles of perceived usefulness and brand innovativeness, and the moderating effect of brand image”. Preparing manuscript for submission to Management Research Review.

Earlier version of this paper has been submitted in American Marketing Association’s (AMA) Winter Educators Conference, 2025.

Naheed, S.; Hassan, M. “Green claims impact on brand innovativeness: Mediating and moderating roles of brand trust, self enhancement and anticipated elation” Preparing manuscript for submission to Australian Journal of Management.

Earlier version of this paper has been presented in British Academy of Management Conference, Nottingham, UK, 2024.

Hassan, M; Tabassum, T. Aidid, A., Shahid, T, S. “Packaging innovativeness’ effect on switching intention: the mediating role of brand credibility and product innovativeness and the moderating role of brand image”. Preparing manuscript for submission to European Journal of Management and Business Economics.

Hassan, M; Mashrur, M., Rahman, Y. “The impact of ethical leadership on brand admiration: the mediating role of quality and attachment and moderating role of brand credibility”. Preparing manuscript for submission to Australian Journal of Management.

Hassan, M; Faysal, F., Noor, N., “Green Packaging and its impact on consumers purchase behaviour” Preparing manuscript for submission to Asia Pacific Management Review.

Selected Publications

Hassan, M., Casaló, L. V., Chowdhury, R. A., Chowdhury, F., & Farzana, T. (2025). Consumer-generated content in virtual communities as a source of innovation for companies. North South Business Review, 13(2).

Hassan, M; Suhi, B, Rocky, I, R., (2025). Impact of CSR relevance on word of mouth. American Marketing Association’s (AMA) Winter Educators Conference, Phoenix, Arizona, USA.

Hassan, M., Adiba, K, A, Azam, S., Rahman, S. (2025) Problem Solving and Follow-Up Frequency in Service Recovery: A Model of Brand Warmth, Perceived Competence, and Forgiveness; Society for Marketing Advances Conference, Las Vegas, USA.

Hassan, M., Adiba, K, A; Sinthia, I, J., (2025). Fear appeals impact on brand innovativeness, Australia & New Zealand Marketing Academy Conference (ANZMAC), Australia.

Hassan, M; Hossain, S. Khan, H, F. (2024). Are these CSR activities important for me? CSR relevance and its impact on consumers’ behavioral outcomes. American Marketing Association’s (AMA) Winter Educators Conference, Florida, USA.

Hassan, M., Faiyaz, T, A., Chowdhury, N, A., Jahin, M., (2024). Examining the nature of the relationship between brand ethicality and purchase intention, ISMS Marketing Science Conference, Sydney, Australia.

Hassan, M., Shoaib, H. A., Chowdhury, S, B, S., Talukder, M. (2024) Ethical branding and brand trust, Society for Marketing Advances Conference, Tampa, Florida.

Naheed, S.; Hassan, M. (2024). How green claims influence consumers perceptions of brand innovativeness, British Academy of Management (BAM) Conference, Nottingham, UK.

Hassan, M., Kar, B., Habib, A.; Hassan, R., Chowdhury, R., (2024). Green marketing and consumer behavioral intentions, Australia & New Zealand Marketing Academy Conference (ANZMAC), Australia.

Pritha; K, C., Hassan, R., Quader, M., Chowdhury, R A., Hassan, M (2022). How E-Commerce brands can improve their brand innovativeness perception: Mediating Role of Perceived Quality, Australia & New Zealand Marketing Academy Conference (ANZMAC), Perth, Australia.

Hassan, M.; Pappu, R.; Kelly, S. (2021). New product preannouncement and brand innovativeness, Academy of Marketing Science Annual Conference, USA.

Hassan, M.; Hasan, R. (2020). Who says waiting is boring? How consumer narratives within online communities’ help reduce stress while waiting, Spanish Journal of Marketing. Vol. 24 (3). (SJR: Q2; ABDC: B)

Hassan, M.; Pappu, R.; Kelly, S. (2020). New product preannouncement effects on brand innovativeness: the mediating role of perceived risk. American Marketing Association’s (AMA) Summer Educators Conference, San Francisco, USA.

Hassan, M.; Pappu, R.; Kelly, S. (2018). How new product preannouncement influence brand’s innovativeness, Australia & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.

Hassan, M.; Pappu, R.; Kelly, S. (2018). Revealing brand innovation: The role of design and delivery of new product preannouncments. Australia & New Zealand Marketing Academy Conference (ANZMAC), Doctoral Colloquium, Adelaide, Australia.

Hassan, M.; Pappu, R.; Kelly, S. (2018). The role of new product pre-announcements in shaping brand innovativeness: an empirical examination. Australia & New Zealand Marketing Academy Conference (ANZMAC), Adelaide, Australia.

Hassan, M.; Casalo, L. (2016). Consumer devotion to a different height: How consumers are defending the brand within Facebook brand communities; Internet research, Vol. 26 (4). (SJR: Q1; ABDC: A).

Hassan, M.; Pervan, S.; Kortt, M.; Mydock, S. (2016) Facebook and Self-Disclosure: Identifying Value Creating Behaviour. Journal of Consumer Behaviour. Vol. 15 (6). (SJR: Q1; ABDC: A).

Hassan, M.; Casalo, L.; Belanche, D. (2016). The relevance of empathy on Facebook Brand Communities; AEMARK Spanish Marketing Conference, Leon, Spain.

Hassan, M.; Casalo, L. (2015). Understanding waiting behavior: How other consumers help relieve stress within online communities; International Conference on Business, Finance and Administrative Sciences, Las Vegas, USA.

Casalo. L.; Hassan, M. (2015). LA DEVOCIÓN DEL CONSUMIDOR Y SU DEFENSA A LAS MARCAS EN COUNIDES MARCA EN FACEBOOK; AEMARK Spanish Marketing Conference, Pamplona, Spain.

Hassan, M.; Pervan, S.; Chowdhury, R. (2014). Customer-to-customer helping behavior and its implications to the marketers within brand communities of Facebook, American Marketing Association (AMA) Summer Conference, San Francisco, USA.

Hassan, M.; Pervan, S. (2011). Brand Community Practices: How do they create value? Australia & New Zealand Marketing Academy Conference, Perth, Australia.

Newspaper articles:

Op- ed: গবেষণা ও প্রকাশনায় বাংলাদেশের পিছিয়ে পড়ার দায় কার? প্রথম আলো (২ অক্টোবর, ২০২৩) Link

Awards & Honors

Awards and scholarhips

University of Queensland Research Training Scholarship for the PhD program in 2017 (Total value: 280,000 USD).

Post Graduate Student Research Support Funding from the University of Queensland in 2020 (Total value: 6000 USD).

Post Graduate Student Research Support Funding from the University of Queensland in 2019 (Total value: 4000 USD).

Received conference Support from the University of Queensland to attend ANZMAC conference in 2018 (Total value: 2000 USD).

Endeavour International Post Graduate Research Scholarship (EIPRS) for the DBA at SCU (Total value: 140, 000 USD).

Post Graduate Research Students Conference Allocation by Southern Cross University to attend Australian & New Zealand Marketing Academy conference ANZMAC in 2011 (Total value: 1000 USD).

Research Grants

Hassan, M; Hoque, S.; Das, N, K. (2024). Evaluation of public perception on police response & service delivery status at police stations: A study on Dhaka metropolitan police. Dhaka Metropolitan Police Research Grant, (Ongoing), Role: Principal Investigator, Total Value: USD 20,000.

Hassan, M; Hoque, S., Das, N, K.; Hossain, A. (2024). Evaluation of the health education intervention delivery approach and identification of the challenges for targeted audience; Ministry of Health & Family Welfare, Bangladesh, Role: Principal Investigator, Total Value: USD 160,000.

Hassan, M; Hoque, S.; Hossain, A., Das, N, K. (2023). Conduct impact study on the L&HEP/BHP initiatives to evaluate the behavioural change of mass people, by the Ministry of Health & Family Welfare, Bangladesh, Role: Principal Investigator, Total Value: USD 150,000.

Hassan, M; Hoque, S.; Das, N, K. (2023). Feasibility study for establishing eight divisional branches of physical disabled protection trust, Maitri Shilpa to creating the job opportunities and improve the lifestyle of persons with disabilities of Bangladesh, Ministry of Social Welfare, Bangladesh, Role: Principal Investigator, Total Value: USD 16,000.

Hassan, M. (2023). Factors influencing students’ assessment of education quality: the mediator-moderator role of satisfaction, WOM and brand trust, North South University Research Grant, (Ongoing), Role: Principal Investigator, Total Value: USD 5,000.

Naheed, S; Hassan, M. (2023). Does Green Claim Influence Consumer Perception of Brand Innovativeness? Exploring the Mediating Role of Self-enhancement and Anticipated Elation & the Moderating Role of Brand Trust. North South University Research Grant, (Ongoing), Role: Co- Investigator, Total Value: USD 7,000.

Hassan, M, Nowman, E; Zaman, M, H (2022). New product preannouncement, COO and brand innovativeness: Mediating roles of product innovativeness & quality & moderating role of technological newness, North South University Research Grant, Role: Principal Investigator, Total Value: USD 5000.

Educational Qualifications

Ph.D in Branding and Innovations from the University of Queensland, Australia.

Doctor of Business Administration (DBA) in Marketing from Southern Cross University, Australia.

MBA in Marketing from North South University.

BBA from University of Madras, India.

Academic Experience

Hononary Research Fellow

INTI International University, Malaysia.

Lecturer

School of Management and Enterprise. University of Southern Queensland (USQ).

Associate Professor & Head (Department of Marketing)

School of Business, Chittagong Independent University (CIU)

Director

Centre of Excellence for Teaching and Learning (CETL) Chittagong Independent University.

Assistant Professor & BBA Program Coordinator

School of Business, Chittagong Independent University (CIU)

Lecturer & Research Assistant

Graduate College of Management; Southern Cross University.

Lecturer

School of Business, Independent University Bangladesh (IUB).

Corporate Experience

No Data Found

Courses

Principles of Marketing, Principles of Management, Marketing Management (Australia), Consumer Behavior (Australia), Brand Management, International Marketing, Services Marketing, Marketing Communications, Product and Pricing Policies, Marketing Research (Australia), Advertising and Promotions, Leading and Managing People (Australia), Knowledge Management (Australia) and Strategic Management (Australia).

Membership and professional Activites

Editorial Board Membership:

Journal of Innovations in Digital Marketing.

Reviewer (ad hoc):

Internet Research, Journal of Consumer Behaviour, Journal of Product and Brand Management, Journal of Brand Management, Spanish Journal of Marketing, and Journal of Innovations in Digital Marketing.

American Marketing Association (AMA), Academy of Marketing Science, INFORMS, Academy of International Business, and ANZMAC conferences.

Independent Director: Chittagong Stock Exchange

Director: Central Counterparty Bangladesh Limited (CCBL)

Member:

American Marketing Association
Academy of Marketing Science
Marketing Science Institute
Academy of International Business
Australia and New Zealand Marketing Academy (ANZMAC)

Research Interests

New product preannouncement

Outcomes of ethical branding

Brand innovativeness (antecedents and outcomes)

Corporate social responsibility (CSR) (consumer outcomes of a brand's CSR initiaves)

Customer value co-creation

Customer citizenship behaviour

Brand community

Country of origin effects