| Examining the impact of gamification on intention of engagement and brand attitude in the marketing context Y Yang, Y Asaad, Y Dwivedi Computers in Human Behavior 73, 459-469, 2017 | 572 | 2017 |
| What makes hosts trust Airbnb? Antecedents of hosts’ trust toward Airbnb and its impact on continuance intention Y Wang, Y Asaad, R Filieri Journal of Travel Research 59 (4), 686-703, 2020 | 179 | 2020 |
| Brand identification in higher education: A conditional process analysis A Palmer, N Koenig-Lewis, Y Asaad Journal of Business Research 69 (8), 3033-3040, 2016 | 133 | 2016 |
| Universities and export market orientation: An exploratory study of UK post-92 universities Y Asaad, TC Melewar, G Cohen, J MT Balmer Marketing Intelligence & Planning 31 (7), 838-856, 2013 | 104 | 2013 |
| Eco-innovation for environment and waste prevention S Sumrin, S Gupta, Y Asaad, Y Wang, S Bhattacharya, P Foroudi Journal of business research 122, 627-639, 2021 | 103 | 2021 |
| Sports events and interaction among spectators: Examining antecedents of spectators’ value creation N Koenig-Lewis, Y Asaad, A Palmer European Sport Management Quarterly 18 (2), 193-215, 2018 | 90 | 2018 |
| IMO and internal branding outcomes: an employee perspective in UK HE Q Yu, Y Asaad, DA Yen, S Gupta Studies in Higher Education 43 (1), 37-56, 2018 | 90 | 2018 |
| The effects of passage of time on alumni recall of ‘student experience’ N Koenig‐Lewis, Y Asaad, A Palmer, E Petersone Higher Education Quarterly 70 (1), 59-80, 2016 | 50 | 2016 |
| Export market orientation behavior of universities: the British scenario Y Asaad, TC Melewar, G Cohen Journal of marketing for higher education 25 (1), 127-154, 2015 | 43 | 2015 |
| Consumers' willingness to share digital footprints on social media: the role of affective trust SS Muhammad, BL Dey, SF Syed Alwi, MM Kamal, Y Asaad Information Technology & People 36 (2), 595-625, 2023 | 21 | 2023 |
| Towards a framework of healthy aging practices D Yen, G Cohen, L Wei, Y Asaad Journal of Business Research 142, 176-187, 2022 | 15 | 2022 |
| Export market orientation in universities: Bridging the gap between export marketing and higher education Y Asaad, TC Melewar, G Cohen The Marketing Review 14 (2), 145-162, 2014 | 12 | 2014 |
| An investigation into export market orientation in UK universities from the international marketing managers’ perspective: A mixed-method approach Y Asaad Brunel University Brunel Business School PhD Theses, 2011 | 12 | 2011 |
| Linking engagement at cultural festivals to legacy impacts N Koenig-Lewis, A Palmer, Y Asaad Events and Sustainability, 72-93, 2022 | 10 | 2022 |
| Antecedents and consequences of market orientation in universities: Literature review and conceptual framework Y Asaad, G Cohen, TC Melewar Academy of Marketing, 2008 | 7 | 2008 |
| Understanding older people's practices when designing healthy ageing interventions DA Yen, G Cohen, L Wei, Y Asaad British Journal of Healthcare Management 28 (6), 1-3, 2022 | 1 | 2022 |
| A Typology and Model of Privacy-and Security-Concerned Users’ Attitudes towards Digital Footprints and Consequent Influence on their Social Media Adaptation SS Muhammad, BL Dey, H Bala, SFS Alwi, Y Asaad | | 2024 |
| Visibility through clutter: How could brands cut through advertising clutter on Instagram? I Ahmed, Y Asaad, S Alwi COBIIR, 2023 | | 2023 |
| Healthy ageing and the use of technology M Jahangiri, Y Asaad, P Foroudi The European Marketing Academy, 2023 | | 2023 |
| Consumers’ willingness to share digital footprints on social media: the role of affective trust M Syed, B Dey, S Alwi, M Kamal, Y Asaad Emerald, 2022 | | 2022 |
