Khaled Ibrahim

Dr. Khaled Ibrahim

4 articles
New Zealand Auckland University of Technology

Biography

Khaled Ibrahim is a brandologist and consumer behavioural scientist whose research spans the branding domain through a multidisciplinary lens, with a particular focus on brand generosity, consumer perceptions, and the intersection of human-brand-AI ethics. His work bridges theory and practice, offering insights into how emerging technologies and ethical considerations are reshaping marketing. With over a decade of cross-industry experience across retail banking (Commercial International Bank), stock markets, consultancy, healthcare (Fisher & Paykel Healthcare), and higher education, Khaled brings a unique perspective to his academic role. He combines teaching excellence, rigorous research, and practical expertise in digital marketing, brand management, marketing analytics, and consumer behaviour. This blend enables him to prepare students for the challenges of a digital-first economy while contributing to impactful, ethically grounded practice. Khaled also plays an active role in academic leadership and community service. At Unitec and Manukau Institute of Technology, he served as Associate Head of School (research leader) and co-founded the VAR-TEC behavioural lab, fostering interdisciplinary research on VR/AR, AI, and sensory marketing. He serves as Editor-in-Chief of the New Zealand Journal of Applied Business Research (NZJABR) and as a reviewer for international journals such as the Journal of Brand Management (JBM), the International Journal of Consumer Studies (IJCS), the International Journal of Emerging Markets (IJEM), the Journal of Islamic Marketing (JIM), and the Journal of Marketing Communications (JMC), and conferences such as the British Academy of Management (BAM) and the Australia and New Zealand Marketing Academy Conference (ANZMAC).

Publications by Year
Showing 4 of 4
The Impact of Front-of-Staff Ethnicity on Perceived Authenticity, Trust, and Consumer Behaviour in Ethnic Small Restaurants vs. Ethnic Restaurant Franchises
Khaled Ibrahim Auckland University of Technology
Balkrushna Potdar University of Tasmania
Lisa McNeill University of Otago
Rachel McQueen University of Alberta
Human Resource Management Developmental Paper Session
Marketing and Retail Developmental Paper Session
BAM2025 Conference
Eco-friendly fashion: Examining self, paid, and unpaid mending choices
Balkrushna Potdar University of Tasmania
Lisa McNeill University of Otago
Rachel McQueen University of Alberta
Khaled Ibrahim Auckland University of Technology
Sustainable and Responsible Business Full Paper Session
Marketing and Retail Full Paper Session
BAM2025 Conference
The Impact of Front-of-Staff Ethnicity on Perceived Authenticity, Trust, and Consumer Behaviour in Ethnic Small Restaurants vs. Ethnic Restaurant Franchises
Khaled Ibrahim Auckland University of Technology
Balkrushna Potdar University of Tasmania
Lisa McNeill University of Otago
Rachel McQueen University of Alberta
Marketing and Retail Developmental Paper Session
Marketing and Retail Developmental Paper Session
BAM2023 Conference
Eco-friendly fashion: Examining self, paid, and unpaid mending choices
Balkrushna Potdar University of Tasmania
Lisa McNeill University of Otago
Rachel McQueen University of Alberta
Khaled Ibrahim Auckland University of Technology
Marketing and Retail Full Paper Session
Marketing and Retail Full Paper Session
BAM2023 Conference