Zeeshan Rafiq Headshot

Research Topic

Role of religion and ethnic identification in the consumer acculturation process across different generations of British Pakistanis

Background

Zeeshan is a PhD candidate in the Marketing Group, having started his studies in 2015. He is the recipient of the prestigious Principal's Career Development Scholarship and the Edinburgh Global Research Scholarship from the University of Edinburgh.

Prior to beginning his doctoral work, Zeeshan completed his MPhil from the National College of Business Administration & Economics, Pakistan in 2014. He obtained a cumulative GPA of 3.88 out of 4 with a high score of 90/100 in his thesis. He also graduated with a Master of Business Administration from the Institute of Business Administration, University of Punjab, obtaining distinction in the subject of consumer behaviour.

His research interest is on understanding the various aspects of consumer behaviour and experiences with an emphasis on consumer culture, consumer acculturation processes, and brands. His PhD thesis explores the role of religion and ethnic identification in the consumer acculturation process across different generations of British Pakistanis.

Zeeshan’s academic experience spans both graduate and master's level teaching in the area of Marketing. Prior to beginning his doctoral work, he was a lecturer of Marketing in the National College of Business Administration & Economics. He was also part of the academic staff at the Virtual University of Pakistan.

Zeeshan is also a teaching assistant within the Business School.