Dr. Muhammad Asif Awan

Assistant Professor
PhD (China)
masif@uvas.edu.pk
Office Hours: 1pm to 3pm

Dr. Muhammad Asif has completed his PhD from Dongbei University of Finance and Economics, People’s Republic of China in 2018. During his PhD he won outstanding international student award of Chinese scholarship council for the year 2017. His research interests include consumer behavior, sharing economy, and organic food marketing. He has published some articles in well reputed journals with good impact factor. At UVAS Business School, he teaches marketing and consumer behavior related subjects. He is also serving as a coordinator of post-graduate research degree program.

Area of Specialization

  • Consumer behavior
  • Sharing economy
  • Food and food related products marketing
  • OFDA’s

Research Interests

  • Theory of Planned Behavior
  • Marketing
  • Consumer Behavior
  • Sales Management
  • Entrepreneurship

Publications

 

 

  1. Give your hunger a new option: Understanding consumers' continuous intention to use online food delivery apps using trust transfer theory. International Journal of Consumer Studies: https://doi.org/10.1111/ijcs.12845. (Impact Factor: 7.096). 
  2. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food quality and Preference: https://doi.org/10.1016/j.foodqual.2017.08.006. (A-category in ABDC ranking with an Impact Factor of 6.345)
  3. Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits. Journal of Sustainability.  http://www.mdpi.com/2071-1050/10/10/3597/pdf. (Impact Factor 2.952)
  4. Determinants of Intention to use Islamic banking: A comparative analysis of users and non-users of Islamic banking: Evidence from Pakistan. International Journal of Islamic and Middle Eastern Finance and Management. (Impact Factor=2.853).
  5. Drivers of Organic Food Purchase Intention in a Developing Country: The Mediating Role of Trust. Sage Open (Impact Factor 1.39).  
  6. Determinants of consumption intention of Chinese cuisines for foreigners: the mediating role of variety seeking behavior. https://doi.org/10.1108/IJCTHR-05-2017-0061. (Impact Factor 0.790).
  7. Willingness to consume genetically modified food in Chinese Perspective. Pakistan Journal of agriculture science. DOI: 10.21162/PAKJAS/19.8837 Impact Factor: 0.856
  8. Assessing customer satisfaction among farmers availing loans from Zarai Taraqiati Bank Limited. Journal of Animal & Plant Sciences, Impact Factor: 0.570
  9. The era of sharing economy: factors that influence the behavioral intentions of user and provider to participate in peer-to-peer sharing economy. Serbian Journal of Management, Impact Factor: 0.22
  10. Factors that Influence Consumers' Future Purchase Intention. IBT Journal of Business Studies (IBT-JBS).
  11. Forerunners and outcomes of brand loyalty: A study of young consumers in Pakistan. Journal of Business and Economic Studies. 
  12. Investigating the Influence of Consumption Values on Healthy Eating Choices: The Moderating Role of Healthy Food Awareness. DLSU Business & Economics Review
  13. Relationship between transformational leadership style and organizational commitment: Mediating effect of psychological empowerment.  https://doi.org/10.1063/1.4903659
  14. Interactive effect of organizational cynicism and interpersonal mistreatment on turnover intentions. http://www.journal.ijacp.org/index.php/ICBMIS/article/view/184
  15. Muhammad Asif, Wang Xuhui, Alireza Nasiri, Samia Ayyub (2018) “Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis”, Food quality and Preference, 63, 144-150, https://doi.org/10.1016/j.foodqual.2017.08.006.
  16. Wang Xuhui, Muhammad Asif, Samia Ayyub, (2018) "Determinants of consumption intention of Chinese cuisines for foreigners: The mediating role of variety seeking behavior", International Journal of Culture, Tourism and Hospitality Research, 12(2), pp.213-222, https://doi.org/10.1108/IJCTHR-05-2017-0061
  17. Asif, M., Ayyub, S., & Bashir, M. K. (2014). “Relationship between transformational leadership style and organizational commitment: Mediating effect of psychological empowerment”. AIP Conference Proceedings, Vol. 1635, pp.703-707.

 

 

Conferences and Seminars

  1. Presented “Interactive effect of organizational cynicism and interpersonal mistreatment on turnover intentions” in ICBMIS, International Conference on Business Management & Information Systems held at Institute of Management Technology, Dubai, on November 19-21, 2013.
  2. Attended First International Academic Conference, Dongbei University of Finance and Economics, Dalian, People’s Republic of China.
  3. Attended 3rd International Conference on Quantitaive Science and its Application (ICOQSIA 2014) held on August 12-14, 2014 in Langkawi, Kedah, Malaysia.

Trainings and Workshops

  1. Attended a one-month training entitled “Certificate of Professional Development” conducted by UVAS, Lahore.
  2. Attended a two-weeks training entitled “Foresight” conducted by COMSTECH, Islamabad.
  3. Attended five days training entitled “Research Methodology” conducted by UVAS, Lahore.
  4. Participated in three days training on “Adult Learning” conducted by HEC, Lahore.
  5. Participated in three days training on “Training Need Analysis” conducted by UVAS, Lahore.
  6. Attended five days training on “Livestock Value Chain - Concepts and Analyses” conducted by International Livestock Research Institute.
  7. Attended four days training on “Intellectual Property and Intellectual Property Road Show” conducted by Institute of Business Administration, Karachi.