Dr.Yasir A. Soomro
King AbdulAziz University (KAU) Jeddah, Saudi Arabia, Faculty of Economics and Administration, Faculty Member
Iqra University IU, Business aministration, PhD & Assistant Professor & K.U.L M.Phil and Ph.D program
I am passionate Doctoral Faculty Currently working as Associate Professor in Faculty of Economics and Administration (FEA), King Abdul Aziz University Jeddah and also a research member of Center of Creativity and Entrepreneurship. Experienced in teaching and e-Learning at FEA business school holding triple accreditation by AACSB, EPAS and AMBA. I have experience teaching students and training professionals from many different cultural backgrounds, including many international students from Asian countries like Pakistan, China, Sri lanka, Thailand, Middle East, Vietnam, Malaysia and Indonesia.Overall I have 8 years of teaching experience pre and post doctorate combine at university level.
Besides, I have a number of peer reviewed double blind research publications and actively participate in international conferences either as speaker or presenter. I believe in continuous learning and never take off the learner’s hat from my head. To keep myself up-to-date in the content area, I read widely in review papers, periodicals and journal publications and attend conferences/seminars that deal with debates and new developments in the business field. I mostly blend some of the research findings into publishable articles, classroom handouts, and local business case studies.
I am interested in online teaching, and I have already used many online learning tools in my classroom, including course management software system such as Blackboard and Moodle, which allow students to access course material and grades at any time, to interact with one another through discussion questions and blog posts, and to collaborate on projects and share writing ideas. I often hold “virtual office hours” with students over chat programs or Skype, especially when they are struggling with research or utilizing library resources.
Teaching is my passion. It inspires me, and refuels energy in my soul and highlight of my day. I want to devote my time and energy to working with students and helping them to develop, express, and exchange their ideas.
Supervisors: Dr. Muzaffar Ali Isani and Dr. Tariq Khizindar
Besides, I have a number of peer reviewed double blind research publications and actively participate in international conferences either as speaker or presenter. I believe in continuous learning and never take off the learner’s hat from my head. To keep myself up-to-date in the content area, I read widely in review papers, periodicals and journal publications and attend conferences/seminars that deal with debates and new developments in the business field. I mostly blend some of the research findings into publishable articles, classroom handouts, and local business case studies.
I am interested in online teaching, and I have already used many online learning tools in my classroom, including course management software system such as Blackboard and Moodle, which allow students to access course material and grades at any time, to interact with one another through discussion questions and blog posts, and to collaborate on projects and share writing ideas. I often hold “virtual office hours” with students over chat programs or Skype, especially when they are struggling with research or utilizing library resources.
Teaching is my passion. It inspires me, and refuels energy in my soul and highlight of my day. I want to devote my time and energy to working with students and helping them to develop, express, and exchange their ideas.
Supervisors: Dr. Muzaffar Ali Isani and Dr. Tariq Khizindar
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Papers by Dr.Yasir A. Soomro
This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.
Methodology: One independent variable consumer perceived brand concept was used with the dependent variable “Successful brand extension evaluation” with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique.
Findings: Three hypotheses were tested with multi-mediation test by Preacher and Hayes. All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension. Methodology: One independent variable consumer perceived brand concept was used with the dependent variable " Successful brand extension evaluation " with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique. Purpose: This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market. What are the antecedents (Mediating variables) of successful brand extension? Perceived Brand Concept, Close Brand Extension & Multi-Mediation.
This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.
Methodology: One independent variable consumer perceived brand concept was used with the dependent variable “Successful brand extension evaluation” with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique.
Findings: Three hypotheses were tested with multi-mediation test by Preacher and Hayes. All three were accepted with most significant being Parent Brand Conviction and Brand loyalty jointly mediate the relationship between Consumer Perceived Brand Concept and Successful Brand Extension Evaluation for close extension. Methodology: One independent variable consumer perceived brand concept was used with the dependent variable " Successful brand extension evaluation " with two mediating variables. Real life close brand extension as stimuli was used in this study. Self developed questionnaire was filled by 462 respondents by simple random sampling technique. Purpose: This paper investigates how brand extension strategy can be used successfully by the companies while launching close brand extensions in the market. What are the antecedents (Mediating variables) of successful brand extension? Perceived Brand Concept, Close Brand Extension & Multi-Mediation.