Iman Aghaei

Dr Iman Aghaei

  • Lecturer in Marketing and Strategy
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Iman Aghaei is a lecturer in marketing and strategy at Bournemouth University Business School, having previously served as an assistant professor in marketing at Cyprus International University. Prior to his academic career, Iman accumulated over a decade of experience in diverse roles across manufacturing and services industries.

His primary research concentration is on Transformative Marketing, with a specific emphasis on the modern consumer decision-making process and digitally-powered CXM. Moreover, he maintains an interest in branding and sustainable consumption research alongside his primary areas of focus.

In addition to publishing articles in esteemed international journals such as Eurasian Business Review, Tourism Review, Tourism Management Perspective, Emerging Markets Finance and Trade, Journal of Marketing Analytics, and The Service Industries Journal, Iman has contributed to the academic community by reviewing over 120 articles for prominent scientific journals including the Journal of Retailing and Consumer Services, Psychology & Marketing, International Journal of Consumer Studies, International Journal of Emerging Markets, International Journal of Contemporary Hospitality Management, Computers in Human Behavior, International Journal of Tourism Research, Asia Pacific Journal of Human Resources, Journal of Entrepreneurship in Emerging Economies, Energy, and European Review, among others...


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:

Good health and well-being

"Ensure healthy lives and promote well-being for all at all ages"

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Responsible consumption and production

"Ensure sustainable consumption and production patterns"

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Journal Articles

  • Ahmed Hasan, I., Aghaei, I. and Ilkhani Zadeh, S., 2024. Perception of CSR Activities, Organizational Trust, and Employee Outcome: Evidence from Iraq Telecom Market in Post-Pandemic COVID-19. International Journal of Professional Business Review, 8 (11).
  • Oney, E. and Aghaei, I., 2024. Consumer complaint intentions: the impact of general and specific self-confidence. Journal of Marketing Analytics, 12 (2), 390-410.
  • Sekandari, E. and Aghaei, I., 2023. Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP. Review of Marketing Science, 21 (1), 271-294.
  • Aghaei, I. and Poorkhaje Namaghi, S., 2022. Electronic Word-of-Mouth, Affective Commitment, and Consumer Buying Behavior in Healthcare Services during the COVID-19 Pandemic. Journal of Business Research - Turk, 14 (4), 2669-2685.
  • Aghaei, I., Haghani, M. and Limunga, E.J., 2022. Task and Relationship Conflicts, Employee Agility, and Perceived Job Performance. Journal of Management and Research, 9 (1), 29-60.
  • Aghaei, I. and Alarsali, N., 2022. Effective Determinants of Consumer Buying Decision on OTC Medications: Digital Marketing, Brand Experience, and Reference Groups. BOHR International Journal of Computer Science, 1 (1), 56-67.
  • Ghasemi, M., Nejad, M.G. and Aghaei, I., 2021. Knowledge management orientation and operational performance relationship in medical tourism (overview of the model performance in the COVID-19 pandemic and post-pandemic era). Health Serv Manage Res, 34 (4), 208-222.
  • Erdil, D.U., Tumer, M., Nadiri, H. and Aghaei, I., 2021. Prioritizing Information Sources and Requirements in Students' Choice of Higher Education Destination: Using AHP Analysis. SAGE OPEN, 11 (2).
  • Aghaei, I. and Sokhanvar, A., 2020. Factors influencing SME owners’ continuance intention in Bangladesh: a logistic regression model. Eurasian Business Review, 10 (3), 391-415.
  • Tümer, M., Aghaei, I., Öney, E. and Nasser Eddine, Y., 2019. The impact of traditional and social media marketing on customers' brand trust and purchase intentions in the Turkish airline market. Journal of Research in Emerging Markets, 1 (4), 2663-2677.
  • Tümer, M., Aghaei, I. and Lasisi, T.T., 2019. Assessment of housing choice criteria for the universities' students in North Cyprus using AHP method. International EUropean Journal of Managerial Research, 3 (4), 65-86.
  • Aker, S.L. and Aghaei, I., 2019. Comparison of Business Environments in Oil-Rich MENA Countries: A Clustering Analysis of Economic Diversification and Performance. EMERGING MARKETS FINANCE AND TRADE, 55 (12), 2871-2885.
  • Teimouri, R.B., Arasli, H., Kilic, H. and Aghaei, I., 2018. Service, politics, and engagement: A multi-level analysis. TOURISM MANAGEMENT PERSPECTIVES, 28, 10-19.
  • Sokhanvar, A., Aghaei, I. and Aker, S., 2018. The effect of prosperity on international tourism expenditure. TOURISM REVIEW, 73 (1), 44-54.
  • Arasli, H., Teimouri, R.B., Kilic, H. and Aghaei, I., 2017. Effects of service orientation on job embeddedness in hotel industry. SERVICE INDUSTRIES JOURNAL, 37 (9-10), 607-627.