Biography

Journal Articles

• Ashraf, S., Williams, A.M. and Bray, J., 2022. Female Muslim identity and modest clothing consumption in the UK. Journal of Islamic Marketing.
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• Bolat, E., Robson, J., Sit, K.J., Birch-Chapman, S., Ashraf, S., Memery, J. and Jackson, C., 2020. Service brand rehab: diagnosing trust repair mechanisms. Qualitative Market Research, 23 (4), 725-746.
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• Robson, J., Waite, K. and Ashraf, S., 2016. Academy of Marketing conference 2015 special issue. Journal of Financial Services Marketing, 21 (2), 87-89.
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• Ashraf, S., Robson, J. and Sekhon, Y., 2015. Consumer trust and confidence in the compliance of Islamic banks. Journal of Financial Services Marketing, 20 (2), 133-144.
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Chapters

• Robson, J., Farquhar, J. and Ashraf, S., 2020. Brand Spillover within the Insurance Ecosystem: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 207-208.
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• Ashraf, S., Robson, J. and Farquhar, J., 2019. For Me, My Parents Come First: Role and Religious Identity in Consumer Bank Choice in Pakistan: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 915-916.
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• Ashraf, S., 2018. CSR in Pakistan: The Case of the Khaadi Controversy. 247-269.
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• Ashraf, S. and Musarskaya, M., 2018. Green Identity, Myth or Reality: An Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 283.
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• Robson, J., Ashraf, S. and Abdullrahim, N., 2017. Faith, Trust and Pixie Dust: A Comparative Study of Consumer Trust in Islamic Banks—A Structured Abstract. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. 1489-1494.
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Conferences

• Ashraf, S., 2020. Between a Banker and a Barbie: The Illusions of Social Media: An Abstract. , 3-4.
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• Ashraf, S., 2018. Consumer Multiple Identities and Brand: The case of Pakistani banking sector. In: 3rd INTERNATIONAL COLLOQUIUM ON DESIGN, BRANDING AND MARKETING 5-6 April 2017 Bournemouth University. No.
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• Ashraf, S., 2018. Batman and Barbie wants to be a Doctor: Drawing students’ digital identities. In: Academy of MArketing SIG Marketing of Higher Education Colloquium 3 April 2017 Kingston University- London.
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• Bolat, E., Robson, J., Ashraf, S., Sit, K., Birch-Chapman, S., Memery, J. and Jackson, C., 2017. Corporate brand rehab: Diagnosing trust repair mechanisms in the service sectors. In: 3rd International Colloquium on COBIIR: Current and Future Trends, Developments and Challenges 7-8 September 2017 Middlesex Universtiy, London, UK.
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• Jackson, C., Robson, J., Bolat, E., Memery, J., Sit, J. and Ashraf, S., 2017. When brand trust is tested. In: The Visitor Economy: Strategies and Innovations 4-6 September 2017 Bournemouth University.
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• Robson, J., Memery, J., Jackson, C., Sit, K., Bolat, E., Ashraf, S. and Birch, S., 2017. Trust Me: I’m no longer a damaged brand. In: McIntyre, C., ed. 3rd international colloquium on design, brand and marketing 5 April 2017 Bournemouth University.
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• Robson, J. and Ashraf, S., 2016. Perceptions and use of pension savings: the case of South Asian consumers living in the UK. In: Academy of Marketing 5 July-7 October 2016 Newcastle, UK.
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• Robson, J., Ashraf, S. and Abdullrahim, N., 2016. FAITH, TRUST AND PIXIE DUST: A COMPARATIVE STUDY OF CONSUMER TRUST IN ISLAMIC BANKS. In: Academy of Marketing Science 18 May-21 October 2016 Orlando, Florida.
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• Robson, J. and Ashraf, S., 2016. The Interplay of Life Events, Religion, and Consumption in Islamic Banking. , 125-126.
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• Ashraf, S.A.M.R.E.E.N., 2015. Key triggers points and consumer financial decisions. In: British Academy of Management 9-11 September 2014 Belfast.
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• Ashraf, S.A.M.R.E.E.N. and Robson, J.U.L.I.E., 2014. Consumer trust in the compliance of Islamic banks. In: Academy of Marketing 7-11 July 2014 Bournemouth.
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Theses

• Ashraf, S., 2021. The role of consumer multiple identities in bank choice in Pakistan. PhD Thesis. Bournemouth University Business School.
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Exhibitions

• Bolat, E. et al., 2016. Digital Me, Pop-up Photo Exhibition. Photo. Digital Me. Sovereign Shopping Centre, Boscombe, Bournemouth. 5 November 2016.
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Profile of Teaching PG

• Marketing and Strategy

Profile of Teaching UG

• Strategic Management
• Principles of Marketing (Level 4/First Year), Developing Strategies for Global Markets (Level 6/Final Year)

Invited Lectures

• Juggling multiples identities successfully, Bournemouth University, 01 Dec 2021 more
  

  Dr. Samreen Ashraf was invited as a Keynote Speaker at the 13th Annual Postgraduate Conference organised by the Doctoral College- Bournemouth University on 01/12/21. The keynote covered Samreen’s research topic of multiple identities where she talked about juggling multiples identities successfully.
• Entrepreneurial Identity, Foundation University Islamabad- Pakistan (Via Zoo, 23 Nov 2021 more
  

  Dr. Samreen Ashraf was invited to be a guest speaker at the Virtual Bootcamp even organised at the Foundation University Islamabad- Pakistan for the aspiring entrepreneurs. The event was well attended by national and international audiences.
• Your Global Identity, Bournemouth University- Skills MasterClass, 13 Oct 2021 more
  

  Dr. Samreen Ashraf was invited for a guest talk on 'Your Global Identity' as a part of Bournemouth University Skills MasterClass.
• 12 Jan 2017 more
  

  Was invited to deleiver a lecture at University of Gujrat- Pakistan
• Bournemouth University, 14 Dec 2016 more
  

  Was invited to deleiver a lecture by Institute of Directors at Bournemouth University on 'success in a digital world, a destination or a journey'
• The impact of consumer identity..consumption, Canterbury Universtity, 09 Jan 2015 more
  

  Guest lecture

Grants

• Innovative Career Fair for BCP (Bournemouth and Poole Council, 01 Mar 2022). Awarded
• Trust repair in the service sectorThis item is a favourite (BU QR, 01 Dec 2016). Awarded
• ‘Perceptions and use of pension savings: the case of South Asian consumers living in the UK’ (Academy of Marketing Research Initiative Funding, 01 Aug 2015). Completed

External Responsibilities

• University of Winchester, External Panel Member for Courses Re validation (2021-)
• London School of Economics, Teaching Consumer Behaviour in Summer School (2021-)

Internal Responsibilities

• PGR Lead- MSI, Research Team
• Programme Leader- BSc Marketing, FOM
• Programme coordinator- level 4- BSc Marketing, Department of Marketing

Journal Reviewing/Refereeing

• Qualitative Market Research, 01 Jan 2019
• Journal of Financial Services Marketing, 13 May 2015

Public Engagement & Outreach Activities

• BU Festival of Learning 2018. Trust Deficit causes and remedies for businesses (Masterclass).
• BU Festival of Learning, 2018 Trust Deficit (consultancy workshop)
• Lies and scandals: whatever happened to trust?; Festival of Learning 2017
• Digital Me Pop-up Photo Gallery; ESRC Festival of Social Science 2016; http://digitalmebu.wordpress.com

Qualifications

• PhD in consumer multiple identities (Bournemouth University, 2021)
• PGCE in Education Practices (Higher Education Academy, 2016)
• MBA in Financial Services (Bournemouth University, 2012)
• MBA in Marketing (Gujrat University- Pakistan, 2010)

Honours

• Jane K. Fenyo Award (for best research paper) (Academy of Marketing Science, 2019)
• Vice Chancellor PhD Scholarship (Bournemouth University, 2013)
• International MBA scholarship (Bournemouth university, 2011)

Memberships

• British Academy of Manageemnt, Student (2013-),