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Journal article

WAQAS, M., WAJID, N., KHAN, M.A., HOLLEBEEK, L.D. and URBONAVICIUS, S., 2025. Enhancing brand equity through sublime experience: the mediating role of consumers' branded content engagement. Journal of Consumer Behaviour, 24 (5), pp. 2276-2292. ISSN 1472-0817

WAQAS, M., KHAN, M.A., WASEEM, M.A. and WAJID, N., 2025. From regrets to returns: how interaction quality and store image shape store revisit intentions. International Journal of Retail and Distribution Management, 53 (3), pp. 232-245. ISSN 0959-0552

Chapter in book

KHAN, M.A. and WAQAS, M., 2024. Consumer engagement with social media content: an investigation of the role of different advertising appeals. In: C. STRONG, C. BOSANGIT, N. KOENIG-LEWIS, Z. LEE, O. MOLDES ANDRES and E. ROSIER, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608

KHAN, M.A. and WAQAS, M., 2024. Men are from Mars: advertising value perception among males. In: C. STRONG, C. BOSANGIT, N. KOENIG-LEWIS, Z. LEE, O. MOLDES ANDRES and E. ROSIER, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608

KHAN, M.A. and WAQAS, M., 2024. Ringing the alarm: the persuasive power of COVID-19 awareness through caller ringback tones. In: C. STRONG, C. BOSANGIT, N. KOENIG-LEWIS, Z. LEE, O. MOLDES ANDRES and E. ROSIER, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608