NUML

National University of Modern Languages


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Faculty Profile

Dr. Sadaf Zahra

 

  sadaf.zahra@numl.edu.pk

  061-9330459

  • PhD (Business, Marketing)
    2019-2021
    James Cook University, Townsville Australia 
     
  • MS (Business Administration).
    2012-2015
    National University of Modern Language, Multan, Pakistan.
     
  • MBA,  
    2003-2006
    Bahauddin Zakariya University, Multan, Pakistan.

Casual Teaching (2020-2021) James Cook University, Townsville, Australia

  • Marking Assignments
  • Online Tutorials
  • Design questionnaire for data collection about cafe's sustainable services
  • Data analysis software application (Statistical package for social sciences-SPSS)
  • Marking Papers
  • Results preparation on excel sheet

Lecturer, National University of Modern Languages, Multan, Pakistan (2007- Present)

  • Prepare lesson plans
  • Deliver lecture
  • Marking or grading assignments, tests, and exams papers
  • Collaborating with other academics and lecturers to improve teaching methods and expand the knowledge base
  • Attending and participating in meetings, conferences, and other events in and outside of the institution
  • Conducting research, and writing papers, proposals, journal articles, and book chapter

ADDITIONAL ROLES

  • Coordinator MSBA Program (March 2016-March 2018)
  • Focal Person for Anti-plagiarism Unit, Quality Enhancement Cell, NUML Islamabad (March 2016- March 2018)
  • Research supervisor for Master Student
  1. Zahra, S., McCarthy, B., & Chaiechi, T. (2021). Sustainable meat consumption intentions: conceptualisation, scale development and validation. British Food Journal,  Vol.124 No. 5, pp 1659-1679. https://doi.org/10.1108/BFJ-02-2021-0113 (HEC-W)
  2. MA Saleem, RA Ali, SNA Shah, S Zahra, MH Hafeez, N Nguyen., (2021). Psychological Drivers of Alternative Fuel Vehicles’ Adoption and Ecologically Responsible Use. Vol. 2021, Journal of Advanced Transportation. https://doi.org/10.1155/2021/9998056 (HEC-W)
  3. Ismail, H., Saleem, M., Zahra, S., Tufail, M. S. & Ali, R. A., (2021). Application of global reporting initiative (GRI) principles for measuring quality of corporate social responsibility (CSR) disclosure: Evidence from Pakistan. Sustainability, Vol. 13 No. 20, pp 11409. https://doi.org/10.3390/su132011409 (HEC-W)
  4. Saleem, M. A., Bhutta, Z. M., Nauman, M. & Zahra, S., (2019). Enhancing performance and commitment through leadership and empowerment: An emerging economy perspective.  International Journal of Bank Marketing, Vol. 37,  No. 1, pp. 303-322. (HEC-W)
  5. Saleem, M. A., Yaseen, A., and Zahra, S., (2018). Predictors of Organizational Commitment in Public Sector Hospitals of Pakistan - A Moderated Mediation Study. Journal of Health Management, Vol. 20 Issue:2, pp 1-20 DOI: 10.1177/0972063418763656 (HEC-Y)
  6. Yaseen, A., Saleem, M. A., and Zahra, S., (2018). Precursory effects on entrepreneurial behaviour in the Agri‐food industry. Journal of Entrepreneurship in Emerging Economies, Vol. 10 Issue: 1, pp.2-22, https://doi.org/10.1108/JEEE-08-2016-0029. (HEC-X
  7. Saleem, M, A., Zahra, S.,and Wasaya, A. (2017). Determinants of Frozen Food Purchase Intentions: Insights from a Developing Country. Indian Journal of Marketing, Vol.47 Issue 7, pp. 47-59, DOI: 10.17010/ijom/2017/v47/i7/116476 (HEC-Y)
  8. Saleem, M. A., Zahra, S. and Yaseen, A., (2017). Impact of Service Quality and Trust on Repurchase Intentions:­ The Case of Pakistani Airline Industry. Asia Pacific Journal of Marketing and Logistics, Vol. 29 Issue: 5, pp.1136-1159, https://doi.org/10.1108/APJML-10-2016-0192 (HEC-W)
  9. Saleem, M, A., Zahra, S., Ahmad, R., and Ismail, H., (2016). Predictors of Customer Loyalty in Pakistani Banking Industry, A moderated-mediation study. International Journal of Bank Marketing, Vol. 34 Issue: 3, pp.411-430, doi: 10.1108/IJBM-12-2014-0172. (HEC-W)
  10. Sajjid, M.T., Hassan, M., Ismail, H. & Zahra, S., (2016). The Impact of Work Social Support on firm innovation capability: The mediating role of Knowledge Sharing Process & Job Satisfaction & Moderating role of organizational Trust. Pakistan Journal of Social Sciences,Vol 36, No.2, pp. 1215-1228. (HEC-Y)
  11. Saleem, M. A., Yaseen, A., Saqib, N. and Zahra, S., (2014). Fostering Organizational Learning: Empirical Evidences from Pakistan. Pakistan Journal of Social Sciences, 34(2), 795-812. (HEC-Y)
  • Food Marketing
  • Social Marketing
  • Energy Consumption and Conservation
  • Consumer Behavior
  • Customer Loyalty

Education

  • PhD (Business, Marketing)
    2019-2021
    James Cook University, Townsville Australia 
     
  • MS (Business Administration).
    2012-2015
    National University of Modern Language, Multan, Pakistan.
     
  • MBA,  
    2003-2006
    Bahauddin Zakariya University, Multan, Pakistan.

Experience

Casual Teaching (2020-2021) James Cook University, Townsville, Australia

  • Marking Assignments
  • Online Tutorials
  • Design questionnaire for data collection about cafe's sustainable services
  • Data analysis software application (Statistical package for social sciences-SPSS)
  • Marking Papers
  • Results preparation on excel sheet

Lecturer, National University of Modern Languages, Multan, Pakistan (2007- Present)

  • Prepare lesson plans
  • Deliver lecture
  • Marking or grading assignments, tests, and exams papers
  • Collaborating with other academics and lecturers to improve teaching methods and expand the knowledge base
  • Attending and participating in meetings, conferences, and other events in and outside of the institution
  • Conducting research, and writing papers, proposals, journal articles, and book chapter

ADDITIONAL ROLES

  • Coordinator MSBA Program (March 2016-March 2018)
  • Focal Person for Anti-plagiarism Unit, Quality Enhancement Cell, NUML Islamabad (March 2016- March 2018)
  • Research supervisor for Master Student

Publications

  1. Zahra, S., McCarthy, B., & Chaiechi, T. (2021). Sustainable meat consumption intentions: conceptualisation, scale development and validation. British Food Journal,  Vol.124 No. 5, pp 1659-1679. https://doi.org/10.1108/BFJ-02-2021-0113 (HEC-W)
  2. MA Saleem, RA Ali, SNA Shah, S Zahra, MH Hafeez, N Nguyen., (2021). Psychological Drivers of Alternative Fuel Vehicles’ Adoption and Ecologically Responsible Use. Vol. 2021, Journal of Advanced Transportation. https://doi.org/10.1155/2021/9998056 (HEC-W)
  3. Ismail, H., Saleem, M., Zahra, S., Tufail, M. S. & Ali, R. A., (2021). Application of global reporting initiative (GRI) principles for measuring quality of corporate social responsibility (CSR) disclosure: Evidence from Pakistan. Sustainability, Vol. 13 No. 20, pp 11409. https://doi.org/10.3390/su132011409 (HEC-W)
  4. Saleem, M. A., Bhutta, Z. M., Nauman, M. & Zahra, S., (2019). Enhancing performance and commitment through leadership and empowerment: An emerging economy perspective.  International Journal of Bank Marketing, Vol. 37,  No. 1, pp. 303-322. (HEC-W)
  5. Saleem, M. A., Yaseen, A., and Zahra, S., (2018). Predictors of Organizational Commitment in Public Sector Hospitals of Pakistan - A Moderated Mediation Study. Journal of Health Management, Vol. 20 Issue:2, pp 1-20 DOI: 10.1177/0972063418763656 (HEC-Y)
  6. Yaseen, A., Saleem, M. A., and Zahra, S., (2018). Precursory effects on entrepreneurial behaviour in the Agri‐food industry. Journal of Entrepreneurship in Emerging Economies, Vol. 10 Issue: 1, pp.2-22, https://doi.org/10.1108/JEEE-08-2016-0029. (HEC-X
  7. Saleem, M, A., Zahra, S.,and Wasaya, A. (2017). Determinants of Frozen Food Purchase Intentions: Insights from a Developing Country. Indian Journal of Marketing, Vol.47 Issue 7, pp. 47-59, DOI: 10.17010/ijom/2017/v47/i7/116476 (HEC-Y)
  8. Saleem, M. A., Zahra, S. and Yaseen, A., (2017). Impact of Service Quality and Trust on Repurchase Intentions:­ The Case of Pakistani Airline Industry. Asia Pacific Journal of Marketing and Logistics, Vol. 29 Issue: 5, pp.1136-1159, https://doi.org/10.1108/APJML-10-2016-0192 (HEC-W)
  9. Saleem, M, A., Zahra, S., Ahmad, R., and Ismail, H., (2016). Predictors of Customer Loyalty in Pakistani Banking Industry, A moderated-mediation study. International Journal of Bank Marketing, Vol. 34 Issue: 3, pp.411-430, doi: 10.1108/IJBM-12-2014-0172. (HEC-W)
  10. Sajjid, M.T., Hassan, M., Ismail, H. & Zahra, S., (2016). The Impact of Work Social Support on firm innovation capability: The mediating role of Knowledge Sharing Process & Job Satisfaction & Moderating role of organizational Trust. Pakistan Journal of Social Sciences,Vol 36, No.2, pp. 1215-1228. (HEC-Y)
  11. Saleem, M. A., Yaseen, A., Saqib, N. and Zahra, S., (2014). Fostering Organizational Learning: Empirical Evidences from Pakistan. Pakistan Journal of Social Sciences, 34(2), 795-812. (HEC-Y)

Interests

  • Food Marketing
  • Social Marketing
  • Energy Consumption and Conservation
  • Consumer Behavior
  • Customer Loyalty