Dr. Zahy Ramadan

Zahy Ramadan is an assistant professor of marketing. He holds a Doctor of Business Administration (DBA) from Manchester Business School, an MBA and a BSc in Business Marketing with Distinction, both from LAU. His research is focused on social media saturation, brand-consumer relationships and shopper marketing.

Ramadan is also a Chartered Marketer (Chartered Institute of Marketing) and has 17 years of work experience covering the Near-East, Arabian Peninsula and Asia-Pacific markets across several industries, namely FMCG, luxury goods and consumer electronics. He has also conducted several workshops in Asia-Pacific, specifically China and South Korea, on shopper marketing, in-store retail fundamentals and SKU-mix strategy. 

Teaching Interests

  • Marketing Strategy
  •  Digital Marketing Management 
  •  Marketing Communications
  • Shopper Marketing

Research Interests

  • Social Media Saturation
  • Online Brand Communities Addiction
  • Brand-Consumer Relationship
  • Shopper Marketing
  • Shoppers’ First Moment of Truth in Social Networking Environments

Consulting Activities

  • Consulting workshops for a leading global pharmaceutical company on creating the in-pharmacy environment to Improve patient care in the Arab countries’ pharmacy channel (2016).
  • Consulting for a leading regional FMCG company on the Route to Market Digital Strategy for the Omni-Channel Arab Shopper (2015).
  • Development of a marketing activation plan for a regional telecom company (2015).
  • Consulting project for ACDI/VOCA and USAID – Devising the Gulf market strategy and implementation for Lebanese exporters through the Lebanese Business linkage Initiative (2011)
  • ​Acted as the global lead on consumer and shopper insight development for Samsung as well as being a category strategist and retail insights developer covering the Chinese market  (2012-2013)
  • Key consulting projects developed and delivered to Samsung, PepsiCo China, Mattel, and Wrigley (2012-2013)

Selected Publications

Articles in Refereed Journals:

Farah, M. & Ramadan, Z. (2017). Disruptions versus more disruptions: How the Amazon dash button is altering consumer buying patterns. Journal of Retailing and Consumer Services, Vol.39 November 2017, 54-61, doi:10.1016/j.jretconser.2017.07.005

Ramadan, Z. & Mrad, M. (2017). Fashionable Stereotypes and Evolving Trends in the United Arab Emirates. Customer Needs and Solutions, 1-9, doi:10.1007/s40547-017-0073-z

Ramadan, Z. (2017). Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue. Qualitative Market Research: An International Journal, 20(3). doi:10.1108/qmr-07-2016-0064

Ramadan, Z. & Farah, M.F. (2017). The advent of the ‘Social Moment of Truth’ in online communitiesInternational Journal of Web Based Communities, 13(3). 

Ramadan, Z. & Farah, M.F. (2017). The Pokémonisation of the first moment of truthInternational Journal of Web Based Communities, 13(2).

Ramadan, Z., Farah, M.F. & Mrad, M. (2016). An Adapted TPB Approach to Consumers’ Acceptance of Service Delivery Drones. Technology Analysis & Strategic Management. doi:10.1080/09537325.2016.1242720 

Chapters in Books:

Ramadan, Z. & Abosag, I. (2016). “Understanding Online Brand Relationships in Western Asia: The Case of Lebanon and Saudi Arabia”. In Melewar, T.C., Nguyen, B. and Schultz, D.E. (Eds), Asia Branding: Connecting Brands, Consumers and Companies. Palgrave Macmillan. 

Abosag, I., Martin, F. & Ramadan, Z. (2016). “Social Media and Branding in Asia: Threats and Opportunities”, in Melewar, T.C, Nguyen, B. and Schultz, D.E. (Eds), Asia Branding: Connecting Brands, Consumers and Companies. Palgrave Macmillan.

In Refereed Conferences:

Ramadan, Z. & Abosag, I. (2016, April 27-29). The Co-Creation of Social Reputation; The Effect of Consumer – Social Networking Site’s Relationship on Socially Advertised Brands.  Paper presented at the AM Brand, Identity and Corporate Reputation Special Interest Group (SIG) conference, Bradford, UK. 

Ramadan, Z., Mrad, M. & Farah, M.F. (2015, October 28-31). A Contemporary Challenge in the Globalization of Service Technology; Moving from Self-Service Technologies to Drone-Delivery Interfaces.Paper presented at the EAMSA Theory and Practice in Bridging Europe and Asia: Contemporary Challenges in International Marketing, London, UK. 

Ramadan, Z. & Abosag, I. (2015). From Community Addicts to Disengaged: The influence of Saturation on Consumer-Brand Relationship. Paper Presented at The AM Brand, Identity and Corporate Reputation Special Interest Group (SIG), Turku, Finland.

Ramadan, Z. & Abosag, I. (2014). Saturated Nation; Online Brand Communities’ Addiction & its Effect on Consumer-Brand Relationships. Paper presented at Brands and Brand Relationships 2014 Conference, Boston, US.

Ramadan, Z. & Abosag, I. (2013). Saturation versus more Saturation in Online Communities: The Effect on Brand-Consumer Relationship. In proceedings of The AM Brand, Corporate Identity and Reputation Special Interest Group (SIG), Porto, Portugal.

 Ramadan, Z. & Abosag, I. (2012). Customers’ Satisfaction in online communities and its impact on brand-customer relationship. Paper presented  In the 20th International Colloquium on Relationship Marketing (ICRM), Nottingham, United Kingdom.