Dr. Omar Itani

Associate Professor

omar.itani@lau.edu.lb
Ext. 1299
AKSOB 1603
LAU Beirut

Bio

Omar S. Itani is an associate professor of marketing. He holds a Ph.D. in Marketing from The University of Texas (UT) at Arlington and a certificate in higher education teaching. He has extensive teaching experience at the undergraduate, graduate, and executive levels at international and local, including UT at Arlington, UT Rio Grande Valley, and AUB.

Dr. Itani has published in top-tier journals recognized by the Financial Times Top 50 and Shanghai rankings. Since 2022, he has been ranked among the top 2% of scholars globally, according to a Stanford University/Elsevier study—an accomplishment achieved during his tenure as an assistant professor. During the same period, he received the LAU Faculty Excellence in Research Award for the 20–21 academic year.

His research has received numerous awards. Dr. Itani’s impactful research has garnered international media attention, with citations from leading outlets such as Forbes, Yahoo News, World Bank, European Union Publications Office, and World News Monitor.

As a dedicated educator, Dr. Itani is a Beta Gamma Sigma Honor Society member and a 2016 American Marketing Association-Sheth Foundation Doctoral Consortium Fellow.

Dr. Itani provides executive training and consulting services across the Arab world.

Teaching Interests

Marketing Management
Digital Marketing
Services Marketing
Marketing Analytics
Professional Selling & Sales Management

Research Interests

Marketing Strategy
Sales Management & Performance
Industrial Marketing
Technology and Marketing
Ethics & Sustainability

Editorial Experience

Associate Editor – Journal of Consumer Marketing
Editorial Review Board – Journal of Business Research
Editorial Review Board – Journal of Marketing Theory & Practice
Editorial Review Board – International Journal of Bank Marketing
Abstracts Section Editorial Review Board – Journal of Personal Selling and Sales Management

Publications

Recent publications can be accessed on Dr. Itani’s Google Scholar profile

In Refereed Journals

Elhajjar, S., & Itani, O. S. (2025). Examining the impact of social media de-influencing on audiences. Internet Research. (In press)
Itani, O. S., Gabler, C. B., Kalra, A., Bakeshloo, K. A., & Agnihotri, R. (2025). The interplay of morality, emotional labor, and customer injustice: How salesperson experiences shape job satisfaction. Industrial Marketing Management, 124, 162–174.
Dahrouj, R., Itani, O. S., Hollebeek, L. D., Eslami, H., & Kassar, A. N. (2025). Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication. Journal of Retailing and Consumer Services, 84, 104230.
Velasco, F., Itani, O. S., & Cajina, P. (2024). Ecolabel persuasion effect across cultures: A comprehensive meta-analysis. International Marketing Review, 41(6), 1190–1217.
Itani, O. S., Kalra, A., & Rostami, A. (2024). How does big data affect organizational financial performance in turbulent markets? The role of customer-linking and selling capabilities. Technological Forecasting & Social Change, 201, 123221.
Inyang, E., Itani, O. S., Alnakhli, H., & White, J. (2024). Sales team value co-creation in turbulent markets: The role of team learning and agility. Journal of Marketing Theory and Practice, 32(4), 599–613.
Gabler, C. B., Landers, V. M., & Itani, O. S. (2023). Sustainability and professional sales: A review and future research agenda. Journal of Personal Selling & Sales Management, 43(4), 336–353.
Itani, O. S., Badrinarayanan, V., & Rangarajan, D. (2023). The impact of business-to-business salespeople’s social media use on value co-creation and cross/up-selling: The role of social capital. European Journal of Marketing, 57(3), 683–717.
Gabler, C. B., Itani, O. S., & Agnihotri, R. (2023). Activating corporate environmental ethics on the frontline: A natural resource-based view. Journal of Business Ethics, 186, 63–86.
Kalra, A., Chaker, N. N., Singh, R., Itani, O. S., & Agnihotri, R. (2023). A desire for success: Exploring the roles of personal and job resources in determining the outcomes of salesperson social media use. Industrial Marketing Management, 113, 202–214.
Itani, O. S., Loureiro, S., & Ramadan, Z. (2023). Engaging with omnichannel brands: The role of consumer empowerment. International Journal of Retail & Distribution Management, 51(2), 238–261.
Kalra, A., Itani, O. S., & Rostami, A. (2023). Can salespeople use social media to enhance brand awareness and sales performance? The role of manager empowerment and creativity. Journal of Business & Industrial Marketing, 38(8), 1738–1753.
Kalra, A., Itani, O. S., & Sun, S. (2023). Turning role conflict into performance: Assessing the moderating role of self-monitoring, manager trust, and manager identification. Journal of Service Theory & Practice, 33(3), 436–461.
Hollebeek, L. D., Menidjel, C., Itani, O. S., Clark, M. K., & Sigurdsson, V. (2023). Consumer engagement with self-driving cars: A theory of planned behavior-informed perspective. Asia Pacific Journal of Marketing and Logistics, 35(8), 2029–2046.
Dugan, R. G., Chaker, N. N., Nowlin, E. L., Deeter-Schmelz, D. R. R., Rangarajan, D., Agnihotri, R., & Itani, O. S. (2023). Preparing for, withstanding, and learning from sales crises: Implications and a future research agenda. Journal of Personal Selling & Sales Management, 42(2), 89–104.
Tóth, Z., Mrad, M., Itani, O. S., Luo, J., & Liu, M. J. (2022). B2B eWOM on Alibaba: Signaling through online reviews in platform-based social exchange. Industrial Marketing Management, 104, 226–240.
Itani, O. S., Kalra, A., & Riley, J. (2022). Complementary effects of CRM and social media on customer co-creation and sales performance in B2B firms: The role of salesperson self-determination needs. Information & Management, 59(3), 103621.
Itani, O. S., Chonko, L., & Agnihotri, R. (2022). Salesperson moral identity and value co-creation. European Journal of Marketing, 56(2), 500–531.
Chaker, N., Nowlin, E., Pivonka, M., Itani, O. S., & Agnihotri, R. (2022). Inside sales social media use and its strategic implications for salesperson-customer digital engagement and performance. Industrial Marketing Management, 100, 127–144.
Loureiro, S. M. C., Guerreiro, J., Romero, J., Islam, J. U., Itani, O. S., & Eloy, S. (2022). Transhumanism and engagement-facilitating technologies in society. Journal of Promotion Management, 28(5), 537–558.
Itani, O. S., & Chaker, N. (2021). Harnessing the power within: The consequences of salesperson moral identity and the moderating role of internal competitive climate. Journal of Business Ethics, 181, 847–871.
Itani, O. S., Kalra, A., Chaker, N., & Singh, R. (2021). “Because you are a part of me”: Assessing the effects of salesperson social media use on job outcomes and the moderating roles of moral identity and gender. Industrial Marketing Management, 98, 283–298.
Itani, O. S., & Hollebeek, L. (2021). Consumers’ health-locus-of-control and social distancing in pandemic-based e-tailing. Journal of Services Marketing, 35(8), 1073–1091.
Itani, O. S. (2021). ‘Us’ to co-create value and hate ‘them’: Examining the interplay of customer brand identification, peer identification, value co-creation among customers, competitor brand hate, and individualism. European Journal of Marketing, 55(4), 1023–1066.
Itani, O. S., & Hollebeek, L. (2021). Light at the end of the tunnel: Visitors’ virtual reality (versus in-person) attraction site tour-related behavioral intentions during and post-COVID-19. Tourism Management, 84, 104290.
Alnakhli, H., Inyang, A. I., & Itani, O. S. (2021). The role of salespeople in value co-creation and its impact on sales performance. Journal of Business-to-Business Marketing, 28(4), 347–367.
Itani, O. S., Krush, M. T., Agnihotri, R., & Trainor, K. J. (2020). Social media and customer relationship management technologies: Influencing buyer-seller information exchanges. Industrial Marketing Management, 90, 264–275.
Freling, T., Yang, Z., Saini, R., Itani, O. S., & Abualsamh, R. (2020). When poignant stories outweigh cold hard facts: A meta-analysis of the anecdotal bias. Organizational Behavior and Human Decision Processes, 160, 51–67.
Alnakhli, H., Singh, R., Agnihotri, R., & Itani, O. S. (2020). From cognition to action: The direct effect of self-monitoring and thought self-leadership strategies on adaptive selling behavior. Journal of Business & Industrial Marketing, 35(12), 1915–1927.
Itani, O. S., El Haddad, R., & Kalra, A. (2020). Exploring the role of extrovert-introvert customers’ personality prototype as a driver of customer engagement: Does relationship duration matter? Journal of Retailing and Consumer Services, 53, 101980.
Itani, O. S., Jaramillo, F., & Paesbrugghe, B. (2020). Between a rock and a hard place: Seizing the opportunity of demanding customers by means of frontline service behaviors. Journal of Retailing and Consumer Services, 53, 101978.
Itani, O. S., Goad, E., & Jaramillo, F. (2019). Building customer relationships while achieving sales performance results: Is listening the Holy Grail of sales? Journal of Business Research, 102, 120–130.
Itani, O. S., Kassar, A. N., & Loureiro, S. (2019). Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management, 80, 78–90.
Itani, O. S., Jaramillo, F., & Chonko, L. (2019). Achieving top performance while building collegiality in sales: It all starts with ethics. Journal of Business Ethics, 156(2), 417–438.
Itani, O. S., Agnihotri, R., & Dingus, R. (2017). Social media impacts on salesperson’s competitive intelligence and performance. Industrial Marketing Management, 66, 64–79.
Gabler, C. B., Agnihotri, R., & Itani, O. S. (2017). Can salesperson guilt lead to more satisfied customers? Journal of Business & Industrial Marketing, 32(7), 951–961.
Agnihotri, R., Trainor, K. J., Itani, O. S., & Rodriguez, M. (2017). Examining the role of social CRM and salesperson behaviors in servicing the sale. Journal of Business Research, 81, 144–154.
Agnihotri, R., Gabler, C. B., Itani, O. S., Jaramillo, F., & Krush, M. T. (2017). Sales-service ambidexterity and its impact on salesperson role perception and adaptability. Journal of Personal Selling & Sales Management, 37(1), 27–41.
Itani, O. S., & Inyang, E. A. (2015). The effects of empathy and listening of salespeople on relationship quality in the retail banking industry: The moderating role of felt stress. International Journal of Bank Marketing, 33(6), 692–716.
Dagher, G. K., Itani, O. S., & Kassar, A. N. (2015). The impact of environment concern and attitude on green purchasing behavior: Gender as the moderator. Contemporary Management Research, 11(2), 179–205.
Dagher, G. K., & Itani, O. S. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188–195.
Dagher, G. K., & Itani, O. S. (2012). The influence of environmental attitude, environmental concern, and social influence on green purchasing behavior. Review of Business Research, 12(2), 104–111.

Case Studies and Reports

Elhajjar, S., & Itani, O. S. (2025). Brands for less: Navigating expansion into Southeast Asia (Case study). Ivey Publishing, Ivey Business School at Western University, London, ON, Canada.
Agnihotri, R., Gabler, C. B., Itani, O. S., Jaramillo, F., & Krush, M. T. (2018). Salesperson ambidexterity and customer satisfaction. Keller Center Research Report, 11(4), 16–21.

Conferences

Fischer, H., Gabler, C., Itani, O. S., Keränen Salesperson Ambidexterity and Customer Satisfaction, J., Landers, M., & Deva, R. (2025, January). Selling sustainable solutions and emerging tensions: Towards a conceptual framework and future research agenda. Paper presented at the 8th Industrial Marketing Management Summit, Sarajevo, Bosnia and Herzegovina.
Badrinarayanan, V., Itani, O. S., Rangarajan, D., Srivastava, R., & Stewart, G. (2024). Let me tell you about myself! Salesperson orientations, self-presentation, and pathways to performance. Paper presented at the National Conference in Sales Management, St. Louis, Missouri.
Velasco, F., Itani, O. S., & Torres, P. (2023). A cross-cultural study of how ecolabels persuade consumers to purchase green products: A meta-analysis. Paper presented at the Society of Marketing Advances, Fort Worth, Texas. Best Track Paper Award.
Kalra, A., Sun, S., & Itani, O. S. (2021, February). Role conflict, job satisfaction, and performance: Assessing the contingent role of salesperson self-monitoring and trust in manager. Paper presented at the American Marketing Association Winter Conference.
Inyang, A. E., Itani, O. S., & Alnakhli, H. (2020). The role of value co-creation in sales team performance. Paper presented at the Global Sales Science Institute Conference, Fort Worth, Texas.
Itani, O. S., Riley, J., & Kalra, A. (2020, August). Value co-creation through SocialCRM: The role of salesperson knowledge and needs. Paper presented at the American Marketing Association Summer Conference, San Francisco, California.
Itani, O. S., Chaker, N. N., & Alnakhli, H. (2020, April). The impact of salesperson moral identity centrality on external and internal customers. Paper presented at the National Conference of Sales Management Conference, Norfolk, Virginia. Conference Best Paper Award.
Agnihotri, R., Singh, R., Itani, O. S., & Trainor, K. (2019, August). Effects of CRM and social media on buyer-seller information exchanges: A multigroup analysis comparing high vs. low seller experience. Paper presented at the American Marketing Association Summer Conference, Chicago, Illinois.
Itani, O. S. (2019, April). The role of moral self in professional selling. Paper presented at the Marketing Management Association Spring Conference, Chicago, Illinois.
Itani, O. S., & Paesbrugghe, B. (2018, December). Salespeople service delivery in the era of demanding customers. Paper presented at the Industrial Marketing & Purchasing Conference, Sri Lanka.
Itani, O. S. (2018, November). The differential impacts of two forms of identification: Investigating the moderating role of individual cultural orientation. Paper presented at the Society of Marketing Advances Annual Conference, Florida.
Itani, O. S., & Paesbrugghe, B. (2018, April). Salespeople service delivery in the era of demanding customers. Paper presented at the Marketing Management Association Spring Conference, Chicago, Illinois.
Itani, O. S., Kassar, A., & Loureiro, S. (2017, November). Engaging customers in the restaurant sector. Paper presented at the International Conference on Organization and Management, Abu Dhabi, UAE.
Itani, O. S., Kalra, A., Agnihotri, R., Singh, P., & Tyagi, S. (2017, November). Firm’s digital marketing pursuits: Examining the role of social media and salesperson knowledge for B2B relationships. Paper presented at the Society for Marketing Advances Conference, Louisville, Kentucky, USA.
Kalra, A., Brewer, L., & Itani, O. S. (2017, November). Effect of service provider’s facial attractiveness on customer outcomes. Paper presented at the Society for Marketing Advances Conference, Louisville, Kentucky, USA.
Itani, O. S. (2017, September). Customer relationship management technology use of salespeople. Paper presented at the Annual Conference of the EuroMed Academy of Business, Rome, Italy.
Itani, O. S. (2017, April). Bringing moral identity into sales. Paper presented at the National Conference of Sales Management, St. Louis, Missouri, USA.
Itani, O. S., Alnakhli, H., Han, M., & Sun, S. (2017, March). Variety seeking at the brand level: Unidentified strategy used by luxury shoppers. Paper presented at the Marketing Management Association Conference, Chicago, Illinois, USA.
Itani, O. S., Kalra, A., Gabler, C., & Agnihotri, R. (2016, August). Boundary spanning employees’ pro-social disposition and B2B relationships: Lessons from India. Paper presented at the American Marketing Association Summer Conference, Atlanta, Georgia, USA.
Kalra, A., Itani, O. S., & Agnihotri, R. (2016, August). The good and the bad of competitive coworkers: Performance impacts through creativity and emotional exhaustion. Paper presented at the American Marketing Association Summer Conference, Atlanta, Georgia, USA.
Itani, O. S., Kalra, A., & Inyang, E. (2016, June). Revisiting the relationship between organizational ethical climate and job satisfaction of salespeople. Paper presented at the Global Sales Science Institute Conference, Birmingham, England.
Itani, O. S. (2016, March). The answer is to empower your sales force when it comes to sales technology. Paper presented at the National Conference of Sales Management, Milwaukee, Wisconsin, USA.
Gabler, C., Agnihotri, R., Trainor, K., Krush, M., & Itani, O. S. (2016, March). The role of guilt relational orientation selling, and positive outcome feedback on customer satisfaction. Paper presented at the National Conference of Sales Management, Milwaukee, Wisconsin, USA.
Itani, O. S. (2016, March). CRM sales technology: New perspectives and dark side outcomes. Paper presented at the Texas Ph.D. Conference, University of Texas at Arlington, Arlington, Texas, USA.
Itani, O. S. (2015, April). Sales quota and salesperson’s selling behavior: The missing link of felt stress and the moderating role of ethical climate. Paper presented at the National Conference of Sales Management, Houston, Texas, USA.
Syrdal, H., & Itani, O. S. (2014, September). Student evaluations of teaching: What can text analytics reveal from qualitative data? Paper presented at the Marketing Management Association Conference, San Antonio, Texas, USA.
Dagher, G., Itani, O. S., & Kassar, A. N. (2013, March). Factors influencing green purchasing behavior. Paper presented at the Association of Collegiate Marketing Educators, Federation of Business Disciplines, Albuquerque, New Mexico, USA.
Dagher, G., & Itani, O. S. (2013, June). Gender differences in Lebanese consumer green purchasing behavior and environmental concern and attitude. Paper presented at the Academy for Global Business Advancement, Bangkok, Thailand.
Dagher, G., & Itani, O. S. (2012, June). The influence of environmental attitude, environmental concern, and social influence on green purchasing behavior. Paper presented at the International Academy of Business and Economics, Venice, Italy.

Awards and Accomplishments

2024: Runner-up for the University Sales Center Alliance Award for Best Conceptual Article – Journal of Personal Selling & Sales Management.
2023: Best Paper Award - Society of Marketing Advances Conference.
2021: Faculty Research Excellence Award– Lebanese American University.
2020: Wessex Best Conference Paper Award – National Conference of Sales Management.
2016: Distinguished Doctoral Student Award – UT at Arlington.
2016: Business Ethics Program Research Grant – UT at Arlington.
2016: American Marketing Association-Sheth Doctoral Consortium Fellowship.

Training and Consulting Activities

Business Development – Tadweer Development Center, United Arab Emirates (2023)
Customer Care Training – International Rescue Committee – Lebanon (2023)
Leadership and Customer Service Excellence – Al Nahdi Pharmacies, Saudi Arabia (2022)
Corporate Training Programs – Saudi Telecom Company, Saudi Arabia (2021–2022)
Digital Business Strategy – Sanofi – Lebanon (2019)
Organizational Development – Al Arabia Elevators & Moving Systems, Juma Al Majid Group, United Arab Emirates (2018)