Senior Lecturer
Marketing & Retail Stirling Management School University of Stirling Stirling FK9 4LA Scotland UK
Prior to joining the Business School, I was a Lecturer at Durham University Business School (April 2014- April 2018) and Nottingham University Business School (Jan 2008-March 2014). I have also worked at the Chinese campus of the University of Nottingham (based in Ningbo, Zhejiang Province) from Sept 2006 to the end of December 2007. I have a Management & Marketing degree from the Institut Supérieur de Commerce et d'Administration des Entreprises (Casablanca, Morocco), and a Masters in Marketing from Nottingham University Business School. For my PhD thesis, I conducted a critical discourse analysis of the marketing of the Vlaams Blok/Vlaams Belang, an extreme right party from Flanders, Belgium.
My current research interests include: Religion, Travel and Consumption; Cultural heritages sites and pilgrimage; Identity (organisational, ethnic/racial, religious or political); immigration and extreme right politics.
My research has been published in Organization Studies, Journal of Marketing Management, Marketing Theory and Consumption Markets and Culture. I have also contributed chapters to scholarly books on Political Marketing, Critical Marketing and Islamic Marketing.
My current research interests include:
Political marketing:
Identity and organisations:
Religion, Marketing and Consumption:
I specialise in so-called qualitative research methods: (Critical) Discourse Analysis, Ethnography, Autoethnography, In-depth Interviews, Visual Methods.
Article
Bullshit consumption: What lockdowns tell us about work-and-spend lives and care-full alternatives
Molesworth M, Grigore G, Patsiaouras G & Moufahim M (2024) Bullshit consumption: What lockdowns tell us about work-and-spend lives and care-full alternatives. Marketing Theory. https://doi.org/10.1177/14705931241230047
Article
Teaching note - Critical pedagogies: practical examples from the marketing classroom
Moufahim M, Heath T, O’Malley L, Casey K, Denegri-Knott J, Kuruoglu A, Pavlopoulou I & Pradhan A (2023) Teaching note - Critical pedagogies: practical examples from the marketing classroom. Journal of Marketing Management, 39 (1-2), pp. 149-165. https://doi.org/10.1080/0267257x.2023.2174166
Article
Disability and Well-being: Towards a Capability Approach for Marketplace Access
Bhogal-Nair A, Lindridge AM, Tadajewski M, Moufahim M, Alcoforado D, Cheded M, Figueiredo B & Liu C (2023) Disability and Well-being: Towards a Capability Approach for Marketplace Access. Journal of Marketing Management.
Newspaper Article
We asked Sikh men in Britain what the turban means to them – here’s what they told us
Moufahim M & Bhogal-Nair A (2023) We asked Sikh men in Britain what the turban means to them – here’s what they told us. The Conversation. 14.04.2023.
Commentary
Researching the sacred: a conversation with Samuelson Appau, Russ Belk and Diego Rinallo
Moufahim M, Rodner V, El Jurdi H, Appau S, Belk R & Rinallo D (2023) Researching the sacred: a conversation with Samuelson Appau, Russ Belk and Diego Rinallo. Qualitative Market Research: An International Journal, 26 (2). https://doi.org/10.1108/QMR-02-2023-0016
Editorial
Guest editorial: Sacred journeys: moving in, out and around sacred spaces
Moufahim M, Rodner V & El Jurdi H (2023) Guest editorial: Sacred journeys: moving in, out and around sacred spaces. Qualitative Market Research: An International Journal, 26 (2), pp. 61-67. https://doi.org/10.1108/qmr-02-2023-199
Editorial
Heath T, Moufahim M & O’Malley L (2023) Critical and creative marketing pedagogies: confronting rhetoric, addressing inequality, inspiring change. Journal of Marketing Management, 39 (1-2), pp. 1-7. https://doi.org/10.1080/0267257x.2023.2187539
Article
Rinallo D, Santana J, Zanette MC, Appau S, Coffin J, Eckhardt GM, Eichert CA, Husemann KC, Kedzior R, Moufahim M, Rodner V & Stevens L (2023) Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory. Marketing Theory. https://doi.org/10.1177/14705931231154947
Article
Jafari A, moufahim m, Rinallo D & Appau S (2023) Theorizing consumption and markets in the context of religion: A commentary section on Appau’s (2021) ‘divine economic system’. Marketing Theory. https://doi.org/10.1177/14705931231153192
Edited Book
Political Branding in Turbulent times
Moufahim M (ed.) (2022) Political Branding in Turbulent times. Palgrave Studies in Political Marketing and Management. Cham, Switzerland: Springer International Publishing. https://doi.org/10.1007/978-3-030-83229-2
Newspaper Article
Jubilee: from home movies to tea cosies – why people love sending gifts to the Queen
Moufahim M, Pich C & Branco-Illodo I (2022) Jubilee: from home movies to tea cosies – why people love sending gifts to the Queen. The Conversation. 01.06.2022.
Article
"They Said We Ruined the Character and Our Religion": Authenticity and Legitimation of Hijab Cosplay
El Jurdi H, Moufahim M & Dekel O (2022) "They Said We Ruined the Character and Our Religion": Authenticity and Legitimation of Hijab Cosplay. Qualitative Market Research: An International Journal, 25 (1), pp. 43-59. https://doi.org/10.1108/QMR-01-2021-0014
Book Chapter
The ethical challenges at the heart of political branding
Moufahim M & Lilleker D (2021) The ethical challenges at the heart of political branding. In: Moufahim M (ed.) Political Branding in turbulent times. 1 ed. Palgrave Studies in Political Marketing and Management. Cham, Switzerland: Palgrave Macmillan, pp. 141-151. https://doi.org/10.1007/978-3-030-83229-2
Book Chapter
Collective Mobilizations of European Muslims: An Overview of Muslim Social Movements
Moufahim M (2021) Collective Mobilizations of European Muslims: An Overview of Muslim Social Movements. In: Harris P, Bitonti A, Fleisher CS & Skorkjær Binderkrantz A (eds.) The Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs. Palgrave Macmillan. https://doi.org/10.1007/978-3-030-13895-0_197-1
Article
Networks Amongst Syrians: Situated Migrant Positionalities and the Impact on Relational Embedding
Speed F, Scurry T, Edward P & Moufahim M (2021) Networks Amongst Syrians: Situated Migrant Positionalities and the Impact on Relational Embedding. Social Inclusion, 9 (4), pp. 243-253. https://doi.org/10.17645/si.v9i4.4521
Editorial
Welcome to the party!: Unpacking Party Organizations
Husted E, Moufahim M & Fredriksson M (2021) Welcome to the party!: Unpacking Party Organizations. Ephemera: Theory and Politics in Organization, 21 (2), pp. 1-17. http://www.ephemerajournal.org/contribution/welcome-party
Article
Political parties and Organization Studies: The party as a critical case of organizing
Husted E, Moufahim M & Fredriksson M (2021) Political parties and Organization Studies: The party as a critical case of organizing. Organization Studies. https://doi.org/10.1177/01708406211010979
Editorial
2018 Academy of Marketing annual conference: marketing the brave
Tinson J, Wilson C, Moufahim M, Kolyperas D, Maglaras G & Black I (2019) 2018 Academy of Marketing annual conference: marketing the brave. Journal of Marketing Management, 35 (9-10), pp. 795-797. https://doi.org/10.1080/0267257x.2019.1638145
Book Chapter
Down a slippery slope . . . is Britain joining the global trends towards right-wing populism?
Moufahim M (2019) Down a slippery slope . . . is Britain joining the global trends towards right-wing populism?. In: Jackson D, Thorsen E, Lilleker D & Weidhase N (eds.) UK Election Analysis 2019: Media, Voters and the Campaign: Early reflections from leading academics. Poole, England: The Centre for Comparative Politics and Media Research, pp. 53-53. https://ecrea.eu/page-18206/8396587
Article
Wells V, Ellis N, Slack R & Moufahim M (2019) "It's Us, You Know, There's a Feeling of Community": Exploring Notions of Community in a Consumer Co-operative. Journal of Business Ethics, 158 (3), pp. 617-635. https://doi.org/10.1007/s10551-017-3747-4
Article
Pilgrimage, consumption and rituals: Spiritual authenticity in a Shia Muslim pilgrimage
Moufahim M & Lichrou M (2019) Pilgrimage, consumption and rituals: Spiritual authenticity in a Shia Muslim pilgrimage. Tourism Management, 70, pp. 322-332. https://doi.org/10.1016/j.tourman.2018.08.023
Article
The Consumption, Politics and Transformation of Community
Moufahim M, Wells V & Canniford R (2018) The Consumption, Politics and Transformation of Community. Journal of Marketing Management, 34 (7-8), pp. 557-568. https://doi.org/10.1080/0267257X.2018.1479506
Article
Shades of purple: A discursive analysis of mainstream political party responses to UKIP
Moufahim M, Parsons M & Rees P (2016) Shades of purple: A discursive analysis of mainstream political party responses to UKIP. Journal of Customer Behaviour, 15 (3), pp. 261-282. https://doi.org/10.1362/147539216x14594362873974
Book Chapter
Authenticity, Religious Identity and Consumption: a Reflexive (Auto)Ethnographic Account
Moufahim M (2016) Authenticity, Religious Identity and Consumption: a Reflexive (Auto)Ethnographic Account. In: Jafari A & Sandicki O (eds.) Islam, Marketing and Consumption: Critical Perspectives on the Intersections. Routledge ed. Routledge Critical Marketing. London: Routledge, pp. 173-193. https://www.routledge.com/Islam-Marketing-and-Consumption-Critical-Perspectives-on-the-Intersections/Jafari-Sandikci/p/book/9780415746946
Article
Moufahim M & Lim M (2015) The other voices of international higher education: an empirical study of students' perceptions of British university education in China. Globalisation, Societies and Education, 13 (4), pp. 437-454. https://doi.org/10.1080/14767724.2014.959476
Article
Lim M & Moufahim M (2015) The spectacularization of suffering: an analysis of the use of celebrities in ‘Comic Relief’ UK’s charity fundraising campaigns. Journal of Marketing Management, 31 (5-6), pp. 525-545. https://doi.org/10.1080/0267257x.2015.1020330
Book Chapter
Marketing an Extremist Ideology: the Vlaams Belang's Nationalist Discourse
Moufahim M & Humphreys M (2015) Marketing an Extremist Ideology: the Vlaams Belang's Nationalist Discourse. In: Pullen A & Rhodes C (eds.) The Routledge Companion to Ethics, Politics and Organizations. Routledge Companions in Business, Management and Accounting. London: Routledge, pp. 85-100. https://www.routledge.com/The-Routledge-Companion-to-Ethics-Politics-and-Organizations/Pullen-Rhodes/p/book/9780415821261
Article
The Vlaams Belang: The Rhetoric of Organizational Identity
Moufahim M, Reedy P & Humphreys M (2015) The Vlaams Belang: The Rhetoric of Organizational Identity. Organization Studies, 36 (1), pp. 91-111. https://doi.org/10.1177/0170840614546149
Article
Religious gift giving: An ethnographic account of a Muslim pilgrimage
Moufahim M (2013) Religious gift giving: An ethnographic account of a Muslim pilgrimage. Marketing Theory, 13 (4), pp. 421-441. https://doi.org/10.1177/1470593113499698
Article
User-Generated Brands and Social Media: Couchsurfing and Airbnb
Yannopoulou N, Moufahim M & Bian X (2013) User-Generated Brands and Social Media: Couchsurfing and Airbnb. Contemporary Management Research, 9 (1), pp. 85-90. https://doi.org/10.7903/cmr.11116
Book Chapter
Towards a Critical Political Marketing Agenda?
Moufahim M & Lim M (2013) Towards a Critical Political Marketing Agenda?. In: Brownlie D, Hewer P & Tadajewski M (eds.) Expanding Disciplinary Space: On the Potential of Critical Marketing. New York: Routledge. https://www.routledge.com/Expanding-Disciplinary-Space-On-the-Potential-of-Critical-Marketing/Brownlie-Hewer-Tadajewski/p/book/9780415816151
Article
Marketing ‘ethically questionable’ politics: the case of a xenophobic political party
Moufahim M & Chatzidakis A (2012) Marketing ‘ethically questionable’ politics: the case of a xenophobic political party. Consumption Markets & Culture, 15 (3), pp. 287-305. https://doi.org/10.1080/10253866.2011.652828
Book Chapter
Globalisation and Higher Education: neo-colonialism, emancipation and resistance
Moufahim M (2012) Globalisation and Higher Education: neo-colonialism, emancipation and resistance. In: Walker M & McLean M (eds.) Essays on Higher Education and Society, vol II Issues in International Higher Education. Jubilee Press Occasional Papers. Nottingham: Jubilee Press, pp. 2-20.
Article
Lim M & Moufahim M (2011) Co-production and co-consumption: Perspectives on immigration through a discourse analysis of voters' blogs in the 2010 General Election. Journal of Marketing Management, 27 (7-8), pp. 656-674. https://doi.org/10.1080/0267257x.2011.593539
Book Chapter
Interpreting Discourse: A Critical Discourse Analysis of the Marketing of an Extreme Right Party
Moufahim M, Humphreys M & Mitussis D (2011) Interpreting Discourse: A Critical Discourse Analysis of the Marketing of an Extreme Right Party. In: Baines P (ed.) Political Marketing. London: SAGE Publications, pp. pp. 537-557.
Book Chapter
Marketing the Unmarketable: The Vlaams Belang, a "Party Unlike Any Other"
Moufahim M, Humphreys M & Mitussis D (2010) Marketing the Unmarketable: The Vlaams Belang, a "Party Unlike Any Other". In: Currie G, Ford J, Harding N & Learmonth M (eds.) Making Public Services Management Critical. New York: Routledge, pp. pp. 119-133. https://www.routledge.com/Making-Public-Services-Management-Critical/Currie-Ford-Harding-Learmonth/p/book/9781138959729
Article
Towards a critical political marketing agenda?
Moufahim M & Lim M (2009) Towards a critical political marketing agenda?. Journal of Marketing Management, 25 (7-8), pp. 763-776. https://doi.org/10.1362/026725709x471613
Article
Interpreting discourse: a critical discourse analysis of the marketing of an extreme right party
Moufahim M, Humphreys M, Mitussis D & Fitchett J (2007) Interpreting discourse: a critical discourse analysis of the marketing of an extreme right party. Journal of Marketing Management, 23 (5-6), pp. 537-558. https://doi.org/10.1362/026725707x212829
