Sadia Haque, PhD

Dr. Sadia Haque joined ULAB in 2025. She holds a PhD in Marketing from Northumbria University, UK where her research focused on anti-counterfeiting communication in reducing consumers’ demand for counterfeits. She has nearly 10 years of teaching experience in higher education. In addition to that she is also experienced working in the corporate sector with a specialization in communication and branding. Dr. Sadia’s research works have been published in some reputed journals. Along with that she has also presented her research papers in a number of international conferences. She a Fellow of Higher Education Academy (FHEA) and professionally trained in higher education. She is also a professionally certified reviewer and actively works as a reviewer of different marketing journals.

PhD in Marketing (Northumbria University, UK)

Postgraduate Certificate in Higher Education (University of Huddersfield, UK)

MSc in Marketing (University of Nottingham, UK)

MBA in Marketing (Independent University, Bangladesh)

BBA in Marketing (Independent University, Bangladesh)

Consumers’ Decision Making Process, Communication language, Branding, Moral Consumption, Lay Beliefs, Emotion.

• Fellow of Higher Education Academy (FHEA) recognized by Advance HE.
• Certified Peer Reviewer recognized by Researcher Academy, Elsevier.
• Received Best Paper Award in ‘people and brands’ track in 2019 American Marketing Association (AMA) Summer Academic Conference held in Chicago, IL, USA.
• Received Best Paper Award in 2nd International Conference on Marketing in 2014 held in Colombo, Sri Lanka.

1. Bian, X. & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter? Journal of Brand Management, 27, (438 – 451), DOI: 10.1057/s41262-020-00189-4
2. Bian, X., Haque, S. & Smith, A. (2015). Social Power, Product Conspicuousness, and the Demand for Luxury Brand Counterfeit Products. British Journal of Social Psychology, 54, (37-54). DOI: 10.1111/bjso.12073

1. Haque, S., Bian, X., & Rodrigo, G. K. P. (2023). What signal are you sending? Paper presented at Academy of Marketing 2023 Conference. July 3 – 6, 2023, University of Birmingham, UK, ISBN: 978-1-3999-58042.
2. Bian, X. & Haque, S. (2019). Original versus Counterfeit Patronage: Do Emotional Brand Attachment, Brand Involvement, and Past Experience Matter? Paper presented at the 2019 American Marketing Association (AMA) Summer Academic Conference. August 9-11, 2019. Chicago, IL, USA, ISBN: 978-1-7138-05885.
3. Haque, S., Maruf, N., & Sanjana, B. (2018). Choice of discipline of business students in Bangladesh: Linkage among aspirations, expectations, and reality. Paper presented at 2^nd International Conference on Teaching and Learning. June 28, 2018. Dhaka, Bangladesh.
4. Haque, S., & Rashid, H. (2014). An Empirical Study of the Relationship between Product Involvement, brand Image, and Consumer Purchase Intention for Counterfeited Luxury Product: A Perspective of Bangladesh. Proceedings of the 2nd International Conference On Marketing, February 25-26, 2014, Colombo, Sri Lanka, ISBN: 978-955-4903-03-6.
5. Haque, S., & Bian, X. (2013). Power, Product Conspicuousness, and Consumer Appetite for Counterfeit Branded Products”. Paper presented at the 2013 American Marketing Association (AMA) Winter Marketing Educators’ Conference. February 15-17, 2013. Las Vegas, USA, ISBN: 9781627488.