Dr Husni Kharouf

PhD, MBA, SFHE

Reader in Marketing, UG Marketing Programme Lead

Oxford Brookes Business School

hkharouf@brookes.ac.uk

Role

Manage the undergraduate marketing programmes

Teaching and supervision

Courses

Modules taught

Strategic Marketing

Supervision

Supervised PhD to completion and PG and UG students.

Research

My research explores the various elements that create and maintain successful business operations, particularly focusing on long term relationships between organisations and their customers. Some of these elements centre on building trust and establishing a trustworthy image, as well as how organisations can repair a relationship following a violation of trust.

My other research areas are the applications of signalling theory and conceptualising and creating effective online customer engagement. I use quantitative methods in my research, mainly multivariate data analysis such as structural equation modelling.

Research impact

I published my work in leading academic journals such as, European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Journal of Services Marketing and Studies in Higher Education.

Publications

Other

Other publications

Journal Publications

Fazal eHasan, F., Ahmadi, H., Mortimer, G., Sekhon H., Kharouf, H. (2022 – in press), The role of green innovation and hope in employee retention, Business Strategy and the Environment (CABS 3*) Impact factor:10.302
Hinsch, C., Tang, (Elina) Y., Lund, D., Kharouf, H., (2020), Service gifts: Implications of social connection and reciprocity, European Journal of Marketing (CABS 3*), DOI: 10.1108/EJM-12-2019-0886
Gibbs, T., Kharouf, H., (2020), The value of co-operation: An examination of the work relationships of university professional services staff, Studies in Higher Education (CABS 3*), DOI: 10.1080/03075079.2020.1725878
Kharouf, H., Lund, D., Pulling, C., Karmen, A., A (2020), A signaling theory approach to relationship recovery, European Journal of Marketing (CABS 3*) – DOI: 10.1108/EJM-10-2019-0751
Kharouf, H, Biscaia, R., Garcia-Perez, A., Hickman, E., (2020), Understanding Online Event Experience: The Importance of Communication, Engagement and Interaction. Journal of Business Research (CABS 3*) – DOI: 10.1016/j.jbusres.2019.12.037
Fazal eHasan, F., Ahmad S. M., Mortimer, G., Sekhon H., Kharouf, H. (2020), The interplay of positive and negative emotions to quit unhealthy consumption behaviors: Insights for social marketers Australasian Marketing Journal.
Hickman, E., Kharouf, H., Sekhon, H., (2020) An omnichannel approach to retailing: demystifying and identifying the influencers of an omnichannel experience. The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2019.1694562
Kharouf, H., Sekhon, H., Fazal eHasan, F., Hickman, E., Mortimer, G., (2019), The role of effective communication and trustworthiness in determining guests’ loyalty, Journal of Hospitality Marketing & Management, 28:2, 240-262, DOI: 10.1080/19368623.2018.1505574
Kharouf, H., Lund, D., (2018), An empirical examination of organisational trust recovery: influences and implications, European Management Review (CABS 3*) DOI: 10.1111/emre.12309 (Q1, CABS3*)
Sekhon, H., Kharouf, H., Appleyard, L., and Fazal eHasan, F., (2018)., An Examination of the Antecedent and Corollary of Personal Financial Planning: The Need for Early Education, Social Business – Volume 8, Number 1, pp. 65-75(11) DOI: 10.1362/204440818x15208755029573
Kharouf, H., Sekhon, S, Roy, S., (2015). The Components of Trustworthiness for Higher Education: A Transnational Perspective, Studies in Higher Education. (May): 1–17 - (CABS 3*)
Pritchard, A., Kharouf, H., (2014) Leisure Consumption in Cricket: Devising a Model to Contrast Forms and Time Preferences. Leisure Studies, (October): 1–16
Kharouf, H., Lund, D., Sekhon, H, (2014), Building Trust by Signalling Trustworthiness in Service Retail, Journal of Services Marketing, 28 (5)
Sekhon, H., Ennew, C., Kharouf, H., Devlin, J., (2014) Trustworthiness and Trust: Influences and Implications, Journal of Marketing Management 30 (3-4)
Ennew, C; Kharouf, H; Sekhon, H., (2011), Trust in UK financial services: A longitudinal Analysis. Journal of Financial Services Marketing, Vol. 16 Issue 1, p65-75

Professional information

Memberships of professional bodies

Academy of Marketing Science

Conferences

Selected Conference Publications

Kharouf, H., Lund, D., Raju, MD., Hickman, E., (2023), The Impact of Brand Coolness and Virtual Presence Following a Product Failure., Academy of Marketing Science (AMS), New Orleans: USA.
Manthiou, K., Hickman, E., and Klaus, P., Kharouf, H., (2023) The Truth About Negative Emotions: the crucial role of service employees for the customer experience., 2023 AMS World Marketing Congress (WMC) Kent Business School, Canterbury (UK).
Kharouf, H, Hickman, E., Garcia-Perez, A., Biscaia, R., (2019), Digital customer experience: identifying the drivers and outcomes of successful mega events. QUIS16, Karlstad, Sweden.
Gibbs, T. and Kharouf, H. (2018) Running on Goodwill? Relationship Quality and Service Outcomes in University Professional Services. Society for Research into Higher Education International Conference on Research into Higher Education. 5-7 December 2018 Celtic Manor, Newport, Wales.
Kharouf, H., Sekhon, H., Appleyard, L., and Fazal eHasan, F., (2017) assessing the effects of advertising and switching costs on customers' trust: A cross cultural study - Frontiers in Service New York.
Kharouf, H, Garcia-Perez, A., Pritchard, A and Robinson J., (2016), Towards a better understanding of digital sporting legacy: a knowledge management perspective’ - 17th European Conference on Knowledge Management (ECKM 2016).
Kharouf, H., (2015), The Effect of Integrity and Competence Based Trust Recovery on Perceived Organisational Trustworthiness, International Research Symposium on Service Excellence in Management (QUIS14) – Shanghai, China.

Consultancy

Generated over £100,000 in Applied Research funding through Knowledge Transfer Partnership, leading two successful projects in partnership with start-up organisations in the energy and technology sectors