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People

Dr Mona Moufahim

MA, PhD.

Mona Moufahim is a lecturer in Marketing. Prior to joining the Business School, she was a lecturer at the Nottingham University Business School China, based in Ningbo. She has a Management degree for the Institut Supérieur de Commerce et d’Administration des Entreprises (Casablanca, Morocco), an MA and a PhD from NUBS.

Biography

Mona Moufahim is a lecturer in Marketing. Prior to joining the Business School, she was a lecturer at Nottingham University Business School. She has also worked for Nottingham University Business School China, based in Ningbo. She has a Management degree for the Institut Supérieur de Commerce et d’Administration des Entreprises (Casablanca, Morocco), an MA and a PhD from NUBS.

Her current research interests include consumption, identity and ideology; political marketing; critical marketing; and Islamic marketing and the Muslim consumer. The common thread between those areas is a keen interest in questions of identity, be it organizational, ethnic/national, religious or political.

Research Interests

  • Political Marketing
  • Critical Marketing
  • Islamic Marketing and the Muslim Consumer
  • Identity: Organizational, ethnic/national, religious or political
  • Extremism

Research Groups

Publications

    Chapter in book

  • Moufahim, M. (2016). Authenticity, Religious Identity and Consumption: a Reflexive (Auto)Ethnographic Account.. In Islam, marketing and consumption: critical perspectives on the intersections. Jafari, A. & Sandikci, Ö. Abingdon, Oxon: Routledge. 173-193.
  • Moufahim, M. & Humphreys, M. (2015). Marketing an Extremist Ideology: the Vlaams Belang’s nationalist discourse.. In The Routledge Companion to Ethics, Politics and Organizations. Pullen, A. & Rhodes, C. Routledge. 85-100.
  • Moufahim, M. & Humphreys, M. (2014). Marketing an Extremist Ideology: the Vlaams Belang’s nationalist discourse. In Handbook of Ethico-Politics. Pullen, A. & Rhodes, C. London: Routledge. Forthcoming.
  • Moufahim, M. & Lim, M. (2013). Towards a Critical Political Marketing Agenda? In Expanding Disciplinary Space: On the Potential of Critical Marketing. Routledge, Oxon.
  • Moufahim, M. & Humphreys, M. (2013). The Vlaams Belang against Turkish Admission to the EU. In Political Marketing: Strategic "Campaign Culture". Gouliamos, K., Teacharous,A. & Newman, B.I. Routledge. 340.
  • Moufahim, M. (2012). Globalisation and Higher Education: neo-colonialism, emancipation and resistance. In Essays on Higher Education and Society Volume II. Walker, Melanie & McLean, Monica Nottingham Jubilee Press, Nottingham. II: 2-20.
  • Moufahim, M., Humphreys, M., Mitussis, D, & Fitchett, J. (2011). Interpreting Discourse: A Critical Discourse Analysis of the Marketing of an Extreme Right Party. In Political Marketing. Baines, P. Sage Publications, London. 537-557.
  • Moufahim, M., Humphreys, M. & Mitussis, D. (2010). Marketing the Unmarketable: The Vlaams Belang, a Party Unlike Any Other. In Making Public Services Management Critical. Currie, G., Ford, J., Harding, N. & Learmonth, M. Routledge, New York. 119-133.
  • Journal 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): 617-635.
  • 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): 261-282.
  • 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): 437-454.
  • 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): 525-545.
  • Moufahim, M., Reedy, P. & Humphreys, M. (2015). The Vlaams Belang: The Rhetoric of Organizational Identity.. Organization Studies 36(1): 91-111.
  • Yannopoulou, N., Moufahim, M. & Bian, X. (2013). User-generated Brands and Social Media: Couchsurfing and Airbnb. Contemporary Management Research 9(1).
  • Moufahim, M. (2013). Religious gift giving: An ethnographic account of a Muslim pilgrimage. Marketing Theory 13(4): 421-441.
  • Moufahim, M. & Chatzidakis, A. (2012). Marketing 'Ethically Questionable' Politics: The Case of a Xenophobic Political Party. Consumption, Markets and Culture 15(3): 287-305.
  • 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): 656-674.
  • Moufahim, M. & Lim, M. (2009). Towards a Critical Political Marketing Agenda? Journal of Marketing Management 25(7-8): 763-776.
  • 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): 539-558.

Contact Details

Assistant Professor in Marketing
+44 191 3349428

PhD by research