BU Research Blog

AMS is one of the key conferences for international marketers. Following a competitive selection process, Ms. Samreen Ashraf (PhD student from the Business School) was selected to attend the doctoral consortium organised by the Academy of Marketing Science. The consortium aimed to bring renowned scholars together in the field of marketing to discuss emerging areas, along with the art of producing publishable research. Some of these areas were marketing scholarship and new frontiers in services research. However the main focus was to identify the ways which can assist early career researchers to increase the impact of their research. 

Ms. Samreen Ashraf also presented a research paper at the main conference which was co-authored with Dr. Julie Robson and Dr. Najat Abdullrahim titled: Faith, trust and pixie dust: a comparative study of consumer trust in Islamic banks’. This paper explored how and in what form trust, in an Islamic bank compliance with Sharia law, occurs in two distinctly different contexts, namely England and Pakistan; and how this in turn influences banking behaviour. Trust was investigated from cognitive, affective and behavioral dimensions. 

The AMS consortium and conference took place in Orlando, Florida.