Dr. Farzana Quoquab is an Associate Professor at Azman Hashim International Business School, UTM. She has received her Doctorate degree from Universiti Kebangsaan Malaysia. Dr Farzana is an active researcher and managed to secure several research grants since 2014 such as FRGS, GUP-1, GUP-2 and CWGS. She is the recipient of several awards such as the Excellent Service Awards‘, 2017, Universiti Teknologi Malaysia; ‘Faculty Award for Research’ on 25 August, 2015 from AHIBS, UTM; ‘Highly Commended Awardfor the paper presented at IRSSM-6, August 11-15, 2015 supported by Emerald & Journal of Service Management.

So far she has graduated 4 PhD students among which one student received best student award in the 57th UTM convocation as an appreciation of the outstanding thesis. At present she is supervising five Doctoral students as a main supervisor and another five as a co-supervisor. Moreover, she has supervised 16 Master students’ Graduate Project.

Dr Farzana has published five books. Two of them are, Is Loyalty Dead? Marketing Strategies to Survive in the Saturated Telecommunications Market and Inculcating Ethics and Citizenship Behaviour in Islamic Financial Institutions: The Issues and Consequences. Her third book was an edited book which was compilation of 11 local Malaysian cases to serve as the pedagogical tool in the class-room learning. The book is entitled as: A Handbook of Malaysian Cases: Contemporary Issues in Marketing & Management. On the other hand, the fourth book was a text book published by Pearson, Malaysia entitled: Crafting Literature Review: A Guide for Doctoral Students.

The fifth book is an edited book entitled, “Driving Green Consumerism Through Strategic Sustainability Marketing” which is published by IGI Global.

She has published more than eight book chapters both nationally and internationally. The names of the books are Entrepreneurship and Business Competitiveness, UKM Bangi Press; Advanced Social Science Letters, American Applied Science Research Institute; Recent Trend in Social and Behavior Science, Taylor & Francis Group, London.

She has presented papers at various international and national conferences and published articles in peer-reviewed international journals such as Asian Case Research Journal, Asia Pacific Journal of Marketing and Logistics, International Journal of Economics and Management, International Review of Management and Marketing, Pertanika Journal of Social Sciences & Humanities, International Journal of Business Governance and Ethics, Emerald Emerging Markets Case Studies, Asian Academy of Management Journal and Journal of Islamic Marketing. Since 2008, she has produced several international conference proceedings and book chapters.

Dr Farzana is one of the editorial board members of ‘Case Studies in Business and Management’, ‘Journal of Management, Economic and Industrial Organization’ and ‘Journal of Economic and Administrative Science’. She is also a member of several national and international professional bodies. Her current research interest includes Consumer Behavior, Services Marketing, Green & Sustainability Marketing, Social Marketing, Macro Marketing, and Work Ethics & Values.



My Website:


Google Scholar:

Pure UTM Expert:

Publons Profile: