Kutztown University Logo
Murshed, Feisal

Murshed, Feisal

Associate Professor
Business Administration
610-683-4712
Old Main 448
murshed@kutztown.edu
  • Biography
    Feisal Murshed is an Associate Professor of Marketing at the College of Business. He has a Ph.D. in marketing from the Katz Graduate School of Business, University of Pittsburgh. His research interest is at the intersection of consumer behavior and marketing strategy. In particular, his focus is on brand management, sales management, sustainability/CSR, and customer choice and decision-making in the domains of service, retail, and business-to-consumer contexts. His research has been published in top-level research publications, including the Journal of Marketing Research, Marketing Science, European Journal of Marketing, and Harvard Business Review. He has received awards for his research and has been recognized for teaching excellence. He teaches with an emphasis on managerially relevant actionable insights. Frequently taught classes include Marketing Management, Marketing Research, International Marketing, and Sales Management at the undergraduate level.
  • Research Interests
    Marketing Strategy; Sales Management; Sustainability and CSR; Brand Equity Management; Marketing-Finance Interface; Consumer Choices and Decision Processes.
  • Publications
    Chowdhury, Tilottama .G, Feisal Murshed, and Meghan Messier (2022), “Rethinking Brand Association: Comparing Free Association and Multi-sensory Association,” International Journal of Internet Marketing and Advertising (Unconditionally accepted, October, 2021),

    Murshed, Feisal, Sandipan Sen, Katrina Savitskie, and Hangjun Xu (2021), “CSR and Job Satisfaction: Role of CSR Importance to Employee and Procedural Justice,” Journal of Marketing Theory and Practice, 29(4), 518-533.

    Chowdhury, Tilottama .G. and Feisal Murshed (2020), “Flexibility in Categorization and
    Unconventional Choices: Is Life an Adventure?” European Journal of Marketing, 54(8), 1963-1986.

    Lin, C-W. Joy, Feisal Murshed, and Yinlong Zhang (2020), “Revisiting Precipitation-Induced Smoking: The Role of Hedonic versus Utilitarian Advertising Message on Smoking-related Intervention,” Social Marketing Quarterly, 26(3), 204-217.

    Wei, Yujie (Jack) and Feisal Murshed (2019), “Reference Group Influence on User
    Connections with Social Networking Sites (SNS): A Study of Facebook,” International Journal of Electronic Marketing and Retailing, 10(4), 333-350.

    Nayeem, Tahmid, Feisal Murshed, and Abhishek Dwivedi (2019), “Brand Experience
    and Brand Evaluation: Examining a Credibility-Based Mechanism” Marketing Intelligence and Planning, 37(7), 821-836.

    Murshed, Feisal, Anish Nagpal, and Ahmed Moosa (2018), “Self-Customization and Attribute Alignability: Role of Utilitarian versus Hedonic Consumption,” Journal of Research for Consumers, 32(1), 83-115.

    Murshed, Feisal and Vinita Sangtani (2018), “Effort and Sales Performance: Moderating Role of Customer Product Knowledge” Marketing Management Journal, 28(1), 48-59.

    Dwivedi, Abhisekh, Tahmid Nayeem, and Feisal Murshed (2018), “Brand Experience and Willingness-to-pay Price Premium: Mediating Role of Brand Credibility and Uniqueness,” Journal of Retailing and Consumer Services, 44(4), 100-107.

    Chowdhury, Tilottama G., Feisal Murshed, and Adwait Khare (2018), "Flexible
    Flexibility: Food Categorization Flexibility and Utilitarian Preference," Journal of
    Consumer Marketing, 35(1), 1-10.

    Sangtani, Vinita and Feisal Murshed (2017), “Product Knowledge and Sales Performance: Rethinking the Role of Optimism,” Marketing Intelligence and Planning, 35(6), 724-739.

    Murshed, Feisal and Yinlong Zhang (2016), “Thinking Orientation and Preference for Research Methodology,” Journal of Consumer Marketing, 33(6), 437-446.

    Murshed, Feisal and Vinita Sangtani (2016), “Effort, Optimism, and Sales Performance:
    Moderating Role of Manager Support” Marketing Management Journal, 26(2), 51-68.

    Liang, Beichen and Feisal Murshed (2015), “Culture, Expression of Romantic Love, and
    Gift-giving,” Journal of International Business Research, 14(1), 68-82.

    Song, Ji Hee, Judy Harris, and Feisal Murshed (2010), “Conflicting Electronic
    Words-of-Mouth: The Role of Subsequent Message Exposure,” The e- Business Studies, 11(1), 163-178.

    Mittal, Vikas, Lawrence Feick, and Feisal Murshed (2008), “Publish and Prosper:
    Financial Impact of Publishing by Marketing Faculty,” Marketing Science, 26(3), 430-443.

    Mittal, Vikas, Matthew Sarkees, and Feisal Murshed (2008), “The Right Way to
    Manage Unprofitable Customers” Harvard Business Review, 86(4), 94-103.

    ** Translated in Dutch and reprinted in Bizz magazine (www.bizzmagazine.be.), Belgium, April 30, 2008.

    Swaminathan, Vanitha, Feisal Murshed, and John Hulland (2008), “Value Creation Following Merger and Acquisition Announcement: The Role of Strategic Emphasis Alignment,” Journal of Marketing Research, 45(1), 33-47.
  • Course Regularly Taught
    MKT 210: Principles of Marketing

    MKT 360: Marketing Research

    MKT 370: International Marketing

    MKT 320: Marketing Management

    MKT 330: Personal Selling & Sales Management
  • Background Information
    Honors, Awards, and Recognition

    Researcher of the Year Award, College of Business, Kutztown University, 2019, 2017.

    Best paper, Ethical Decisions in Lifestyle Decisions in Lifestyle Choice track, Society for
    Marketing Advances Annual Conference, Lexington, KY, November 2017.

    Best paper, Marketing Research track, Marketing Management Association Annual Conference, Chicago, IL, March 2014.

    Winner, University Sales Center Alliance Personal Selling & Sales Management Award, Best paper in Sales Research and Teaching track, Society for Marketing Advances Annual Conference, Hilton Head, SC, October 2013.

    Outstanding Research Scholar Award, College of Business and Economics, Towson University, 2010.

    Dean's Summer Research Grant, College of Business and Economics, Towson University, Summer 2008.

    Recipient of ‘Golden Apple’ award for excellence in teaching, University of Michigan-
    Flint, Fall 2005

    Dean’s Recognition, Outstanding teaching as a doctoral student, College of Business Administration, University of Pittsburgh, International Marketing, Spring 2005.