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Everybody, Meet Dr. Mansur Khamitov

An extroverted Scorpion, meet Dr. Mansur Khamitov

An avid sports fan and poet? Check. A people person? Check. A researcher? Check. A marketing and branding scholar? Definitely. Let’s find out what Dr. Khamitov has been up to lately, shall we?

What are you up to lately?

Most recently I’ve been working on a co-authored research article highlighting that research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another.

This situation is unfortunate because all three fields study a similar phenomenon by using complementary conceptualizations, theories, and methods; I and my co-authors argue that this development in silos represents an unnecessary obstacle to the development of a common discipline.

In response, this new research article synthesizes the growing BT, SFR, and PHC literatures by systematically reviewing 236 articles across 21 years using an integrative conceptual framework. In doing so, I showcase how the mature field of SFR in concert with the younger but prolific BT and PHC fields can enrich one another while jointly advancing a broad and unified discipline of negative events in marketing.

Through this process, I provide and explicate seven overarching insights across three major themes (theory, dynamic aspects, and method) to encourage researchers to contribute to the interface between these three important fields and provide academic contributions and practical implications.

Tell us a bit about yourself.

I’m a huge marketing and branding nerd. On a more serious note, I consider myself a marketing and branding scholar, academic, researcher, educator, and consultant. ​Aside from my career, I would say I am an avid sports fan, traveler, poet, book lover, and a musical enthusiast.

Where are you now?

Cheers from boiling Singapore.

Your zodiac?


Are you an introvert or extrovert?

Extrovert. Very much so.

Your official designation now is?

I’m a Professor of Marketing and Consumer Behavior at the Nanyang Business School, NTU Singapore – Dr. Mansur Khamitov, Ph.D.

Marketing is broad, what’s your specialty?

I tend to primarily focus on consumer information processing in relation to branding (brand transgressions, brand relationships, brand loyalty) and consumer financial decision-making (psychology of money, saving, spending).

What do you love about Marketing?

It’s the power to transform the lives of consumers for the better.

What do you hate about Marketing?

Its potential and capacity to abuse the lives of consumers.

When thinking, you’d like to be alone or with people?

I’m a people person. I think it speaks for itself. Individual reflection is important but it’s hard to attain the same level and depth of insight afforded by a collective brainstorming session.

Your ideas, most of them came from?

I get inspired a great deal by reading industry books, reflecting back on years of work experience, observing the physical world around me as well as gauging the psychology underlying social interactions.

Are you a digital nomad or office freak?

I am a hybrid in this sense. Though I enjoy being a digital nomad which has its own beauty, showing up and showing your face is definitely something hard-wired as nothing can truly replace good old face-to-face communication.

Your favourite social media?

Each one has its own merit but the two platforms I frequent the most are LinkedIn and Facebook.

What do you do when you’re not working?

Hanging out with my amazing wife and our two kids.

Who’s your marketing icon?

I don’t have a marketing icon per se but there is a number of respectable figures I stay up to date with, including, but not limited to Seth Godin, Marc Pritchard, Gary Vaynerchuk, Martin Lindstrom, Neil Patel, Brian Dean, David Droga, Max Blackston, Fernando Machado, Larry Kim, Raja Rajamannar, Jay Baer, Mark Schaefer, Joe Pulizzi, Tim Halloran, Ann Handley, Rand Fishkin, and Keith Weed.

What is the first thing you’d do when you’re hired/chosen to handle a new project?

Trying to get a sense of the big picture or the so-called “30,000-foot view”.

Are you a morning person or a night owl?

I’m more of a hybrid person who certain psychologists may refer to as a “napper.” I tend to be sleepy from 11 am to 3 pm, and very alert, wakeful, and productive in the mornings and late evenings/nights.

How do you stay motivated?

I try to surround myself with brilliant and hardworking individuals and draw my inspiration and motivation from those around me. Attending the leading academic and industry events and conferences keeps me energized, too.  As they say, the sky’s the limit.

Ever got ideas from movies or songs?

There’s this recent Netflix documentary film “The Great Hack” about the Facebook–Cambridge Analytica data scandal. Shedding light on the dark side of social media, online data exploitation and harvesting, it served as an impetus for some of the research I’m currently conducting on the topics of brand transgressions, company failures and wrongdoings, as well as dark brand personality. 

The best book you’ve ever read?

It is extremely hard to single one out, but if I were to do so, I’d probably mention Predictably Irrational by Dan Ariely.

How to contact you?

Via my LinkedIn  or email me at mkhamitov@ntu.edu.sg.

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