Miss Zahra Shah

MSc (Distinction) Marketing and Management Practice
BA (Hons) Management


Management Doctoral Centre,
171 Northumberland Road, Sheffield. S10 1DF.

Telephone: +44 (0) 786 960 5408

E-mail: zahra.shah@sheffield.ac.uk

Thesis Title

The Impact of Culture on Attitudes towards Celebrity Endorsement and Consumer Behaviour in Fashion Marketing.


Professor Bradley R Barnes
Dr. Lien Le Monkhouse

Scope of Research (aims and objectives)

The aim of the research is to identify and understand the impact of culture and religion on consumer perceptions and preferences of western and eastern adverts featuring celebrity endorsers used by fashion brands.

Focusing on the British and the emerging Pakistani market, the second part of the research identifies the resultant effect on consumer’s attitudes and their consequential effect on purchase intention.


Zahra joined the Management School as a Doctoral Researcher in 2012 on a Graduate Teaching Assistantship. Since, she has taught seminars across a range of Undergraduate and Master’s modules in Management and Marketing at the University of Sheffield. Some of these include; International Consumer Behaviour, Global Marketing, Contemporary Marketing Practices and Sales and Distribution. Prior to this Zahra completed her MSc in Management Marketing Practice with a Distinction from the University of Sheffield and served as course representative. Zahra has international work experience spanning across four countries; England, Spain, Pakistan and The Netherlands, and has held positions as PR representative and Assistant Marketing Manager for multinational companies.

Conference Presentations

White Rose Doctoral Conference July 2013

Annual Business and Trade Conference December 2013