Brand perceptions, PCP

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2017) Perceptions of non-profit brands through the lens of PCP. In: Academy of Marketing Annual Conference 2017, 4-7 July, Hull.

Career transition, armed forces

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2015) Career transition of UK armed forces officers. In: International Colloquium on Arts, Heritage, Non-profit and Social Marketing, September 2015, London.

Community cohesion, social marketing

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2017) Can community cohesion help with radicalisation? Using music and poetry to build bridges. In: Connecting Communities: An International Conference, November 2017, London.

Employability, BAME

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2019) Be proactive or fit-in? Challenges of Muslim female student employment. In: SRHE Annual Conference 2019, 11-13 December 2019, Newport, Wales. (Submitted)

Employability, LinkedIn

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2021) Enhancing employability: a student-led project using LinkedIn. Learning and Teaching: Supporting Development in Learning and Teaching at the University of Greenwich, University of Greenwich, London.

International student experience

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2021) No travel required: providing international experience to students. In: Learning, Teaching and Student Experience Conference 2021, 29 - 30 June 2021, Online. (Unpublished)

Islamic marketing

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2017) Conclusion: Islamic marketing: moving forward and challenges. In: Melawar, T. C. and Alwi, S. F. Syed, (eds.) Islamic Marketing and Branding: Theory and Practice. Routledge, London, pp. 235-240. ISBN 978-1472440969

Student employability

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2020) Enhancing student employability in challenging times. CABS Blog.

case studies, ethics, charities, non-profit

Garsten, Nicky, Read, Kevin and Yassim, Mazia ORCID: 0000-0001-8835-7036 (2018) Strategic illustrations of non-profit success? An exploration into the evolution, purposes and ethics of case stu​dies. In: Garsten, Nicky and Bruce, Ian, (eds.) Communicating Causes: Strategic Public Relations in the Non-Profit Sector. Routledge, pp. 99-112. ISBN 978-0815394006 (doi:https://doi.org/10.4324/9781351022224-8)

emotions, behaviour, sports marketing,

Yassim, Mazia Seyed ORCID: 0000-0001-8835-7036 (2011) The role of emotions in game experience: linking emotions, game experience and return intentions. PhD thesis, University of Greenwich.

game experience, cricket spectators

Kuenzel, Sven and Yassim, Mazia ORCID: 0000-0001-8835-7036 (2009) Game experience: An analysis of English and Welsh domestic cricket spectators. International Journal of Nonprofit and Voluntary Sector Marketing, 15 (1). pp. 52-66. ISSN 1465-4520 (Print), 1479-103X (Online) (doi:https://doi.org/10.1002/nvsm.365)

loyalty, sports, satisfaction, cricket spectators, emotions

Kuenzel, Sven and Yassim, Mazia ORCID: 0000-0001-8835-7036 (2007) The effect of joy on the behaviour of cricket spectators: the mediating role of satisfaction. Managing Leisure, 12 (1). pp. 43-57. ISSN 1360-6719 (doi:https://doi.org/10.1080/13606710601056497)

muslim females, employment challenges, BAME groups

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2019) Careers of Muslim female students: perceptions and challenges. International Journal of Multidisciplinary Comparative Studies, 6 (1-3). pp. 18-25. ISSN 2059-4976 (Print), 2059-4984 (Online)

repertory grids, research methods

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2019) Understanding Emotions: A Repertory Grid Approach. Project Report. Sage, London, UK. (doi:https://doi.org/10.4135/9781526479501)

service needs, niche community

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2015) Service needs of the UK armed forces community. In: Social Business Conference, May 2015, Andalou.

social action, education

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2021) Defining social change as social action: HE's role in addressing social change. Compass: Journal of Learning and Teaching, 14 (1). ISSN 2044-0081 (doi:https://doi.org/10.21100/compass.v14i1.1138)

social change, cricket

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2013) Cricket as a vehicle for community cohesion: Building bridges with British Muslims. Journal of Islamic Marketing, 4 (2). pp. 218-227. ISSN 1759-0833 (doi:https://doi.org/10.1108/17590831311329322)

social cohesion, participatory approaches, contact theory

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2019) The wicked problem of social cohesion: Moving ahead. Journal of Social Marketing, 9 (4). pp. 507-521. ISSN 2042-6763 (doi:https://doi.org/10.1108/JSOCM-12-2018-0162)

social consciousness

Yassim, Mazia ORCID: 0000-0001-8835-7036 and Krolikowska-Adamczyk, Ewa ORCID: 0000-0002-0739-2110 (2019) Developing socially conscious students: can social consciousness be embedded through teaching? In: Academy of Marketing Conference 2019 - 52nd Annual Conference Proceedings. Regent's University London, London, UK, p. 89. ISBN 978-1527244856

social inclusion, service personnel, service needs.

Yassim, Mazia ORCID: 0000-0001-8835-7036 (2019) Social inclusion through service provision for the armed forces community: the officers’ perspective. Social Inequalities and Economic Growth, 60 (4). pp. 219-226. ISSN 1898-5084 (Print), 2658-0780 (Online) (doi:https://doi.org/10.15584/nsawg.2019.4.14)