Potential effects of customer-brand identification and self-representation on Aliexpress advocacy: a comparative study

Safdar Hussain currently works at the College of Management, Shenzhen University, China. Safdar does research in Economics, Management, Communication and Business Administration. Their current project is “Consumers” online information adoption behavior.

Muhammad Haroon Shoukat is a researcher in leadership management at COMSATS University, Islamabad, Pakistan. He received his MS in Management Sciences (Marketing). His research interests include healthcare marketing, environmental sustainability, leadership management, green HRM and adoption of digital technologies, e-commerce behavior and social media. His research work has been published in the Journal of Marketing for Higher Education and the Journal of Business Research.

Islam Elgammal is currently a professor in the business administration department at the University of Jeddah, Saudi Arabia. She previously worked as the Vice Dean for postgraduates and scientific research in the Faculty of Tourism and Hotel Management at Suez Canal University, Egypt. She received her PhD from Cardiff Metropolitan University in the UK in 2008. She has also been a Fellow of the Higher Education Academy in the UK since 2008. Elgammal is a guest speaker at various research and postgraduate academic events, an external examiner for academic programs and postgraduate theses, and has contributed to several internationally funded research projects. Her research interests include tourism management, sustainable tourism, sustainable heritage management and green events. She has a set of publications in academic journals and has contributed to several academic conferences.

Mukaram Ali Khan is doing his PhD in Administrative Sciences (Management) at University of the Punjab, Pakistan. His areas of interest include governance, public administration, management, leadership and entrepreneurship.

Kareem M. Selem is a Lecturer in Hotel Management, Faculty of Tourism and Hotels, Suez Canal University, Egypt. He has a diverse experience in hospitality management, especially in upscale restaurants and hotels. His research interests are employee well-being, crisis management and disruptive innovations in the hotel industry. He is a reviewer for some journals, among them the International Journal of Contemporary Hospitality Management (IJCHM), the Journal of Hospitality and Tourism Management (JHTM) and Tourism Management Perspectives (TMP).