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Tradition and modernity; sociology of consumption; marketing and Muslim culture; discourse analysis in marketing and the media; Pakistani identity, and consumer culture; ethnography
Dr Ateeq Abdul Rauf is a qualitative researcher, ethnographer, and marketing academic. He received his PhD in Marketing from the University of New South Wales, Australia in 2016.
Common to Dr Ateeq’s research projects is the underlying theme of how consumers cope with social influences in modernity. He is currently conducting research with a specific focus to understand the tensions between religious identity and marketplace demands. This work contributes to the recent conversation in marketing literature by looking at traditional influences such as religion and modern effects such as deinstitutionalization. Social class plays an important factor in these investigations.
Dr Ateeq has had his research presented at prestigious international conferences and seminars such as American Marketing Association Winter Conference, Association of Consumer Research Conference, Academy of Management Conference, and Consumer Culture Theory Conference. He also has media reviews published in the journals Organization Studies, Consumption Markets and Culture, Academy of Management Learning and Education, and Organization.
In 2013, Dr Ateeq won the prestigious Association of Consumer Research (ACR)/Sheth Foundation Dissertation Grant in the area of cross-cultural consumer behavior.
Dr Ateeq has previously taught courses in business management, marketing and research methods. He was a Research Fellow at Lahore University of Management Sciences (2009-2011) where he also (co-)authored a couple of case studies and edited book chapters of the South Asian edition of Principles of Marketing.
Dr Ateeq is also an alumnus of the Medill School, Northwestern University where he completed a Masters in Integrated Marketing Communications (2007-08) with a concentration in brand communications. He studied at Medill on a Fulbright scholarship and was one of four to receive the Euro RSCG Tatham Award for exceptional performance and a promising career.
- Rauf, Ateeq Abdul (2022) “Purification in Religious Sojourns: Consuming in Relatively Sacred Spaces.” Qualitative Market Research
- Rauf, Ateeq Abdul and Ajnesh Prasad (2022) “Religious Anti-Consumption: Conflict with Culture.” Canadian Journal of Administrative Sciences
- Rauf, Ateeq Abdul (2022) “Clothes That Make the Man: Understanding How the Extended Self Is Formed, Expressed and Negotiated by Male Tablighi Jamaat Adherents.”, Religions
- Rauf, Ateeq Abdul (2022) “An Islamic Revivalist Group’s Unsuccessful Attempt to Find Meaning on WhatsApp: A Case Study of Understanding Unsustainable Asymmetrical Logics between Traditional Religion and the Digital Realm.” Religions
- Rauf, Ateeq Abdul (2022) “Pathway to Piety: Sacred Time as Continuous Effort.” Contemporary Islam.
- Khan, Nokhaiz Tariq, Aslam, Javed, Rauf, Ateeq Abdul, Kim, Yun Bae (2022), “Case of South Korean Airlines-within-airlines model: Helping Full-service Carriers Challenge Low-cost Carriers.” Sustainability
- Rauf, Ateeq Abdul (2021), “Making the Case for Reusing and Sharing Data in Qualitative Consumer Research.” Consumption Markets & Culture
- Rauf, Ateeq Abdul (2021), “Fahm-ul-Halal versus Taqwa Industries.” Asian Journal of Management Cases.
- Rauf, Ateeq Abdul (2021), “New Moralities for New Media? Assessing the Role of Social Media in Acts of Terror and Providing Points of Deliberation for Business Ethics.” Journal of Business Ethics
- Rauf, Ateeq Abdul and Prasad, Ajnesh (2020), ‘Temporal Spaces of Egalitarianism: The Ethical Negation of Economic Inequality in an Ephemeral Religious Organization.” Journal of Business Ethics
- Rauf, Ateeq Abdul, Prasad, Ajnesh and Ahmed, Abdullah (2019), “How Does Religion Discipline the Consumer Subject? Negotiating the Paradoxical Tension between Consumer Desire and the Social Order.” Journal of Marketing Management
- Rauf, Ateeq Abdul, Prasad, Ajnesh, and Razzaque, M. A. (2018), ‘Consumption Within a Soft Total Institution: Discursive Inculcation in the Tablighi Jamaat.’ International Journal of Consumer Studies
- Received the honor of Associate Fellowship by Advance Higher Education, UK (Jul 2022)
- Won best paper in the Consumer Culture Theory/Macromarketing track at Society of Marketing Advances conference 2021 for the paper “In God We Trust? How Social Media Discourse Commodifies Expertise and Disrupts Community During the Pandemic” at Society of Marketing Advances Conference, Orlando, FL (Nov 2021).
- Won the Sage 3rd Best Case Award worth USD 300 for the case ‘Fahm-ul-Halal versus Taqwa Industries’ at the 7th Asian Management Research and Case Conference, Bhurban, Pakistan (Mar 2018).
- University of New South Wales Postgraduate Research Support Scheme (PRSS) funding worth AUD 3,300 with additional AUD 700 from UNSW School of Marketing to attend and present at Consumer Culture Theory Conference (June 2015).
- University of New South Wales School of Marketing funding worth AUD 2,000 to attend Bilkent Seminar on Consumption, Markets and Culture, Ankara, Turkey (May – June 2013).
- Winner, Association of Consumer Research (ACR)/Sheth Foundation Dissertation Grant in the area of cross-cultural consumer behavior (2013)
- University International Postgraduate Award (UIPA) Scholarship at University of New South Wales (2012 - 2016)
- Winner, Euro RSCG Tatham Award for exceptional performance and a promising career (2008)
- J. William Fulbright Scholarship (2007-2008)
