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. 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’s work uses Bourdieusian theory which is current in the foremost consumer research literature such as Journal of Consumer Research. Dr Ateeq also tries to see how other theoretical concepts like Goffman’s total institutions can be applied in consumer research.
Dr Ateeq collaborates with his PhD supervisors Dr Paul Henry (University of Sydney), Dr Mohammed Razzaque (University of New South Wales), and Dr Ajnesh Prasad (Tecnológico de Monterrey). Dr Ateeq has presented his research at international conferences and seminars.
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.