6th Floor,

Arfa Software Technology Park, Lahore

P (042) - 111-111-ITU (488)

Dr. Ateeq Abdul Rauf
Assistant Professor
PhD - Marketing, University of New South Wales, Australia

Sociology and consumption; marketing and Muslim culture; determinants of social inequality; consumer transformation; discourse analysis in marketing and the media; marketing, 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. 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.

Philip, Kotler, Gary Armstrong, Prafulla Y. Agnihotri, and Ehsan Ul Haque. ‘Principles of Marketing: A South Asian Perspective.’ 13th ed. New Delhi: Pearson Prentice Hall, 2010. Appendix 1 and Appendix 2. A1-A26 Rauf, Ateeq Abdul and Butt, Irfan. ‘Consumer Perceptions of Foreign Fast Food Restaurants in an Emerging Market.’ International Journal of Leisure and Tourism Marketing, 3(1).
  • Rauf, Ateeq Abdul, Prasad, Ajnesh and Ahmed, Abdullah (in press), “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 and Prasad, Ajnesh (in press), ‘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 Razzaque, M. A. (2018), ‘Consumption Within a Soft Total Institution: Discursive Inculcation in the Tablighi Jamaat.’ International Journal of Consumer Studies, doi:10.111/ijcs.12473
  • Rauf, Ateeq Abdul and Prasad, Ajnesh (2017), ‘Ritualistic Meal Consumption and the Temporal Reduction of Divisions Due to Economic Disparity’, in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN: Association for Consumer Research, pp. 833-834.
  • Rauf, Ateeq Abdul. ‘City Golf’. 2010
  • Rauf, Ateeq Abdul and Rana, Arif Iqbal. ‘HKB Express: Small Store Big Experiment’. 2011

  • 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)