Omid Asgari

2025 Ph.D. – University Institute of Lisbon

2016 (M.Sc.) – TIAS School for Business and Society

2009 B.A. – Islamic Azad University (IAU) Tehran Central Branch

Neuromarketing, Neurobranding, Neuroleadership, Neuroentrepreneurship, Innovation and Value Creation for Entrepreneurs, Start-up Funding and VC Strategies

2025- Associate Professor, Tokyo International University

2023 -2024 Neuroarketing Professor, Tecnológico de Monterrey

2018 – 2022 Teaching Assistant, Universidade de Nova Lisboa

2015-2016 Leadership Scholarship Awards / TIAS School for Business and Society

Asgari, O., Derafshdouz, A., Morsali, M., & Keimasi, M. (2025). Decoding Brand-Ambassador Fit: A Neuromarketing Exploration of Consumer Perception in Iran. In K. Al-Sulaiti, I. Al-Sulaiti, J. Abbas, & H. Al Halbusi (Eds.), Ethnocentrism and Country of Origin Effects: The Asian Consumers Perspective (pp. 561-587). Qatar University Press.

Asgari, O. (2023). Turning theory into practice: Incorporating real-life neuromarketing studies into business school coursework. In Neuromarketing Yearbook 2023 (pp. 76-77). Utrecht, Netherlands: NMSBA.

Zahmati, M., Azimzadeh, S. M., Sotoodeh, M. S., & Asgari, O. (2022). Effects of endorsers’ popularity and gender on the audience’s attention to the advertisement from a neuromarketing perspective: An eye-tracking study. In F. J. Martínez-López (Ed.), Springer Proceedings in Business and Economics (pp. 274-281). Germany: Springer International Publishing. https://doi.org/10.1007/978-3-031-05728-1

Asgari, O., Weise, A., Barbosa, S. D., & Martinez, L. F. (2022). The effect of electronic word-of-mouth (eWOM) on consumer ratings in the digital era. In F. J. Martínez-López & L. F. Martinez (Eds.), Advances in Digital Marketing and eCommerce (pp. 267-273). Cham: Springer. https://doi.org/10.1007/978-3-031-05728-1

Darabi, M., Azimzadeh, S. M., Keshtidar, M., Dehghanpouri, H., & Asgari, O. (2024). Identifying factors influencing the innovative design of sports posters. Sportmedia.Journals.Pnu.Ac.Ir. https://doi.org/10.30473/jsm.2022.65057.1655

Lages, L. F., Catarino, N., Gomes, E., Toh, P., Reis-Marques, C., Mohr, M., Borde, S. M., & Asgari, O. (2023). Solutions for the commercialization challenges of Horizon Europe and earth observation consortia: Co-creation, innovation, decision-making, tech-transfer, and sustainability actions. Electronic Commerce Research, 23(3), 1621-1663. https://doi.org/10.1007/s10660-023-09675-8

Zahmati, M., Azimzadeh, S. M., Sotoodeh, M. S., & Asgari, O. (2023). An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement. Electronic Commerce Research, 23(3), 1665-1676. https://doi.org/10.1007/s10660-023-09676-7

Walter, N., Asgari, O., & Cleff, T. (2022). What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools. Journal of Marketing for Higher Education, 1-23. https://doi.org/10.1080/08841241.2022.2048430

Movafagh Yami, M., & Asgari, O. (2017). The investigation into the relationship between intellectual preferences model and preparation for organization. East Asian Journal of Business Management, 7(3), 5-15. https://doi.org/10.13106/eajbm.2017.vol7.no3.5

Asgari, O., & Hosseini, M. S. (2015). Exploring the antecedents affecting attitude, satisfaction, and loyalty towards Korean cosmetic brands. Journal of Distribution Science, 13(6), 45-70. https://doi.org/10.15722/jds.13.6.201506.45

Asgari, O. (2015). Examination of the impact of blood groups on group participation. The Journal of Economics, Marketing and Management, 3(2), 9-20. https://doi.org/10.13106/JEMM.2015.VOL3.NO2.9

Asgari, O. (2014). A strategic approach for developing a conceptual model for achieving country-wide academic entrepreneurship in Iran. Journal of Distribution Science, 12(5), 93-107. https://doi.org/10.15722/jds.12.5.201405.93

Kheiry, B., Samadi, H., & Asgari, O. (2013). Reaction of customers against loyalty programs: Case study of Mahan Airline. African Journal of Business Management, 7(7), 571-578. https://doi.org/10.5897/ajbm11.433

Kheiry, B., Rad, B. M., & Asgari, O. (2012). University intellectual image impact on satisfaction and loyalty of students (Tehran selected universities). African Journal of Business Management, 6(37). https://doi.org/10.5897/ajbm11.434

Nezakati, H., Ali, N. A., & Asgari, O. (2012). Market value coverage (4A) in terms of fast-food adoption. African Journal of Business Management, 6(7), 2549-2556. https://doi.org/10.5897/ajbm11.223

Nezakati, H., Jofreh, M., Liong, G. L. W., & Asgari, O. (2012). Assessing e-commerce adoption by small and medium enterprises in Malaysia, Singapore and Thailand. World Applied Sciences Journal, 19(10), 1406-1411.

Nezakati, H., Khim, C. S., & Asgari, O. (2011). Decision-making determinants in working women’s clothes purchasing-Malaysia evidence. International Journal of Trade, Economics and Finance, 2 (5), 371.

Nezakati, H., Kok, K. O., & Asgari, O. (2011). Do consumer-based factors influence consumer buying behavior in the automotive industry? (Malaysia evidence). International Proceedings of Economics Development & Research, 10(2), 17-22.

Nezakati, H., Kuan, Y. L., & Asgari, O. (2011). Factors influencing customer loyalty towards fast food restaurants. In International Conference on Sociality and Economics Development (Vol. 10, pp. 12-16).

Nezakati, H., Kohzadi, V. F. K., & Asgari, O. (2011). Fostering organizational citizenship behavior through human resource management.

Nezakati, H., Khim, C. S., & Asgari, O. (2011). The determinants of decision-making in the purchase of working women’s clothing in Malaysia. In International Conference on Sociality and Economics Development (ICSEP), International Proceedings of Economics Development and Research (Vol. 10, pp. 188-193).

Nezakati, H., Asgari, O., Karimi, F., & Kohzadi, V. (2010). Fostering organizational citizenship behavior (OCB) through human resources empowerment (HRE). World Journal of Management, 2(3), 47-64.