Dr. Aaminah Malik’s Research Recognized by AMA Branding SIG

Dr. Aaminah Malik, Assistant Professor of Marketing at the Suleman Dawood School of Business (SDSB), has been recognised by the American Marketing Association’s (AMA) Branding Special Interest Group (Branding SIG) for her recent research. Her paper, “Socio-politically Silent Brands: A Double-Edged Sword,” examines how brand silence on polarised sociopolitical issues impacts consumer perceptions and brand equity. The study highlights that while silence does not permanently damage consumer attitudes or brand value, individual responses vary based on motivations and political alignment. Liberal consumers, for instance, may interpret silence more positively under specific circumstances.

Reflecting on her work, Dr. Malik said, “I am truly honoured by AMA BrandSIG's recognition of our research, co-authored with esteemed colleagues from the United States. This acknowledgement is significant because the idea for this paper originated from an engaging class discussion with students from diverse backgrounds. It highlights the importance of fostering an interactive and inclusive classroom environment where critical thinking and varied perspectives come together to spark impactful research. This aligns with SDSB’s vision of nurturing academic excellence and inspiring meaningful contributions to the global academic community.”

Dr. Malik’s research aligns with SDSB’s broader commitment to advancing rigorous and relevant scholarship. Her work exemplifies how SDSB faculty are addressing complex questions in marketing, contributing to a growing body of research with practical and theoretical relevance.

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