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WILSON, Jonathan


NAME: Professor Jonathan AJ Wilson PhD

Full Professor


Centre for Research and Executive Education 




+44 (0) 208 516 7800

Twitter: @drjonwilson





Professional Biography

Professional Experience:

Professor Wilson is an award-winning Academic and Branding Consultant. For the past 20 years he has specialised in what he calls the ABCDs of Business and Culture: Advertising, Branding, Communications, and Digital. With his BSc in Chemistry, MBA in Business and Management, and PhD in Branding: Professor Wilson champions the art in Science and the science in Art.

Professor Wilson has published over 200 pieces of work, which have led to over 100 conference-speaking engagements across the globe.

He has developed a reputation for being an electric, insightful and quick-witted public speaker able to tackle real-world trending phenomena. Professor Wilson has consulted clients from Ministries of Tourism, food, fashion, cosmetics, professional services, music, and sports. He is a professional trainer for Al Jazeera Media Network in Qatar, and also delivers in-house training regularly in firms internationally. His papers on Halal are some of the most widely cited globally; and his co-authored work on Luxury Branding featured in the Harvard Business Review and won a Best-Paper award in the Journal of Marketing Management.

At the end of 2017, Professor Wilson received a LinkedIn Top Voices Award, where he was praised for his edgy commentary and insight into Intersectionality, Future Trends, Personal Branding, and Student Engagement. He was also one of the featured professionals in LinkedIn’s cross-platform advertising campaigns – something that he is especially proud of, as he was the only UK academic.


Research Interests:

Branding, Advertising, Marketing Communications, Intergenerational Behavioural Economics, Leadership and Management, Halal, Islamic Finance, Corporate Identity, Food, Fashion, Sport, Tourism, Music, Technology, Global Business Education, Ethnicity, Religion, Future Trends, and Popular Culture.




Wilson, J.A.J. (2018) “Halal Branding”, London: Claritas Books

Petrov K.D. & Wilson, J.A.J. (2016), The Little Black Book of PR: Mastering Public Relations in a Changing World, Eds., Skopje, Macedonia: Tri Publishing Centre.

Wilson, J.A.J. (2016), “Brand Culture, Halal, and the Critical Islamic imperative”, In Singh, J., Dall’Olmo Riley, F. & Blankson, C. (Eds .), The Routledge Companion to Brand Management, Routledge.

Wilson, J.A.J. & Liu, J.(2018), “Corporate Brands and Marketing Strategy” [Chapter], in Melewar, T.C., Alwi, S.F.S. & Othman, M.N. (Eds.) (2018), Islamic Marketing and Branding: Theory and Practice, Gower.

Liu, J. & Wilson, J.A.J. (2014), “Unpacking Culture Using Delphi”, in János, F. (Ed.) (2104) Elméleti Igényességgel – A Gyakorlat Igényei Szerint… Tanulmányok Rekettye Gábor 70. Születésnapjára, Pécs, Hungary: Publikon.

Wilson, J.A.J. & Abdul Rahman, Z. (2014), “Islam, Insurance and Perspectives on Risk”, [Chapter 34], in Harrison, T. & Estelami, H. (Eds.) (2014), Companion to Financial Services Marketing, Routledge.

Wilson, J.A.J. (2013 submitted), “Islamo-cultural practitioner character traits – reflections and underpinnings” [Chapter], in Abbas J. Ali  (Ed.) (2014), Handbook of Research on Islamic Business Ethics, Edward Elgar Publishing.

Wilson, J.A.J. (2013), “Consumer Behaviour as I see it”, [Exhibit], in Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. (2013), Consumer Behaviour – A European Perspective, 5th ed., Harlow, Essex: Pearson Higher Education.

Wilson, J.A.J. (2011), “The Brand Stakeholder Approach – Broad and Narrow-based views to managing consumer-centric brands”, [Chapter], in (2011), Branding and Sustainable Competitive Advantage: Building Virtual Presence, Ed. Kapoor, A. and Kulshrestha, C., (Eds.) Hershey, PA: IGI Global.

Kokkranikal, J., Wilson, J.A.J. & Crojne, P. (2011), “Human Empowerment, Management and Tourism”, [Chapter], in (2011), Strategic Management in Tourism, 2nd Edition, Ed. by Moutinho, L., CABI.

Wilson, J.A.J. (2010), Forward in, Hossain, A. (2011), Sustainable Development Handbook – A South Asian Perspective, Milton Keynes, UK: AuthorHouse.

Wilson, J.A.J. (2010), “Mixing it with Sports Sponsorship: MMA – Mixed Martial Arts, or Marketing Made Athletes?”, [Exhibit], in Hollensen, S. (2010), Global Marketing, 5th ed., Harlow: FT Prentice Hall.

Wilson, J.A.J. (2010) “Saipa Group – The Iranian car manufacturer seeks a drive to serve”, [Case Study], in Hollensen, S. (2010), Marketing Management: A Relationship Approach, 2nd ed., Harlow: FT Prentice Hall.



Over 35 Academic Scientific Journal Papers

[Select Papers]

Ma, J.W., Yang, Y. & Wilson, J.A.J. (2017), “A window to the ideal self: A study of UK Twitter and Chinese Sina Weibo selfie-takers and the implications for marketers”, Journal of Business Research, Vol.74, May, pp.139-142.

El-Bassiouny, N., Wilson, J.A.J. & Esmat, S. (2017), “An Islamic Macromarketing Perspective on Sustainability”, Journal of Islamic Marketing, Vol.8 Iss.1.

Tabari, S., Wilson, J.A.J., Ingram, H. (2016), “Conceptualising the impact of Culture and Language on Hospitality Service Management”, Worldwide Hospitality and Tourism Themes, Vol.8 No.1.

Eckhardt, G.M., Wilson, J.A.J.  & Belk, R.W. (2015), “Luxury Branding Below the Radar”, Harvard Business Review, September, pp.26-27.

Eckhardt, G.M., Belk, R.W. & Wilson, J.A.J. (2015), “The rise of inconspicuous consumption”, Journal of Marketing Management, Vol.21 Iss.7-8. pp.807-826.

Wilson, J.A.J. (2014), “The Halal phenomenon: An extension or a new paradigm”, Social Business, Autumn, Vol.4, No.3, pp.255-271(17).

Sobh, R., Belk, R.W. & Wilson, J.A.J. (2013), “Home and Commercial Hospitality Rituals in Arab Gulf Countries”, Marketing Theory, December, 13 (4), pp.443-463.

Wilson, J.A.J., Belk, R.W., Bamossy, G.J., Sandikci, O., Kartajaya, H., Sobh, R., Liu, J. & Scott, L. (2013), “Crescent Marketing, Muslim Geographies and Brand Islam: Reflections from the JIMA Senior Advisory Board”, Journal of Islamic Marketing, Vol.4 Iss.1, pp.22-50.

Wilson, J.A.J. & Grant, J. (2013), “Islamic Marketing – a challenger to the classical marketing canon?”, Journal of Islamic Marketing, Vol.4 Iss.1, pp.7-21.

Wilson, J.A.J. & Hollensen, S. (2013), “Assessing the implications on performance when aligning Customer Lifetime Value Calculations with religious faith groups and AfterLifetime Values – A Socratic elenchus approach”, International Journal of Business Performance Management, Vol.14 No.1, pp.67-94.

Wilson, J.A.J & Liu, J. (2012), “From Laconophilia to ‘The Sportan’: Balancing Athletic excellence, Sponsorship, Branding and Career prospects”, International Journal of Sport Management and Marketing, Vol.11 No.1/2, pp.125-142.

Wilson, J.A.J. & Liu, J. (2012), "Surrogate Brands - The pull to adopt and create hybrid identities - via sports merchandise", International Journal of Sport Management and Marketing, Vol.11 No.3/4, pp.172-192.

Wilson, J.A.J. (2011), “New-School Brand Creation and Creativity – lessons from Hip-Hop and the Global Branded Generation”, Journal of Brand Management, Vol.19 Issue 2, Oct/Nov, pp.91-111.

Wilson, J.A.J. & Liu, J. (2011), “The Challenges of Islamic Branding: navigating Emotions and Halal”, Journal of Islamic Marketing, Vol.2 Iss.1, pp.28-42.

Wilson, J.A.J. & Morgan, J.E. (2011), “Friends or Freeloaders? Encouraging Brand Conscience and introducing the concept of emotion-based consumer loss mitigation”, Journal of Brand Management, Vol.18 No.9, Aug, pp.659-676.

Wilson, J.A.J. (2010), “When in Britain, do as the British do – if anyone knows that that means. Multiculturalism in a ‘British’ university business school”, Multicultural Education and Technology Journal, Vol.4 Issue 4, pp.220-233.

Wilson, J.A.J & Liu, J. (2010), “Shaping the Halal into a brand?”, Journal of Islamic Marketing, Vol.1 Iss.2., pp.107-123


Conference papers /other publications:

35 Academic Conference Papers.

Columnist for: Huffington Post (over 15 entries)

Monthly Columnist for: Marketeers Magazine (over 50 entries)

Articles for: Thomson Reuters, The Guardian, The Drum, Branding Magazine, Communicate Magazine Advertising Age, Aquila Style.

Impact and Engagement

Media Coverage:


BBC World News, TRT World, RT Russia, Sky News Arabia, Thomson Reuters, KBS (Korean Broadcasting System), Astro Awani TV News.


Forbes, Harvard Business Review, The Guardian Newspaper, Times Newspaper interview, Thomson Reuters, Khaleej Times UAE, Indonesian, Japanese, Korean, and Malaysian national press, Vision Magazine UAE, Communicate Magazine UAE (in association with Advertising Age), Kazakhstan Business Press, Albanian Business Press, Azerbaijan luxury fashion magazine.


Interview with BBC World News, South African News, Marketeers Indonesia.


Research and Consultancy:

Ministry of Tourism, Indonesia

Ministry of Tourism, Malaysia

Government of Tatartstan

McKinsey & Company, Middle East

PwC, Malaysia


Microsoft, MENA

Garuda Indonesia

Stylus, Innovation Research and Advisory

Al Jazeera

Halal Food Authority

Tokyo Institute of Technology and Gurunavi Food Guide

Dinar Standard.


External Collaborations:

Editor-in-Chief of the Journal of Islamic Marketing


International Links:

Panel Judge: Global Islamic Economy Awards, Thomson Reuters


Professional Affiliation /Roles:

Member of the Chartered Institute of Marketing (MCIM, Chartered Marketer)
Member of the Chartered Institute of Public Relations (Accredited Practitioner)
Member of the International Public Relations Association

Member of the Chartered Institute of Management
Associate of the Chartered Institute of Personnel & Development