Dr. Fateh Mohd Khan
Assistant Professor
Dr. Fateh Mohd Khan is an Assistant Professor in the Marketing Area at the Fortune Institute of International Business (FIIB), New Delhi. He is affiliated with the institute’s teaching and research community, contributing to knowledge creation at the intersection of consumer behaviour, sustainability, and metaverse marketing. Dr. Khan’s doctoral research, awarded by Aligarh Muslim University, investigated the influence of personal, social, and cultural values on consumer responses to anthropomorphised Indian brands. His broader research interests span anthropomorphism in marketing, dark personality traits, consumer-brand relationships, metaverse marketing, dark tourism, sustainable consumption, and literature review methodologies. He is a certified domain scholar in Marketing Management (IIT Madras, NPTEL) and has earned multiple fellowships and accolades, including UGC-MANF (JRF & SRF). Dr. Khan teaches core and advanced marketing subjects such as strategic brand management and consumer behaviour. He believes in research-led teaching, emphasizing reflective practice, critical inquiry, and application-oriented learning to shape future business professionals. He has presented his research at international conferences organized by IIM Shillong, IIM Kozhikode, Jamia Hamdard University, and IIT Roorkee. He actively serves as a reviewer for top-tier journals including the International Journal of Consumer Studies (Wiley), European Journal of Marketing (Emerald), Marketing Intelligence and Planning (Emerald), and Tourism and Hospitality Research (SAGE). His work has been published in the Journal of Consumer Behaviour, the International Journal of Consumer Studies, the Journal of Computer Information Systems, and Cogent Business & Management, among others.
1. Akbar, H., Pillai, M., Khan, F. M., & Anas, M. (in press). Talent management: A review and research agenda. Global Business and Organizational Excellence. John Wiley & Sons Ltd.
2. Azhar, M., Khan, S., & Khan, F. M. (2025). Beyond reality: Examining consumer intention to embrace metaverse within hospitality. Journal of Hospitality and Tourism Insights. https://doi.org/10.1108/JHTI-10-2024-1089
3. Uddin, S. M. F., Khan, F. M., Anas, M., Faisal, M. N., & Rana, N. P. (2025). Exploring stimulus to consumers’ virtual shopping environment in the metaverse. Journal of Computer Information Systems. https://doi.org/10.1080/08874417.2025.2459685
4. Khan, F. M., Khan, A., Ahmed, S., Naz, A., & Rashid, U. (2025). The Machiavellian, Narcissistic, and Psychopathic Consumers: A Systematic Review of Dark Triad. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.70018
5. Rashid, U., Abdullah, M., Tabash, M., Khan, F. M., Naaz, I., & Akhter, J. (2025). Unlocking the synergy between capital structure and corporate sustainability: A hybrid systematic review and pathways for future research. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-06-2024-4568
6. Khan, F. M., Uddin, S. M. F., Anas, M., Kautish, P., & Thaichon, P. (2025). Personal values and sustainable consumerism: Performance trends, intellectual structure, and future research fronts. Journal of Consumer Behaviour, 24(2), 734–770.
7. Khan, F. M., Anas, M., & Uddin, S. M. F. (2024). Anthropomorphism and consumer behaviour: A SPAR-4-SLR protocol compliant hybrid review. International Journal of Consumer Studies, 48(1), 1–37.
8. Rashid, U., Abdullah, M., Khatib, S. F. A., Khan, F. M., & Akhter, J. (2024). Unravelling trends, patterns and intellectual structure of research on bankruptcy in SMEs: A bibliometric assessment and visualisation. Heliyon, 10(2), e24254. https://doi.org/10.1016/j.heliyon.2024.e24254
9. Ishrat, I., Hasan, M., Khan, F. M., & Javed, M. Y. (2023). Unraveling the structure and trends of TRIZ approach in business and management: Bibliometric synthesis and future research directions. International Journal of Systematic Innovation, 7, 12–46. https://doi.org/10.6977/IJoSI.202309_7(7).0002
10. Fakhar, S., Khan, F. M., Tabash, M. I., Ahmad, G., Akhter, J., & Al-Absy, M. S. M. (2023). Financial distress in the banking industry: A bibliometric synthesis and exploration. Cogent Economics & Finance, 11(2). https://doi.org/10.1080/23322039.2023.2253076
11. Ishrat, I., Hasan, M., Farooq, A., & Khan, F. M. (2023). Modelling of consumer challenges and marketing strategies during crisis. Qualitative Market Research: An International Journal, 26(4), 285–319.
12. Khan, W. S., Khan, F. M., & Azam, M. K. (2023). Past, present, and future of brand attachment research: A review and research agenda. BIMTECH Business Perspectives. https://doi.org/10.1177/25819542231214152
13. Khan, F. M., & Azam, M. K. (2023). Chatbots in hospitality and tourism: A bibliometric synthesis of evidence. Journal of the Academy of Business and Emerging Markets, 3(2), 29–40.
14. Khan, F. M., Azam, M. K., & Waris, T. E. (2022). Technology-empowered visualisation and analysis of anthropomorphism in business research. Madhya Bharti: Humanities and Social Sciences, 82, 285–308.
15. Ishrat, I., Hasan, M., Khan, F. M., & Farooq, A. (2021). The impact of lifestyle orientations on professionals: A study of academicians and public executives. IUP Journal of Organizational Behavior, 20, 7–25. https://www.proquest.com/openview/288bcbf49b187672bb515103b50fea00
16. Hasan, M., & Khan, F. M. (2017). Framework for environmental assessment of small and medium enterprises. Amity Global Business Review, 12, 61–68.
1. Sites of Sorrow and Spectacle: A Meta-Analytic Structural Equation Modelling Approach to Visitor Behaviour Towards Dark Tourism Destinations. 4th International Marketing Conference (iMarC IV) at the Indian Institute of Management, Shillong. (January, 2025)
2. Demystifying Machiavellian Tactics in Modern Marketing and Consumption Research: A Review and Research Agenda. Multidisciplinary International Conference on Global Business & Socio-Economic Development in the 21st Century at the Faculty & Department of Commerce, Aligarh Muslim University, Aligarh. (May, 2024)
3. Chatbots in Hospitality and Tourism: A Hybrid Review and Future Research Lines. International Conference on Geopolitics and Socioeconomic Development in Emerging Markets at Rajdhani College of Engineering and Management (RCEM), Bhubaneswar. (August, 2023)
4. Cultural Values in Consumer Research: Insights from a Bibliometric Enquiry and Future Research Trajectories. International Conference on Shaping the Future of Management Education for Sustainable Emerging Economies at the Indian Institute of Technology Roorkee in collaboration with Arizona State University, USA. (November 2022)
5. Anthropomorphism and Sustainable Consumer Behaviour: Gleanings from the Scholarly Literature and Future Research Orchestration. International Conference on Sustainability & Digitalization at the Department of Management, School of Management & Business Studies, Jamia Hamdard, New Delhi. (September, 2022)
6. Total Interpretive Structural Modelling of Marketing Challenges and Strategies Amidst the COVID-19 Crisis. International Research Summit AVLOKAN 2021 on Redefining Social Responsibility and Ethical Leadership at CMS, JAIN (Deemed-to-be University). (2021)
7. How Can TPL Companies Recover from COVID-19 Disruption? A Case Study of FedEx. International Research Summit AVLOKAN 2021 on Redefining Social Responsibility and Ethical Leadership at CMS, JAIN (Deemed-to-be University). (2021)
8. COVID-19 Lockdown: Downfall of Aligarh Lock Industry. 1st Pritam Singh Memorial (PRISM) Conference on Architecting the Future of Business: Leadership, Governance & Technology at Jindal School of Banking & Finance, O.P. Jindal Global University. (2021)
9. Brand Anthropomorphism till Now and the Road Ahead: A Systematic Literature Review. 4th International Conference on Marketing Technology and Society at the Indian Institute of Management, Kozhikode. (2020)
10. Market Potential Indicators – A Comparative Analysis of South Africa and India. IIMB-SJSU International Conference on Transnational Entrepreneurs and International SMEs in Emerging Economies at the Indian Institute of Management Bangalore. (2015)
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