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Amber Sajjad

Amber Sajjad holds an MPhil in Business Research from the Lahore School of Economics. She has been teaching in the undergraduate programs at the Lahore School of Economics since 2018 and currently serves as a Teaching and Research Fellow. In addition to her teaching responsibilities, she is actively involved in research projects at the Innovation and Technology Center (ITC). Her research has been published in well-regarded international journals, including Frontiers in Psychology, the Journal of Entrepreneurship in Emerging Economies, and BMC Public Health. Her research interests mainly lie in areas of marketing and entrepreneurship.

CV

PUBLISHED PAPERS

  1. Sajjad A., & Pasha F.M. (2025). Beauty and the beast: an experimental study on the effect of Instagram food posts featuring a celebrity vs without a celebrity on the eating intention of healthy vs unhealthy food (In Press).  BMC Public Health
  2. Sajjad, A., & Talat, A. (2024). Underdog entrepreneurship: a model to predict the success of poor entrepreneurs. Journal of Entrepreneurship in Emerging Economies.  doi: 10.1108/JEEE-07-2023-0262
  3. Sohail S, Sajjad A and Zafar S (2022).  An examination of dispositional social needs, agent knowledge, and two dimensions of product anthropomorphism: A serial mediation model. Frontiers in Psychology 13:913978. doi: 10.3389/fpsyg.2022.913978
  4. Sajjad, W., Sajjad, A., & Asif, M. (2020). Impact of Entrepreneurial Orientation, Access to Finance and Strategic Flexibility on SMEs Performance. Journal of Management and Research, 7(1), 1-23. https://doi.org/10.29145//jmr/71/070101 

 

RESEARCH PROJECTS & GRANTS

  1. 2025-2026 “Digital Luxury on Metaverse: An analysis of sentiments of digital fashion brands” at Lahore School of Economics, ITC research unit. Working paper. May 30, 2026
  2. 2024-2025 “Beauty and The Beast: Beautifying Pictures of Healthy Food to Nudge Healthy Eating” at Lahore School of Economics, ITC research unit. Working paper. May 30, 2025
  3. 2023-2024 “Fear of Failure and Entrepreneurial Intention: Role of family support” at Lahore School of Economics, ITC research unit. Working paper. May 30, 2024.
  4. 2022-2023 Center of Research in Economics and Business LSDRF Grant (PKR 650,000) “Underdog Entrepreneurship: A model to predict entrepreneurial success in poor entrepreneurs” at Lahore School of Economics, ITC research unit. Working paper. May 30, 2023
  5. 2021-2022 EPSRC (5,250 GBP): ‘Human Errors in Calorie Estimation and Role of Lefts Right Dominance in Computer and Face-to-face Product Interactions’ in collaboration with Professor George Chryssochoidis from University of Kent, England.

 

RESEARCH PAPERS CURRENTLY UNDER REVIEW

  1. It’s in my Culture: What Impacts Entrepreneurial Intention of University Students in a Collectivistic Culture?
  • Entrepreneurship Education (In review)
  • Authors: Amber Sajjad, Sohail Zafar and Ali Tiamur Baig                                                                   
  • Institution: Lahore School of Economics
  1. Well-being of remote working employees: A three-way interaction model
  • Asia-Pacific Journal of Business Administration (In review)
  • Authors: Amber Sajjad, Ali Taimur Baig and Sohail Zafar
  • Institution: Lahore School of Economics
  1. Platform-Based Brand Innovation in the Metaverse: Assemblage Dynamics on Roblox
  • Electronic Markets (In review)
  • Authors: Fahad Mansoor Pasha, Amber Sajjad, Habibah Ali and Komal Kamran
  • Institution: Lahore School of Economics and FAST University, Lahore