mohammad osman gani, hiran roy, kifayat nahiyan rafi, nik mohd hazrul nik hashim.  (2026).  assessing hatred and anti-brand activism within online brand communities: the roles of ideological imbalance and online brand avoidance.  - journal of product and brand management.  499 - 513. 

zefeng shao, nik mohd hazrul nik hashim, wenhan bao, na zhao.  (2026).  leveraging social presence to drive impulsive buying in live shopping: the roles of self-efficacy, psychological ownership and perceived scarcity.  - asia pacific journal of marketing and logistics.  949 - 975. 

mei xie, zefeng shao, huimin su, quanyi long, nik mohd hazrul nik hashim, kifayat nahiyan rafi, yuanyuan zou.  (2026).  nursing leadership styles and moral courage: the mediating role of ethical dilemma identification and the moderating effects of ethical climate and compassion fatigue.  - journal of nursing management.  9566268 - 9566268. 

kifayat nahiyan rafi, mohammad osman gani, nik mohd hazrul nik hashim, muhammad sabbir rahman, mohammad masukujjaman.  (2025).  the influence of 360-degree vr videos on tourism web usage behaviour: the role of web navigability and visual interface design quality.  - tourism review.  725 - 741. 

zhao na, nik mohd hazrul nik hashim, nakaya kakuda, shuyang si.  (2025).  charging the soul: tailoring five experiential marketing dimensions to harness the appeal of electric vehicles for different psychological traits.  - technology in society .  1 - 14. 

nurul ain natrah jamaludin, nik mohd hazrul nik hashim.  (2025).  tasting emotions: how hedonic emotions, experience, and psychological traits amplify fine dining post-consumption behaviors.  - journal of sensory studies.  1 - 17. 

nik mohd hazrul nik hashim, nor rahimy khalid, suraya akmar mokhtaruddin, abdullah al mamun, mohammed abdur razzaque.  (2024).  innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self congruity and value consciousness.  - journal of fashion marketing and management: an international journal.  379-401. 

nik mohd hazrul nik hashim, amin ansary.  (2023).  international product rollout strategies and performance: the moderating effects of product innovativeness, order of entry, and firm size.  - european journal of international management.  369-399. 

amin ansary, nik mohd hazrul nik hashim.  (2018).  brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth.  - review of managerial science.  . 

enamul hoque, nik mohd hazrul nik hashim, mohammed razzaque.  (2018).  effects of communication and financial concerns on banking attitude-behaviour relations.  - the service industries journal.  . 

mohammad osman gani, hiran roy, kifayat nahiyan rafi, nik mohd hazrul nik hashim.  (2026).  assessing hatred and anti-brand activism within online brand communities: the roles of ideological imbalance and online brand avoidance.  - journal of product and brand management.  499 - 513. 

kuan-thye chan, nik mohd hazrul nik hashim.  (2026).  dimensions of multichannel integration quality (mciq), mc task differentiation and mc segment differentiation: effects on the performance of banking omnichannel.  - international journal of quality & reliability management.  539 - 566. 

zefeng shao, nik mohd hazrul nik hashim, wenhan bao, na zhao.  (2026).  leveraging social presence to drive impulsive buying in live shopping: the roles of self-efficacy, psychological ownership and perceived scarcity.  - asia pacific journal of marketing and logistics.  949 - 975. 

faizan abd jabar, nik mohd hazrul nik hashim, mashita abdul jabar, mohd nazri mohd noor.  (2026).  how brand personality, experience, affection and involvement cultivate post-behaviours in muslim fashion branded garment.  - journal of islamic marketing.  2773 - 2811. 

mei xie, zefeng shao, huimin su, quanyi long, nik mohd hazrul nik hashim, kifayat nahiyan rafi, yuanyuan zou.  (2026).  nursing leadership styles and moral courage: the mediating role of ethical dilemma identification and the moderating effects of ethical climate and compassion fatigue.  - journal of nursing management.  9566268 - 9566268. 

ahmad azmi mohd ariffin, kifayat nahiyan rafi, nik mohd hazrul nik hashim, norzalita abd aziz.  (2026).  harnessing the power of marketing analytics for sustained competitive advantage: strategic market agility as a mediator.  - proceedings of data analytics and management.  409 - 418. 

ahmad azmi mohd ariffin, nik mohd hazrul nik hashim, kifayat nahiyan rafi, mohammad imtiaz hossain, mohammad osman gani.  (2026).  optimizing tourism web usage continuance through digital marketing analytics for sustainable competitive performance.  - .  67 - 76. 

ahmad azmi mohd ariffin, kifayat nahiyan rafi, nik mohd hazrul nik hashim, norzalita abd. aziz.  (2024).  marketing analytics for sustainable healthcare in society 5.0.  - .  142 - 154. 

nik hashim nik mustapha,nik mohd hazrul hashim.  (2009).  efficiency of health service in managing common diseases using data envelopment analysis.  - .  -. 

noradiva hamzah, norlida hanim mohd salleh, nik mohd hazrul nik hashim, noorsakinah abdul wahab, azmah ishak, nik salimah nik abdullah.  (2025).  kelestarian perpustakaan akademik ukm.  - .  . 

nik mohd hazrul nik hashim, mohd nor zamri mat amin, nor liza abdullah, samruhaizad samian@samion.  (2020).  orientasi pasaran eksport dan prestasi eksport: satu kajian empirikal ke atas firma perabot di malaysia.  - jurnal pengurusan.  1-14. 

nik mohd hazrul nik hashim.  (2010).  memberi keutamaan kepada pelanggan.  - tawajjuh-buletin rasmi koperasi hati emas klang berhad (sudut ekonomi dan perniagaan).  . 

noradiva hamzah, norlida hanim mohd salleh, nik mohd hazrul nik hashim, noorsakinah abdul wahab, azmah ishak, nik salimah nik abdullah.  (2025).  kelestarian perpustakaan akademik ukm.  - .  . 

nik mohd hazrul nik hashim, zheng sier, hu xiaomei, zhang ziao, xu huiting, yan xing, wang lan.  (2025).  technical report (new product development & market analysis): coke's papa.  - .  . 

nik mohd hazrul nik hashim, zhang lu, liang minghua, mazexuan, yue runlei.  (2025).  technical report (new product development & market analysis) - finger touch.  - .  . 

nik mohd hazrul nik hashim, muhammad raziq saiful bahari, mohamad faiz mohd yusof, muhammad shukri mohammad sahut, muhamad zamzuri zulkifli, muhammad hafizi kamaludin.  (2025).  technical report (new product development and market analysis): malaysia airlines cabin comfort and dining experience.  - .  . 

nik mohd hazrul nik hashim, ooi kim ee, see hui ern, yong siew hong, mok xiu yun.  (2025).  technical report (new product development & market analysis): nfc business card.  - .  .