• Breaking the ice : understanding and overcoming consumer resistance to frozen foodsWaseem, Muhammad Adnan; Waqas, Muhammad; Ekinci, Yuksel; Khan, Muhammad Fawad; Hollebeek, Linda DesireeBritish food journal2025 / p. 1923-1941 https://doi.org/10.1108/BFJ-11-2024-1123 https://www.scopus.com/pages/publications/105001721131?origin=resultslist
  • Enhancing brand equity through sublime experience: The mediating role of consumers' branded content engagementWaqas, Muhammad; Wajid, Nauman; Khan, Muhammad Ali; Hollebeek, Linda Desiree; Urbonavicius, SigitasJournal of Consumer Behaviour2025 / 17 p https://doi.org/10.1002/cb.70002