Assistant Professor

2015, PhD in Management Sciences (Specialization in Marketing), ESADE Business School (AACSB, EQUIS, AMBA) , University of Ramon Llull

2010, Master of Research in Management Sciences, ESADE Business School , University of Ramon Llull


Fathima Saleem is an Assistant Professor of Marketing. On completing her PhD, Fathima received the Outstanding PhD Thesis Award from the University of Ramon Lllull in Spain. Prior to moving to the U.A.E., Fathima was a faculty at Ryerson University and Sheridan College in Canada. Fathima is also a Fellow at Advance Higher Education (HE).

Fathima has published in journals such as Internet Research, Journal of Product & Brand Management, and Marketing Intelligence and Planning. She has received a 'Highly Commended Paper' award through the Emerald Literati Network for her publication. Her research examines employee content creators and internal branding, which lies at the intersection of social media usage, employee management, and branding.

In addition to her research and teaching, Fathima has taken part in building online social supports for promoting the health of Syrian refugee women in Ontario, and has worked in branding and digital media analytics firms in Canada.


Dubai Academic City, B-L2-029


+971 4 402 1899

Teaching Areas

Internal Branding, Employee Influencers, Sustainable Consumer Behaviour

Research and Professional Activities

Saleem, F.Z., Hawkins, M.A. (2021) Employee-generated content: The role of perceived brand citizenship behavior and expertise on consumer behaviors. Journal of Product & Brand Management, 30 (6), pp. 819-833.

Saleem, F. Z., and Iglesias, O. (2020). Exploring the motivation of affect management in fostering social media engagement and related insights for branding. Internet Research, 30 (1), pp. 67-83.

Saleem, F. Z., and Iglesias, O. (2016). Mapping the domain of the fragmented field of internal branding. Journal of Product and Brand Management, 25(1), pp. 43-57.