Nasir Salari

Nasir Salari

  • Senior Lecturer, Marketing
  • Email: n.salari@bathspa.ac.uk
  • School or Department: CoLA - Bath Business School
  • Office: NP.CM.229

Personal statement

Dr Nasir Salari joined Bath Spa University in 2013 after completing his PhD at the University of Birmingham. He is currently the leader of "International Marketing" and "Marketing Management" modules at the undergraduate and postgraduate level.

Nasir’s areas of expertise interplay between innovation and marketing. He has a keen interest in research and consultancy activities in innovation adoption behaviour (particularly, radical innovations), continuing his PhD research in antecedents of innovation resistance. His work in this field has been published as journal articles, book chapters and conference papers.

Dr Salari welcomes scholarly and consultancy proposals in marketing and innovation from all prospects. Should you have any question, please do not hesitate to contact him.

Academic qualifications

  • PhD University of Birmingham
  • MSc University of Birmingham
  • BSc Shahid Beheshti University (Iran/Tehran).

Professional memberships

  • Academy of Marketing Science.


  • International marketing
  • Marketing management
  • Creativity and innovation.

Areas of expertise

  • Marketing
  • International marketing
  • Innovation management.

PhD Research supervision

My research interests and expertise are in the area of consumer behaviour towards adopting (or even rejecting) innovations, in particular, radical innovations.

I am currently supervising a research project about the consumer behaviour towards adopting autonomous vehicles.

Research proposals highlighting the role of cultural factors on consumer behaviour across international markets are highly desired (e.g. technology adoption across international markets).

However, all research proposals in Marketing and Innovation topics will be considered.


  • International Marketing
  • Consumer Research
  • Cross Cultural Research
  • New Product Development
  • Innovation Studies, and
  • Radical Innovations.

Preferred methods

Predominantly quantitative (regression analysis and Structural Equation Modelling) but qualitative methods are also welcome.

Research keywords


Research and academic outputs

Go to ResearchSPAce

Establishing a culturally transferrable consumer innovativeness scale for radical and really new innovations in new markets

Salari, N and Shiu, E (2015) 'Establishing a culturally transferrable consumer innovativeness scale for radical and really new innovations in new markets.' Journal of Marketing Analytics, 3 (2). pp. 47-68. ISSN 2050-3326

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