Do consumers drive hybrid or electric cars to save money? Or are they more interested in showing their neighbors how “green” they are?
Kashef Majid, assistant professor in the University of Mary Washington’s College of Business, contends that many electric car owners drive the Honda Insight or Toyota Prius to show how environmentally conscious they are. Using the depreciation rates on cars, he and a colleague found that hybrid cars such as the Prius and the Insight retained more resale value than other hybrid cars. Why? Consumers perceive them to be more ecologically sound. An expert in marketing strategy, sustainability and reputation management, Dr. Majid previously has worked as a consultant in Ottawa and with the Canadian government. And he drives a Prius.
Areas of Expertise (3)
The George Washington University: Ph.D., Business Administration
Concordia University: MSc., Graduate Studies
University of Ottawa: B.Comm, Commerce
Media Appearances (2)
Profits and losses from the sharing economy—insights from Airbnb rentals
The Free Lance-Star online
On November 14 at 7 p.m. on the campus of the University of Mary Washington, I will present research conducted over a year that examines the growth of the sharing economy. I’ve explored issues related to pricing, demand, and regulations.
Stafford author launches webzine for women
The Free Lance-Star print
“Online magazines are very popular,” said Kashef Majid, assistant professor of marketing at the University of Mary Washington’s College of Business. “They’re fairly easy to start up and create, and appeal to so many different segments of the population.”
An article by Kashef Majid titled “Drawing negative inferences from a positive country-of-origin image -- Consumers' use of COI and price levels to assess counterfeit drugs” has been accepted for publication by the International Marketing Review. Majid is an assistant professor of marketing in the College of Business.
Demand for green products continues to grow. This research examines green products’ retention of value and whether new green brands differ from green brand extensions in their ability to retain value amidst technological innovations. Modeling of data from the used car market between 2004 and 2011 shows that hybrid (i.e., green) vehicles lose value faster than their non-hybrid counterparts. However, pure green brands (such as the Prius), whose ability to express greenness is more salient, lose value at a slower rate than green brand extensions. Compared with brand extensions, pure green brands are also less vulnerable to the threat of obsolescence from technological innovations (introduction of fully electric vehicles). Implications for the management and marketing of green product offerings to extract maximum value for firms and consumers are discussed and suggestions for future research are proposed.
The University of Mary Washington Marketing Club is teaming up with the 2014 Executive-in-Residence, Dan Wolfe, to auction off a number of unique Hollywood memorabilia...
Kashef Majid, Assistant Professor of Marketing in the College of Business, and UMW business major Madeleine Bate presented “Breadth vs. Depth – Linking Network Shape to Revenues, a Study of the Dispersion of Film Trailers via Twitter,” at the American Marketing Association Winter Educators Conference in Orlando from Feb. 21 to 23, 2014. To view a copy of the presentation please visit...