Muhammad Haroon Hafeez (PhD in Entrepreneurship and Innovation) has been serving as a Visiting Senior Lecturer in School of Business Management, Universiti Utara Malaysia, and Associate Professor in the Institute of Management Sciences, Bahauddin Zakariya University Multan, Pakistan. His research interests encompass advertising, consumer behavior, innovation, brand management, entrepreneurship, tourism marketing and sustainability. His research work has been published in reputed National and International Journals. He has served as an editorial board member for numerous local and foreign Journals. He has reviewed research papers for highly regarded SCOPUS and WOS Journals.