Author

Ammara Mahmood

Observed names: Mahmood Ammara, Mahmood, Ammara

Observed institutions: University of London, University of Sussex, City, University of London, University of Oxford, MBS School of Business, Imperial College London, Wilfrid Laurier University

ORCID: 0000-0002-3142-8259

Observed ORCID: 0000-0002-3142-8259

OpenAlex ID: A5042337628

The evolution of equity crowdfunding: Insights from co-investments of angels and the crowd

2019 · Wanxin Wang, Ammara Mahmood, et al. · Research Policy · 164

What's in a logo? The impact of complex visual cues in equity crowdfunding

2018 · Ammara Mahmood, Jonathan Luffarelli, et al. · Journal of Business Venturing · 138

Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity

2019 · Jonathan Luffarelli, Mudra Mukesh, et al. · Journal of Marketing Research · 114

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Competitive vs. Complementary Effects in Online Social Networks and News Consumption: A Natural Experiment

2018 · Catarina Sismeiro, Ammara Mahmood · Management Science · 67

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Will They Come and Will They Stay? Online Social Networks and News Consumption on External Websites

2017 · Ammara Mahmood, Catarina Sismeiro · Journal of Interactive Marketing · 32

How do customer characteristics impact behavior-based price discrimination? An experimental investigation

2014 · Ammara Mahmood · Journal of Strategic Marketing · 14

Lexical sophistication and crowdfunding outcomes

2023 · Ammara Mahmood, Sepideh Yeganegi · Venture Capital · 4

A study of 597 logos shows which kind is most effective

2019 · Jonathan Luffarelli, Mudra Mukesh, et al. · Sussex Research Online (University of Sussex) · 3

Unpacking Consumer Envy Towards Virtual Influencers: Role of Deservingness and Impact on Consumer Engagement

2025 · Sakshi Korde, Ammara Mahmood · Journal of Advertising Research · 2

Do Small Firms Pay to Stay? An Experimental Investigation

2018 · Mahmood Ammara, Vulkan Nir · Journal of Marketing Behavior · 2

Effects of Financial Liberalization on the Cost Efficiency of Pakistani Banks

2016 · Ammara Mahmood, Umayr Loan · 2

The Long and Short of It: A Warmth‐Based Explanation of the Effects of Brand Name Length on Brand Equity

2026 · Ammara Mahmood, Jonathan Luffarelli · Psychology and Marketing

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Beyond installation: How pre-adoption advertising drives post-adoption retail app usage

2026 · Ammara Mahmood, Stefan F. Bernritter, et al. · Journal of Retailing

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Sociopolitical Activism, Brand Personality, and Social Media Engagement

2026 · Ammara Mahmood, Juan S. Morales · Journal of Interactive Marketing

Replication Data for Socio-Political Activism, Brand Personality, and Social Media Engagement

2026 · Mahmood, Ammara, Morales, Juan · Harvard Dataverse

Do Big Words Make a Big Difference in Funding Outcomes in Equity Crowdfunding?

2022 · Ammara Mahmood, Sepideh Yeganegi · Academy of Management Proceedings

To Attract Crowdfunding, Mystify Them With Your Logo

2020 · Ammara Mahmood, Jonathan Luffarelli, et al.

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Can Social Networks Help Content Websites Predict Traffic and Engagement

2015 · Catarina Sismeiro, Ammara Mahmood

Essays on consumer behaviour and pricing

2014 · Mahmood, Ammara · Oxford University Research Archive (ORA) (University of Oxford)

How does dominance and competition affect the use of consumer information? Evidence from a famed field experiment

2013 · Ammara Mahmood, Nir Vulkan

Works count: 24

Citation count: 542

H-index: 6

I10-index: 6