Author

Taiba Musadiq Sahaf

Observed name: TaibaMusadiq Sahaf

Institution: Islamic University of Science and Technology

Observed institutions: Islamic University of Science and Technology, Islamic University of Science and Technology, Kashmir, Abdul Ahad Azad Memorial Degree College

ORCID: 0000-0001-5403-2321

Observed ORCID: 0000-0001-5403-2321

OpenAlex ID: A5092641397

Service failure and service recovery: A hybrid review and research agenda

2023 · Taiba Musadiq Sahaf, Asif Iqbal Fazili · International Journal of Consumer Studies · 66

Does customer-based destination brand equity help customers forgive firm service failure in a tourist ecosystem? An investigation through explanatory sequential mixed-method design

2024 · Taiba Musadiq Sahaf, Dr Asif Iqbal Fazili · Journal of Destination Marketing & Management · 21

Does Green Brand Equity Buffer or Burn? Understanding Boundary Conditions in Justice Evaluations of Sharing Economy Service Failure

2026 · TaibaMusadiq Sahaf, AsifIqbal Fazili · Review of Marketing Science

The Double-Edged Sword of Branding in Service Failure: An Integrative Review Agenda

2025 · Taiba Musadiq Sahaf, Asif Iqbal Fazili · Multidisciplinary Multilingual Research Journal

Works count: 4

Citation count: 87

H-index: 2

I10-index: 2