L. Das and K. S. Rao,"Why do consumers return products? A qualitative exploration of online product return behaviour of young consumers", Journal of Retailing and Consumer Services, vol.78, no.103770, pp.1-17, Elsevier Ltd. 2024, View Details       Article

D. Singh and K. S. Rao,"Examining the mediating role of brand trust and brand commitment in fostering consumer perceptions toward recycled products", Business Strategy and Development, vol.6, no.3, pp.420-429, Wiley 2023, 10.1002/bsd2.248       Article

A. Bhattacharjee, K. S. Rao, and N. Nawaz,"Determinants and Outcomes of Food Delivery App Engagement During COVID-19: A Study of Urban and Semi-Urban Customers", Journal of Electronic Commerce in Organizations, vol.21, no.1, pp.1-55, IGI Global, June 2023, 10.4018/JECO.323655       Article

D. Singh and K. S. Rao,"Consumer Behavior in Gamified Environment: Bibliometric and Systematic Literature Review in Business and Management Area", Acta Informatica Pragensia, vol.12, no.2, pp.439-467, The Prague University of Economics and Business (VŠE) 2023, 10.18267/j.aip.221       Article

K. S. Rao, A. Kumar, and B. Rao,"Mediating role of hedonic and utilitarian brand attitude between eWOM and purchase intentions: a context of brand fan pages in Facebook", Young Consumers, vol.43, no.1, pp.1-55, Emerald Publishing Limited 2022, 10.1108/YC-11-2020-1261       Article

B. K. Rajak, K. S. Rao, and P. Singh,"Emotional labour, stress and employee performance: a study of higher education system", International Journal of Economic Policy in Emerging Economies, vol.14, no.3, pp.306-318, Inderscience Publishers 2021, 10.1504/IJEPEE.2021.114952       Article

K. S. Rao, B. Rao, and G. Acharyulu,"Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators: Serial mediation model of ePWOM-purchase intention", IIMB Management Review, vol.33, no.4, pp.309-321, Elsevier 2021, 10.1016/j.iimb.2021.11.002       Article