All Publications

G. Singh, J. Kaur, and A. Kumar,"Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach", Marketing Intelligence & Planning, vol.43, no.4, pp.704-724, Emerald 2025, View Details       Article

S. Kumar and A. Kumar,"Fostering global well-being: Insights from India on learned happiness for administrators and education policy-makers", Journal of Public Affairs, vol.25, no.3, Wiley 2025, View Details       Article

N. Kaur, S. Jaggi, A. Kumar, and S. Arora,"The recent innovations in technologies to facilitate Bleisure Travel", Unveiling Bleisure Travelers: Exploring Novel Dimensions for Enriching Social Consumer Engagement using Big Data Analytics, ch.10, pp.145–158, Emerald 2025, View Details       Inbook

M. Sahoo, A. Kumar, and V. Thakur,"Factors inhibiting implementation of green healthcare initiatives in India’s healthcare sector", in International Management Perspective Conference (IMPeC-25): Digitalization, Entrepreneurship, and Sustainability, vol.1, pp.364-365, IIM, Sambalpur 2025       Inproceedings

K. Singh and A. Kumar,"Educate elevate innovate: Integrating generative artificial intelligence and neuromarketing to enhance pedagogical effectiveness", in International Conference on Transforming Higher Education for Future: Education 4.0, pp.88, Thapar Institute of Engineering and Technology (TIET), Patiala, Punjab-147001, India 2025       Inproceedings

M. Sahoo, A. Kumar, and V. Thakur,"Integrating environmental responsibility in healthcare operations: A decarbonization pathway for the Indian healthcare sector", in 12th International Conference On Sustainability (SUSCON XII), IIM Shillong 2025       Inproceedings

A. Lochab, M. Salman, K. Mor, and A. Kumar,"The relationship between fashion consciousness and personality traits of Generation Y with moderating effect of Social Influence: An empirical investigation from India", International Journal of Business Excellence, vol.32, no.3, pp.394-412, Inderscience Publishers 2024, View Details       Article

K. Singh, A. Kumar, and G. Singh,"Navigating the Neuromarketing Landscape: Valuable Insights for Businesses in a Post-Pandemic World", Journal of Business-to-Business Marketing, vol.31, no.3, pp.261-279, Taylor & Francis 2024, View Details       Article

M. Chaurasia, A. Kumar, and R. K. Panda,"Two decades of research on “masstige” marketing: a systematic literature review and future research agenda", International Journal of Consumer Studies, vol.48, no.5, pp.1-24, Wiley, August 2024, 10.1111/ijcs.13077       Article

M. Chaurasia, A. Kumar, and R. K. Panda,"Two decades of research on “masstige” marketing: A systematic literature review and future research agenda", International Journal of Consumer Studies, vol.48, no.5, Wiley, July 2024, View Details       Article