Rituparna Basu

Employment

• International Management Institute - Kolkata Associate Professor

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (31)

• E-tailers’ Technology Adaptation to Enhance New Customer Experience Amidst Crises: Implications and Research Agenda
  Australasian Marketing Journal 2026 DOI: 10.1177/14413582261465454
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• Symbiotic or Substitutive? A Meta-Analysis of the Convergent Effects of AI, AR, VR, and IoT on Promotion Management
  Journal of Promotion Management 2026 DOI: 10.1080/10496491.2026.2709532
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• Drivers of consumer emotion and recommendation in mobile grocery applications
  International Journal of Retail & Distribution Management 2025 DOI: 10.1108/IJRDM-02-2025-0066
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• The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty
  Asia Pacific Journal of Marketing and Logistics 2025 DOI: 10.1108/APJML-02-2024-0246
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• All That Glitters May Not Be Gold: Tanishq AD Controversy
  Asian Case Research Journal 2024 DOI: 10.1142/S0218927524500044
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• People, profiles, and purchases: Investigating the impact of environmental cues in social commerce
  Cogent Business & Management 2023 DOI: 10.1080/23311975.2023.2285037
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• Marketing analytics: The bridge between customer psychology and marketing decision‐making
  Psychology & Marketing 2023 DOI: 10.1002/mar.21908
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• Online consumer shopping behaviour: A review and research agenda
  International Journal of Consumer Studies 2023 DOI: 10.1111/ijcs.12899
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• Profiling the online premium brand consumers based on their fashion orientation
  Asia Pacific Journal of Marketing and Logistics 2023 DOI: 10.1108/APJML-07-2021-0492
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• Twenty‐five years of consumer vulnerability research: Critical insights and future directions
  Journal of Consumer Affairs 2023 DOI: 10.1111/joca.12518
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