Ajay Kumar

Employment

• Central University of Haryana Assistant Professor
  2013 - Present
• Central University of Himachal Pradesh Assistant Professor
  2012 - 2013

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (11)

• Masstige marketing in 2023 and beyond: An introduction to the special issue on masstige marketing
  International Journal of Consumer Studies 2024 DOI: 10.1111/ijcs.13018
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• Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools
  Journal of Business Research 2023 DOI: 10.1016/j.jbusres.2023.114142
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• Consumers' relationship with mass prestige brands and happiness
  European Management Review 2023 DOI: 10.1111/emre.12538
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• What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions
  Journal of Interactive Marketing 2023 DOI: 10.1177/10949968221095548
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• Designing the marketspace for millennials: fun, functionality or risk?
  Journal of Marketing Analytics 2021 DOI: 10.1057/s41270-021-00104-z
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• Do brands make consumers happy?- A masstige theory perspective
  Journal of Retailing and Consumer Services 2021 DOI: 10.1016/j.jretconser.2020.102318
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• ‘Masstige’ marketing: A review, synthesis and research agenda
  Journal of Business Research 2020 DOI: 10.1016/j.jbusres.2019.09.030
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• Story of Aaker’s brand personality scale criticism
  Spanish Journal of Marketing - ESIC 2018 DOI: https://doi.org/10.1108/SJME-03-2018-005
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• Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence
  International Business Review 2018 DOI: 10.1016/j.ibusrev.2018.02.007
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• Perceived Influential Aspects of TV Advertising
  Paradigm 2017 DOI: 10.1177/0971890717736216
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