Debashree Roy Bhattacharjee
XLRI, Indian Institute of Technology Dhanbad, Xavier School of Management, IISWBM, TAPMI
0000-0002-6710-2111
About
Dr. Debashree Roy Bhattacharjee is an Assistant Professor of Marketing at XLRI – Xavier School of Management, India, specializing in marketing communications, brand management, and consumer behavior. Her research focuses on contemporary issues at the intersection of advertising, consumer psychology, and social impact, with particular emphasis on body positivity, responsible advertising, and consumer well-being in digital environments.
Dr. Roy Bhattacharjee’s research contributes to advancing understanding of how inclusive and socially responsible marketing practices shape consumer perceptions, emotional responses, and brand relationships. Her broader scholarly interests include AI in advertising and the evolving role of digital and social media in influencing consumer attitudes and decision-making.
Employment
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XLRI Assistant Professor2026 - Present
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Indian Institute of Technology Dhanbad Assistant Professor2024 - 2025
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TAPMI Assistant Professor2022 - 2023
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Great Lakes Institute of Management Assistant Professor? - 2024
Education
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Xavier School of Management FPM2018 - 2022
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IISWBM MBA2013 - 2015
Projects & Funding
Projects & funding information is unavailable.
Publications (8)
- Business-to-Business (B2B) branding: What we know and where do we go Save
- Fun or warm: How conversational style boosts customer engagement Save
- Perfectly Imperfect: How Body-Positive Advertisements in Social Media Foster Consumer Engagement Save
- Examining process mechanism of celebrity attributes on brand advocacy Save
- How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness Save
- Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands Save
- What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence Save
- Brand communities: A literature review and future research agendas using TCCM approach Save