0000-0002-8273-5355 Employment
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Indian Institute of Management Shillong Professor2026 - Present
Education
Education history is unavailable.
Projects & Funding
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Publications (33)
- Mystery That Sells: Using Uncertainty to Spark Sustainable Consumption Save
- Do Virtual Influencers Work for Luxury Brands? How Influencer Type and Message Appeal Shape Consumer Responses Through Schema Congruity Save
- Storytelling Ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self‐Construal Save
- Role of Consumer Minimalism and Psychological Ownership in Consumption Behavior Save
- Are there universal themes in story advertisements? a cross-country study on identification, usage, and attitudes towards story ad themes Save
- Sustainable practices, mindfulness, tranquility, and well-being: A mixed-method approach Save
- Multi-homing in B2B services: a psychological perspective Save
- Universal emotional arc structure in advertisements and their favorability Save
- The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator: Focused Study on Nonprofit Organizations in India Save
- Scrutinizing the efficacy of branded apps quality to counter counterfeiting and restore trust in m-commerce Save