Vikas Kumar

Employment

• Indian Institute of Management Sirmaur Associate Professor
  2016 - Present

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (24)

• Driving customer engagement for authentic brands through brand stereotypes: an application of stereotype content model
  Global Knowledge, Memory and Communication 2025 DOI: 10.1108/gkmc-09-2024-0572
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• Driving online brand community engagement through brand authenticity: psychological brand ownership as a moderator
  Global Knowledge, Memory and Communication 2025 DOI: 10.1108/gkmc-06-2024-0333
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• Destination social responsibility as a driver of destination stereotypes and engagement
  Tourism and Hospitality Research 2025 DOI: 10.1177/14673584251390506
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• Role of brand heritage and nostalgia in developing perceived brand authenticity
  Global Knowledge, Memory and Communication 2024 DOI: 10.1108/gkmc-08-2023-0289
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• Brand ethicality as a driver of psychological, affective and behavioral response to a brand
  Marketing Intelligence & Planning 2023 DOI: 10.1108/MIP-05-2023-0193
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• Building relationship orientation among travelers through destination brand authenticity
  Journal of Vacation Marketing 2023 DOI: 10.1177/13567667221095589
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• Role of customer perceived brand ethicality in inducing engagement in online brand communities
  Journal of Retailing and Consumer Services 2023 DOI: 10.1016/j.jretconser.2022.103184
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• Enhancing participation intentions in online brand communities
  Marketing Intelligence & Planning 2022 DOI: 10.1108/MIP-02-2022-0061
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• Engaging luxury brand consumers on social media
  Journal of Consumer Marketing 2022 DOI: 10.1108/jcm-10-2020-4175
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• Engaging customers through brand authenticity perceptions: The moderating role of self-congruence
  Journal of Business Research 2022 DOI: 10.1016/j.jbusres.2021.08.065
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