Utkarsh
Indian Institute of Management Kashipur, TA Pai Management Institute, University of Lucknow, Jaipuria Institute of Management Noida
0000-0003-2183-8593
About
Dr. Utkarsh has over eight years of teaching and research experience in field of marketing management. He received MBA and PhD degree from University of Lucknow, India. Before joining IIM Kashipur he was a faculty at TAPMI , Manipal. In the beginning of his academic career he served as Research Associate at IIM Lucknow. Dr. Utkarsh’s teaching interests include Consumer Behavior, Retail Management, Digital and Social Media marketing, Marketing Management and Business Simulation.
Dr. Utkarsh’s research area is Services Marketing and Consumer Well-being. More specifically, his work is focused on information search behavior in services, and role of service type and culture in advertising. His recent work focuses on enhancing financial well-being of young adults. In 2011 he was awarded Junior Research Fellowship from University Grants Commission, India for pursuing research in management. He has published in internationally reputed journals such as International Journal of Consumer Studies, Journal of Retailing and Consumer Services, Services Marketing Quarterly, The Marketing Review and Information Technology and Tourism. He has reviewed manuscripts for Journal of Business research, Journal of Retailing and Consumer services, Emerald Emerging Markets Case Studies, EMAC Conference 2017 and Mc Graw Hill India. He is also a recipient of Late G.D. Sardana Young Scholar Award conferred by BIMTECH Noida in 2016.
Employment
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Indian Institute of Management Kashipur Assistant Professor2020 - Present
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TA Pai Management Institute Assistant Professor2017 - 2020
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Jaipuria Institute of Management Noida Assistant Professor2017 - 2017
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Fortune Institute of International Business Assistant Professor2015 - 2016
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Indian Institute of Management Lucknow Research Associate2009 - 2011
Education
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University of Lucknow Ph.D.2011 - 2015
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University of Lucknow MBA2006 - 2008
Projects & Funding
Projects & funding information is unavailable.
Publications (16)
- What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications Save
- Determinants of positive financial behavior: a parallel mediation model Save
- Effects of in-store information quality and store credibility on consumer engagement in green retailing Save
- Tangible and intangible quality cues in service advertising: A construal level theory perspective Save
- Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective Save
- A bibliometric review of research on COVID-19 and tourism: Reflections for moving forward Save
- Catch them young: Impact of financial socialization, financial literacy and attitude towards money on financial well‐being of young adults Save
- Effect of consumer self-confidence and previous experience on information source preference Save
- Effect of consumer self‐confidence on information search and dissemination: Mediating role of subjective knowledge Save
- Message strategy of promotional e-mails in India: a content analysis Save