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Anubhav Mishra
Professor

Dr. Anubhav Mishra is a Professor of Marketing at the KIIT School of Management. Previously, he has taught at the Goa Institute of Management (GIM; AMBA Accredited), T. A. Pai Management Institute (TAPMI; AACSB and AMBA Accredited), ICFAI Business School (IBS; AACSB Accredited), and Amrita School of Business (ASB; AACSB Accredited). He was also associated with Reliance Telecom Ltd. He has qualified for the UGC NET (2012) and completed the Management Teacher’s Program.

His research focuses on the role of consumer psychology with strategic marketing implications in the field of branding, retailing, spatial and numerical processing, and consumption experiences. His work has been published/forthcoming in the Journal of Consumer Behavior, Journal of Brand Management, International Journal of Market Research, Journal of Strategic Marketing, Journal of Consumer Marketing, International Review of Retail, Distribution and Consumer Research, Journal of Global Marketing, and International Journal of Politics, Culture, and Society amongst others. Till date, his research has been cited in class leading journals like the Journal of Marketing (ABDC Journal Ranking ‘A*’; FT50), Journal of the Academy of Marketing Science (ABDC Journal Ranking ‘A*’; FT50), and Journal of Business Ethics (FT50).

He teaches Marketing Research, Product and Brand Management, Retailing Management, Customer Relationship Management, Marketing Management, and Advanced Marketing Management. He has written a book and presented papers at many international and national conferences. He has conducted several MDP/FDPs.

Google Scholar citations – 506 (Click Here)

Research Publication

  1. Mishra, A. A. (2025). Decoding Celebrity-owned Brand Coolness: Exploring its Impact on Brand Experience through Tight and Loose Cultural Contexts, Journal of Brand Management, forthcoming. (ABDC ‘A’; Impact Factor– 4.1) (With Radhika, K.R.)
  2. Mishra, A. A. (2025). From Efficiency to Immersion: Understanding Generational Differences in Avatar Interactions, Computers in Human Behavior, 172. (ABDC ‘A’; Impact Factor – 9.00) (With Pawar, S.S.)
  3. Mishra, A. A. (2024). Low-literate Customer Experience: An Empirical Exploration, Marketing Intelligence & Planning, 42(1). (ABDC ‘A’) (With M. Verma, Ph.D. Student)
  4. Mishra, A. A. (2023). Socio-demographic, Shopping Self-Concept, and Shopping-Context Related Moderators of Customer Experience, International Review of Retail, Distribution and Consumer Research, 33(2). (ABDC ‘B’) (With M. Verma, Ph.D. Student)
  5. Mishra, A. A. (2022), Low-literate Versus Literate Customer Experience: Dimensions, Consequences and Moderators, International Journal of Market Research, 64(1). (ABDC ‘A’; Impact Factor – 3.3) (With M. Verma, Ph.D. Student)
  6. Mishra, A. A. (2020), When should We not expect Attraction Effect? The Moderating Influence of Analytic versus Holistic Thinking, Journal of Strategic Marketing, 28(5). (ABDC ‘A’) (With P. Banerjee, IIM Kozhikode; P. Chatterjee, University of Utah; S. Mishra, University of Kansas)
  7. Mishra, A. A., S. C. Sharma, V. Gautam and R. Manna (2019), Gandhian Values and Consumption Behaviour: Scale Development and Validation, Journal of Strategic Marketing, 27(6). (ABDC ‘A’)
  8. Mishra, A. A. (2019), Loss is a Loss, Why Categorize it? Mental Accounting across Cultures, Journal of Consumer Behaviour, 18(2). (ABDC ‘A’; Impact Factor – 4.4) (With P. Banerjee, IIM Kozhikode; P. Chatterjee, University of Utah; S. Mishra, University of Kansas)
  9. Mishra, A. A. (2018), Consumer Responses to Brand Deletion, Journal of Brand Management, 25(2). (ABDC ‘A’; Impact Factor– 4.1)
  10. Mishra, A. A. (2016), The Role of Customer Gratitude in Relationship Marketing: Moderation and Model Validation, Journal of Strategic Marketing, 24(6). (ABDC ‘A’)
  11. Mishra, A. A. (2015), Consumer Innovativeness and Consumer Decision Styles: A Confirmatory and Segmentation Analysis, International Review of Retail, Distribution and Consumer Research, 25(1). (ABDC ‘B’)
  12. Mishra, A. A. and A. Mishra (2014), National vs. Local Celebrity Endorsement and Politics, International Journal of Politics, Culture and Society, 27(4). (Scopus Q2)
  13. Mishra, A. A. (2014), Shopping Value, Satisfaction and Behavioural Intentions: A Socio-Demographic and Inter-Product Category Study on Private Label Brands, Journal of Global Marketing, 27(4). (ABDC ‘B’)
  14. Mishra, A. A. (2013), Psychoanalytic Accounts of Consuming Desire: Hearts of Darkness, Journal of Consumer Marketing, 30(7). (ABDC ‘A’)
  15. Mishra, A. A. (2012), Not for Free: Revenue Strategies for a New World, Journal of Consumer Marketing, 29(4). (ABDC ‘A’)
  16. Mishra, A. A. (2012), About Face: The Secrets of Emotionally Effective Advertising, Journal of Consumer Marketing, 29(2). (ABDC ‘A’)
  17. Mishra, A. A. and M. K. Srivastava (2012), Shopping Value, Satisfaction and its Behavioral Outcomes in the Purchase of Private Label Branded Products: A Theoretical framework, Journal of Marketing and Operations Management Research, 1(3).
  18. Mishra, A. A. (2012), Consumer Decision-Making Styles and Young-Adult Consumers: An Indian Exploration, Management and Marketing Journal, 8(2).
  19. Mishra, A. A. (2010), In Search of the Obvious: The Antidote for Today’s Marketing Mess, Asia Pacific Business Review, 6(4).
  20. Mishra, A. A. (2010), Factors Affecting Customer Satisfaction and their Relative Importance in the Retail Banking Sector: An Empirical Study, Icfaian Journal of Management Research, 9(3).
  21. Mishra, A. A. (2009), A Study on Customer Satisfaction in the Indian Retail Banking, Icfaian Journal of Management Research, 8(11).

Book Publication

  1. Mishra, A. A. (2011), Customer Satisfaction and Retail Banking: An Indian Experience. LAP Academic Publishing GmbH & Co. KG, Germany. ISBN: 978-3-8443-9423-8

Book Chapter:

  1. Mishra, A. A. and M. K. Srivastava (2013), Shopping Value, Satisfaction and its Behavioral Outcomes in the Purchase of Private Label Branded Products: A Theoretical framework. In P. Kyriazopoulos (Ed.). HRM and Marketing Orientation in the New Era, p. 235-54, Nova Science Publishers: New York. ISBN: 978-1-62808-959-2