Anubhav Mishra, Professor - Marketing | Jaipuria

Dr. Anubhav Mishra

Ph.D. - Marketing (IIM, Lucknow)
Associate Dean- Research


Location: Jaipuria Lucknow

Research Areas


Teaching Areas

Consumer Behavior
Digital Marketing
Marketing Management
Integrated Marketing Communications
Marketing Research


Prof. Anubhav Mishra is a Ph.D. (Marketing) from the Indian Institute of Management, Lucknow. He is working as an Professor at Jaipuria Institute of Management Lucknow. He worked as Assistant Professor (Regular faculty) at the Indian Institute of Management, Ranchi for almost three years. He has also done an Executive Post Graduate Program from the Indian Institute of Management, Kozhikode. He has eleven years of Industry experience with reputed firms like SAP Labs India and Infosys Technologies Ltd. He has conducted various MDP programs for executives across different levels. He has also been involved with consulting projects.

Prof. Anubhav Mishra has published in top-ranked International and National journals, for example, Journal of Business Research, Marketing Intelligence and Planning, Journal of Services Marketing, Vikalpa, and Global Business Review. He also reviews papers for journals like Journal of Business Research, Journal of Services Marketing, Journal of Research in Interactive Marketing, Metamorphosis- A Journal of Management Research, Journal of Relationship Marketing, Int. J. of Indian Culture and Business Management (IJICBM), Journal of Advances in Management Research, South Asian Journal of Business Studies, IIMB Management Review, etc. He also publishes in popular media such as The Hindu, ET Brand Equity, Business World, and Campaign India.

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Mishra, A., Shukla, A., Rana, N., & Dwivedi, Y. (2020). From ‘touch’ to a ‘multisensory’ experience: The impact of technology interface and product type on consumer responses. Psychology & Marketing, 38(3), pp 385-396. (

Mishra, A., & Samu, S. (2021). Impact of fake news on Social Image Perceptions and Consumer Behavioral Intentions. Journal of Consumer Marketing, 38(6), pp 601-613.(

Mishra, A., & Mehra, P. (2021). Role of communication, influence, and satisfaction in patient recommendations of a physician. Vikalpa, 46(2), pp 99-111.(

Mishra, A., & Maity, M. (2021). Influence of parents, peers, and media on adolescents’ consumer knowledge, attitudes, and purchase behavior: a meta-analysis. Journal of Consumer Behaviour, 20(6), pp 1675-1689.(

Mishra, A., Shukla, A., & Sharma, S. K. (2021). Psychological determinants of users’ adoption and word-of-mouth recommendations of Smart Voice Assistants. International Journal of Information Management, (), pp .(

Shukla, A., & Mishra, A. (2021). Effects of visual information and argument concreteness on purchase intention of consumers towards online hotel booking. Vision: The Journal of Business Perspective, (), pp  1-11.(

Mishra, A., Govind, R., & Samu, S. (2022). If Tomorrow Never Comes: The impact of Anxiety, Materialism, and Attitude on Consumption Behavior in a Pandemic. Journal of Consumer Marketing, online first(), pp .(

Mishra, A., & Shukla, A. (2022). Gyan Fresh: Digital Transformation of Dairy Business with Resilience and Technology Innovation. FIIB Business Review, online first(), pp .(

Shukla, A., & Mishra, A. (2022). Role of review length, review valence and review credibility on consumer’s online hotel booking intention. FIIB Business Review, online first(), pp  1-12.(

Mishra, A., Shukla, A., Rana, N. P., Currie, W. L., & Dwivedi, Y. K. (2023). Re-examining post-acceptance model of information systems continuance: A revised theoretical model using MASEM approach. International Journal of Information Management, 68, 102571(

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