Prof.

Prof. Anubhav Mishra

Professor
Dean - Research

CONTACT
Email: anubhav.mishra@jaipuria.ac.in
Location: Jaipuria Lucknow

RESEARCH AREAS

Marketing

TEACHING AREAS
Consumer Behavior
Digital Marketing
Marketing Management
Integrated Marketing Communications
Marketing Research

Prof. Anubhav Mishra, a Ph.D. holder in Marketing from the Indian Institute of Management, Lucknow, currently serves as a Professor at Jaipuria Institute of Management, Lucknow. Previously, he held the position of Assistant Professor (Regular faculty) at the Indian Institute of Management, Ranchi, contributing for nearly 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.

Personal Website: https://worldofmarketing.in/

Google Scholar | ORCID

PhD (Marketing)

Mishra, A., Sahu, S. K., & Kingaonkar, S. (2023). MAA Hotels; Rebranding and Digiltal Transformation. Asian Journal of Management Cases, online first(), pp .

DOI: https://doi.org/10.1177/09728201221145224

S. S., Chattopadhyay, T., & Mishra, A. (2023). Role of Intrinsic and Extrinsic Cues on Consumers’ Perceived Product Quality in an Emerging Market. Journal of International Consumer Marketing, (), pp .

DOI: https://doi.org/10.1080/08961530.2023.2215466

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, 102-571.

DOI: https://authors.elsevier.com/sd/article/S0268-4012(22)00105-0

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 .

DOI: https://www.emerald.com/insight/content/doi/10.1108/JCM-02-2021-4439/full/html

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

DOI: https://journals.sagepub.com/eprint/QTJUGUZTXR5A2TTXRUBH/full

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.

DOI: https://journals.sagepub.com/doi/full/10.1177/23197145221099683

Sharma, S., & Mishra, A. (2022). Enablers and Inhibitors of Mobile Payments in Rural India: A Dual-Factor Theory Perspective. Information Systems Frontiers, (), pp .

DOI: https://doi.org/10.1007/s10796-022-10355-5

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.

DOI: https://www.emerald.com/insight/content/doi/10.1108/JCM-05-2020-3857/full/html

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

DOI: https://doi.org/10.1177%2F02560909211027090

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.

DOI: https://onlinelibrary.wiley.com/doi/10.1002/cb.1946?af=R

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 .

DOI: https://www.sciencedirect.com/science/article/abs/pii/S0268401221001067?via%3Dihub

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.

DOI: https://journals.sagepub.com/doi/10.1177/09722629211038069

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.

DOI: https://doi.org/10.1002/mar.21436

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