Prathamesh Kittur

Ph.D. (Marketing) VGSOM, IIT Kharagpur M.Tech (Communication and Networks), National Institute of Technology, Rourkela
Assistant Professor


Location: Jaipuria Noida


2.1 Years

Academic: 0.6 Years

Industry: 1.5 Years

Teaching Areas



Prof. Prathamesh V Kittur is pursuing a Ph.D. in Marketing from VGSOM, IIT Kharagpur. His research interests are B2B Marketing, Services Marketing, Consumer Behaviour, etc. He has published in the Journal of Business and Industrial Marketing and presented his research work at reputed conferences. He has completed his M. Tech in Communication Networks from NIT Rourkela, India, and B. Tech from Govt. College of Engineering, Karad, India.


Kittur, P., and Chatterjee, S. (2020). Goods and services related brand image and B2B customer loyalty:

effects of construal level. Journal of Business and Industrial Marketing. (ABDC A, ABS 2, IF-3.462)

  • Empirical evaluation of relative importance of goods based brand image (GBBI) and service based brand image (SBBI) in industrial markets.
  • Study of effects of construal level on GBBI-satisfaction-loyalty as well as SBBI-satisfaction-loyalty relationships.

Kittur, P., Chatterjee, S., and Upadhyay, A. (2021). Mapping the intellectual structure of business-to-business loyalty literature: a bibliometric analysis approach. Journal of Business and Industrial Marketing.  (ABDC A, ABS 2, IF-3.462)

  • Create a baseline for presenting precise and comprehensive insights into research themes in B2B loyalty area, and identifies progressive trends over a period.
  • Burst analysis and keyword analysis.
  • Identify key behavioral theories used in B2B loyalty research.

Kittur, P., Chatterjee, S., and Upadhyay, A. (2022). Antecedents and consequences of reliance in the context of B2B brand image. Journal of Business and Industrial Marketing (ABDC A, ABS 2, IF-3.462)

  • Study of key antecedents of trust and reliance in B2B relationships.
  • Study of consequences of trust and reliance on brand image.

Study of trust-reliance- brand image relationships based on relationship duration, product specific decisions, service specific decisions.

Enquire Now Brochure Call Us
Enquire Now

India's Top Business Management School for PGDM

Apply Now