Our Faculty

Aditya Shankar Mishra

Assistant Professor
  • Ph.D. (ICFAI Foundation for Higher Education, Hyderabad), 2009-2013
  • Visiting Scholar (College of Business & Innovation, University of Toledo, OH, USA), 2011-2012
  • MBA (Marketing), 2006

Dr. Aditya Shankar Mishra is a B.Sc. (Physics Honours) and an MBA in Marketing. He obtained his Ph.D. in Marketing from ICFAI Foundation for Higher Education, Hyderabad (India), in 2013. He was a visiting research fellow at the College of Business and Innovation, University of Toledo, Ohio (USA), for one year (2011-2012). He has over 12 years of experience in teaching and research. Before academics, he worked for ICICI Prudential and HDFC Bank for around three years. During his corporate stint, he was awarded many accolades. ICICI Prudential’s ‘Scroll of Honor’ was the most coveted among those.

He has published research papers in many international journals of repute, such as ‘Psychology and Marketing,’ ‘Journal of Advertising Research,’ ‘Journal of Consumer Marketing,’ ‘Journal of Marketing Communications,’ ‘International Journal of Retail and Distribution Management,’ ‘Journal of Strategic Marketing’, ‘Marketing Intelligence and Planning’, etc. He has presented research papers at many reputed international conferences such as the American Marketing Association (AMA), Academy of Marketing Sciences (AMS), INFORMS, IIM-Ahmedabad, etc. His teaching interests are Product and Brand Management, Business Research Methodology, Marketing Management, Marketing Analytics, and Advanced Quantitative Research Techniques. His research interests include Celebrity Endorsement, Brand Personality, Green Marketing, Technology Acceptance Model, Social Media Marketing, etc. Dr. Mishra has been awarded many accolades in teaching and research alike.

In addition to teaching and research, he is also involved in various institutional development assignments. He is presently serving as the Editor of IIM Ranchi’s first journal ‘IIM Ranchi Journal of Management Studies (IRJMS).’ Simultaneously, as the Co-Chair, he is associated with the center of excellence, ‘Atal Bihari Vajpayee Centre for Leadership, Policy, and Governance (ABVCLPG).’ He is a member of various academic committees.

Teaching Areas

  • Product and Brand Management
  • Business Research Methodology
  • Marketing Management
  • Marketing Analytics
  • Quantitative Research Methods to FPM
  • Advanced Research Methodology to FPM

Experience

  • Editor, IIM Ranchi Journal of Management Studies (IRJMS) (2021- Till Now)
  • Consulting Editor, Effective Executive, IUP Publications, Hyderabad (2015-2018)
  • Associate Professor, ICFAI Business School, Hyderabad (2016-2018)
  • Assistant Professor, ICFAI Business School, Hyderabad (2013-2016)
  • Visiting Research Scholar, University of Toledo, USA (2011-2012)
  • HDFC Bank Ltd., New Delhi (2008-2009)
  • ICICI Prudential LIC Ltd., New Delhi (2006-2008)

Training & Consulting Areas

  • Quantitative Research Methods
  • Brand Development

Research Area

  • Celebrity Endorsement
  • Branding
  • Green Marketing
  • Mobile Payments
  • Social Media Marketing

Current Research Interests

  • Social Media Influencers
  • Social Media Engagement

Publications

Research & Publications:
  • ‘Exploring COBRAs, its Antecedents and Consequences in the context of Banking Brands’, International Journal of Bank Marketing, 39(5), pp. 900-921, 2021 (ABDC-A, ABS, SCOPUS)
  • ‘Antecedents of Consumers’ Engagement with Brand-related Content on Social Media’, Marketing Intelligence and Planning, 37(4), pp. 386-400, 2019 (ABDC-A, ABS, SCOPUS)
  • ‘Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context’. Psychology & Marketing, 32(12), pp. 1158-1174, 2015 (ABDC-A, ABS-3, SCOPUS)
  • ‘Application of the Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession,’ Journal of Advertising Research, 58(1), pp. 33-50, 2018 (ABDC-A; ABS-3, SCOPUS)
  • ‘Application of GREEN scale to understanding US consumer response to green marketing communications.’ Psychology & Marketing, 35(11), pp. 863-875, 2018 (ABDC-A, ABS-3, SCOPUS
  • ‘Celebrity co‐creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision’. Psychology & Marketing, 41(4), pp. 802-818, 2024 (ABDC-A, ABS-3, SCOPUS)
  • ‘GREEN consumption values and Indian consumer response to marketing communications’. Journal of Consumer Marketing, 33(7), pp. 562-573, 2016 (ABDC-A, ABS, SCOPUS)
  • ‘Emojis: can it reduce post-purchase dissonance?’ Journal of Strategic Marketing, 31(4), pp. 918-939, 2023 (ABDC-A, ABS, SCOPUS)
  • ‘Response to social media influencers (SMIs): Consumer dispositions as drivers,’ International Journal of Consumer Studies, 47 (5), pp. 1979-1998, 2023 (ABDC-A, ABS, SCOPUS)
  • ‘Mobile payments adoption by US consumers: An extended TAM’, International Journal of Retail and Distribution Management, 45(6), pp. 626-640, 2017 (ABDC-A, ABS, SCOPUS)
  • ‘Green advertising receptivity: An initial scale development process.’ Journal of Marketing Communications, 22(3), pp. 327-345, 2016 (ABDC-B, ABS, SCOPUS)
  • ‘Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology’. The International Review of Retail, Distribution and Consumer Research, 30(2), 143-163, 2020 (ABDC-B, ABS, SCOPUS)
  • ‘Value-based nudging of ethnic garments: a conjoint study to differentiate the value perception of ethnic products across Indian Markets’, Journal of Fashion Marketing and Management, Vol. 27 No. 4, pp. 612-631, 2023 (ABDC-B, ABS, SCOPUS)
  • ‘Brand-Celebrity Match and its impact on Advertising Effectiveness’, DLSU Business and Economics Review, 25(1), pp. 16-27, 2015 (SCOPUS)
  • ‘Match-Up on Physical Attractiveness: Effectiveness of Cartoon Spokes-Character and Human Spokesperson’, Indian Journal of Marketing, 44(4), pp. 34-42, 2014 (ABDC-C, SCOPUS)
  • ‘Marketing Schools of Thoughts and Their Present Day Relevance, FIIB Business Review, 12(4), pp. 351-361, 2024 (ABDC-C, SCOPUS)
  • “Evaluating the millennial mothers’ relationship building process with baby care brands across two emerging economies”, Journal of Indian Business Research, 16(2), pp. 223-243, 2024 (ABDC-C, SCOPUS)
  • ‘Exploring the Factors Leading to the Brand-Building of Financial Services: A Literature Review Approach’, Psychology and Education Journal, 57(9), 1732-1743, 2020 (SCOPUS)
  • ‘The Linkage between Financial Crisis and Corporate Governance: A Literature Review’, The IUP Journal of Corporate Governance, 10(3), pp. 71-84, 2011 (ABDC-C)
  • ‘Perception of Value Dimensions across Customer Satisfaction and Loyalty Levels’. Empirical Economics Letters, 22 (2), pp. 103-125, 2023 (ABDC-C)
  • ‘The Brand Personality Scale: Validation in the Indian Context.’ South Asian Journal of Marketing & Management Research, 1(2), pp. 1-19, 2011
  • ‘Validity of Jennifer Aaker’s Brand Personality Scale in India.’ Romanian Journal of Marketing, 2(2011), pp.17-24, 2011
  • ‘Destination Branding: A Case Study of Hong Kong’, The IUP Journal of Brand Management, 7(3), pp. 49-60, 2010
Book Chapters:
  • Internal Marketing, Retail Employee Commitment, and Employee Response to Retail Theft: An Exploration’. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 833-838). Edited by Obal, Michael W., Krey, Nina, Bushardt, Christian. Springer International Publishing, 2016.
  • Impact of Congruence of Celebrity Endorser Personality and Brand Personality on Consumers’ Attitudes and Intentions’ in Values and Vision: Marketing in times of change. Edited by Donald P. Roy, Carrie Trimble, and Stacey Hills. pp. 20-26. 2012
  • Match-Up on the basis of Attractiveness: Human Spokesperson vs. Cartoon Spokes-character’ in Operational Excellence – A Key for Performance Excellence. Edited by Ravi Kumar Jain, Bhimaraya A Metri, and Jatinder N D Gupta. Excel Books: New Delhi. ISBN: 978-93-5062-182-0. pp. 453-463, 2012.
Cases:
  • ‘Simira Diagnostics: Is Crafting the Brand Identity Enough? , W37007, Ivey Publishing, https://store.hbr.org/product/simira-diagnostics-is-crafting-the-brand-identity-enough/W37007
  • Pro-Kabaddi League: Changing the Face of Indian Kabaddi’, MKTG351, IBS Center for Management Research (India). Listed on ‘The Case Centre’, Ref. No. 516-0215-8.
  • Revival of Tata Nano: Can the World’s Cheapest Car Maintain the Momentum?’, MKTG286, IBS Center for Management Research (India). Listed on ‘The Case Centre’, Ref. No. 512-011-1.
  • Unilever’s ‘Power Brands’ Strategy’, MKTG263, IBS Center for Management Research (India), Listed on ‘The Case Centre’, Ref. No. 511-015-1.
Papers Presented at International Conferences:
  • ‘Chiaroscuro shade of brand activism: Exploring the bright and dark side of brand activism on consumers’ social well-being’, Global Brand Conference, Edinburgh Napier University, Edinburgh, Scotland, UK, April, 22-24, 2024.
  • ‘The Role of Customer E-shopping Experience in Increasing Brand Engagement’, Global Brand Conference, Edinburgh Napier University, Edinburgh, Scotland, UK, April, 22-24, 2024.
  • ‘Celebrity Co-Creation vs. Endorsements: An Exploration from Multiple Perspectives’, Global Brand Conference, Edinburgh Napier University, Edinburgh, Scotland, UK, April, 22-24, 2024.
  • ‘Antecedents and consequences of brand activism: An empirical investigation’, ISDSI Global Conference, IIM Ranchi, December 27-29, 2023.
  • ‘Influencing customer’s intentions through brand’s marketing efforts and consumers’ engagement’, ISDSI Global Conference, IIM Ranchi, December 27-29, 2023.
  • ‘Impact Of Social Media Marketing Activities (SMMAs) On Brand Equity’, International Conference on Reimagining Marketing with Technology (ICRMT 2023) Indian Institute of Management, Jammu, February 10-11, 2023.
  • ‘Can emojis aid in service recovery efforts?’, 2023 American Marketing association (AMA) Winter Academic Conference, Nashville, Tennessee, USA, February 6-12, 2023.
  • ‘Role of e-Shopping Experiences in Consumers’ Engagement’, Australia and New Zealand Marketing Academy Conference ANZMAC 2022, Perth, Australia, December 5-7, 2022.
  • ‘Antecedents and Consequences of Brand activism’, Australia and New Zealand Marketing Academy Conference ANZMAC 2022, Perth, Australia, December 5-7, 2022.
  • ‘Celebrity co-creation and consumer attitudes: An exploration from multiple perspectives in India’, 13th Global Brand Conference, Northumbria University, Newcastle, UK, May 2-4, 2018
  • ‘Exploration of customer online shopping experience types and their effects on customer satisfaction,’ 5th International Conference on Business Analytics and Intelligence, IIM Bangalore, December 11-13, 2017.
  • ‘Capturing shifting image of gender role portrayal in Indian advertisements: A content analysis of television ads,’ 12th SIMSR Global Marketing Conference, K J Somaiya Institute of Management Studies & Research, Mumbai, February 9-10, 2017.
  • ‘Entertainment theory and Celebrity Endorsement: Integrating Celebrity Worship and Celebrity Profession’, 3rd International Communication Management Conference (ICMC) MICA, Ahmedabad, February 18-20, 2016.
  • ‘Market Segmentation of online shoppers: a critical review of factors and methodological improvements’, 6th International Conference on Marketing and Business Strategy (ICOMBS) IBS, Hyderabad, October 30-31, 2015.
  • ‘Internal Marketing, Retail Employee Commitment and Employee Response to Retail Theft: An Exploration’, 2014 Academy of Marketing Sciences (AMS) Annual Conference, Indianapolis (USA), May 21-23, 2014.
  • ‘The Differential Impact on Ad- and Brand-based Evaluations: National vs. Regional Celebrities’, 2014 IIM Lucknow Annual Conference on Emerging Markets,New Delhi, January 9-11, 2014.
  • ‘Celebrity Endorser-Brand Personality Congruence and its impact on Consumers’ Attitudes and Intentions’, 5th IIM Ahmedabad Conference on Marketing in Emerging Economies, January 9-11, 2013.
  • ‘Application of an Extended TAM to the Assessment of Mobile Payments Adoption in the US’, American Marketing Association (AMA) Summer Marketing Educators’ Conference, Boston, August 9-11, 2013.
  • ‘Consumer Evaluation of ‘Lifebuoy Brand Extensions in India’, International Conference on Marketing and Business Strategy, IBS Hyderabad, August 8-9, 2013.
  • ‘Match-Up on the basis of Attractiveness: Human Spokesperson vs. Cartoon Spokes-Character’,6th International Conference on Decision Sciences for Performance Excellence, ISDSI-IBS Hyderabad, December 27-29, 2012.
  • ‘Impact of Spokes-character Types and Gender in ‘Green Advertising’’, 34th ISMS Marketing Science Conference, Boston University, Boston (USA), June 7-9, 2012
  • ‘Impact of Congruence of Celebrity Endorser Personality and Brand Personality on Consumers’ Attitudes and Intentions’, Spring 2012 Marketing Management Association Conference, Chicago (USA), March 28-30, 2012.
  • ‘Validity of Jennifer Aaker’s Brand Personality Scale in India’, International Conference on Marketing and Business Strategy, IBS Hyderabad, December 3-4, 2010

Awards

  • ‘Best Researcher in Marketing’ award at ICBM-AMP Awards for Academic Excellence 2018
  • ICICI Prudential Scroll of Honor in 2007