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Aditya Shankar Mishra
Aditya Shankar Mishra
Assistant Professor (Grade – I)
  • Marketing Management


  •  Ph.D.(I.F.H.E, Hyderabad)
  •  V.S.P.(COBI, University of Toledo, OH,USA)
  •  MBA (Marketing)

Teaching Areas

  • Product and Brand Management
  • Marketing Research
  • Marketing Management
  • Marketing Analytics
  • Customer Relationship management
  • Advanced Research Methodology to FPM

National/ International Teaching/ Research Experiences

  • Consulting Editor, IUP Journal of Effective Executive (2015-2018)
  • ICFAI Business School, Hyderabad (2013-2018)
  • HDFC Bank Ltd., New Delhi (2008-2009)
  • ICICI Prudential LIC Ltd., New Delhi (2006-2008)

Research Areas

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

Current Research Interests:

  • Social Media Influencers
  • Financial Inclusion.

Publications/ Articles/ Cases

    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
  • 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
  • Antecedents of Consumers' Engagement with Brand-related Content on Social Media', Marketing Intelligence and Planning, 37(4), pp. 386-400. 2019
  • Application of GREEN scale to understanding US consumer response to green marketing communications.' Psychology & Marketing, 35(11), pp. 863-875. 2018
  • Exploring Brand Personality-Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context. Psychology & Marketing, 32(12), pp. 1158-1174, 2015.
  • 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.
  • GREEN consumption values and Indian consumer response to marketing communications'. Journal of Consumer Marketing, 33(7), pp. 562-573, 2016.
  • Green advertising receptivity: An initial scale development process.' Journal of Marketing Communications, 22(3), pp. 327-345, 2016.
  • Mobile payments adoption by US consumers: An extended TAM', International Journal of Retail and Distribution Management, 45(6), pp. 626-640, 2017.
  • Brand-Celebrity Match and its impact on Advertising Effectiveness', DLSU Business and Economics Review, 25(1), pp. 16-27, 2015.
  • Match-Up on Physical Attractiveness: Effectiveness of Cartoon Spokes-Character and Human Spokesperson', Indian Journal of Marketing, 44(4), pp. 34-42, 2014.
  • 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.
  • Exploring the Factors Leading to the Brand-Building Of Financial Services: A Literature Review Approach’, Psychology and Education Journal, 57(9), 1732-1743. 2020 
  • The Linkage between Financial Crisis and Corporate Governance: A Literature Review’, The IUP Journal of Corporate Governance, 10(3), pp. 71-84. 2011
  • 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.
  • 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:
  • 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:
  • Roy, S., Mishra, A. S. & Bailey, A. A. (2018), "Celebrity co-creation and consumer attitudes: An exploration from multiple perspectives in India", 13th Global Brand Conference, Northumbria University, Newcastle, UK, May 2-4.
  • Mishra, Aditya Shankar & Mohanty, Pankaj (2017). "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.
  • Bannerjee, Pratyush & Mishra Aditya S. (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.
  • Roy, Subhadip and Mishra, Aditya (2016). "Entertainment theory and Celebrity Endorsement: Integrating Celebrity Worship and Celebrity Profession", 3rd International Communication Management Conference (ICMC) MICA, Ahmedabad, February 18-20.
  • Bailey, Ainsworth A. and Mishra, Aditya (2014). "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.
  • Mishra, Aditya Shankar and Dwesar, Rishi (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.
  • Mishra, Aditya Shankar; Bailey, Ainsworth Anthony; and Roy, Subhadip (2013). "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.
  • Bailey, Ainsworth Anthony; Mishra, Aditya; Pentina, Iryana; and Mimoun, Mohammad Salim Ben (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.
  • Mishra, Aditya Shankar (2012). "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.
  • Mishra, Aditya Shankar; and Bailey, Ainsworth Anthony (2012). "Impact of Spokes-character Types and Gender in 'Green Advertising'", 34th ISMS Marketing Science Conference, Boston University, Boston (USA), June 7-9, 2012.
  • Mishra, Aditya Shankar; and Bailey, Ainsworth Anthony (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.