Below is list of my noted publications:


Journal of Business Research - Elsevier

Kumar, A., Paul, J., & Unnithan, A. (2019). ‘Masstige’ marketing: A review, synthesis and research agenda. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2019.09.030. Elsevier Publication. Impact Factor: 4.02

Click to read article at Journal Page


International Business Review - Elsevier

Kumar, A., & Paul, J. (2018). Mass prestige value and competition between American versus Asian laptop brands in an emerging market-Theory and evidence. International Business Review. 27(5), 969-981. https://doi.org/10.1016/j.ibusrev.2018.02.007. Elsevier Publication. Impact Factor - 3.63.

Click to read article at Journal Page


Spanish Journal of Marketing - Emerald

Kumar, A. (2018). Story of Aaker’s Brand Persoanlity Scale Criticism. Spanish Journal of Marketing. 22(2), 203-230. doi: 10.1108/SJME-03-2018-005. Emerald Publication. https://www.emeraldinsight.com/doi/full/10.1108/SJME-03-2018-005

Full Text of Article- Researchgate

 


Paradigm - Sage

Kumar, A., & Sharma, R. (2017). Perceived Influential Aspects of Advertising. Paradigm, 21(2), 1-19. doi: 10.1177/0971890717736216. Sage Publication.

http://journals.sagepub.com/doi/pdf/10.1177/0971890717736216


Journal of Marketing Analytics -  Springer

Bishnoi, V. K., & Kumar, A (2016). Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India. Journal of Marketing Analytics, 4(1), 14-27. doi:10.1057/jma.2016.3. Springer Publication.

https://link.springer.com/article/10.1057/jma.2016.3

Full text of article - Researchgate