Abhigyan Sarkar

Abhigyan Sarkar

Assistant Professor

Area: Marketing
Email: asarkar@imt.edu

2005: MBA (Marketing) from West Bengal University of Technology
2012: PhD (Marketing) from ICFAI University Dehradun

Marketing Communication, Brand Management, Consumer Behavior.

Consumer-Brand Relationship

Articles/Papers Published:
  • Sarkar, J. G. and Sarkar, A. (Forthcoming), “Investigating young consumers’ retail purchase embarrassment”, Marketing Intelligence and Planning (This journal is indexed in ABDC-A).
  • Sarkar, A. and Sarkar, J. G. (Forthcoming), “Sing Hosanna for the Brands: The Process of Substituting Religion with Brand”, Society and Business Review (This journal is indexed in ABDC-B).
  • Sarkar, J. G. and Sarkar, A. (Forthcoming), “Brand religiosity: An epistemological analysis of the formation of social anti-structure through the development of distinct brand sub-culture”, Society and Business Review (This journal is indexed in ABDC-B).
  • Sarkar, J. G. and Sarkar, A. (2016), “Up, Close and Intimate: Qualitative Inquiry into Brand Proximity amongst Young Adult Consumers in Emerging Market”, Young Consumers, Vol. 17 No. 3, pp. 256-273 (This journal is indexed in ABDC-B).
  • Sreejesh, S., Sarkar, A. and Roy, S. (2016), “Validating a scale to measure consumer’s luxury brand aspiration”, Journal of Product & Brand Management, Vol. 25 No. 5, pp. 465-478 (This journal is indexed in ABDC-B).
  • Sreejesh, S., Sarkar, A. and Pradhan, S. (2016), “Examining the roles played by store satisfaction-love framework in shaping the influence of store loyalty programmes”, Management Research Review, Vol. 39 No. 8, pp. 879-898 (This journal is indexed in ABDC-C).
  • Sarkar, A. and Sarkar, J. G. and Rao, K. S. V. G. (2016),”How to develop emotional attachment amongst patients towards hospitals? A Qualitative Investigation in the Context of Emerging Indian Market”, Journal of Asia Business Studies, Vol. 10 No. 3, pp. 213-229 (This journal is indexed in ABDC-C).
  • Sarkar, A. and Sarkar, J. G. (2016), “Devoted to you my love: Brand devotion amongst young consumers in emerging Indian market”, Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2, pp. 180-197 (This journal is indexed in ABDC-B & SCOPUS).
  • Sarkar, J. G., Sarkar, A. and Ponnam, A. (2015). “Exploration of brand sacralization among the young adult consumers in the context of emerging Asian market”, Young Consumers, Vol. 16 No. 3, pp. 264-280 (ABDC-B/SCOPUS).
  • Ghosh, T. and Sarkar, A. (2016), “To feel a place of heaven: Examining the role of sensory reference cues and capacity for imagination in destination marketing”, Journal of Travel & Tourism Marketing, Vol. 33, Special issue 1, pp. 25-37 (ABDC-A/SCOPUS/ 5 years impact factor: 1.205).
  • Sarkar, A. and Sarkar, J. G. (2015), “Development of a theoretical framework for brand devotion”, The Marketing Review, Vol. 15 No. 2, pp. 185-199 (This journal is indexed in ABDC-C category, ABS and ERA).
  • Sarkar, Abhigyan., Rao, Venugopal. and Radhakrishna, G. (2014). “Brand love and brand jealousy: Routes to persuasion”, The Marketing Review, Vol. 14 No. 3, pp. 265-278 (This journal is indexed in ABDC-C category, ABS and ERA).
  • Ponnam, A., Sahoo, D., Sarkar, A. and Mohapatra, S. (2014). “An exploratory study on factors affecting credit card brand and category selection in India”, Journal of Financial Services Marketing, Vol. 19 No. 3, pp. 221-233 (This journal is indexed in ABDC-B category, ABS, ERA and SCOPUS).
  • Sarkar, A. (2014). “Brand love in emerging market: A qualitative investigation”, Qualitative Market Research: An International Journal, Vol.17 No.4, pp. 481-494 (This journal is indexed in ABDC-B category, ABS, ERA and SCOPUS).
  • Sarkar, Abhigyan. and S, Sreejesh. (2014). “Roles played by brand love and jealousy in shaping customer engagement”, Journal of Product and Brand Management, Vol. 23 No. 1, pp. 24-32 (This journal is indexed in ABDC-B category, ABS, ERA and SCOPUS).
  • Sarkar, Abhigyan. (2013). “Romantic Brand Love: A Conceptual Analysis”, The Marketing Review, Vol. 13 No.1, pp. 23-37 (This journal is indexed in ABS, ABDC-C category, ERA).
  • Sarkar, Abhigyan., Ponnam, Abhilash. and Murthy, B Kinnera. (2012). “Understanding and Measuring Romantic Brand Love”, Journal of Customer Behavior, Vol. 11 No.4, pp. 324-347 (This journal is indexed in ABS, ABDC-C category, ERA).
  • Roy, Sanjit., Eshghi, Abdolreza. and Sarkar, Abhigyan. (2013). “Antecedents and Consequences of Brand Love”, Journal of Brand Management, Vol. 20 No. 4, pp. 325-332 (This journal is indexed in ABS, ABDC-A category, ERA and SCOPUS).
  • Sarkar, Abhigyan. (2012). “Loving a brand: Empirical Investigation of Consumer-Brand Love Relationship”, International Journal of Applied Behavioral Economics, Vol. 1 No.3, pp. 28-38 (This journal is indexed in Ulrich’s Periodicals Directory).
  • Sarkar, Abhigyan. (2011). “An Analysis of Indian Export in Post-Liberalization Era”, Annals of the University of Bucharest – Economic and Administrative Series, Vol. 5, pp. 207-220 (This journal is listed in Cabell’s Directories, EBSCO-CEEAS, Index Copernicus and Ulrich’s Periodicals Directory).
  • Sarkar, Abhigyan. (2011). “Impact of Utilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits and Risks in Online Shopping” , International Management Review, Vol. 7 No.1, pp. 58-65 (This journal is listed in Cabell’s Directories).
  • Sarkar, Abhigyan. (2011). “Romancing with a Brand: A Conceptual Analysis of Romantic Consumer-brand Relationship”, Management & Marketing, Vol.6 No.1, pp.79-94 (This journal is indexed in Cabell’s Directories, EBSCOHOST and Copernicus).
  • Sarkar, Abhigyan. (2010). “Consumers’ Perceived Shopping Values in Mobile phone & Laptop Computer Market in India”, Romanian Journal of Marketing, Vol. 2, pp. 44-75 (This journal is indexed in Cabell’s Directories).
Papers Presented:
  • Sarkar, Abhigyan. (2010). Impact of Utilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits and Risks in Online Shopping, presented in the International Conference on Marketing & Business Strategy, IBS Hyderabad, India.
  • Sarkar, Abhigyan. (2009). Hedonic and Utilitarian Sources of Consumer Attitude, presented in the International Conference on Marketing & Business Strategy, IBS Hyderabad, India.
  • Sarkar, Abhigyan. (2009). Impact of Hedonic and Utilitarian Shopping Values on the Buyer’s Online Shopping Behavior, presented in the 7th AIMS International Conference on Management, IIM Bangalore, India.
Academic Experience

IBS Hyderabad: February 2012 – April 2015.
IMT Ghaziabad: April 2015-till date.

Professional Experience

Worked in life insurance sector in sales department during 2005 to 2007.

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