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Dr Ajay Kumar
Dr Ajay Kumar
Assistant Professor, Central University of Haryana
Verified email at cuh.ac.in - Homepage
Title
Cited by
Cited by
Year
‘Masstige’marketing: A review, synthesis and research agenda
A Kumar, J Paul, AB Unnithan
Journal of Business Research 113, 384-398, 2020
2092020
Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence
A Kumar, J Paul
International Business Review, 2018
962018
Do brands make consumers happy?- A masstige theory perspective
A Kumar, J Paul, S Starcevic
Journal of Retailing and Consumer Services 58, 2020
462020
Story of Aaker’s brand personality scale criticism
A Kumar
Spanish Journal of Marketing - ESIC, 2018
402018
Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India
VK Bishnoi, K Ajay
Journal of Marketing Analytics 4 (1), 14-27, 2016
172016
Perceived influential aspects of TV advertising
A Kumar, R Sharma
Paradigm 21 (2), 192-210, 2017
72017
Designing the marketspace for millennials: fun, functionality or risk?
A Singh, A Kumar
Journal of Marketing Analytics 9 (4), 311-327, 2021
32021
What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions
AK Neeraj Dhiman
Journal of Interactive Marketing, 2022
12022
Consumers' relationship with mass prestige brands and happiness
H Nobre, A Kumar, MN Kastanakis, J Paul
European Management Review, 2022
2022
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