Dr Ajay Kumar
Dr Ajay Kumar
Assistant Professor, Central University of Haryana
Verified email at - Homepage
Cited by
Cited by
‘Masstige’marketing: A review, synthesis and research agenda
A Kumar, J Paul, AB Unnithan
Journal of Business Research 113, 384-398, 2020
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
Do brands make consumers happy?- A masstige theory perspective
A Kumar, J Paul, S Starcevic
Journal of Retailing and Consumer Services 58, 2020
Story of Aaker’s brand personality scale criticism
A Kumar
Spanish Journal of Marketing - ESIC, 2018
What we know and don’t know about consumer happiness: Three-decade review, synthesis, and research propositions
N Dhiman, A Kumar
Journal of Interactive Marketing 58 (2-3), 115-135, 2023
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
Consumers' relationship with mass prestige brands and happiness
H Nobre, A Kumar, MN Kastanakis, J Paul
European Management Review, 2022
Designing the marketspace for millennials: fun, functionality or risk?
A Singh, A Kumar
Journal of Marketing Analytics 9 (4), 311-327, 2021
Perceived influential aspects of TV advertising
A Kumar, R Sharma
Paradigm 21 (2), 192-210, 2017
Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools
N Dhiman, M Jamwal, A Kumar
Journal of Business Research 167, 114142, 2023
Masstige marketing in 2023 and beyond: An introduction to the special issue on masstige marketing
AB Unnithan, M Laroche, A Kumar
International Journal of Consumer Studies 48 (2), e13018, 2024
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