BOOKS

BOOKS

Importance of the book:

The introduction of technology into the marketing situation has changed the landscape from service-oriented to consumer-centric. As a result, it is essential to gather information about consumer behaviour. Prof. Varsha Jain’s book “Consumer Behavior-A Digital Native” is an excellent resource for understanding the nuances of consumer behaviour. The book proceeds coherently, beginning with the introduction of digital natives as new customer segments. Furthermore, it explains the consumer behaviour aspects such as personality, attitude, motivation, information processing, and decision making in the digital age with theoretical foundations. The book also includes short and exciting case studies to help readers understand how to apply the aspects of consumer behaviour. Overall, the book provides a holistic, comprehensive overview of consumer behaviour that will give students the necessary skills to learn, understand, and apply in real-world scenarios.

Learning:

The book “Consumer Behavior-A Digital Native” teaches four key lessons:

  1. The book encourages deep-diving into the theoretical underpinnings of several facets of consumer behaviour in the new digital era.
  2. The book helps to apply the primary notion of consumer behaviour to real-world scenarios using several industrial cases and examples.
  3. The books allow readers to think critically and create a new perspective on digital natives.
  4. In summary, the book is an excellent book for learning about customer behaviour, particularly the growing digital native group.
Importance of the book:

Companies and industries are increasingly interested in investing and establishing a foothold in developing countries, particularly India. To learn more, Prof. Varsha Jain’s book “Marketing Management- Indian Cases” is an excellent resource. The book gives an in-depth basic notion of marketing and establishes a connection with a real-life issue, and provides twenty-three case studies from the Indian setting to guarantee learners get practical knowledge. Furthermore, it is imperative to comprehend the complexities of the market’s methods, mechanisms, and applications of various marketing concepts and their use to graduates. As a result, the book “Marketing Management- Indian Cases” gives the necessary learnings, abilities, and information to comprehend, analyze, and evaluate various concepts as well as case studies.

Learning:

Since the marketing landscape is dynamic, a robust theoretical understanding is required to respond to changes. The book “Marketing Management- Indian Cases” teaches readers three critical lessons.

  1. It simplifies the basic marketing principles to ensure a thorough comprehension of the theories and their implementation.
  2. The book’s cases help readers to develop a practical perspective in the Indian setting.
  3. The book has helped me understand Indian market scenarios from a marketing standpoint in a detailed and intellectual approach.
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Years Of Experience
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Global Collaboration
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Global Publications
  • The book titles, ‘Re-imagining Educational Futures in Developing Countries by Profs. Emmanuel Mogaji, Varsha Jain, Felix Maringe, Robert Ebo Hinson was launched during a virtual round table discussion organized by Centre for Multidisciplinary Research and Innovation on April 30, 2022. 
  • The book titled, ‘Consumer Behavior – A Digital Native’ by Profs. Varsha Jain, Jagdish Sheth and Late. Don E Schultz was launched at School Of Management Fudan University Shanghai, China, followed by the distinguished panel members’ which included General Manager Marketing, Oracle, China, Managing Director, Swarovski, China, Professor, Marketing, Fudan University discussion about Consumer Behavior: in the Digital Age on September 26, 2019. 
  • The book titled, ‘Consumer Behavior – A Digital Native’ by Profs. Varsha Jain, Jagdish Sheth and Late. Don E Schultz was launched at MICA, followed by the distinguished panel members’ which included senior marketing professionals from Unilever, Flipkart and Google and marketing faculty from Indian Institute of Management, Ahmedabad, India discussion on Insider’s perspective about Consumer Behavior: A Digital Native on August 26, 2019. 
  • The book titled, ‘Consumer Behavior – A Digital Native’ by Profs. Varsha Jain, Jagdish Sheth and Late. Don E Schultz was launched at IIM Indore at North American Society of Marketing Education in India, NASMEI Summer Conference July, 2019. 
  • Book Talk series at IIM Ahmedabad. Book talk and discussion was held on the book, ‘Consumer Behavior – A Digital Native’ on August 8 2019. 
  • ‘Consumer Behavior – A Digital Native’ book by Profs. Jagdish Sheth, Varsha Jain and Late. Don Schultz was launched at Ahmedabad Management Association, followed by a panel members included senior marketing professionals and leading marketing academicians discussion on Insider’s perspective about Digital Native on 29 August. 
  • The book titled, ‘Consumer Behavior – A Digital Native’ by Profs. Varsha Jain, Jagdish Sheth and Late Don E Schultz was launched at India Habitat Centre, Delhi followed by the distinguished panel members’ included Managing Director, Pantaloons, CEO, Walmart India, Managing Director Pearson had discussion about Consumer Behavior: in the Digital Age on July 20, 2019.
  •  Jain, V., & Joshi, V. (2021). Audi’s community-driven digital advertising approaches for India. In E. Mogaji, Introduction to advertising: understanding and managing the advertising process (pp. 162-163). Routledge.
  • driven advertising approaches for Indian consumers. In E. Mogaji, Introduction to advertising: understanding and managing the advertising process (pp. 199-200). Routledge.
  • Jain, V. & Sheth, J (Forthcoming). Consumer Behavior: A Digital Native (Global Edition) (textbook).
  • Jain, V., Sheth, J & Schultz, D. (2019) Consumer Behavior: A Digital Native (Indian Edition) India: Pearson (textbook)
  • Jain, V., Mogaji, E. (Forthcoming). Qualitative Marketing Research in the Digital Age. UK.
  • Sheth,J., V., Jain, V. Mogaji, E. & Ambika, A. (Forthcoming). Customer Services
  • Sheth,J., V., Jain, V. Mogaji, E. & Ambika, A. (Forthcoming). Artificial Intelligence and  Customer Services
 
  • Shainesh, G., Sheth, J. & Jain, V. (Forthcoming). Customer Relationship Management in the Digital Age. India: Laxmi (Textbook).
  • Mogaji, E., Jain, V., Maringe, F. & Hinson, R. (Forthcoming). Impact of the Pandemic on Higher Education in Emerging Economies: Emerging challenges and opportunities, UK Palgrave Mcmillan (edited book, by invitation).

Sheth, J., V., Jain, V. Mogaji, E. (Forthcoming). Artificial Intelligence and Marketing

  • Gupta, D.G. (2020). Book Review: Consumer behavior: A digital native [Review of the book Consumer behavior: A digital native by Varsha Jain, Jagdish Sheth & Don E. Schultz]. Journal of Macromarketinghttps://doi.org/10.1177/0276146720984204 (ABDC – A journal)
  • Nekmat, E. (2020). Consumer Behavior – A Digital Native (Book Review). Asian Journal of Communication (Q2 journal)

BOOK CHAPTERS

  • Gupta, D. & Jain, V. (Forthcoming). Influence of Mobile Technology Adoption and Usage on the Lives of Poor in emerging Markets, Taylor and Francis, UK
  • Roy, G. & Jain, V. (Forthcoming). How to make Place Branding Content Viral in Pre and Post- pandemic Situations through Instagram? Singapore: Springer.
  • Jain, V., Mogaji, E., Sharma, H., & Babbili, A.S. (2022). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, https://doi.org/10.1080/08841241.2022.2034201 (ABDC – B Journal).
  • A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content through Product Storytelling, Journal of Promotion Management, (ABDC – B Journal, Taylor & Francis, UK). 
  • Kini, S., Pathak-Shelat, M., & Jain, V. (2022). Conceptualizing “Filter-ing”: Affordances, context collapse, and the social self online. International Journal of Communication, 16, 1573-1593 (Q1 Journal, USC Annenberg, USA. 
  • Jain, V., Ambika, A., & Sheth, J.N. (2022). Customer-Centric service ecosystem for emerging markets. In B. Edvardsson & B. Tronvoll (Eds.), The Palgrave Handbook of Service Management (pp. 393-410). Switzerland: Palgrave Macmillan. https://doi.org/10.1007/978-3-030-91828-6_21
  • Chakraborty, A., & Jain, V. (2022). Leveraging digital marketing and integrated marketing communications for brand building in emerging markets. In O. Adeola, R. E. Hinson, & A. M. Sakkthivel (Eds.), Marketing communications and brand development in emerging economies: Volume I contemporary and future perspectives (pp. 281-305). Switzerland:  Palgrave Macmillan. https://doi.org/10.1007/978-3-030-88678-3_13
  • Tripathi, S., Jain, V., Pandey, J., Merchant, A., & Ambika, A. (2021). When consumers tune out advertising messages: Development and validation of a scale to measure advertising disengagement. Journal of Advertising Research, https://doi.org/10.2501/JAR-2021-020 (ABDC – A journal, leading advertising journal, USA) 
  • Ford, J.B., Bezbaruah, S., Mukherji, P., Jain, V., & Merchant, A. (2021). A decade (2008–2019) of advertising research productivity: A bibliometric review. Journal of Business Research, 136, 137-163. https://doi.org/10.1016/j.jbusres.2021.07.030 (ABDC – A journal). 
  • Spais, G., Behl, A., Jain, K., Jain, V., & Singh, G (2021). Promotion and branding from the lens of gamification in challenging times. Journal of Promotion Management, https://doi.org/10.1080/10496491.2021.2008849. (ABDC- B Journal)
  • Roy, S., & Jain, V. (2020). Construction, validation and generalization of SERVSTRESS: A measure for service induced customer stress. European Journal of Marketing, 54(10), 2523–2550. doi: 10.1108/EJM-01-2020-0002 (ABDC – A* journal). 
  • Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., JacobsonfJacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A., Kumar, V., Rahman, M.,  Raman, R., Rauschnabel, P., Rowley, J., Salo, J.,  Tran, G. & , . . . Wang, Y. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions.  International Journal of Information Management, 59, 102168. doi: 10.1016/j.ijinfomgt.2020.102168 (ABDC – A* journal, opinion piece, invited article).
  • Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: The next frontier of competitive advantage. European Journal of Marketing, 54(7), 1787–1804. doi:10.1108/EJM-02-2020-0086. (ABDC – A* journal).
  • Gupta, D. & Jain, V. (Forthcoming). Influence of Mobile Technology Adoption and Usage on the Lives of Poor in emerging Markets , Taylor and Francis, UK
  • Jain, V., Belk, R. W., Ambika, A., & Pathak-Shelat, M. (2020). Narratives selves in the digital world: An empirical investigation. Journal of Consumer Behaviour. doi: https://doi.org/10.1002/cb.1869. (ABDC – A journal).
  • Pich, C., Armannsdottir, G., Dean, D., Spry, L., & Jain, V. (2019). Problematizing the presentation and reception of political brands: The strategic and operational nature of the political brand alignment model. European. European Journal of Marketing. 54(1), 190–211. doi:10.1108/EJM-03-2018-0187. (ABDC – A* Journal)
  • Roy, G. & Jain, V. (Forthcoming). Role of Artificial Intelligence in Gamification for the Emerging Markets. UK: Emerald.
  • Jain, V., Merchant, A., Roy, S., & Ford, J. B. (2019). Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India. Journal of Business Research, 99, 140-–156. doi:10.1016/j.jbusres.2019.02.039. (ABDC – A journal) 
  • Jain, V., & B. E., G. (2019). Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi. Journal of Political Marketing, 1-19. (ABDC – B journal) 
  • Jain, V., Bansal, A., & Mishra, T. (2019). Digital Storytelling as a Solution to Destigmatize Products: Case of Women Lingerie from India. Journal of Business and Management, Vol. 25, No. 2(No. 2), pp. 25-–48 (ABDC – C journal)
  • Jain, V., Naik, A., & Ganesh, B. E. (2019). Discovering the factors influencing the decision making among generation Y for luxury and premium spas. International Journal of Indian Culture and Business Management, 19(4), 509–528. doi:10.1504/IJICBM.2019.104799 (UK Peer, U. K. Reviewed Journal). 
  • Jain, V., Kitchen, P., Ganesh, B. E., Garg, A. and, & Pathak-Shelat, M. P. (2019). ‘Discovering surrogate branding via online image development: A case from India’,. International Journal of Management Concepts and Philosophy, Vol. 12, No. 3(No. 3), pp.342–359. doi:10.1504/IJMCP.2019.100687 
  • Jain, V., Bansal, B., Ang, P. H., & Ganesh, B. E. (2019). What missing the internet means for e-business: A case from India. Middle East Journal of Management, 6(3), 341-–345 (Peer reviewed, Middle East). Roy, S., Jain, V., & Matta, N. (2018). An integrated model of luxury fashion consumption: Perspective from a developing Nation. Journal of Fashion Marketing and Management, 22(1), 49-–66. doi:10.1108/JFMM-04-2017-0037, (ABDC – B journal). 
  • Jain, V., Shah, H., & Ganesh, B. E. (2018). Factors affecting the brand image of Yoga: Perceptions of consumers and instructors. South Asian Journal of Management, 25(4), 150-–172 (ABDC – C journal, Association of Management Development Institution in South Asia, AMDISA, India). 
  • Jain, V., Ganesh, B. E., Boaz, A., & Bansal, A. (2018). Understanding Bi-directional media consumption in online shopping: A case of three cities in India,. Journal of Business and Management, 24(2), 47-–74. (ABDC – C Journal, Chapman University, Highly ranked, USA). 
  • Jain, V., Chawla, M., Ganesh, B. E., & Pich, C. (2018). Exploring and consolidating the brand personality elements of the political leader. Spanish Journal of Marketing – ESIC., 22(3), 295-–318. doi:10.1108/SJME-03-2018-0010 (Peer reviewed, Scopus, Emerald, UK). 
  • Turner, J., Shah, R., & Jain, V. (2018). How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies.   Journal of Brand Strategy, 6(4), 397-–408 (Peer reviewed, practitioner focus, Henry Stewart, UK).
  • Jain, V., Pitch, C., Ganesh, B. E., & Armannsdottir, G. (2017). Exploring the influence of political branding: A case from the youth in India. Journal of Indian Business Research, 9(3), 190-–211. doi:10.1108/JIBR-12-2016-0142.  (ABDC – C journal). Jain, V. (2017). Luxury: Not for consumption but developing extended digital self. Journal of Human Values, 24(1), 1-14 (peer reviewed, Sage, India), 25–38. doi:10.1177/0971685817733570. 
  • Jain, V., Bhandari, C., & Ganesh, B. E. (2017). Discovering the Interpersonal Relationship between Luxury Perfume Brands and Consumers. Transnational Marketing Journal, 5(2), 83-–106 (Peer reviewed, London Press, U.K.). 
  • Roy, S., & Jain, V. (2017). Exploring Meaning Transfer in Celebrity Endorsement: Measurement and Validation,. Asia -Pacific Journal of Business Administration, 9 (2), 87-–104. doi:10.1108/APJBA-06-2016-0058. 
  • Jain, V., & Schultz, D. E. (2016). How digital platforms influence luxury purchase behavior in India? Journal of Marketing Communications., 25(1), 41-–64. doi:10.1080/13527266.2016.1197295. (ABDC – B journal). 
  • Jain, V., Roy, S., Damle, N., & Jagani, K. (2016). Communicating nutraceuticals: A multi-stakeholder perspective from a developing nation. Health Marketing Quarterly, 33(3), 239-–254. doi:10.1080/07359683.2016.1199220. (ABDC – B journal)
  • Jain, V., & Roy, S. (2016). ‘Understanding meaning transfer in celebrity endorsements: a qualitative exploration’. Qualitative Marketing Research:. Anais an International Journal, 19(3) (ABDC – B journal) Jain, V., Chandani, K., & Ganesh, B. E. (2016). Developing a sequential framework for nostalgia deployment: The Indian context. Middle East Journal of Management, 3(3), 244-–265 (peer reviewed, Middle East). 
  • Jain, V., Paul, N., Ganesh, B. E.B. E., G., & Chauhan, D. (2016). Corporate identity: Developing means for sustainable competitive advantage in Indian context towards model development. Organizations and Markets in Emerging Economies, 7(1), 7—33. doi:10.15388/omee.2016.7.1.14213. (peer reviewed, Europe). 
  • Jain, V., Arora, J., Ganesh, B. E., & Chauhan, D. (2016). Understanding the role of sweet and bitter eWoM on purchase behavior of Indian consumers for a technological product. Middle East Journal of Management, 3(2), 144-–163 (peer reviewed, Middle East). 
  • Jain, V., Bharadwaj, K., Bansal, A., & Natarajan, V. S. (2016). Discovering the Changes in Gendering of Products: Case of Woman in ‘“Bikerni Community’” in India. Border Crossing, 6(2), 169—194. doi:10.33182/bc.v6i2.490. (peer reviewed, U.K.). 
  • Jain, V., & Pant, S.. (2016). The Emergence of Generation Y as a Digital Consumer: A Conceptual Framework for Mobile Marketing in India. Media Watch, VII (2), 210-–225 (peer reviewed, India). 
  • Jain, V., Modi, P., Ganesh, B. E., & Chauhan, D. (2016). Understanding the emergence of aspirational luxury and the role of digital platforms among women consumers in India. NMIMS Management Review, 32-–62 (peer reviewed, India). 
  • Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury-buying behavior: the Indian perspective. Journal of Product &and Brand Management, 24(3), pp.211 – 228. doi:10.1108/JPBM-07-2014-0655. (ABDC – A journal) 
  • Jain, V., & Roy, S. (2015). The U-constructs and mobile usage behavior: Development and validation of the U-Feat scale. International Journal of Human-Computer Interaction, 32(2), 155-–173. doi:10.1080/10447318.2015.1133396. (ABDC – B journal) 
  • Jain, V., Trivedi, R. H., Joshi, V., & Daswani, A. (2015). Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product? International Journal of Emerging Markets, 10(1), 122 – 140. doi:10.1108/IJOEM-09-2011-0089 (ABDC – B journal) 
  • Schultz, D. E., & Jain, V. (2015). Discovering India’’s three levels of luxury consumption: An exploratory research to find the conceptual framework. Journal of Marketing Communications, 1-–20. (ABDC – B journal) 
  • Schultz, D., & Jain, V. (2015). Exploring luxury brand country of origin impact on purchasing behaviors in India: A conceptual framework. Asia-Pacific Journal of Business Administration, 7(3), 216–236. doi:10.1108/APJBA-11-2014-0129. 
  • Jain, V., & Viswanathan, V. (2015). Choosing and Using Mobile Apps: Conceptual Framework for Generation Y,. Journal of Customer Behaviour, 14 (4), 295-–309. doi:10.1362/147539215X14503490289305 (ABDC – C journal) Jain, V., & Pant, S.. (2015). Positioning Generation Y for Effective Mobile Communication: The Case of Three Cities in India. Transnational Marketing Journal, 3(1), 1-–25. doi:10.33182/tmj.v3i1.406 (peer reviewed, London Press, U.K.). 
  • Verma, Y., & Jain, V. (2015). How experimental marketing is used in Indian luxury hotels? Romanian Journal of Marketing, 1, 2-–11 (peer reviewed, Romania).
  • Chu, G., Jain, V., Kim, & Schultz, D. E. (2015). The second act: The evolution of IMC in China, Korea and India. Journal of Integrated Marketing Communications (peer reviewed, Northwestern University, USA). 
  • Jain, V., & Roy, S. (2015). Effect of audience personality traits on reality show watching motives. Media Watch, 6(2), 157-–172 doi: 10.15655/mw/2015/v6i2/65659. (peer reviewed, India). 
  • Jain, V.;, Reddy, R. T., & Chauhan, D. (2015 April-–May). Exploring divided attention: Watching sports with a second screen in India. NMIMS Management Review, 27., 45-–60 (peer reviewed, India). 
  • Jain, V., Shetty, P., & Jagani, K. (2015). Impact of smell on consumer purchase intention at high and low purchase decision involvement level. Journal of Marketing & Communications, 10(2), 3-–14 (peer reviewed, India). 
  • Jain, V., Takayanagi, M.., & Malthouse, E. C.. (2014). Effects of show windows on female consumers’’ shopping behaviour. Journal of Consumer Marketing, 31(5), 380-–390. doi:10.1108/JCM-04-2014-0946 (ABDC – A Journal). 
  • Jain, V., Vasta, R., & Jagani, K. (2014). Exploring generation Z’’s purchase behavior towards luxury apparel: A conceptual framework. Romanian Journal of Marketing, 2, 18-–29 (peer reviewed, Romania). 
  • Jain, V., & Kharbanda, E. (2014). Exploring the role of Country of Origin for Luxury Personal Care products in India. NMIMS Management Review, NMIMS Management [Review, XXV, 78-–101] (peer reviewed, India). 
  • Chhateja, J., & Jain, V. (2014). Understanding Generation Y and their perspectives on proximity and permission based SMS marketing. Romanian Journal of Marketing, 4, 2-–10 (peer reviewed, Romania).
  • Viswanathan, V., & Jain, V. (2013). A dual-system approach to understanding ““generation Y”” decision making. Journal of Consumer Marketing, 30(6), 484-–492. doi:10.1108/JCM-07-2013-0649 (ABDC – A journal). 
  • Jain, V., Roy, S., & Pant, A. (2013). Effect of color and relative product size (RPS) on consumer attitudes. Transnational Marketing Journal, 1(1), 41-–58. doi:10.33182/tmj.v1i1.420 (peer reviewed, London Press, U.K.). 
  • Bhave, K., Jain, V., & Roy, S. (2013). Understanding the orientation of gen Y toward mobile applications and in-app advertising in India. International Journal of Mobile Marketing, 8(1), 62-–74 (peer reviewed, USA).
  • Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity engrossment. Asia-Pacific Journal of Business Administration, 5(1), 72-–88. doi:10.1108/17574321311304549. Pant, S., & Jain, V. (2013). A comparative analysis of mobile marketing: A case study approach. Middle East Media Educator, (3)3, 87-–96 (peer reviewed, Middle East). 
  • Jain, V., & Roy, S. (2013). Employee perception about knowledge management in information technology industry. IMS Manthan:. The Journal of Innovations, VII (1), 75-–81 (peer reviewed, India). 
  • Jain, V., & Pant, S. (2012). Navigating Generation Y for effective mobile marketing in India: A conceptual framework. International Journal of Mobile Marketing, 7(3), 56-–65 (peer reviewed, USA). 
  • Narang, S., Jain, V., & Roy, S. (2012). Effect of Q.R. Codes on Consumer Attitudes. International Journal of Mobile Marketing, 7(2), 52-–64 (peer reviewed, USA). 
  • Jain, V., & Roy, S.  (2012). The Emerging Trends in Global Advertising. Media Asia, 39 (4), 175—182. (peer reviewed, Singapore). doi:10.1080/01296612.2012.11689935. 
  • Jain, V., Roy, S., Daswani, A., & Sudha, M. (2012). Advertising during recession: An agency perspective from India. NMIMS Management Review, XXII, 77—88 (peer reviewed, India). 
  • Jain, V., Pingle, S., & Daswani, A. (2012). Understanding Indians Purchase Behavior Process: Luxury Apparel Sector. Metamorphosis: A Journal of Management Research, 11(1), 82-–94. (peer reviewed, Indian Institute of Management, IIM, Lucknow, premier management school of India). doi:10.1177/0972622520120110 
  • Pant, S. and, & Jain, V. (2012) Mobile Marketing positioning an Indian Framework, Indore Management Journal, (pp. 129-–145) (peer reviewed, Indian Institute of Management, Indore, premier management school of India). 
  • Jain, V., Roy, S., Daswani, A., & Sudha, M. (2011). What really works for teenagers: Human or fictional celebrity?. Young Consumers, 12(2), 171-–183. doi:10.1108/17473611111141623 (ABDC – B journal). 
  • Jain, V., Pant, S., & Daswani, A. (2011). Mobile marketing: The emerging Indian perspective. International Journal of Mobile Marketing, 6(2), 17-–27 (peer reviewed, USA). 
  • Daswani, A., & Jain, V. (2011). Understanding luxury branding: a conceptual framework. Media Asia, 38(3), 131—139. doi:10.1080/01296612.2011.11726892. (peer reviewed, Singapore). 
  • Sharma, S., & Jain, V. (2011). How have corporate identities changed in India? Journal of Creative Communications, 6(3), 241—257. doi:10.1177/0973258613491660. (peer reviewed, Sage, India). 
  • Roy, S., & Jain, V. (2011). Measuring the Brand equity of Online Brands: A Validation of the ORS Brand Equity Scale. IMS Manthan:. The Journal of Innovations, 6(1), 91-–95 (peer reviewed, India). 
  • Jain, V., Roy, S., Kumar, A., & Kabra, A. (2010). Differential effect of National vs. Regional Celebrities on Consumer Attitudes. Management & Marketing: Challenges for the Knowledge Society, 5(4), 121-–134 (peer reviewed, Romania). 
  • Jain, V., & Roy, S. (2010). Ecoism awareness among customers and its impact on buying. Journal of Management, 5(1), 68-–75 (peer reviewed, India). 
  • Jain, V., Roy, S., Sudha, M., & Daswani, A. (2010,). How Celebrity are used in Indian Television Commercials. Vikalpa:. The Journal for Decision Makers, 35(4), 45-–52 (peer reviewed, Indian Institute of Management, Ahmedabad, premier management school of India). 
  • Jain, V., Roy, S., Sudha, M., & Joseph, J. (2009). Conceptualizing Celebrity Endorsement: The Indian Advertisers’ Perspective. Media Asia, 36(3), 176-–184 (peer-reviewed, Singapore).

RESERACH PAPERS

  • Jain, V., Mogaji, E., Himani Sharma, H & Babbili, A. (Forthcoming). A Multi-Stakeholder Perspective if Relationship Marketing in Higher Education Institutions, Journal of Marketing for Higher Education, (ABDC – B Journal). 
  • A Proposed Framework of Market-Oriented Ethnography (MOE) Approach to Study Co-Creation of Content through Product Storytelling, Journal of Promotion Management, (ABDC – B Journal, Taylor & Francis, UK). 
  • Kini, S., Pathak-Shelat, M., & Jain, V. (2022). Conceptualizing “Filter-ing”: Affordances, context collapse, and the social self online. International Journal of Communication, 16, 1573-1593 (Q1 Journal, USC Annenberg, USA. 
  • Tripathi, S., Jain, V., Pandey, J., Merchant, A., & Ambika, A. (2021). When consumers tune out advertising messages: Development and validation of a scale to measure advertising disengagement. Journal of Advertising Research, https://doi.org/10.2501/JAR-2021-020 (ABDC – A journal, leading advertising journal, USA) 
  • Ford, J.B., Bezbaruah, S., Mukherji, P., Jain, V., & Merchant, A. (2021). A decade (2008–2019) of advertising research productivity: A bibliometric review. Journal of Business Research, 136, 137-163. https://doi.org/10.1016/j.jbusres.2021.07.030 (ABDC – A journal). 
  • Spais, G., Behl, A., Jain, K., Jain, V., & Singh, G (2021). Promotion and branding from the lens of gamification in challenging times. Journal of Promotion Management, https://doi.org/10.1080/10496491.2021.2008849. (ABDC- B Journal)
  • Gupta, D. & Jain, V. (Forthcoming). Influence of Mobile Technology Adoption and Usage on the Lives of Poor in emerging Markets , Taylor and Francis, UK
  • Roy, G. & Jain, V. (Forthcoming). Role of Artificial Intelligence in Gamification for the Emerging Markets. UK: Emerald.
  • Sharma, P. & Jain, V. (Forthcoming). Role of Culture in Developing for Transformative Leadership in Higher Education for Emerging Countries. UK: Mc Millan.
  • Gupta, D. & Jain, V. (Forthcoming). Influence of Technology on Students’ Integrated Learning for Effective Well Being in Developing Countries. UK: Mc Millan. 
  • Chakraborty, A. & Jain, V. (Forthcoming) Leveraging Digital Marketing and Integrated Marketing Communications for Brand Building in Emerging Markets (Forthcoming). UK: Mc Millan.
  • Upadhyay, N., & Jain, V. (2022). Green marketing and consumer scepticism in emerging economies. In E. Mogaji, O. Adeola, I. Adisa, R. E. Hinson, C. Mukonza and A. C. Kirgiz (Eds.), Green marketing in emerging economies: A communications perspective (pp. 75-94). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-82572-0_4 
  • Sharma, P. & Jain, V. (2021) Influencers and the building of political brands: The case of India. In M. Moufahim (Ed.), Political branding in turbulent times (pp. 69-85). UK: Palgrave Macmillan
  • Jain, V. (2019). Digital marketing approaches for generation Y to position PhD or FPM program. In S. Kalia & L. Nafees (Eds.), New age admissions strategies in business Schools (pp. 294–309). Hershey, PA: IGI Global.
  • Jain, V., Kitchen, P. J., & Ganesh, B. E. (2017). Developing a political brand image framework. In N. Krey & P. Rossi (Eds.), Back to the future: Using marketing basics to provide customer value (pp. 429–442). Cham, Germany: Springer.
  • Jain, V., Kitchen, P. J., & Ganesh, B. E. (2017). Wizardry in qualitative marketing analysis: A toolbox for teaching. In N. Krey & P. Rossi (Eds.), Back to the future: Using marketing basics to provide customer value (pp. 663–675). Cham, Germany: Springer.
  • Roy, S., & Jain, V. (2015). The meaning transfer process in celebrity endorsements: A quantitative exploration. In M. W. Obal, N. Krey & C. Bushardt (Eds.), Let’s get engaged! Crossing the threshold of marketing’s engagement era (pp. 539–544). Cham, Germany: Springer.
  • Jain, V., & Roy, S. (2015). Generation Y and mobile marketing in India. In Z. Yan (Ed.), Encyclopedia of mobile phone behavior (pp. 1051-1065, Volumes 1, 2, & 3). Hershey, PA: IGI Global.
  • Jain, V., & Viswanathan, V. (2015). The usage and application of mobile apps. In Z. Yan (Ed.), Encyclopedia of mobile phone behavior (pp. 1242-1255, Volumes 1, 2, & 3). Hershey, PA: IGI Global.
  • Jain, V., Daswani, A., & Kumar, A. (2009). Insight on celebrity endorsement: Consumers perspective. In L. Nafees, O. Krishnan & T. Gore (Eds.), Brand research (pp. 141–153).
  • Jain, V., Roy, S., D’Souza, A., Sudha, M., & Joseph, J. (2008). Content analysis of print advertisements of celebrity endorsement. In L. Nafees & O. Krishnan (Eds.), Brand rising . . . as products fall (pp. 233–242).

AD HOC REVIEWER

Research and scholarship is not only cognitive but also affective as the focus is on people.

About Prof. Jain

Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson

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