Sourjo Mukherjee

Publications

328

Citations

H-Index

2020

Active since

Affiliations

Birla Institute of Technology and Science, Pilani - Dubai Campus(Current)

Audencia Business School

Sourjo Mukherjee is an author at Birla Institute of Technology and Science, Pilani - Dubai Campus specializing in management, marketing, and brand equity.

ORCID

Top concepts

MarketingManagementBrand EquityBrand AwarenessBrand ManagementConsumer ResearchLawBusinessBrand ActivismBrand Strategy

Publications per year

2020–2023

Publications

Brand activism: Does courting controversy help or hurt a brand?

Sourjo Mukherjee, Niek Althuizen · International Journal of Research in Marketing · 2020 · 287 citations · Full text

Brand Equity, Management, Consumer Research +8

In families we trust: Family firm branding and consumer’s reaction to product harm crisis

Subhadeep Datta, Sourjo Mukherjee · Journal of Business Research · 2022 · 18 citations

Marketing, Family Business Studies, Consumer ’ +12

Role of group cohesiveness in targeted mobile promotions

Reetika Gupta, Sourjo Mukherjee, Kasthuri Jayarajah · Journal of Business Research · 2021 · 13 citations · Full text

Customer Satisfaction, Mobile Marketing, Interactive Marketing +4

Contract length and buyer satisfaction with the supplier in B2B partnerships: Evidence from an experiment

Sourjo Mukherjee, Giuseppe Musarra, Sourindra Banerjee · Industrial Marketing Management · 2023 · 10 citations

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