Concepedia

Ajay Kumar

AK

9

Publications

807

Citations

9

H-Index

2016

Active since

Affiliations

Central University of Haryana(Current)

University of Puerto Rico System

Ajay Kumar is an author at Central University of Haryana specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchBusinessBrand EquityBrand AwarenessBrand DevelopmentConsumer BehaviorDigital MarketingPsychology

Publications per year

2016–2023

9

Publications

9

‘Masstige’ marketing: A review, synthesis and research agenda

Ajay Kumar, Justin Paul, Anandakuttan B. Unnithan · Journal of Business Research · 2019 · 398 citations

Research Agenda, Digital Marketing, Management +5

Do brands make consumers happy?- A masstige theory perspective

Ajay Kumar, Justin Paul, Slađana Starčević · Journal of Retailing and Consumer Services · 2020 · 130 citations

Marketing, Customer Satisfaction, Management +8

Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence

Ajay Kumar, Justin Paul · International Business Review · 2018 · 126 citations

Marketing, Digital Marketing, Management +7

What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions

Neeraj Dhiman, Ajay Kumar · Journal of Interactive Marketing · 2022 · 48 citations

Consumers' relationship with mass prestige brands and happiness

Helena Nobre, Ajay Kumar, Minas N. Kastanakis et al. · European Management Review · 2022 · 32 citations

Consumer Research, Brand Strategy, Brand Loyalty +20

Rows per page

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