Ajay Kumar - Concepedia

Author

Ajay Kumar

Central University of Haryana ORCID

Also Known As

A. V. R. Kumar, Ajay Kumar, Dr. Ajay Kumar

Publications

846

Citations

H-Index

Concepts

All Affiliations

Central University of Haryana University of Puerto Rico System

About

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

Top Concepts

#	Concept	H-Index	Publications	Citations
1	Management	7	7	738
2	Marketing	7	7	738
3	Business	5	5	696
4	Psychology	2	2	44
5	Social Sciences	1	1	12

Ajay Kumar

Publications

807

Citations

H-Index

Page 1

	Year	Citations
‘Masstige’ marketing: A review, synthesis and research agenda Ajay Kumar, Justin Paul, Anandakuttan B. Unnithan Journal of Business Research Research AgendaDigital MarketingManagementConsumer ResearchBusiness	2019	398
Do brands make consumers happy?- A masstige theory perspective Ajay Kumar, Justin Paul, Slađana Starčević Journal of Retailing and Consumer Services MarketingCustomer SatisfactionManagementBusinessConsumer Research	2020	130
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 MarketingDigital MarketingManagementConsumer ResearchBusiness	2018	126
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
Consumers' relationship with mass prestige brands and happiness Helena Nobre, Ajay Kumar, Minas N. Kastanakis, European Management Review Consumer ResearchBrand StrategyBrand LoyaltyBrand HappinessPsychology	2022	32
Enhancing value in customer journey by considering the (ad)option of artificial intelligence tools Neeraj Dhiman, Mohit Jamwal, Ajay Kumar Journal of Business Research Marketing AnalyticsCustomer SatisfactionCustomer ExperienceBusiness IntelligenceInteractive Marketing	2023	30
Story of Aaker’s brand personality scale criticism Ajay Kumar Spanish Journal of Marketing - ESIC	2018	21
Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India Vinod Kumar Bishnoi, Ajay Kumar Journal of Marketing Analytics MarketingPersonality PsychologyAdvertisingUniversal – ExplanationManagement	2016	12
Designing the marketspace for millennials: fun, functionality or risk? Anjali Singh, Ajay Kumar Journal of Marketing Analytics Digital MarketingInteractive MarketingManagementConsumer ResearchBusiness	2021	10

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