Vinod Gupta School of Management

• Best Paper in the Track
• National Merit Scholarship

Journal
• Impact of perceived value on the online purchase intention of base of the pyramid consumers Srivastava A., Mukherjee S., Datta B., Shankar A. By International Journal of Consumer Studies - (2023)
• Voting decision-making of low-income consumers: Literature review and research agenda Mukherjee S., Datta B., Singh R. By International Journal of Consumer Studies - (2023)
• Systematic review of eWOM literature in emerging economy using ACI framework Roy G., Datta B., Mukherjee S., Shrivastava A.K. By International Journal of Emerging Markets Accepted - (2022)
• Role of personal values on revisiting green hotels: A hierarchical value map approach Sreen N., Mukherjee S. , Jebarajakirthy C. , Kumar S. , Sharma H. By Tourism Recreation Research Published online - (2022)
• Impact of political marketing strategies on the BOP voters in India Mukherjee S., Srivastava A., Datta B., Sengupta S. By Marketing Intelligence and Planning 40 994-1009 (2022)
• Medical tourism brand equity in emerging markets: scale development and empirical validation Guha Roy D., Bhattacharya S., Mukherjee S. By International Journal of Emerging Markets - (2022)
• Improving base-of-the-pyramid consumer welfare through mobile technology services Pandey D., Mukherjee S., Das G., Zhang J.Z. By Journal of Services Marketing 36 232-244 (2022)
• Triggers of aspirational consumption at the base of the Pyramid: a qualitative inquiry from Indian context Srivastava A., Mukherjee S. , Jebarajakirthy C. By Journal of Strategic Marketing 1-31 (2021)
• Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation Roy G., Datta B. , Mukherjee S. , Basu R. By Tourism Recreation Research 46 457-472 (2021)
• Effect of eWOM valence on purchase intention: The moderating role of product Roy G., Datta B., Mukherjee S., Basu R., Shrivastava A.K. By International Journal of Technology Marketing 15 158-180 (2021)
• fect of eWOM stimuli and eWOM response on perceived service quality and online recommendation Roy G., Datta B. , Mukherjee S. , Basu R. By Tourism Recreation Research 46 457-472 (2021)
• Webrooming and showrooming: a multi-stage consumer decision process Mukherjee S., Chatterjee S. By Marketing Intelligence and Planning Ahead of print 0-0 (2021)
• Influence of prior reviews about a firm and its alliance partners on reviewers' feedback: evidence from the airline industry Chatterjee S., Mukherjee S. , Datta B. By Journal of Service Theory and Practice 31 423-449 (2021)
• The Phenomenon of Purchasing Second-Hand Products by the BOP Consumers Mukherjee S., Datta B. , Paul J. By Journal of Retailing and Consumer Services (ABDC-A category) 57 1-16 (2020)
• Aspirational consumption at the bottom of pyramid: A review of literature and future research directions Srivastava A., Mukherjee S. , Jebarajakirthy C. By Journal of Business Research (ABDC-A category) 110 246-259 (2020)
• Travelers Intention to Adopt Virtual Reality: A Consumers Value Perspective Vishwakarma P., Mukherjee S. , Datta B. By Journal of Destination Marketing & Management (ABDC-A category) 17 1-13 (2020)
• Travelers intention to adopt virtual reality: A consumer value perspective Vishwakarma P., Mukherjee S., Datta B. By Journal of Destination Marketing and Management 17 - (2020)
• Retailer Selection Compulsion at the Bottom of the Pyramid Market: An emergent perspective of retailing Mukherjee S., Jebarajakirthy C. , Datta B. By Journal of Retailing and Consumer Services (ABDC-A category) 52 - (2020)
• Exploring mobile banking service quality: a qualitative approach Shankar A., Datta B. , Jebarajakirthy C. , Mukherjee S. By Services Marketing Quarterly 41 182-204 (2020)
• Retailer selection compulsion in the subsistence markets Mukherjee S., Jebarajakirthy C., Datta B. By Journal of Retailing and Consumer Services 52 - (2020)
• Impact of cashback usage restriction exemption on travel booking: a goal-directed approach Vishwakarma P., Mukherjee S., Datta B. By Tourism Recreation Research 45 218-230 (2020)
• Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation Roy G., Datta B., Mukherjee S., Basu R. By Tourism Recreation Research - (2020)
• Voting Decision-Making at the Bottom of the Pyramid- A Phenomenological Approach Sengupta S., Mukherjee S., Jebarajakirthy C. By Journal of Political Marketing - (2020)
• Antecedents of Adoption of Virtual Reality in Experiencing Destination: A Study on the Indian Consumers Vishwakarma P., Mukherjee S., Datta B. By Tourism Recreation Research 45 42-56 (2020)
• Role of electronic word-of-mouth content and valence in influencing online purchase behavior Roy G., Datta B., Mukherjee S. By Journal of Marketing Communications 25 661-684 (2019)
• Role of word of mouth content and valence in influencing online Behaviour Roy G., Mukherjee S. , Datta B. By Journal of Marketing Communications (ABDC-B category) 25 661-684 (2019)
• Antecedents of Adoption of Virtual Reality in Experiencing Destination: A Study on the Indian Consumers Vishwakarma P., Mukherjee S. , Datta B. By Tourism Recreation Research (ABDC-A category) 45 - (2019)
• Impact of cashback usage restriction exemption on travel booking: a goal-directed approach Vishwakarma P., Mukherjee S. , Datta B. By Tourism Recreation Research (ABDC-A category) 45 218-230 (2019)
• Impact of the Antecedents of Electronic Word of Mouth on Consumer Based Brand Equity: A Study on Hotel Industry Sijoria C., Mukherjee S. , Datta B. By Journal of Hospitality Marketing and Management (ABDC-A category) 27 1-27 (2019)
• Forty-three years Journey of Tourism Recreation Research: A Bibliometric Analysis Vishwakarma P., Mukherjee S. By Tourism Recreation Research (ABDC-A category) 44 403-418 (2019)
• The New Amby: The Second Debut Adhikari A., Mukherjee S. By Asian Case Research Journal 23 39-63 (2019)
• Constrained purchase decision-making process at the base of the pyramid Choudhury N., Mukherjee S. , Datta B. By Journal of Consumer Marketing (ABDC-A category) 36 178-188 (2019)
• Triggers of positive eWOM: exploration with web analytics Amed S., Mukherjee S. , Das P. , Datta B. By Marketing Intelligence and Planning (ABDC-A category) 37 433-450 (2019)
• Consumer Decision-making at the Base of the Pyramid: Synthesis of Literature and an Integrative Framework Choudhury N., Mukherjee S. , Datta B. By The Marketing Review 18 271-307 (2018)
• Qualitative explorations into customer based brand equity (CBBE) for medical tourism in India Roy D.G., Battacharya S., Mukherjee S. By Qualitative Report 23 2422-2452 (2018)
• Qualitative Explorations into Customer Based Brand Equity (CBBE) for Medical Tourism in India Guha Roy D., Bhattacharya S. , Mukherjee S. By The Qualitative Report 23 2422-2452 (2018)
• Quality of tourism destination a scale development Mukherjee S., Adhikari A. , Datta B. By Journal of Indian Business Research 10 70-100 (2018)
• Impact of the antecedents of eWOM on CBBE Sijoria C., Mukherjee S. , Datta B. By Marketing Intelligence and Planning (ABDC-A category) 36(5) 528-542 (2018)
• Empirical research on CBBE scale for medical tourism Guha Roy D., Mukherjee S. , Bhattacharya S. By International Journal of Pharmaceutical and Healthcare Marketing 12 348-370 (2018)
• Role of word of mouth content and valence in influencing online behaviour Roy G., Datta B. , Mukherjee S. By Journal of Marketing Communications 26 1-24 (2018)
• What makes eWOM Viral? Sijoria C., Mukherjee S. , Sengupta S. By International Journal of Internet Marketing and Advertising 11 287-306 (2017)
• Designing a fuzzy approach for modelling the performance evaluation of education service providers Das P., Mukherjee S. By International Journal of Services and Operations Management 26 49-67 (2017)
• Ethical Dimension of Consumer Based Brand Equity Datta B., Mukherjee S. By International Journal of Business Excellence 13 91-111 (2017)
• Ethical Dimension of Customer Based Brand Equity Datta B., Mukherjee S. By International Journal of Business Excellence 13 91-111 (2017)
• Improvement of Higher Education Quality of the North-East Universities of India Das P., Mukherjee S. By Journal of Total Quality Management and Business Excellence 28 765-781 (2016)
• Assessment of quality of higher education in hostile environment: an analysis on provincialized colleges under Assam University Silchar Das P., Mukherjee S. , Datta Roy S. By Quality in Higher Education 22 36-48 (2016)
• A measure of medical tourism destination brand equity Das G., Mukherjee S. By International Journal of Pharmaceutical and Healthcare Marketing 10 104-128 (2016)
• Reducing Dwell Time Related to Clearing and Forwarding of Export and Import Goods at Kolkata Sea and Air Ports Koley S., Datta B. , Mukherjee S. By Foreign Trade Review 51 1-30 (2016)
• Criteria for Customer Agglomeration for a New Footwear Retail: A Case Study of a Regional Footwear Brand in India Mukherjee S., Das P. By International Journal of Business Intelligence 7 626-645 (2014)
• Implications of Transaction Cost Economics on Consumer Choice Heuristics: A Grounded Theory Analysis at the Indian bottom of the Pyramid Mukherjee S., Pal D. By International Journal of Business in Emerging Markets 6 298-315 (2014)
Conferences
• Political consumer behaviour at the BOP: Policy implications Mukherjee S., Baines P. By ANZMAC 22 - (2022)
Others
• Apple s Iphone 5c in the Indian Market-A Product Positioning Failure Mukherjee S., Das G. , Singh R. By - (2015)
• Pricing Telecom Licenses in India Mukherjee S., Pal D. By - (2013)
• National Pharmaceutical Pricing Authority (NPPA): Influencing Customer Behaviour K J. R., Mukherjee S. By - (2012)
Book
• Consumer Behaviour Mukherjee S. By 1-475 (2012)

Principal Investigator

• Triggers of Positive Electronic Word of Mouth (eWOM)
• A Study on the Voting Decision-Making at the Base of the Pyramid