Baksi, Arup Kumar and Panda, Tapan Kumar (2019) Consumer Innovativeness : The mediating role of leading edge status (LES) on adoption of innovative products in Indian rural markets. Indian Journal of Marketing, 49 (6). pp. 7-20. Associated Management Consultants Private Limited . ISSN 0973-8703 Available at: http://dx.doi.org/10.17010/ijom%2F2019%2Fv49%2Fi6%...

Baksi, Arup Kumar and Panda, Tapan Kumar (2018) Redefining brand-consumer relationship through anthropomorphisation: Moderating impacts of self-brand integration and brand attitude, personal care brands. SCMS Journal of Indian Management, 15 (3). pp. 47-59. SCMS Group of Educational Institutions . ISSN 09733167 Available at: https://www.scms.edu.in/past_issues/article?journa...

Baksi, Arup Kumar and Panda, Tapan Kumar (2018) Branding destinations with multisensory brand associations and evaluating its impact on behavioural pattern under the intervention of multiplex phenomenon of relationship-branding. Management Science Letters, 8 (11). pp. 1169-1182. Growing Science . ISSN 19239335 Available at: https://doi.org/10.5267/j.msl.2018.8.007