Article

Das, Manish, Saha, Victor ORCID: https://orcid.org/0000-0001-9443-8123, Paul, Subhrajit and Paul, Mrinal Kanti (2026) Bridging the gap: The impact of proximity, efficacy and identity in our response to the climate crisis. Journal of Business Research, 216: 116367. Elsevier Inc. . ISSN 01482963 Available at: https://doi.org/10.1016/j.jbusres.2026.116367

Das, Manish, Lim, Weng Marc, Hollebeek, Linda D., Verma, Aastha, Majumder, Saurav, Sreen, Naman ORCID: https://orcid.org/0000-0003-1325-9225 and Saha, Raiswa (2026) How corporate sociopolitical activism in brand communication shapes brand engagement and consumer-based brand equity: the roles of moral intensity, business relatedness, and need for cognition. International Journal of Advertising. Taylor & Francis . ISSN 0265-0487 (In Press) Available at: https://doi.org/10.1080/02650487.2026.2679379

Nagpal, Gaurav, Nagpal, Ankita, Das, Manish, Saha, Victor and Inani, Sarveshwar Kumar (2025) Launch of minimum viable product at Dinero. Emerald Emerging Markets Case Studies, 15 (2). pp. 1-28. Emerald Publishing . ISSN 2045-0621 Available at: https://doi.org/10.1108/EEMCS-07-2024-0313

Nagpal, Gaurav, Nagpal, Ankita, Das, Manish, Gupta, Sachin, Singh, Sandeep and Inani, Sarveshwar Kumar (2025) Market basket analysis and product bundling at Mirra’s Kitchen. Emerald Emerging Markets Case Studies, 15 (2). pp. 1-16. Emerald Publishing . ISSN 2045-0621 Available at: https://doi.org/10.1108/EEMCS-08-2024-0343

Lim, Weng Marc, Saha, Victor and Das, Manish (2025) From service failure to brand loyalty: evidence of service recovery paradox. Journal of Brand Management, 32 (4). pp. 257-281. Springer Nature . ISSN 1350-231X Available at: https://doi.org/10.1057/s41262-025-00380-5

Lim, Weng Marc, Das, Manish and Saha, Victor (2025) From consuming food away from home to on-the-go consumption: A multi-study exploration using focus groups and fsQCA. Journal of Marketing Management, 41 (1-2). pp. 1-45. Taylor and Francis Ltd. . ISSN 0267-257X Available at: https://doi.org/10.1080/0267257X.2025.2460773

Das, Manish, Jebarajakirthy, Charles, M.S., Balaji, Saha, Victor, Paul, Mrinal Kanti and Sivapalan, Achchuthan (2024) Monetary discounts, metaphoric communication and mass prestige based branding: A comprehensive assessment. European Journal of Marketing. Emerald Group Publishing Ltd. . ISSN 0309-0566 (In Press) Available at: https://doi.org/10.1108/EJM-08-2022-0584

Jebarajakirthy, Charles, Sivapalan, Achchuthan, Das, Manish, Maseeh, Haroon Iqbal, Ashaduzzaman, Md, Strong, Carolyn and Sangroya, Deepak (2024) A meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption. European Journal of Marketing. Emerald Publishing Limited . ISSN 0309-0566 (In Press) Available at: https://doi.org/10.1108/EJM-06-2021-0436

Saha, Victor, Das, Manish and Paul, Justin (2023) Can Masstige brands be introduced in the B2B markets? An exploratory study. Industrial Marketing Management, 114. pp. 32-46. Elsevier Inc. . ISSN 0019-8501 Available at: https://doi.org/10.1016/j.indmarman.2023.07.009

Bhardwaj, Seema, Sreen, Naman, Das, Manish, Chitnis, Asmita and Kumar, Sushant (2023) Product specific values and personal values together better explains green purchase. Journal of Retailing and Consumer Services, 74: 103434. pp. 1-18. Elsevier Ltd . ISSN 0969-6989 Available at: https://doi.org/10.1016/j.jretconser.2023.103434

Das, Manish, Balaji, M.S, Paul, Subhrajit and Saha, Victor (2023) Being unconventional: The impact of unconventional packaging messages on impulsive purchases. Psychology and Marketing. Wiley-Blackwell . ISSN 1520-6793 (In Press) Available at: https://doi.org/10.1002/mar.21865

Das, Manish, Saha, Victor, Jebarajakirthy, Charles, Kalai, Anjana and Debnath, Nirmalya (2022) Cultural consequences of brands' masstige: An emerging market perspective. Journal of Business Research, 146. pp. 338-353. Elsevier . ISSN 0148-2963 Available at: https://doi.org/10.1016/j.jbusres.2022.03.081

Das, Manish, Roy, Abhirupa, Paul, Justin and Saha, Victor (2022) High and low impulsive buying in social commerce: A SPAR-4-SLR and fsQCA approach. IEEE Transactions on Engineering Management, 71. pp. 1-5. Institute of Electrical and Electronics Engineers Inc. . ISSN 00189391 Available at: https://doi.org/https://doi.org/10.1109/TEM.2022.3...

Article in Newspapers and Magazine

Saha, Victor, Gupta, Biswanath and Das, Manish (2023) Can ONDC be the UPI moment for India's digital economy? South Asia Monitor. Available at: https://www.southasiamonitor.org/spotlight/can-ond...