Article

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. ISSN 2045-0621

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. ISSN 1350-231X

Saha, Victor and Husain, Rehan (2025) The state of dark tourism research: A systematic review and agenda for future studies. Asia Pacific Journal of Tourism Research, 30 (7). pp. 956-982. ISSN 1094-1665

Grover, Karan, Saha, Victor and Sangroya, Deepak (2025) Tourist innovativeness: Scale development and validation. Tourism Recreation Research. pp. 1-17. ISSN 0250-8281 (In Press)

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. ISSN 0267-257X

Sharma, Vaibhav, Banerji, Diptiman and Saha, Victor (2025) Differentiating and synthesizing socially responsible consumption: A multi-level conceptual framework and future research directions. Journal of Macromarketing, 45 (1). pp. 39-67. ISSN 0276-1467

Saha, Victor, Hollebeek, Linda D., Venkatesh, Mani, Goyal, Praveen and Clark, Moira (2025) Value co-creation: A metatheory unifying framework and fundamental propositions. Marketing Intelligence & Planning. ISSN 0263-4503

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. ISSN 0309-0566 (In Press)

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. ISSN 0019-8501

Saha, Victor, Jebarajakirthy, Charles, Sreen, Naman, Goyal, Praveen, Mani, Venkatesh and Deshpande, Sameer (2023) Developing a framework of sustainable consumption in retailing contexts. Australasian Marketing Journal. ISSN 1441-3582 (In Press)

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. ISSN 1520-6793 (In Press)

Nagpal, Gaurav, Ruparel, Namita, Seth, Himanshu and Saha, Victor (2022) Socially responsible marketing in pandemic times at CoKarma. Emerald Emerging Markets Case Studies, 12 (4). pp. 1-38. ISSN 2045-0621

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. ISSN 0148-2963

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. ISSN 00189391

Jebarajakirthy, Charles, Saha, Victor, Goyal, Praveen and Mani, Venkatesh (2022) How do value co-creation and e-engagement enhance e-commerce consumer repurchase intention?: An empirical analysis. Journal of Global Information Management, 30 (5). pp. 1-23. ISSN 10627375

Banerji, Diptiman, Saha, Victor, Singh, Nihal and Srivastava, Ritu (2022) What are the most important consumer decision factors when choosing an airline? An emerging economy perspective. Asia Pacific Journal of Marketing and Logistics, 35 (1). pp. 174-197. ISSN 13555855

Book Section

Sharma, Vaibhav, Banerji, Diptiman and Saha, Victor (2023) Marketing of renewable energy: emerging themes and their directions using interpretive structural modeling. In: Digital Economy Post COVID-19 Era : Proceedings of 8th Conference of Indian Academy of Management (INDAM2023), Mumbai, India 2023. Springer Proceedings in Business and Economics . Springer, Singapore, pp. 513-528. ISBN 9789819901975

Sharma, Vaibhav, Banerji, Diptiman and Saha, Victor (2023) Sustainable marketing and retailing: Demystifying the emerging themes and future research directions. In: Management and Marketing for Improved Retail Competitiveness and Performance. IGI Global's, Pennsylvania, pp. 45-66. ISBN 9781668485767

Saha, Victor, Mani, Venkatesh, Goyal, Praveen and Hollebeek, Linda D. (2022) Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework. In: Research Handbook on Brand Co-Creation. Edward Elgar Publishing Ltd., Cheltenham, pp. 80-89. ISBN 9781839105418

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.

Saha, Victor and Mathew, Sunil George (2022) Why do we need a digital rupee in the age of UPI? Business World.