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 (In Press) Available at: https://doi.org/10.1016/j.jbusres.2026.116367

Sharma, Vaibhav, Banerji, Diptiman and Saha, Victor ORCID: https://orcid.org/0000-0001-9443-8123 (2026) The role of multi-dimensional values and context-specific reasons in socially responsible consumption. Marketing Intelligence & Planning. Emerald Publishing Limited . ISSN 0263-4503 (In Press) Available at: https://doi.org/10.1108/MIP-03-2025-0248

Grover, Karan ORCID: https://orcid.org/0009-0006-3430-3722, Saha, Victor ORCID: https://orcid.org/0000-0001-9443-8123 and Sangroya, Deepak ORCID: https://orcid.org/0000-0001-8199-9984 (2026) Tourist innovativeness: Scale development and validation. Tourism Recreation Research, 51 (2). pp. 551-567. Taylor and Francis Ltd. . ISSN 0250-8281 Available at: https://doi.org/10.1080/02508281.2025.2460806

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

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

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. Taylor and Francis Ltd. . ISSN 1094-1665 Available at: https://doi.org/10.1080/10941665.2025.2470658

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

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. SAGE Publications Inc. . ISSN 0276-1467 Available at: https://doi.org/10.1177/02761467241306305

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. Emerald Group Publishing Ltd. . ISSN 0263-4503 Available at: https://doi.org/10.1108/MIP-03-2024-0163

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

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

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. SAGE Publications Ltd . ISSN 1441-3582 (In Press) Available at: https://doi.org/10.1177/14413582231185361

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

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. Emerald Publishing . ISSN 2045-0621 Available at: https://doi.org/10.1108/EEMCS-05-2021-0154

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...

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. IGI Publishing . ISSN 10627375 Available at: https://doi.org/10.4018/JGIM.290369

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. Emerald Group Holdings Ltd. . ISSN 13555855 Available at: https://doi.org/10.1108/APJML-07-2021-0486

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...

Saha, Victor and Mathew, Sunil George (2022) Why do we need a digital rupee in the age of UPI? Business World. Available at: https://www.businessworld.in/article/Why-Do-We-Nee...

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 Available at: https://doi.org/10.1007/978-981-99-0197-5_32

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 Available at: https://www.igi-global.com/chapter/sustainable-mar...

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 Available at: https://www.elgaronline.com/display/edcoll/9781839...