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Achievements and Research Interest/Area of Research Interests
Academic Distinction (Awards and Scholarships)
- Ranked among world's top 2% scientists and researchers in 2025 published by Elsevier/Stanford
- Outstanding Reviewer Award for the International Journal of Retail and Distribution Management in Emerald Literati Awards 2017
- Outstanding Reviewer Award for the Marketing Planning and Intelligence in Emerald Literati Awards 2023
Area of RESEARCH INTERESTS
Scholar: https://scholar.google.com/citations?user=UXwrzIHIVgwC&hl=en
Substantive Sustainable Consumption Behavior, Branding, Storytelling, Key Account Management
Method Structural Equation Modeling,Citation/Co-citation Analysis,TextMining, Big Data
Courses Taught
XLRI - Xavier Institute of Management Jamshedpur INDIA
MBA/ EMBA: Marketing planning and implementation, Advertising and sales promotion, B2B marketing,
Service marketing management, Product management, Marketing Strategy, Experiential workshop on
sales negotiation
Curtin University Dubai UAE
Undergrad: Marketing across borders
Universidad de las Américas (University of the Americas) Puebla MEXICO
Undergrad: Industry 4.0, Quantitative research methods, Marketing intelligence, Business forecasting
MBA: Marketing strategy
School of Management, Asian Institute of Technology THAILAND
MBA and doctoral levels: Industry 4.0, Quantitative research methods, Marketing management
Institute of Management Technology Dubai UAE
MBA/ EMBA: Digital marketing, Marketing research, Sales and Distribution Management, Data and
decision -making, Business research methods
T A Pai Management Institute Manipal INDIA
MBA: Business-to-business (Industrial) marketing, Marketing research, Introduction to marketing,
Marketing management, Marketing strategy, Customer relationship management
Institute of Management, Nirma University Ahmedabad INDIA
Executive MBA: Business-to-business (Industrial) marketing
Undergrad: Environmental management
In-Company Programs
- Vivo - 1 batch
- Ultratech - 1 batch
- NTPC - 3 batches
- Ashok Leyland - 2 batches
- IOCL - 2 batches
Intellectual Contributions (Publications)
Journal Articles-Refereed
1. Kumar, P. and Jhawar, A. (2025). Authenticity-consistency-affinity relationships for green store rapport:
a moderation exploration via elaboration likelihood lens. Journal of Consumer Marketing;
https://doi.org/10.1108/JCM-09-2024-7226.
2. Wissawaswaengsuk, P., Kumar, P., Frank, B., & Badir, Y. F. (2025). The role of trust as the facilitator
and contingency factor in the adoption of digital healthcare services: A telemedicine context. Computers
in Human Behavior, 172, 108722. https://doi.org/10.1016/j.chb.2025.108722.
3. Kumar, P., Jhawar, A., Shetty, K., & Varshney, S. (2025). Green ad stories??? characteristics and green
brand trust: examining the moderating role of consumer expertise through the elaboration likelihood
model lens. Journal of Marketing Theory and Practice, DOI:
https://doi.org/10.1080/10696679.2025.2463080.
4. Jhawar, A., Varshney, S. and Kumar, P. (2024), `Effects of sponsorship disclosures on social media
influencer???user psychological contract violation: moderated mediation effects through the expectancy
violations lens`, Journal of Consumer Marketing, DOI: https://doi.org/10.1108/JCM-11-2023-6426.
5. Kumar, P., & Jhawar, A. (2024). Avatar-Human Interaction: Bibliometric Review and Future Research
Avenues Through the Theory-Context-Methods Lens. International Journal of Human-Computer
Interaction, DOI: https://doi.org/10.1080/10447318.2024.2426913.
6. Haque, F., Sarkar, A., Raj, A., Kumar, P., Foropon, C.R.H. (2024). Can Inclusive Leadership Foster
Flexible Workplaces? A Comprehensive Review and Analysis. Global Journal of Flexible Systems
Management, DOI: https://doi.org/10.1007/s40171-024-00414-y.
7. Polonsky, M. J., Rotman, J., Weber, V., & Kumar, P. (2024). How meaningless and substantive green
claims jointly determine product environmental perceptions. International Journal of Advertising, DOI:
https://doi.org/10.1080/02650487.2024.2377503.
8. Jhawar, A., Varshney, S., Kumar, P. (2024). The grey side of influencer marketing: Content, contexts, and
consequences. Journal of Consumer Behaviour. DOI: 10.1002/cb.2349.
9. C. R., A., Pani, A.K. & Kumar, P. (2024). Blockchain-enabled Smart Contracts and the Internet of
Things: Advancing the research agenda through a narrative review. Multimedia Tools & Applications,
https://doi.org/10.1007/s11042-024-18931-4.
10. Goswami, A.K., Sinha, A., Goswami, M. and Kumar, P. (2024), `Explicating the mapping between big
data and knowledge management: a systematic literature review and future directions`, Benchmarking: An
International Journal, DOI: https://doi.org/10.1108/BIJ-09-2022-0550.
11. Jhawar, A., Kumar, P. and Varshney, S. (2023), "The emergence of virtual influencers: a shift in the
influencer marketing paradigm", Young Consumers, Vol. DOI: https://doi.org/10.1108/YC-05-2022-1529.
12. Jhawar, A., Varshney, S. and Kumar, P. (2023), “Sponsorship Disclosure on social media: literature
review and future research agenda” Management Review Quarterly, DOI: https://doi.org/10.1007/s11301-
023-00342-8.
13. Kumar, P. and Utkarsh (2023), “Effects of in-store information quality and store credibility on consumer
engagement in green retailing” Journal of Retailing and Consumer Services, Vol. 71 No. March, 103195.
14. Kumar, P. (2023), "Luxury consumption amidst the COVID-19 pandemic", Marketing Intelligence &
Planning, Vol. 41 No. 1, pp. 62-82.
15. Kumar, P., Shetty, K., Fitzsimmons, J.R. and Hayes, S.G. (2022), "Editorial", Journal of Fashion
Marketing and Management, Vol. 26 No. 2, pp. 197-220.
16. Kumar, P., Polonsky, M., Dwivedi, Y.K. and Kar, A. (2021), "Green information quality and green brand
evaluation: the moderating effects of eco-label credibility and consumer knowledge", European Journal
of Marketing, Vol. 55 No. 7, pp. 2037-2071.
17. Sharma, A, Kumar, B., Vatavwala, S. and Kumar, P. (2020). Digital mediation in business-to-business
marketing: a bibliometric analysis. Industrial Marketing Management, 85 (February), 126-140.
18. Kumar, P., Sharma, A. and Salo, J. (2019). A bibliometric analysis of extended key account management
literature. Industrial Marketing Management, 82 (October), 276-292.
19. Kumar, P. and Polonsky, M.J. (2019). In-store experience quality and perceived credibility: a green
retailer context. Journal of Retailing and Consumer Services, 49 (July), 23-34.
20. Kumar, P. and Polonsky, M.J. (2017). An analysis of the green consumer domain within sustainability
research: 1975 to 2014. Australasian Marketing Journal, 25 (2), 85-96.
21. Kumar, P. (2017), "Intents of green advertisements", Asia Pacific Journal of Marketing and Logistics,
Vol. 29 No. 1, pp. 70-79.
22. Kumar, P. (2016), "State of green marketing research over 25 years (1990-2014): Literature survey and
classification", Marketing Intelligence & Planning, Vol. 34 No. 1, pp. 137-158.
23. Kumar, P. and Ghodeswar, B.M. (2015), "Factors affecting consumers’ green product purchase
decisions", Marketing Intelligence & Planning, Vol. 33 No. 3, pp. 330-347.
24. Kumar, P. (2014), "Greening retail: an Indian experience", International Journal of Retail & Distribution
Management, Vol. 42 No. 7, pp. 613-625.
Other Professional Activities
Chairperson/Co-Chairperson in Conferences
Chairperson, Doctoral Colloquium 2023 at XLRI Jamshedpur
Co-Chair, Doctoral Conference2026 at XLRI Jamshedpur
Guide/Evaluator/ Examiner at Doctoral Research Level
Guide for Anjana Dharmani
Reviewer/Referee in Journals/ Conferences etc
- Served as ad-hoc reviewer for international conferences such as
o Academy of Marketing Conference 2016
o Academy of Marketing Science Annual Conference 2017
- Served as ad-hoc reviewer for international journals such as
o Asia-Pacific Journal of Marketing & Logistics (reviewed one manuscript)
o European Journal of Marketing (reviewed one manuscript)
o International Journal of Retail & Distribution Management (reviewed two manuscripts)
o Marketing Intelligence & Planning (reviewed six manuscripts)
o Journal of Retailing & Consumer Services (reviewed one manuscript)
o Qualitative Market Research (reviewed two manuscripts)
- Served as ad-hoc chapter reviewer for books such as
o Superior Customer Value – Finding & Keeping Customers in the Now Economy (4th Ed.)
(reviewed chapter on Service Excellence) written by Art Weinstein, Chair and Professor of
Marketing, Nova Southeastern University