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Ajay Kumar · Study

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Ajay Kumar

9 works· latest 2022· 2 institutionscluster: provisionalORCID 0000-0002-4652-1632

h-index8

i108

Citations861

Works here9

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Most cited in this library

‘Masstige’ marketing: A review, synthesis and research agenda2019 · 437 citations
Do brands make consumers happy?- A masstige theory perspective2020 · 144 citations
Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence2018 · 134 citations
What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions2022 · 54 citations
Consumers' relationship with mass prestige brands and happiness2022 · 44 citations

Works

9 shown

Consumers' relationship with mass prestige brands and happiness

European Management Review·2022·4 authors

44citations

What We Know and Don’t Know About Consumer Happiness: Three-Decade Review, Synthesis, and Research Propositions

Journal of Interactive Marketing·2022·2 authors

54citations

Traditional Woolen Namda (Felted Fabrics) from Tonk, Rajasthan: A Livelihood Initiative for Rural Women

TEXTILE·2021·5 authors

3citations

Designing the marketspace for millennials: fun, functionality or risk?

Journal of Marketing Analytics·2021·2 authors

10citations

Do brands make consumers happy?- A masstige theory perspective

Journal of Retailing and Consumer Services·2020·3 authors

144citations

‘Masstige’ marketing: A review, synthesis and research agenda

Journal of Business Research·2019·3 authors

437citations

Story of Aaker’s brand personality scale criticism

Spanish Journal of Marketing - ESIC·2018·1 author·Open access

23citations

Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence

International Business Review·2018·2 authors

134citations

Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India

Journal of Marketing Analytics·2016·2 authors

12citations