Research & Publications

1). A Proceedings of 2012 conference

Preface of Proceedings

2). Proceedings of 2014 conference


Preface of Proceedings

Journals Regular and Special Issue

Selected papers presented in 2014 conference were recommended and published in following special /regular issues of following referred journals-

Decoding-LucknowJournal of Consumer Marketing’ – Special Issue : From the Emerging Markets Conference Board , Volume 32 Issue 5 includes selected papers presented in 2014 EMCB Conference organized by CMEE. Click here

Selected papers presented in 2012 conference were recommended and published in following special /regular issues of following referred journals

Marketing Intelligence & Planning


ISSN: 0263-4503
Volume 31 issue 2

Published: 2013, Start page: p111
Special Issue: Future of research in marketing in emerging economies
Guest editor(s): NareshMalhotra and Satyabhusan Dash


Marketing innovation: a resource-based view of international and local firms
Suraksha Gupta, NareshMalhotra (pp. 111 – 126)
Keywords: Competitiveness, Emerging markets, India, Innovation, Innovation in marketing, International organizations, Local firms, Marketing, Resource-based view
Article type: Research paper

Is beauty in the eye of the beholder? Gender and beauty in the cosmetics sector: A comparative study of Indonesia and Korea
Jaeil Kim, WoongHee Han, DongTae Kim, WidyaParamita (pp. 127 – 140)
Keywords: Advertising, Consumer behaviour, Cosmetics, Cosmetics advertisement, Culture, Indonesia,Korea, Korean wave, Male decorative model, National cultures, Religion
Article type: Research paper

The nature and antecedents of brand equity and its dimensions
Ravi Shekhar Kumar, Satyabhusan Dash, Prem Chandra Purwar (pp. 141 – 159)
Keywords: Brand equity, Brand experience, Hospital service, Hospitals, India, Patients
Article type: Research paper

The impact of institutional variables in new high-tech product development processes: The moderating roles of perceived risk and project duration
ShashiShekhar Mishra, K.B. Saji (pp. 160 – 178)
Keywords: Design, Dominant design, Emerging markets, Institutional variables, Network externalities, NPD process, Perceived risk, Product development, Project duration, Technology, Technology acquisition intent
Article type: Research paper

Challenges in Western-Chinese business relationships: the Chinese perspective
Byoungho Jin, Hong Yu, JiHye Kang (pp. 179 – 192)
Keywords: Business practices, China, International business, National cultures, Values
Article type: Research paper

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Journal of product & Brand Management


ISSN: 1061-0421
Volume 22 issue 1

Published: 2013, Start page: p6
Special Issue: Research in emerging markets: advances in product and brand management
Guest editor(s): Professor K.B. Saji


Exploring branding strategies of FMCG, services and durables brands: evidence from India
BikramJit Singh Mann, MandeepKaur (pp. 6 – 17)
Keywords: Branding strategies content analysis, Brands, Corporate brand, Family brand, Fast moving consumer goods, India, Individual brand
Article type: Research paper

Investigating the role of firm resources and environmental variables in new product commercialization
K.B. Saji, ShashiShekhar Mishra (pp. 18 – 29)
Keywords: Dominant design, Firm resources, Market heterogeneity, Network externalities, New product commercialization, New products, Resource based view of a firm, Resources, Technology acquisition intent
Article type: Research paper

Discerning product benefits through visual thematic analysis
AbhilashPonnam, JagrookDawra (pp. 30 – 39)
Keywords: Categorical data analysis, Data analysis, Data reduction of categorical variables, Multi-dimensional scaling, Newspaper benefits, Perceptual maps, Thematic analysis, United Kingdom
Article type: Research paper

Role of content strategy in social media brand communities: a case of higher education institutes in India
KalpanaChauhan, AnandanPillai (pp. 40 – 51)
Keywords: Brand community, Brands, Community management, Content strategy, Corporate branding,Customer engagement, Higher education, Higher education institutions, India, Social media, Social networking websites, Web 2.0
Article type: Research paper

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Journal of Indian Business Research


ISSN: 1755-4195
Volume 5 issue 1

Published: 2013, Start page: p6
Special Issue: Consumers and Marketing in Emerging Markets
Guest editor(s): Anita Goyal and MoutusiMaity


Consumer insights for developing markets
Russell W. Belk (pp. 6 – 9)
Keywords: Consumer insights, Developing countries, Emerging markets, Ethnography, International marketing, Qualitative research
Article type: Viewpoint

Reinventing marcom for the new marketplace
Don E. Schultz (pp. 10 – 16)
Keywords: Emerging markets, Innovation, Marcom, Marketing communications, Modelling, Research
Article type: Viewpoint

Determinants of customers’ online purchase intention: an empirical study in India
ArunThamizhvanan, M.J. Xavier (pp. 17 – 32)
Keywords: Buying behaviour, India, Internet shopping, Online purchase intention, Online trust, Prior online purchase experience, Retailing, Shopping orientation, Young adults
Article type: Research paper

Mediating roles of commitment and corporate image in the formation of customer loyalty
Harsandaldeep Kaur, HarmeenSoch (pp. 33 – 51)
Keywords: Commitment, Corporate image, Customer loyalty, Customer satisfaction, India, Mobile phone companies, Satisfaction, Trust
Article type: Research paper

Customer usage intention of mobile commerce in India: an empirical study
Rakhi Thakur, Mala Srivastava (pp. 52 – 72)
Keywords: Consumer behaviour, Customer adoption, India, Innovation, Mobile commerce, Mobile communication systems, Technology acceptance
Article type: Research paper

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An IIM Lucknow  Journal of Management Research
Volume 11, (1) 2012


  1. Rising to the challenge : market research in emerging economies
    Peter MounceyLucknow, ISSN 0972-6225, ZDB-ID 24341083. – Vol. 11.2012, 1, p. 12-14
  2. Indian Premier League and Team Brand Building: Validating the Spectator-based Brand Equity Model in Context of Television Viewers
    Anish Yousaf Naik, Anil Gupta
  3. Study on Cross-format Shopping Motives and Shopper Typologies in Emerging Food and Grocery Retail Market in India
    Cherukuri Jayasankaraprasad, Bandaru Srinivaasarao, G. Kathyayani
    Lucknow, ISSN 0972-6225, ZDB-ID 24341083. – Vol. 11.2012, 1, p. 15-35`
  4. Cutting Edge Research: to Build Predictive Price-volume Model Quantitative – Research&analytics (with an Example of Indian Tyre Industry
    Dhruv Bhardwaj, Dwip Ratan Das, Mohan Krishnan, Sanjeev Singh
  5. e-suvidha a Citizens’ Perception Study
    Shalini N Tripathi, Masood H Siddiqui
    Lucknow, ISSN 0972-6225, ZDB-ID 24341083. – Vol. 11.2012, 1, p. 64-81
  6. Understanding Indians Purchase Behaviour Process: Luxury Apparel Sector
    Varsha, Jain, Sonal Pingle, Aarzoo Daswani

Regular Issue

International Journal of Market Research

  1. Mohanta, S.K., Mishra A and Dash.S.B(2012).
    Understanding the Rural Consumer’s Behavior in Context to His Ecosystem: ATelecommunication Perspective.
    International Journal of Market Research, 54(5), 603-612
  2. Malhotra, N, Mukhopadhyay, X, Liu, X &Dash,S.B(2012)
    One, few or many? An integrated framework for identifying the items in measurement scales
    International Journal of Market Research, 54(6)
  3. Mistry P, Samant, A(2012).
    How research assisted the rollout of a mobile agriculture information service: the day Peepli went,
    International Journal of Market Research, 54(5), 603-612

For more details visit the link