Ajay Kumar

Ajay Kumar

Central University of Haryana - Mahendragarh / India
Business & Management / Marketing
AD Scientific Index ID: 4498416
केन्द्रीय विश्वविद्यालय, हरियाणा
person_outline Ajay Kumar's MOST POPULAR ARTICLES
1-) ‘Masstige’marketing: A review, synthesis and research agendaA Kumar, J Paul, AB UnnithanJournal of Business Research 113, 384-398, 20202082020
2-) Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidenceA Kumar, J PaulInternational Business Review, 2018962018
3-) Do brands make consumers happy?- A masstige theory perspectiveA Kumar, J Paul, S StarcevicJournal of Retailing and Consumer Services 58, 2020462020
4-) Story of Aaker’s brand personality scale criticismA KumarSpanish Journal of Marketing - ESIC, 2018722018
5-) What we know and don’t know about consumer happiness: Three-decade review, synthesis, and research propositionsN Dhiman, A KumarJournal of Interactive Marketing 58 (2-3), 115-135, 2023372023