Kishalay Adhikari

Home > Faculty > Marketing > Kishalay Adhikari

Kishalay Adhikari

Education : PhD (NIT Rourkela)

Specialization : Marketing

Area of Interest : Brand Engagement, Social Networks, Sustainable Consumption

Designation : Assistant Professor- Marketing Area

Contact: 033-66529619

Email: k.adhikari@imi-k.edu.in

About Kishalay Adhikari

Dr. Kishalay Adhikari has completed the Ph.D. programme in Management from the School of Management, National Institute of Technology (NIT) Rourkela. His thesis work focused on analyzing the role of consumer brand engagement on enhancing brand loyalty in the automobile context. Towards his credit, Dr. Adhikari has published in high-quality journals, including Journal of Product & Brand Management, Marketing Intelligence & Planning, The Services Industries Journal, Journal of Internet Commerce, and Journal of Global Marketing, among others. His areas of research interest are brand engagement, social networks, relationship marketing, and sustainable consumption practices. During the PhD tenure, he obtained a fellowship from the Indian Council of Science Research (ICSSR), New Delhi. He is an active reviewer to different international journals of repute in the broader domain of brand management. Dr. Adhikari believes in the motto of “do beyond what’s expected and obvious”, both in professional and personal life.

Journals:
  • Bhardwaj, S., & Adhikari, K. (2025). Drivers of brand love for organic wine brands: Moderating role of ethnocentrism. Marketing Intelligence & Planning, 43(2), 412-439. https://doi.org/10.1108/MIP-02-2024-0088
  • Adhikari, K., & Panda, R.K. (2023). Organizational disruptions impacting Process Management of Startup businesses. International Journal of Process Management and Benchmarking (Accepted for publication)
  • Kumar, N., Panda, R.K., & Adhikari, K. (2023). Tourists’ engagement and willingness to pay behavior during COVID-19: an assessment of antecedents, consequences and intermediate relationships. Journal of Hospitality and Tourism, 6(2), 1024-1042. https://doi.org/10.1108/JHTI-02-2022-0050
  • Kumar, N., Panda, R.K., & Adhikari, K. (2022). Transforming Tourists’ Intentions Through Destination Engagement: Insights from Transformative Learning Theory. The Service Industries Journal, 42(9-10), 688-715. https://doi.org/10.1080/02642069.2022.2062327
  • Mishra, D.N., Panda, R.K., & Adhikari, K. (2022). Evaluating visitors’ sentiment towards wellness resorts: An Indian Perspective. International Journal of Business Information Systems (Accepted for publication)
  • Adhikari, K., & Panda, R.K. (2020). Evaluation of brand relationship quality using formative index: A novel measurement approach. Journal of Product & Brand Management, 29(4), 505-516. https://doi.org/10.1108/JPBM-09-2018-2030
  • Adhikari, K., & Panda, R.K. (2020). Examining the role of Social Networking Fatigue towards Discontinuance Intention: The Multi-group effects of Gender and Age. Journal of Internet Commerce, 19(2), 125-152. https://doi.org/10.1080/15332861.2019.1698265
  • Adhikari, K., & Panda, R.K. (2019). The role of consumer-brand engagement towards driving brand loyalty: Mediating role of relationship quality. Journal of Modelling in Management, 14(4), 987-1005. https://doi.org/10.1108/JM2-03-2019-0067
  • Adhikari, K., & Panda, R.K. (2018). Users’ information privacy concerns and privacy protection behavior in social networks. Journal of Global Marketing, 31(2), 96-110. https://doi.org/10.1080/08911762.2017.1412552
  • Adhikari, K., & Panda, R.K. (2017). Social Media Brand Communities and Brand Loyalty: An Integrated AHP Approach. International Journal of Virtual Communities and Social Networking, 9(2), 62-79. https://doi.org/10.4018/IJVCSN.2017040104
Book / Book Chapters:
  • Adhikari, K. and Panda, R.K (2019). Social Media Brand Communities and Brand Loyalty: An Integrated AHP Approach. Global Branding: Breakthroughs in Research and Practice, IGI Global Scientific Publishing, 736-755.
Conferences:
  • Driving automotive loyalty through consumer-brand relationships, 18th ISDSI Global Conference, Dec 26–29, 2024, PIBM Pune, India.
  • Consumer segmentation using Facebook profile pictures: A two-step Clustering approach, AMA Winter Academic Conference, Feb 14–16, 2020, San Diego, United States.
  • Application of Best-Worst method & Analytic Hierarchy Process in brand selection, 13th ISDSI Conference, Dec 27–30, 2019, IIM Sambalpur, India.
  • Users’ information privacy concerns and privacy protection behavior in social networks: Evidence from India, NASMEI-IIM Indore Summer Marketing Conference, Jul 27–29, 2017, IIM Indore, India.
  • Index construction for assessing brand relationship quality: A new measurement, 17th COSMAR, Nov 20–22, 2017, IISc Bangalore, India.
Teaching:
  • Retail Marketing
  • Customer Relationship Management
  • Marketing Management
  • Strategic Brand & Product Management
  • Pricing Strategy
  • BFSI Marketing
  • Universal Human Values
Awards:
  • Full-term Doctoral Fellowship provided by Indian Council of Social Science Research (ICSSR) for Jan 2017 – Jan 2019.
  • First Prize in the Poster & Oral presentation conferred by NIT Rourkela in the Research Scholars’ Week, Apr 2019.
  • Best Paper in the Doctoral category conferred by NASMEI and IIM Indore at the Summer Marketing Conference, Jul 2017.
Other Activities:
  • Mentor – Sports Committee
  • Coordinator – Unnat Bharat Abhiyan (UBA) Cell
  • Member – Ek Bharat Shrestha Bharat (EBSB) Cell