Kishalay Adhikari

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Kishalay Adhikari

Education : PhD (NIT Rourkela), PGDM (BIMM Pune)

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, The Services Industries Journal, Journal of Internet Commerce, and Journal of Global Marketing, among others. His areas of research interest are customer engagement, social networks, relationship marketing, online privacy, and virtual communities.  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
  • Adhikari, K. and Panda, R. K. (2020): Evaluation of brand relationship quality using formative index: A novel measurement approach, Journal of Product & Brand Management, Vol. 29, No. 4, pp. 505-516. (ABDC-A).
  • Bhardwaj, S. and Adhikari, K. (2025). Drivers of brand love for organic wine brands: Moderating role of ethnocentrism Marketing Intelligence & Planning, Vol. 43 No.2, pp. 412-439. (ABDC-A).
  • Adhikari, K. and 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, Vol. 19, No. 2, pp. 125-152. (ABDC-B).
  • Adhikari, K. and Panda, R.K. (2018): Users’ information privacy concerns and privacy protection behavior in social networks, Journal of Global Marketing, Vol. 31 No. 2, pp. 96- 110. (ABDC-B).
  • Kumar, N., Panda, R.K., and Adhikari, K. (2022). Transforming Tourists’ Intentions Through Destination Engagement: Insights from Transformative Learning Theory, The Service Industries Journal, Vol. 42, No. 9-10, pp. 688-715. (ABDC-B).
  • Kumar, N., Panda, R.K., and 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, Vol. 6 No. 2, pp. 1024-1042. (ABDC-C).
  • Adhikari, K. and Panda, R.K. (2019): The role of consumer-brand engagement towards driving brand loyalty: Mediating role of relationship quality, Journal of Modelling in Management, Vol. 14 No. 4, pp. 987-1005. (ABDC-C).
  • Adhikari, K. and Panda, R.K. (2017): Social Media Brand Communities and Brand Loyalty: An Integrated AHP Approach. International Journal of Virtual Communities and Social Networking, Vol. 9 No. 2, pp. 62-79.
  • Mishra, D.N., Panda, R.K., and Adhikari, K. (2022): Evaluating visitors’ sentiment towards wellness resorts: An Indian Perspective. International Journal of Business Information Systems (Accepted for publication) (ABDC-C).
  • Adhikari, K. and Panda, R.K (2023). Organizational disruptions impacting Process Management of Startup businesses. International Journal of Process Management and Benchmarking (Accepted for publication) (SCOPUS)
Books
  • 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, (DOI: 10.4018/978-1-5225-9282-2.ch036, ISBN: 9781522592822)
  • Adhikari, K. and Panda, R. K. (2020): Consumer segmentation using Facebook profile pictures: A two-step Clustering approach, AMA Winter Academic Conference, Feb 14-16, 2020, San Diego, US.
  • Adhikari, K. and Kumar, N. (2024). Driving automotive loyalty through consumer-brand relationships. 18th ISDSI Global Conference, Dec 26-29, 2024, PIBM Pune.
  • Adhikari, K. and Panda, R.K. (2019): Application of Best-Worst method & Analytic Hierarchy Process in brand selection, ISDSI Conference, Dec 27-30, 2019, IIM Sambalpur.
  • Adhikari, K. and Panda, R.K. (2017): Users’ information privacy concerns and privacy protection behavior in social networks: Evidence from India, NASMEI- IIM Indore Summer Marketing Conference, July 27-29, 2017.
  • Adhikari, K. and Panda, R.K. (2017): Index construction for assessing brand relationship quality: A new measurement, 17th COSMAR, Nov 20-22, 2017, IISc Bangalore.
Awards
  • ICSSR Doctoral Fellowship 2017-19.
  • Best Paper (Doctoral category), NASMEI- IIM Indore Summer Marketing Conference, July, 2017.
  • First Prize (Poster & Oral presentation) in Research Scholars’ Week (2019) organized by NIT Rourkela, April, 2019.
  • ICSSR Doctoral Fellowship 2017-19.
  • Best Paper (Doctoral category), NASMEI- IIM Indore Summer Marketing Conference, July, 2017.
  • First Prize (Poster & Oral presentation) in Research Scholars’ Week (2019) organized by NIT Rourkela, April, 2019.
  • Retail Marketing
  • Customer Relationship Management
  • Marketing Management
  • Strategic Brand & Product Management
  • Pricing Strategy
  • BFSI Marketing
  • Universal Human Values
Other Activities:
  • Mentor- Sports Committee
  • Coordinator- Unnat Bharat Abhiyan (UBA) Cell
  • Member- Ek Bharat Shrestha Bharat (EBSB) Cell