Dr. Vikas Kumar
Associate Professor, Marketing Management
Dr. Vikas Kumar
Associate Professor
Marketing Management
MBA, Ph.D. (IIT Roorkee)
01704-277304
Biography
Dr. Vikas Kumar, is an Assistant Professor in the department of Marketing Management at Indian Institute of Management, Sirmaur. Prior joining IIM Sirmaur, he was associated with Department of Management Studies, NIT-Hamirpur (H.P.) as Lecturer for about 8.5 months. He has worked as an Assistant Manager in the department of Container services & Marketing in Liner & Passenger division of Shipping Corporation of India Ltd. Later on, he joined IIT Roorkee, as a research scholar in the area of marketing. More specifically, he worked in the area of destination branding. His work relates to the examination of the role of destination personality and self-congruity in creating destination brands. He contributed largely to the institute’s activities by assisting in national and international level conferences and various workshops on data analysis and research publications. He has published a good number of research papers in various international journals of repute such as Journal of Retailing & Consumer services, Journal of Strategic Marketing, Journal of Travel & Tourism marketing Journal of Hospitality & Tourism Research, Tourism Management Perspectives etc. He is a regular reviewer of top quality journals like Tourism Management, Tourism Management Perspectives and Journal of Travel & Tourism Marketing etc.
Teaching and Research Interest
- Brand Management, Marketing Research and Consumer Behaviour
Research and Consultancy Projects
Awards And Honours
- BoG Member of IIM Sirmaur – August 2020 to August 2022
Publications
- Kumar, V. (2022). Enhancing participation intentions in online brand communities. Marketing Intelligence & Planning, 40 (7), 898-913. [Ranked ‘A’ in ABDC rankings]
- Fatma, M., Khan, I., Kumar, V., & Shrivastava, A. (2022). Corporate social responsibility and customer-citizen relationship behaviour: the role of customer-company identification. European Business Review. [Ranked ‘B’ in ABDC rankings]
- Kumar, V., Kaushal, V., & Kaushik, A. (2022). Building relationship orientation among travelers through destination brand authenticity. Journal of Vacation Marketing. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., Khan, I., Fatma, M., & Singh, A. (2022). Engaging luxury brand consumers on social media. Journal of Consumer Marketing, 39(1), 121-32 [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Kaushik, A.K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26-37. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Kaushal, V. (2021). Perceived brand authenticity and social exclusion as drivers of psychological brand ownership. Journal of Retailing and Consumer Services, 61, 102579. [Ranked ‘A’ in ABDC rankings]
- Khan, I., Fatma, M., Kumar, V., & Amoroso, S (2020). Do experience and engagement matter to millennial consumers? Marketing Intelligence & Planning, 39 (2), 329-341. [Ranked ‘A’ in ABDC rankings]
- Kumar, V. (2020). Building customer-brand relationships through customer brand engagement. Journal of Promotion Management, 26(7), 986-1012. [Ranked ‘B’ in ABDC rankings]
- Kumar, V., & Kaushik, A.K. (2020). Does experience affect engagement? Role of destination brand engagement in developing brand advocacy and revisit intentions. Journal of Travel & Tourism Marketing, 35(5), 649-663. [Ranked ‘A’ in ABDC rankings]
- Kaushik, A. Mohan, G., & Kumar, V. (2020). Examining the Antecedents and Consequences of Customers’ Trust toward Mobile Retail Apps in India. Journal of Internet Commerce. 19 (1), 1-31. [Ranked ‘B’ in ABDC rankings]
- Kumar, V., & Kaushik, A.K. (2020). Building consumer–brand relationships through brand experience and brand identification, Journal of Strategic Marketing, 28(1), 39-59. [Ranked ‘A’ in ABDC rankings]
- Kumar J., & Kumar V. (2019). Drivers of brand community engagement, Journal of Retailing & Consumer Services. 54, 101949. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Nayak, J.K. (2018). Destination Personality: Scale Development & Validation, Journal of Hospitality and Tourism Research. 42(1), 3-25. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Kaushik, A.K. (2017). Destination brand experience and tourist behavior: The mediating role of brand identification, Journal of Travel & Tourism Marketing, 35(5), 649-663. [Ranked ‘A’ in ABDC rankings]
- Kaushik, A., & Kumar, V. (2017). Investigating Consumers’ adoption of SSTs - A Case study representing India’s Hospitality Industry, Journal of Vacation Marketing, 24(3), 275-290. [Ranked ‘A’ in ABDC rankings]
- Kumar, V. & Kaushik, A.K. (2017). Achieving destination advocacy and destination loyalty through destination brand identification, Journal of Travel & Tourism Marketing, 34(9), 1247-60. [Ranked ‘A’ in ABDC rankings]
- Kumar, V. (2016). Examining the role destination personality and self-congruity in predicting tourist behavior, Tourism Management Perspectives, 20, 217-227. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Nayak, J.K. (2014). The measurement and conceptualization of destination personality, Tourism Management Perspectives, 12, 88-93. [Ranked ‘A’ in ABDC rankings]
- Kumar, V., & Nayak, J.K. (2014). The role of self-congruity and functional congruity in influencing tourist’s post visit behavior, Advances in Hospitality and Tourism Research, 2(2), 24-44.
Peer Reviewed Journal Papers
Conferences
- Kumar, V., & Nayak, J.K. (2015). Self-congruity, functional congruity and destination choice: The moderating role of prior experience, “GCMRM Conference” to be organized by MDI Gurgaon on 11th-13th March, 2015.
- Kumar, V., & Nayak, J.K. (2014). Effect of online service quality dimensions on brand equity within retail banking in India, “Listening to Consumers of Emerging Markets” Organized by IIM Lucknow on January 9-11, 2014.
- Kumar, V., & Nayak, J.K. (2014). Self-congruity, functional congruity and destination loyalty: The moderating role of prior experience, “Rethinking Marketing”, Organized by IIM Calcutta on December 18-20, 2014.
- Kumar, V., & Kaushik, A.K. (2018). Does consumer brand engagement really help in nurturing consumer brand relationships? “The 13th Global Brand Conference: Branding in the Digital Age: Innovation & Responsibility” Organized by Newcastle Business School, Northumbria University, UK on May 2-4, 2018.