| A road less traveled in nostalgia marketing: impact of spiritual well-being on effects of nostalgic advertisements R Singh, Y Sharma, K Jitender JOURNAL OF MARKETING THEORY AND PRACTICE, 1-19, 2020 | 25 | 2020 |
| NETFLIX: SVoD ENTERTAINMENT OF NEXT GEN J Kumar, A Gupta, S Dixit Emerald emerging market case studies, 2020 | 20 | 2020 |
| Influence of cartoon characters on generation alpha in purchase decisions A Gupta, J Kumar, T Tewary, NK Virk Young consumers 23 (2), 282-303, 2022 | 16 | 2022 |
| Young working women’s purchase intention towards organic cosmetic products JK Tavishi Tewary, Ashish Gupta, Vaibhav Mishra Int. J. Economics and Business Research, 2021 | 15 | 2021 |
| Impact of AI-focussed technologies on social and technical competencies for HR managers – A systematic review and research agenda RA R. Deepa, Srinivasan Sekar, Ashish Malik, Jitender Kumar Technological Forecasting and Social Change 202, 2024 | 9 | 2024 |
| Holding on to your memories: Factors influencing social media hoarding behaviour JK Nivin Vinoi, Amit Shankar, Ashraf Khalil, Ankit Mehrotra Journal of Retailing and Consumer Services 76, 2024 | 9 | 2024 |
| Enablers and inhibitors of digital hoarding behaviour. An application of dual-factor theory and regret theory NA Nivin Vinoi, Amit Shankar, Ankit Mehrotra, Jitender Kumar Journal of Retailing and Consumer Services 77, 2024 | 7 | 2024 |
| AGROY: creating value through smart farming R Singh, J Kumar, A Nayak Emerald Emerging Markets Case Studies 9 (3), 1-31, 2019 | 7 | 2019 |
| From Pandemic to Prada: Examining Online Luxury-Brand Self-Narratives RS Yukti Sharma, Prakrit Silal, Jitender Kumar Marketing Intelligence and Planning, 2022 | 6* | 2022 |
| IMPACT OF SERVICES QUALITY IN E-BANKING: EVIDENCE FROM INDIAN PUBLIC BANKS J Kumar, Monisha, A Gupta, MC Rashid, S H.S. Academy of Marketing Studies Journal 24 (1), 1-20, 2019 | 6 | 2019 |
| Connecting BOP consumers and retailers: What drives small-time retailing through social media? SKV Jitender Kumar, Gagan Katiyar, Ankit Mehrotra, Rekha Attri Journal of Retailing and Consumer Services 77, 2024 | 5 | 2024 |
| Social media and the bottom of the pyramid: a systematic literature review and future research agenda J Kumar, AV Tapar, S Bhattacharjee International Journal of Emerging Markets, 2023 | 4 | 2023 |
| Investigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid 19 JR Jitender Kumar, Archit Vinod Tapar, Ashish Gupta Journal of Promotion Management 33 (1), 2023 | 3* | 2023 |
| EXOS: does the retention of salesforce matter in entrepreneurial start-ups? J Kumar, A Gupta, VA Tapar, MC Rashid Emerald emerging market case studies, 2020 | 3 | 2020 |
| Does Consumer Demographics Effects Store Loyalty in Departmental Stores? M Rahman, MC Rashid, J Kumar, A Gupta Academy of Marketing Studies Journal 20 (4), 1-20, 2020 | 2 | 2020 |
| Savant Electronics Sustainability or Corporate Social Responsibility UH Kumar, J., Gupta, A., Dharwal, M., & Govindrajan Technology-Driven Evolution of the Corporate Social Responsibility Ecosystem …, 2024 | 1 | 2024 |
| Robin hood insurance broking: driving growth with differentiation AG Jitender Kumar, Animesh Singh Emerald Emerging Markets Case Studies 12 (1), 2022 | 1 | 2022 |
| Social Media Marketing and Purchase Behavior of Millennials: A Systematic Literature Review AG Jitender Kumar, Sweta Dixit, Alka Maurya Integrating New Technologies In International Business, 281-291, 2022 | 1 | 2022 |
| 39 Bakers: dilemma in expansion (part A) J Kumar, AV Tapar Emerald Emerging Markets Case Studies 11 (4), 1-41, 2021 | 1 | 2021 |
| NIVA: business expansion dilemma JK Rozita Ghaffari Fard, Vijayta Fulzele Emerald Emerging Markets Case Studies 12 (4), 2022 | | 2022 |
