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B.Tech. (NIT, Agartala)

MBA

Ph.D. (BITS, Pilani)

Prof. (Dr.) Victor Saha

Assistant Professor

Email vsaha@jgu.edu.in
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ORCID ID 0000-0001-9443-8123
Key Expertise Value co-creation, masstige marketing, consumer behaviour, brand management

B.Tech. (NIT, Agartala)

MBA

Ph.D. (BITS, Pilani)

Biography

Prof. (Dr.) Victor Saha is an Assistant Professor in the Marketing area at O.P. Jindal Global Business School. He earned his Ph.D. in Marketing from Birla Institute of Technology and Science (BITS) Pilani, where his research explored value co-creation and its impact on implementing public service initiatives in India. He also holds an MBA from BITS Pilani and a B.Tech in Mechanical Engineering from NIT Agartala. Additionally, he is a UGC-NET qualified scholar in Management.

Prof. Saha's research interests span masstige luxury, consumer behavior, digital branding, and sustainable consumption. His work has been published in leading ‘A*’ and ‘A’ category journals, including Industrial Marketing Management, Journal of Business Research, Psychology & Marketing, and European Journal of Marketing. He has also contributed to several book chapters and case studies, with his research recognized internationally.

As an educator, Prof. Saha has taught a variety of courses, including Consumer Behavior, Marketing Management, Integrated Marketing Communication, Sales & Distribution Management, and Marketing Research. He is actively engaged in doctoral supervision and is available for Ph.D. supervision in the areas of consumer behavior, value co-creation, branding, and sustainability.

Prof. Saha brings a strong conceptual, analytical, and experimental approach to research, and he regularly reviews papers for prestigious journals such as the Journal of Business Research, Psychology & Marketing, Journal of Business & Industrial Marketing, Journal of Retailing and Consumer Services, among others. He can reached at: vsaha@jgu.edu.in.

Exploring New Age technologies from a Marketing perspective

Value Co-creation

Customer Engagement

Masstige luxury

Sustainable Consumption

Digital Marketing

Marketing Management

Consumer Behaviour

Brand Management

Integrated Marketing Communication

Marketing Research

Sales & Distribution Management

Saha, V., Jebarajakirthy, C., Sreen, N., Goyal, P., Mani, V., & Deshpande, S. (2024). Developing a framework of sustainable consumption in retailing contexts. Australasian Marketing Journal, 32(2), 178-188. (ABDC indexed- ‘A’).

Saha, V., Hollebeek, L., Venkatesh, M., Goyal, P., and Clarke, M., (2024). “Value co-creation: A metatheory unifying framework and fundamental propositions”, Marketing Intelligence & Planning (ABDC indexed- ‘A’) (status: accepted for publication)

Das, M., Jebarajakirthy, C., Balaji, M.S., Saha, V., Paul., M., and Sivapalan, A. (2024), “Monetary discounts, metaphoric communication, and mass prestige based branding: A comprehensive assessment”, European Journal of Marketing (ABDC indexed-‘A*’, ABS-3) (Accepted for publication; production stage)

Saha, V., Das, M., & Paul, J. (2023). Can Masstige brands be introduced in the B2B markets? An exploratory study. Industrial Marketing Management, 114, 32-46. (ABDC indexed- ‘A*’, ABS – 3)

Das, M., Balaji, MS., Paul, S. and Saha, V (2023), “Being unconventional: The impact of unconventional packaging messages on impulsive purchases”, Psychology & Marketing, 40(10), 1913-1932. (ABDC indexed- ‘A’, ABS – 3)

Sharma, V., Saha, V. and Banerji, D. (2023), “Socially Responsible Consumption: Synthesis of Literature”, International Conference on Evidence-Based Management at BITS Pilani.

Sharma, V., Banerji, D. and Saha, V. (2023), “Marketing of Renewable Energy: Extracting themes and their directions using Interpretive Structural Modeling”, organized by Indian Academy of Management (INDAM) at Narsee Monjee Institute of Management Studies, Mumbai. The conference is Scopus-indexed.

Sharma, V., Banerji, D. and Saha, V. (2023), “Sustainable Marketing and Retailing: Demystifying the Emerging Themes and Future Research Directions”, Book Chapter by IGI-Global in their anthology Management and Marketing for Improved Retail Competitiveness and Performance.

Banerji, D., Saha, V., Singh, N. and Srivastava, R. (2022), “What are the most important consumer decision factors when choosing an airline? An Emerging Economy Perspective”, Asia Pacific Journal of Marketing and Logistics, 35(1), 174-197. (ABDC indexed- ‘A’, SSCI indexed).

Das, M., Saha, V. and Balaji, M.S. (2021), “Standing out and Fitting in: Understanding inspiration value of masstige in an emerging market context”, Journal of Product and Brand Management, 31(4), 521-535. (ABDC indexed- ‘A’, SSCI indexed).

Das, M., Saha, V. and Roy, A. (2021) “Inspired and Engaged: Decoding MASSTIGE value in Engagement”, International Journal of Consumer Studies, 46(3), 781-802. (ABDC indexed- ‘A’, SSCI indexed).

Das, M., Habib, M., Saha, V. and Jebarajakirthy, C. (2021), “Bandwagon vs Snob luxuries: Targeting Consumers based on Uniqueness Dominance”, Journal of Retailing and Consumer Services, 61, 102582 (ABDC indexed- ‘A’, SSCI indexed).

Jebarajakirthy, C., Saha, V*., Goyal, P. and Venkatesh, M. (2021), “How do value co-creation and e-engagement enhance e-commerce consumers’ repurchase intention?: An empirical analysis” Journal of Global Information Management, 30(5),1-23. (ABDC indexed- ‘A’, SSCI indexed). (*Corresponding author).

Saha, V., Venkatesh, M., Goyal, P. and Hollebeek, L. (2021), “Co-creation of Intangible Brand Assets: An Integrative S-D Logic/Organic View of the Brand-Based Conceptual Framework”, Book Chapter by Edward Elgar in their anthology The Research Handbook on Brand Co-creation: Theory, Practice, and Ethical Implications.

Saha, V., Mani, V. and Goyal, P. (2020), "Emerging trends in the literature of value co-creation: a bibliometric analysis", Benchmarking: An International Journal, 27(3), 981-1002 (ABDC indexed- ‘B’, ESCI indexed).

Saha, V, and Goyal, P. (2019) "How Co-creation Drives the Success of Public Service Initiatives? A Case-study Based Analysis." Journal of Nonprofit & Public Sector Marketing (2019): 1-21 (ABDC indexed- ‘B’, ESCI indexed).

Das, M., Saha, V. and Jebarajakirthy, C. (2019). “Enhancing luxury consumption among middle-income people”, ANZMAC 2019, 2-4 December, 2019, Wellington, New Zealand.

Jebarajakirthy, C., Das, M., Saha, V. and Yadav, R. (2019), “Consumer inspiration and fashion luxury consumption”, ANZMAC 2019, 2-4 December, 2019, Wellington, New Zealand.

Saha, V. Goyal, P. Shishodia, M. (2019), "Are Companies In The Indian Hotel Industry Paying Attention To Their Customers' Feedback? A Lexical Study of Online Reviews" has been accepted for presentation at the 41st Annual ISMS Marketing Science Conference, June 20 – 22, 2019, in Rome, Italy.

Shishodia, M., Saha, V., Goyal, P. and Kumar, V. (2018) “Assessing Online Reviews: A Text Analysis Approach”, International Conference on Facets of Business Excellence, November 22-26, 2018, IMT Ghaziabad.

Maheshwari, H., Saha, V., Goyal, P. and Kumar, V. (2018) “Understanding the impact of social media on the process of value co-creation”, International Conference on Facets of Business Excellence, November 22-26, 2018, IMT Ghaziabad.

Saha, V. and Goyal, P. (2018) “Journey of Social Marketing in the last two decades: A Bibliometric Analysis”, Pan IIT International Management Conference 2018, November 30-December 2, 2018, IIT Roorkee.
Email vsaha@jgu.edu.in
ORCID ID 0000-0001-9443-8123
Key Expertise Value co-creation, masstige marketing, consumer behaviour, brand management
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