Prof. (Dr.) Victor Saha
October 16, 2023 2023-10-16 10:09Prof. (Dr.) Victor Saha
Prof. (Dr.) Victor Saha
Prof. (Dr.) Victor Saha is an Assistant Professor in the Marketing area at Jindal Global Business School. He has recently submitted his PhD (Marketing) at BITS Pilani. He has received his B.Tech in Mechanical Engineering from NIT Agartala and his MBA from BITS Pilani. He has also qualified for UGC-NET in the area of Management.
In his Doctoral research, he has examined the role of Value co-creation in enhancing the implementation of various schemes, policies and initiatives in the public services sector of India. He has also worked and published papers in areas such as masstige luxury, customer engagement and consumer ethnocentrism.
He has published in five ‘A’ category journals, two ‘B’ category journals, two ‘C’ category journals and one book chapter as of now. Some of the top Marketing journals (ABDC- ‘A’ category) where he has published are: Journal of Retailing & Consumer Services, Journal of Business & Industrial Marketing, Journal of Product & Brand Management, International Journal of Consumer Studies and Journal of Global Information Management. Currently, he is working on a few ambitious projects with an aim to publish in some of the top Marketing journals within A* category.
His current research interests lie in exploring topics such as Service Robots, Virtual Reality, Augmented Reality, Gamification and Artificial Intelligence from a Marketing perspective. His core strengths lie in developing conceptual, review and experimental papers.
- Saha, V., Goyal, P. and Jebarajakirthy, C (2021), “Value Co-creation: A Review of Literature and Future Research Agenda”, Journal of Business and Industrial Marketing (ABDC indexed- ‘A’, SSCI indexed). (Online version available).
- 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 (ABDC indexed- ‘A’, SSCI indexed). (Accepted for publication) (*Corresponding author).
- 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 (ABDC indexed- ‘A’, SSCI indexed). (Online version available).
- 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. (Online version available) (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 (ABDC indexed- ‘A’, SSCI indexed). (Online version available).
- Saha, V., Mani, V.and Goyal, P. (2020), “Emerging trends in the literature of value co-creation: a bibliometric analysis”, Benchmarking: An International Journal, Vol. 27 No. 3, pp. 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 and Saha, V. (2018) “Impact assessment of consumer demographics on Rural Consumers’ Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) habits”, Indian Journal of Marketing, Vol 48, Issue, 8. (ABDC indexed- ‘C’).
- Das, M and Saha, (2017) “A study on Consumer ethnocentrism and Social comparison in Rural India: Implications for Marketing Strategy”, South Asian Journal of Management, Vol 24, Issue 1 (ABDC indexed- ‘C’).
- 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 to be published by Edward Elgar in their forthcoming anthology The Research Handbook on Brand Co-creation: Theory, Practice, and Ethical Implications (Accepted for Publication).
- Exploring New Age technologies from a Marketing perspective
- Value Co-creation
- Customer Engagement
- Masstige luxury
- Sustainable Consumption
- Digital Marketing
- Marketing Management
- Services Marketing
- Consumer Behaviour
- Brand Management
- Digital Marketing
- Marketing Analytics
- Advertising
- 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.