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Ph.D. (BITS, Pilani)

MBA (BITS Pilani)

B.Tech. (NIT, Agartala)

Prof. (Dr.) Victor Saha

Associate Professor & Area Chair (Marketing)

Email vsaha@jgu.edu.in
Connect with me
ORCID ID 0000-0001-9443-8123
Key Expertise Consumer Behaviour, Brand Management, Premiumization, Value co-creation

Ph.D. (BITS, Pilani)

MBA (BITS Pilani)

B.Tech. (NIT, Agartala)

Biography

Prof. (Dr.) Victor Saha is an Associate Professor and Area Chair of Marketing at Jindal Global Business School, O.P. Jindal Global University. 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 premiumization, value co-creation, brand management, impulsive buying, and tourism marketing. His work has been published in leading ‘A*’ and ‘A’ category journals, including Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Psychology & Marketing, and Journal of Brand Management. He has also contributed to several book chapters and case studies, with his research recognized internationally. He has also secured an ICSSR-sponsored project worth ₹15 lakhs to investigate the facilitators and barriers to the adoption of Atal Tinkering Labs in India, with a focus on their role in fostering innovation among school children. 

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, and branding.

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.

Premiumization

Value co-creation

Brand Management

Impulsive buying

Tourism Marketing

Marketing Management

Consumer Behaviour

Sales & Distribution Management

Brand Management

Integrated Marketing Communication

Marketing Research

B2B Marketing

Saha, V., Lim, W. M., & Das, M. (2025). From service failure to brand loyalty: Evidence of service recovery paradox. Journal of Brand Management, 32(4), 257–281. (ABDC-A)

Saha, V., Hollebeek, L. D., Venkatesh, M., Goyal, P., & Clark, M. (2025). Value co-creation: A metatheory unifying framework and fundamental propositions. Marketing Intelligence & Planning, 43(3), 574–603. (ABDC-A)

Saha, V., & Husain, R. (2025). The state of dark tourism research: A systematic review and agenda for future studies. Asia Pacific Journal of Tourism Research, 30(7), 956–982. (ABDC-A)

Lim, W. M., Das, M., & Saha, V. (2025). From consuming food away from home to on-the-go consumption: A multi-study exploration using focus groups and fsQCA. Journal of Marketing Management, 41(1–2), 1–45. (ABDC-A)

Sharma, V., Banerji, D., & Saha, V. (2025). Differentiating and synthesizing socially responsible consumption: A multi-level conceptual framework and future research directions. Journal of Macromarketing, 45(1), 39–67. (ABDC-A)

Grover, K., Saha, V., & Sangroya, D. (2025). Tourist innovativeness: Scale development and validation. Tourism Recreation Research, 1–17. (ABDC-A)

Das, M., Jebarajakirthy, C., Balaji, M. S., Saha, V., Paul, M. K., & Sivapalan, A. (2024). Monetary discounts, metaphoric communication and mass prestige-based branding: A comprehensive assessment. European Journal of Marketing, 58(10), 2319–2357. (ABDC-A*)

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-A)

Das, M., Balaji, M. S., Paul, S., & Saha, V. (2023). Being unconventional: The impact of unconventional packaging messages on impulsive purchases. Psychology & Marketing, 40(10), 1913-1932. (ABDC-A)

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-A*)

Banerji, D., Saha, V., Singh, N., & Srivastava, R. (2023). 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-A)

Saha, V., Goyal, P., & Jebarajakirthy, C. (2022). Value co-creation: a review of literature and future research agenda. Journal of Business & Industrial Marketing, 37(3), 612-628. (ABDC-A)

Das, M., Saha, V., Jebarajakirthy, C., Kalai, A., & Debnath, N. (2022). Cultural consequences of brands’ masstige: An emerging market perspective. Journal of Business Research, 146, 338–353. (ABDC-A)

Das, M., Roy, A., Paul, J., & Saha, V. (2022). High and low impulsive buying in social commerce: A SPAR-4-SLR and fsQCA approach. IEEE Transactions on Engineering Management, 71, 2226–2240. (ABDC-A)

Das, M., Saha, V., & Roy, A. (2022). Inspired and engaged: Decoding MASSTIGE value in engagement. International Journal of Consumer Studies, 46(3), 781-802. (ABDC-A)

Das, M., Saha, V., & Balaji, M. S. (2022). “Standing out” and “fitting in”: Understanding inspiration value of masstige in an emerging market context. Journal of Product & Brand Management, 31(4), 521-535. (ABDC-A)

Das, M., Habib, M., Saha, V., & Jebarajakirthy, C. (2021). Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance. Journal of Retailing and Consumer Services, 61, 102582. (ABDC-A)

Jebarajakirthy, C., Saha, V., Goyal, P., & Mani, V. (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-A)

Saha, V., & Goyal, P. (2021). How Co-creation drives the success of public service initiatives? A case-study based analysis. Journal of Nonprofit & Public Sector Marketing, 33(3), 286-306. (ABDC-B)

Saha, V., Mani, V., & Goyal, P. (2020). Emerging trends in the literature of value co-creation: A bibliometric analysis. Benchmarking: An International Journal. (ABDC-B)

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 Consumer Behaviour, Brand Management, Premiumization, Value co-creation
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