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SOMNATH CHAKRABARTI
SOMNATH CHAKRABARTI
Professor
Dean (Academics)

Marketing

+91-7900444093
(Ext-225)
somnath[dot]chakrabarti[at]iimkashipur[dot]ac[dot]in
Biography

Dr. Somnath Chakrabarti has teaching and research interests in consumer behaviour, integrated marketing communications, marketing of services, and international marketing. He has done Bachelor of Engineering (B.E.) from REC (now NIT), Durgapur; MBA from College of Business, Oklahoma State University, Stillwater, USA (AACSB accredited College of Business in public research University in US) and Ph.D. from Department of Management Studies, IIT Delhi.

Dr. Chakrabarti’s research in the past has focused on understanding the drivers of advertising spend trends among global marketers. His research in consumer behavior has also focused on understanding the purchase motivations, attitudes towards different product categories and the role of consumer innovativeness, personal influence related constructs and consumer evaluation attributes in the purchase process. Another area of his research involves psychometric examination of the applicability of different international scales used in consumer behavior research in Indian context.

He has published in leading academic journals like International Journal of Advertising, UK (published by World Advertising Research Centre – WARC); International Journal of Consumer Studies, UK (Wiley), British Food Journal, UK (Emerald)) and International Journal of Bank Marketing (Emerald) among other journals. His papers have been published very recently with Journal of Marketing Communications [ABDC "B"] and Journal of Interactive Advertising [ABDC "B"]. His confirmed forthcoming papers will be in Journal of Public Affairs [ABDC "B"] and International Journal of Retail and Distribution Management (ABDC "A") among others. He has published numerous cases in Ivey Publishing, Canada (five) and Emerald Emerging Markets Case Studies (two) till now. His professional work experience in India in Corporate has been since 1992 (with Wipro and leading MNC Ad Agencies) and he has been in academics since 2002. He has gathered international work experience while doing a stint on sales response modeling research in McCann Erickson, Sydney, Australia.

  • Harmanjit Singh, Somnath Chakrabarti,  Utkarsh (2023) "How do gratifications to read reviews and perceived reviewers’ credibility impact behavioural intentions in fashion e-commerce? A mediating-moderating perspective", Computers in Human Behavior, https://doi.org/10.1016/j.chb.2023.107677
  • Jois, A., & Chakrabarti, S. (2022). Adapting and validating global knowledge branding scales in the education services sector. VINE Journal of Information and Knowledge Management Systems, https://doi.org/10.1108/VJIKMS-01-2022-0028
  • Yadav, A., & Chakrabarti, S. (2022). Brand hate: A systematic literature review and future research agenda. International Journal of Consumer Studies, https://doi.org/10.1111/ijcs.12772
  • Jois, A., Chakrabarti, S., & Pontevia, A. F. A. (2022). Exploring the Impact of Consumer Satisfaction on the Co-Creation of a Global Knowledge Brand. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 35, 52-75.
  • Gupta, R., & Chakrabarti, S. (2021). Kolkata Port Trust: Sailing the Ship Around. South Asian Journal of Management, 28(4), 169-194.
  • Yadav, A., & Chakrabarti, S. (2022). Brand Hate: A Systematic Literature Review and Future Research Agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12772
  • Jois, A., & Chakrabarti, S. (2021). Developing Global Brand Building Model in Management Education. International Journal of Business and Economics, 6(2), 150-178.
  • Mondal, J., & Chakrabarti, S. (2021). The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102695
  • Jois, A., & Chakrabarti, S. (2021). Globalization Journey Of Brand By Creating Experience Wave. Academy of Marketing Studies Journal, 25(5)
  • Kumar, A., & Chakrabarti, S. (2021). Charity Donor Behavior: A Systematic Literature Review and Research Agenda. Journal of Nonprofit & Public Sector Marketing, https://doi.org/10.1080/10495142.2021.1905134.
  • Mondal, J., & Chakrabarti, S. (2021). Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment. Journal of Retailing and Consumer Services, 60, 102484.
  • Singh, H., & Chakrabarti, S. (2020). Defining the relationship between consumers and retailers through user-generated content: Insights from the research literature. International Journal of Retail & Distribution Management, 49(1), 41-60.
  • Narang, A. S., Gumparthi, V. P., & Chakrabarti, S. (2020). Indraprastha Gas Limited: Formulating and Implementing a Go-to-Market Strategy. South Asian Journal of Management, 27(1).
  • Jois, A., & Chakrabarti, S. (2020). Complacency Leading to Reduced Competitive Intensity in the Indian Information Technology Services Sector Resulting in Diminished Market Opportunity. Global Business Review, https://doi.org/10.1177/0972150920926957.
  • Perannagari, K. T., & Chakrabarti, S. (2020). Analysis of the literature on political marketing using a bibliometric approach. Journal of Public Affairs, 20(1).
  • Perannagari, K. T., & Chakrabarti, S. (2019). Factors influencing acceptance of augmented reality in retail: Insights from thematic analysis. International Journal of Retail & Distribution Management, 48(1), 18-34.
  • Chakrabarti, S., Chadha, V., & Agarwal, R. (2019). Bhuira Jams: Changing lanes to break logjam. Emerald Emerging Markets Case Studies, 9(2).
  • Mondal, J., & Chakrabarti, S. (2019). Emerging phenomena of the branded app: a systematic literature review, strategies, and future research directions. Journal of Interactive Advertising, 19(2), 148-167.
  • Chakrabarti, S., & Makhija, M. (2019). Exploratory study on variables impacting display advertising spend of leading advertisers in the USA. Journal of Marketing Communications, https://doi.org/10.1080/13527266.2019.1646306.
  • Jois, A., Pallasena, R.K., & Chakrabarti, S. (2019). Freshdesk: Bringing in freshness in startup world. Journal of Information Technology Case and Application Research, 21(3-4), 140-150.
  • Chakrabarti, S., Trehan, D., & Makhija, M. (2018). Assessment of service quality using text mining–evidence from private sector banks in India. International Journal of Bank Marketing, 36(4), 594-615.
  • Chakrabarti, S., Kumar, N., & Upadhyay, A. (2018). Turnaround of struggling plant of DJSL Limited: Capital investment or operational improvement. Emerald Emerging Markets Case Studies, 8(3).
  • Debnath, A.M.,  Khan, M., & Chakrabarti, S, (2016). An Exploratory Study on Cultural Values and Brand Values for Luxury Accessory Brands in the Indian Market. Amity Business Review, 17(2).
  • Chakrabarti, S. (2013).The Influence of Opinion Leadership and Associated Measures among Owners of High End Smartphone Products in India. Journal of Marketing & Communication, 9(1), 4-12.
  • Chakrabarti, S. (2012). A Comparative Study of Consumer Innovators and Non Innovators among BSNL 3G Mobile Service Users. Journal of Marketing & Communication, 8(1), 4-11.
  • Chakrabarti, S. (2010). A Psychometric Examination of Steenkamp and Baumgartner Change Seeker Index Scale in Indian Context, Metamorphosis, 9(2), 7-22.
  • Chakrabarti, S. (2010). Factors influencing organic food purchase in India – expert survey insights. British Food Journal, 112(8), 902-915
  • Chakrabarti, S. (2009). Purchase of Organic Food – Influences of Consumer Innovativeness and Opinion Leadership Related Constructs. Business Perspectives, 11(2).
  • Chakrabarti, S., & Baisya, R. K. (2009). The influences of consumer innovativeness and consumer evaluation attributes in the purchase of fashionable ethnic wear in India. International Journal of Consumer Studies, 33(6), 706-714.
  • Chakrabarti, S., & Baisya, R. K. (2009). Purchase of Organic Food: Role of Consumer Innovativeness and Personal Influence Related Constructs. IIMB Management Review, 21(1), 18-29.
  • Chakrabarti, S., & Arora, A. P. (2007). Drivers of ad spend trends among global marketers. International Journal of Advertising, 26(3), 387-397.
  • Chakrabarti, S., & Baisya, R. K. (2007). Purchase Motivations and Attitudes of Organic Food Buyers. Decision, 34(1), 1-22.

PGP
Number Name Term
1 Marketing Management II II
2 Integrated Marketing Communication IV
3 Services Management (Marketing part) V
4 International Marketing VI

Feasibility Analysis of Air Connectivity for Delhi - Pantnagar Route, Consultancy Project carried out with Prof G. Sinha in 2013-14

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