Dr. Abhishek Yadav is a faculty in Marketing and Strategy area at IIM Rohtak. He holds Ph.D. in Marketing from Indian Institute of Management Kashipur and a masters in business administration (MBA) degree with specialization in International Business from the Delhi School of Economics, University of Delhi. His research primarily focuses on consumer-brand relationships, consumer emotions, consumer behavior and gamification. He has published papers in ABDC and Scopus-listed journals and books. He has also presented his research at several international marketing conferences in multiple countries.
Marketing Management, Product and Brand Management, International Marketing, Consumer Behavior
Consumer Brand Relationships, Consumer Emotions, Consumer Behavior, Gamification, Branding
• Yadav, A., & Chakrabarti, S. (2022). Brand hate: A systematic literature review and future research agenda. International Journal of Consumer Studies,46(5), 1992-2019. https://doi.org/10.1111/ijcs.12772 (Ranked A in ABDC ranking, Impact factor: 9.9)
• Yadav, A. (2022). Can Gamification Define Consumers’ Response Toward Brands? Examining the Impact of Gamified Health and Fitness Applications on Purchase Intention. In R. J. Howlett, L. C. Jain, Smart Innovation, Systems and Technologies (pp- 189-199). Springer. https://doi.org/10.1007/978-981-16-9272-7_16