Faculty & Research

Subhadip Roy


Primary Area : Marketing


Email : subhadipr@iima.ac.in

Phone : +91-79-7152 4948

Secretary : Vinodini Raveendran

Phone : +91-79-7152 7974

Website : Personal Website


Ph. D. , ICFAI, University Dehradun, India, 2009

Masters of Business Management (MBM), University of Calcutta, India, 2003

Bachelor of Science (B.Sc.), Eco (Hons), University of Calcutta, India, 2001


Marketing Management

Research Area

Celebrity Endorsements

Brand Management


Social Media Advertising and Branding

Academic Experience

Associate Professor, Marketing Area, Indian Institute of Management Udaipur, India, 2017-2018

Assistant Professor, Marketing Area, Indian Institute of Management Udaipur, India, 2013-2017

Faculty Member, Marketing and Strategy Area, IBS Hyderabad, IFHE University, India, 2007-2013

Visiting Scholar, University of Toledo, Ohio, USA, 2006-2007

Selected Publications

Roy, S. and Machado, J. C. (forthcoming). Social media brand community enjoyment (SMBCE): Scale Construction and Validation from an Etic Perspective, Journal of Marketing Theory and Practice.

Roy, S. (Forthoming). Effects of Customer Experience Across Service Types, Customer Types and Time, Journal of Services Marketing.

Roy, S., & Mishra, A. S. (2018). The Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession. Journal of Advertising Research, 58(1), 33-50.

Roy, S., Jain, V., & Matta, N. (2018). An integrated model of luxury fashion consumption: perspective from a developing nation. Journal of Fashion Marketing and Management: An International Journal, 22(1), 49-66.

Roy, S., and Mohapatra, S. (2017). Female, married and endorsing: integrating celebrity marital status, role congruence and credibility. Journal of Strategic Marketing, 25(1), 14-30

Roy, S., & Jain, V. (2017). Exploring meaning transfer in celebrity endorsements: measurement and validation. Asia-Pacific Journal of Business Administration, 9(2), 87-104.

Roy, S. and Moorthi, Y.L.R. (2017). Is "Proof" the 8th "P" of Service - A Conceptual Model and Propositions, Services Marketing Quarterly, 38(4), 213-225.

Roy, S. and Moorthi, Y.L.R. (2017). Technology Readiness, Perceived Ubiquity and M-Commerce Adoption: The moderating role of Privacy, Journal of Research in Interactive Marketing, 11(3), 268-295.

Roy, S. and Sanyal, S. (2017). Perceived Consumption Vulnerability of Elderly Citizens: A Qualitative Exploration of the Construct and its Consequences, Qualitative Market Research: An International Journal, 20(4), 469-485.

Jain, V., Roy, S., Damle, N., & Jagani, K. (2016). Communicating nutraceuticals: A multi-stakeholder perspective from a developing nation. Health Marketing Quarterly, 33(3), 239-254.

Saran, R., Roy, S., & Sethuraman, R. (2016). Personality and fashion consumption: a conceptual framework in the Indian context. Journal of Fashion Marketing and Management, 20(2), 157-17

Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An International Journal, 19(3), 266-286.

Roy, S., Sethuraman, R., & Saran, R. (2016). The effect of demographic and personality characteristics on fashion shopping proneness: a study of the Indian market. International Journal of Retail & Distribution Management, 44(4), 426-447.

Sreejesh, S., Sarkar, A., & Roy, S. (2016). Validating a scale to measure consumer's luxury brand aspiration. Journal of Product & Brand Management, 25(5), 465-478.

Jain, V., & Roy, S. (2016). The U-Constructs and Mobile Usage Behavior: Development and Validation of the U-Feat Scale. International Journal of Human-Computer Interaction, 32(2), 155-173.

Roy, S. (2016). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 1-20. [Online, Offline Issue forthcoming].

Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing Luxury Buying Behavior: the Indian perspective. Journal of Product & Brand Management, 24(3), 211-228.

Roy, S., Guha, A., & Biswas, A. (2015). Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency. Marketing Letters, 26(3), 363-376.

Roy, S., & Bagdare, S. (2015). The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity. Journal of Global Marketing, 28(3-5), 133-151.

Mishra, A. S., Roy, S., & Bailey, A. A. (2015). Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context. Psychology & Marketing, 32(12), 1158-1174

Roy, S., & Sarkar, S. (2015). To brand or to rebrand: Investigating the effects of rebranding on brand equity and consumer attitudes. Journal of Brand Management, 22(4), 340-360.

Roy, S., & Pansari, A. (2014). Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers. International Journal of Sports Marketing and Sponsorship, 15(2), 12-29

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Awards & Honors

2014 - ABP News National Education Award (Best Professor Teaching Marketing Management)