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