+91-79-7152 4948



Prof. Subhadip Roy


Educational Qualifications

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

Academic Affiliation

Associate Professor, Marketing Area, Indian Institute of Management Udaipur, India (2017-18)

Assistant Professor, Marketing Area, Indian Institute of Management Udaipur, India (2013-17)

Faculty Member, Marketing and Strategy Area, IBS Hyderabad, IFHE University, India (2007-13).

Visiting Scholar, University of Toledo, Ohio, USA, (2006-07).

Professional Affiliation




Marketing Management

Area of Research

Celebrity Endorsements; Brand Management, Advertising, Social Media Advertising and Branding

Current Research




  1. Roy, S. (Forthoming). Effects of Customer Experience Across Service Types, Customer Types and Time, Journal of Services Marketing.
  2. 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.
  3. 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 Journal22(1), 49-66.
  4. Roy, S., & Mishra, A. S. (2018). The Dual Entertainment Theory in Celebrity Endorsements: The Role of Celebrity Worship and Profession. Journal of Advertising Research58(1), 33-50.
  5. 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.
  6. 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.
  7. 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.
  8. Roy, S., & Jain, V. (2017). Exploring meaning transfer in celebrity endorsements: measurement and validation. Asia-Pacific Journal of Business Administration9(2), 87-104.
  9. Roy, S., and Mohapatra, S. (2017). Female, married and endorsing: integrating celebrity marital status, role congruence and credibility. Journal of Strategic Marketing25(1), 14-30.   
  10. Roy, S. (2016). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 1-20. [Online, Offline Issue forthcoming]. 
  11. 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.
  12. 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.  
  13. 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.  
  14. Jain, V., & Roy, S. (2016). Understanding meaning transfer in celebrity endorsements: a qualitative exploration. Qualitative Market Research: An International Journal, 19(3), 266-286.
  15. 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), 157-176.  
  16. 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. 
  17. 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. 
  18. 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. 
  19. 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.  
  20. 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.  
  21. Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing Luxury Buying Behavior: the Indian perspective. Journal of Product & Brand Management, 24(3), 211-228.  
  22. 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.




Awards & Honors

Year Awards & Honors
2014 ABP News National Education Award (Best Professor Teaching Marketing Management) 




Staging Enabled