Vivek Pani is a marketing professor, with a penchant for consumer – brand relationships. His interest lies in understanding affective consumer – brand relationships. He pursued his MBA at NALSAR University of Law, Hyderabad. Post his MBA, he worked with the corporates for a period of 15 months. In the year 2017, he joined Indian Institute of Management Kashipur for his doctoral programme. In addition to research on consumer – brand relationships, Vivek has a special interest in writing managerial case studies.

In addition to his academic pursuits, Vivek enjoys following equity markets, punk rock and carnatic classical music.

Qualifications:

PhD at IIM Kashipur (2017 – Present)

Thesis Title – Antecedents and Consequences of Brand Love: Exploring the Consumer Brand Love Story

MBA (Marketing Management and Human Resources) (2014 – 2016) at NALSAR University of Law, Hyderabad

B.Tech (Electronics and Instrumentation) (2010 – 2014) at JNTU Hyderabad

Research:

Consumer – brand relationships

Publications:

Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: a systematic literature review. Journal of Relationship Marketing, 19(2), 93-132.

Gumparthi, V. P., & Deb, M. (2019). Branding Dilemma and Global Expansion: The Case of Caliber Technologies. South Asian Journal of Management, 26(3), 162-183.

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).

Indraprastha Gas Limited: Overcoming the Odd-Even Challenge (IVEY) 2019 – Amandeep Singh Narang, Vivek Pani Gumparthi and Somnath Chakrabarti

Conferences:

Bibliometric Analysis of Brand Experience at ATINER Conference

Courses:

Sales and Relationship Management

Product and Brand Management

Integrated Marketing Communications