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Sourjo MUKHERJEE

Assistant Professor

  • Marketing Department

Teaching Domains

Consumer Behavior
Marketing Research
Digitial Marketing
Creativity
Customer Experience and Branding

Research Domains

Brand activism
Consumer morality and ideology
Consumer behavior in digital and new media

Curriculum vitae

PhD in Business Administration (Marketing)
ESSEC, France (2020)

Mastère spécialisé Business Administration Research (Marketing)
ESSEC, France (2016)

Post Graduate Diploma in Management, Marketing
Indian Institute of Management, India (2013)

Bachelor of Power Engineering
Jadavpur University, India (2010)

Publications

Forthcoming

MUKHERJEE, S., ALTHUIZEN, N. (2020) . Brand Activism: Does Courting Controversy Help or Hurt a Brand?, International Journal of Research in Marketing

2016

KHARE, A., KHARE, A., MUKHERJEE, S., GOYAL, T. (2016) . Do consumer shopping styles influence consumer attitudes toward services offered by shopping websites?, Journal of International Consumer Marketing, 28 (1), 28-41

2013

KHARE, A., MUKHERJEE, S., GOYAL, T. (2013) . Social influence and green marketing: An exploratory study on Indian consumers, Journal of Customer Behavior, 12 (4), 361-381

MUKHERJEE, S. (2020). That’s Unlike You: How Moral Expectation and Motivated Reasoning Drive Consumer Reaction to Brand Activism. European Marketing Academy Conference (EMAC).

GUPTA, R., MUKHERJEE, S., JAYARAJAH, K. (2020). Role of Group Cohesiveness in Targeted Mobile Promotions. 42nd Annual ISMS Marketing Science Conference.

MUKHERJEE, S., ALTHUIZEN, N. (2019). Brand Activism: Does Courting Controversy Help or Hurt a Brand? 48th Annual European Marketing Academy Conference (EMAC).

ALTHUIZEN, N., MUKHERJEE, S., KASANI, N. L. (2018). Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers. 49th Annual Association for Consumer Research (ACR) Conference (pp. 898).

MUKHERJEE, S., ALTHUIZEN, N. (2018). Courting Controversy: When Taking a Stand on Social Issues Hurts or Helps Business. 11th European Association for Consumer Research Conference (pp. 165-166).

GUPTA, R., MUKHERJEE, S., JAYARAJAH, K. (2017). Role of Group Cohesiveness in Consumers’ Responses to Mobile Promotions. 48th Annual Association for Consumer Research (ACR) Conference (pp. 1031).

MUKHERJEE, S., ALTHUIZEN, N. (2017). Courting Controversy: When Taking a Stand on Social Issues Hurts or Helps Business. 46th Annual European Marketing Academy Conference (EMAC).

MUKHERJEE, S., MALSHE, A. (2016). Valence Dispersion, Source Credibility, and Movie Lifecycle. 45th Annual European Marketing Academy Conference (EMAC).

ACHTANI, D., SINGH, M., DASMOHAPATRA, P., MUKHERJEE, S., CHARAN, P. (2012). Evolution of FlipKart’s Supply chain during hyper growth phase: A SAP-LAP Analysis. XVI Annual International Conference of the Society of Operations Management.

Scientific activities

Member of an academic association :

  • European Marketing Academy (EMAC)

Reviewer for a scientific conference :

  • Reviewer for EMAC Annual Conference, 2017-2020
  • Reviewer for European ACR Conference, 2018

Awards and Honors

  • Fellow, AMA Sheth Foundation Doctoral Consortium , 2018
  • Fellow, EMAC Doctoral Colloquium , 2018
  • Fellow, ACR Doctoral Symposium , 2017
  • European Marketing Academy (EMAC) bursary for being nominated for the ‘Best Paper based on a Doctoral Dissertation Work’ award , 2017
  • Doctoral Fellowship and Conference Travel Grants, ESSEC Business School, France , 2014-2018