•  kapil.khandeparkar@spjimr.org

Kapil Khandeparkar

Associate Professor, Marketing

Kapil Khandeparkar has completed his doctoral studies from the Indian Institute of Management Ahmedabad (IIM A) on the topic of advertising humour. Prior to that, he completed his engineering from BITS Pilani Goa campus. He has three years of industry and nine years of academic experience. He has taught at IIM Ahmedabad, IIM Indore, IIM Sambalpur, IIM Ranchi, IIM Sirmaur and IIM Rohtak as a visiting faculty.

His research interests include topics in consumer psychology and customer buying behaviour. His research has been published in journals such as Journal of Business Research, Tourism Management, Journal of Retailing and Consumer Services, Journal of Brand Management, Marketing Intelligence and Planning and International Journal of Consumer Studies. He is a member of the editorial review board of the Journal of Brand Management, Marketing Intelligence and Planning.

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Education

Indian Institute of Management, Ahmedabad

Ph.D. 2016. Focus: Marketing Area

BITS Pilani Goa Campus

BE (Hons.), Major: Electronics and Instrumentation

  • Research interests

    Application of eye-tracking devices in advertising

    Studying the impact of pricing information and contextual cues on consumers biases.

    Consumer behavior in gifting

    Consumers’ adoption of sustainable goods

  • Selected publications

    Sharma, P., and Khandeparkar, K. (2025). Understanding brand evangelism-a systematic review of the literature and future research avenues. Journal of Strategic Marketing, 1–34, Taylor and Francis Online. https://doi.org/10.1080/0965254X.2024.2443791

    Ranga, G., Khandeparkar, K., Motiani, M. and Sharma, P. (2025), Gifting a warm-glow effect: how identity influences charitable gifting, Marketing Intelligence and Planning, Emerald Publishing Limited. https://doi.org/10.1108/MIP-07-2023-0325.

    Sharma, P. and Khandeparkar, K. (2024), Exploring the nexus between influencers and brand evangelism, Asia Pacific Journal of Marketing and Logistics, Emerald Publishing. https://doi.org/10.1108/APJML-06-2023-0581.

    Khandeparkar, K., Motiani, M., Chaurasia, S., and Chowdhury, J. (2024). A powerful tip: Power’s impact on tipping behavior. International Journal of Consumer Studies, Vol. 48, Issue no. 2, pg. 1 – 13. (ABDC cat: A).

    Khandeparkar, K., Motiani, M. and Sharma, A. (2021). Thank you for not smoking – A multi-method investigation to understand the effect of anti-smoking warnings in television programs. Journal of Business Research, Vol. 128, 462-472. (ABDC cat: A).

    Khandeparkar, K. and Motiani, M. (2020). The effect of alcohol consumption and contextual cues on the evaluation of new brands of alcoholic beverages at the POS. Journal of Retailing and Consumer Services, Vol. 55. (ABDC cat: A). (Received a grant of USD 1000).

    Khandeparkar, K., Maheshwari, B., and Motiani, M. (2020). Why should I pay more? Testing the impact of contextual cues on perception of price unfairness for the price-disadvantaged segment in dual pricing. Tourism Management, Vol. 78. (ABDC cat: A*).

    Khandeparkar, K., and Manoj, M. (2018). Fake Love: Brand love in the context of counterfeits. Marketing Intelligence and Planning, Vol. 36, Issue no. 6, pg. 661 – 677. (ABDC Cat: A).

    Khandeparkar, K., and Abhishek, (2017). Influence of media context on humorous advertising effectiveness. Marketing Intelligence and Planning, Vol. 35, Issue no. 2, pg. 259 – 276. (ABDC Cat: A).

    Roy, P., Khandeparkar, K., and Motiani, M. (2016). A Lovable Personality: The effect of brand personality on brand love. Journal of Brand Management, Vol. 23, Issue no. 5, pg. 97 – 113. (ABDC cat: A).

    Khandeparkar, K. (2014). The Role of Complementarity and Partner Brand Price Level in New Product Introduction Strategy Using Bundle Offers: A Study on the Quality Perception of Bundle Components. Journal of Retailing and Consumer Services, Vol. 21, Issue no. 6, pg. 992-1000. (ABDC cat: A).

    Link to Google Scholar

  • Conferences

    Khandeparkar, K., Srivastava, R., and Sharma, P. Gift as an instrument of justice: Intentional suboptimal gifting. Paper presented at the 6th International Conference on New Trends in Management, Business and Economics, Nice, France. 2024.

    Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., and Khandeparkar, K, Co-creation, Dynamic Capability, and Sustainability Performance in SMEs: A Micro Foundational Lens. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2024.

    Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., and Khandeparkar, K. The Effect of Sustainability Tension and Sustainability Synergy on Cooperative Performance. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2023.

    Chaurasia, S. S., Shukla, D., Venugopal, A., Motiani, M., and Khandeparkar, K. The Effect of Sustainability Tension and Sustainability Synergy on Cooperative Performance. Academy of Management Proceedings (Vol. 2022, No. 1, p. 12998). Briarcliff Manor, NY 10510: Academy of Management. 2022.

    Khandeparkar, K. The Effect of Alcohol Consumption and Contextual Cues on the Evaluation of New Brands of Alcoholic Beverages at the POS. At the 28th EBES Conference – Coventry, UK. 2019.

    Khandeparkar, K. Fake Love: Brand love in the context of counterfeits. At the 2017 Multi-disciplinary Conference held at Prague, Czechia. 2017.

    Khandeparkar, K. Lifestyle Values of Global Age Cohorts: A Means of Market Segmentation? At the Marketing and Communication Conference held at La Londe, France. 2015.

    Khandeparkar, K. Lifestyle Values of Global Age Cohorts: A Means of Market Segmentation? At the 44th EMAC Annual Conference held at Leuven, Belgium. 2015.

    Khandeparkar, K. Fake Love: Brand love in the context of counterfeits. At the 6th annual China India Insights Conference by Yale School of Management and the Customer Information Management Center of Cheung Kong Graduate School of Business (CKGSB). 2014.

  • Courses

    Consumer behavior

    Sales and distribution management

    Retail management

    Luxury marketing

  • Awards and honours

    Best paper award (runners-up), INDAM (January 2024)

    Recipient of AIMS (Association of India Management Schools) Ramaswamy P Aiyar Best Young Teacher Award in 2023.

    Best Thesis award at Indian Institute of Management, Ahmedabad in 2016.

    Recipient of the Indian Oil Scholarship for scholastic performance in 12th class Board exams.

    National level scholarship winner for academic excellence.

  • Teaching interest

    Consumer behavior

    Sales and distribution management

    Retail management

    Luxury marketing

  • Work experience

    Academic Faculty

    Goa Institute of Management, June 2015 – April 2024

    Administrative Assignments

    Hostel Warden

    Area Chairpersons

  • Professional positions

    One Cybertech Software Technologies Pvt. Ltd., Nov 2009 – April 2011, Designation: Senior Software Engineer

    Reflexis Systems Pvt Ltd, India, July 2008 – Nov 2009, Designation: Software Engineer

  • Consulting

    2023: Cultural resonance of Serendipity Arts Festival on Goa. Client: Serendipity Arts Festival

    2023: Mentoring 18startup. Client: 18startup

    2023: Marketing Lipee. Client: Lipee

  • MDPS/FDPS

    2024: Reputation Management in the Digital World at IIM Ahmedabad

    2023: Customer Centricity. Client: LIC at GIM

    2022-2023: Sales Process/Beta Programs. Client: Product Management for IIM Indore

    2022-2023: Managing Channel Partners. Client: Product Management for IIM Indore

  • Board memberships

    The School Of Luxury Retail’(TSOLR). Dr. Homi Bhabha State University, Mumbai(HBSU)

  • Reviewer experience

    Marketing intelligence and planning

    Journal of Business Research

    Journal of Retailing and Consumer Services

    Tourism Management

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