Our Faculty

EDUCATION

• RESEARCH INTERESTS

  Pricing

  Brand Naming

  Behavioral Psychology

• SELECTED PUBLICATIONS

  Jacques dos Santos Barata, M., Brandão, A., Bubphapant, J., & Vijay Arora, S. (2024). How do luxury fashion communities express negativity? A netnographic approach. Journal of Global Fashion Marketing, 1–26, Taylor & Francis. https://doi.org/10.1080/20932685.2024.2420623

  Arora, S.V., Krishna, M. & Dhir, V.L. (2023), Meesho: mission possible?, Emerald Emerging Markets Case Studies, Vol. 13 No. 2. https://doi.org/10.1108/EEMCS-12-2022-0458

  Arora, S. V., & Krishna, M. (2023). Serum: differential pricing of the Covid-19 vaccine, Emerald Emerging Markets Case Studies, 13(1), 1-33. https://doi.org/10.1108/EEMCS-11-2021-0370

  Iyer, S., Krishna, M. and Arora, S.V. (2023), Bidding under uncertainty: Harsh Constructions, Emerald Emerging Markets Case Studies, Vol. 13 No. 1. https://doi.org/10.1108/EEMCS-08-2022-0270

  Jayakumar, T. and Arora, S.V. (2022), Sirona Hygiene Private Ltd.: raising a cup to menstrual freedom, Vol. 12 No. 3. Emerald Emerging Markets Case Studies. https://doi.org/10.1108/EEMCS-05-2022-0155

  Dwivedi, V., Krishna, M. and Arora, S.V. (2022), Morning Star BrandCom: combating Covid-19 vaccine hesitancy, Vol. 12 No. 4. Emerald Emerging Markets Case Studies. https://doi.org/10.1108/EEMCS-05-2022-0164

  Arora, S.V., Dhir, V.L. and Krishna, M. (2022), Moderna’s Spikevax: a prickly pricing decision, Vol. 19 No. 1, pp. 98-116. The CASE Journal. Emerald Publishing. https://doi.org/10.1108/TCJ-01-2022-0027

  Arora, S.V., Kalro, A.D. and Sharma, D. (2022), Positioning products through names: effect of sound symbolism on perception of products with blended brand names, Journal of Product & Brand Management, Vol. 32 No. 3, pp. 361-378. Emerald Insights. https://doi.org/10.1108/JPBM-12-2021-3794

  Link to Google Scholar

• CASE STUDIES

  Krishna, M., Arora, V. S., Dutta, G., (2024). Wonder woman goes online: A new era for Warner Bros.? Ivey Publishing. Product Number: W37108.

  Krishna, M. and Arora, S.V. (2020), “Serum Institute of India: Covid-19 Vaccine Pricing,” Ivey Case Publishing Ivey Id: 9B20A089, (2020): 10.

• CONFERENCES

  Arora, S., “Palindrome brand names trump sound symbolism effects”, Australian & New Zealand Marketing Academy Conference (ANZMAC 2023), The University of Otago, Dunedin, New Zealand (December 2023)

  Dwivedi, V., Arora, S., “Going beyond stereotypes: Trans representation in popular media”, Woxsen Inclusivity and Diversity Conference held at School of Business, Woxsen University, Hyderabad (December 2023)

  Dwivedi, V., Arora, S., Nagaraj, V., Krishna, M., “Dynamics of building trust in informal institutions: A phenomenology study of hyperlocal media at the farmers’ protest in India”, India Strategy Conference 2023, IIM Bangalore (December 2023)

  Arora, S., Khanna, M., Shah, J. S., Saxena, N., “A content analysis of slang in advertisements”, 17th Great Lakes NASMEI Marketing Conference, Chennai (December 2023)

  Arora, S., Jayakumar, T., Nagpal, D., “Self-gifting products with credit card reward points”, 9th PAN IIM World Management Conference, IIM Sambalpur, Odisha, India (December 2023)

  Arora, S., Vaishnav, B., Pandita, H., International Marketing Trends Conference (IMTC-2023), “Male or female empowerment in Key Account Management – what’s best? A conceptual framework focusing on the analysis of female KA managers’ multifaceted roles and competencies”, Paris, (January 13, 2023)

  Arora, S. (Author & Presenter), 16th NASMEI International Marketing Conference 2022, “Role of Heterogeneity of Products and Odd-Even Pricing on Retailer’s Intention”, Great Lakes Institute of Management. (December 19, 2022)

  Arora, S. (Author & Presenter), North American Case Research Association Conference, “Warner Bros.: Wonder Woman 1984 Remaking The Future”. (October 6, 2022)

  Arora, S. (Author & Presenter), 2nd International Conference on Contemporary Business Trends, “Pricing Product Lines: Unfairness Perceptions Within Extremeness Aversion Choice Framing Context”, National Institute of Technology (NIT). (May 22, 2022)

  Arora, S. (Author & Presenter), Parameswaran, M.G. (Author), Dogra, U. (Author), 2022 AMA Winter Academic Conference, “Your First Name Tells Your Age: The Use of Sound Symbolism in Naming Over-The-Top Media Characters,” American Marketing Association, United States. (February 10, 2022)

  Arora, S.V., Pandita, H.S., Vaishnavi, B., 15th Great Lakes NASMEI Marketing Conference, “Pricing Cola and Fries: Unfairness Perceptions due to Decoy Effect and Compromise Effect Pricing,” Great Lakes Institute of Management, Chennai. (December 21, 2021)

  Arora, S.V., Pandita, H.S., Vaishnavi, B., 15th Great Lakes NASMEI Marketing Conference, “Pricing iPhone Variants: Effect of Extremeness Aversion and Relative Prices on Choice,” Great Lakes Institute of Management, Chennai. (December 21, 2021)

  Arora, S.V. (Author & Presenter), Pardeshi, J. (Author), 2021 AMA Winter Academic Conference, “Discounted Price Parity: Role of Affect in Comparative Evaluations of E-tailer Prices,” American Marketing Association, United States. (February 19, 2021)

  Jayakumar, T. (Author & Presenter), Arora, S. (Author & Presenter), 2021 AMA Winter Academic Conference, “No Cost EMI: Will she now buy? The Effect of an Oscillating Decoy on Consumer Choice,” American Marketing Association, United States. (February 19, 2021)

  Jayakumar, T. (Author & Presenter), Arora, S. (Author & Presenter), 14th Nasmei International Marketing Conference 2020-21, “No Cost EMI: Will she now buy? The Effect of an Oscillating Decoy on Consumer Choice,” Great Lakes Institute of Management, Chennai. (December 22, 2020)

  Arora, S. (Author & Presenter), Parameswaran, M.G. (Author), Dogra, U. (Author), Hawa, S. (Author), 2020 Association for Consumer Research conference, “Perceived Age of a Name: Adopting Age-based Names in Over-the-Top Media Content,” The Association for Consumer Research. (October 4, 2020)

  Arora, S. (Presenter), NASMEI conference, “Selling Price Parity in an Environment of Price Ceiling,” Great Lakes Institute of Management, Chennai. (December 20, 2019)

  Arora, S., Kalro, D. A., Sharma, D. D., Asia Pacific ACR conference, “Blended Brand Names: It’s just not what you know, It’s the sound.,” IIM-Ahmedabad, Ahmedabad. (January 10, 2019)

  Trehan, S., Kalro, A. D., Arora, S.12th NASMEI International Conference, “Visual Elements in Brand Logos: A Study of the Top Global Financial & Industry and Services Brands,” Great Lakes Institute of Management, Chennai. (December 20, 2018)

  Arora, S., 11th Great Lakes NASMEI Marketing Conference, “Attitude as a mediator of relevance of product attributes on perception of blended brand names,” Great Lakes Institute of Management, Chennai. (December 22, 2017)

  Arora, S., 9th ISDSI International Conference, “Brand architecture strategies of Indian brand names,” Goa Institute of Management, GOA. (January 2016)

  Jayaraman, S., Arora, S., 8th National Research Conference themed Managing Turbulence in Management Education: Aligning with the needs of Industry, “Business schools in India: Issues and perspectives,” All India Management Association. (March 2014)

  Arora, S., Kalro, A. D., Sharma, D., Kumar, P., 7th International Conference organized by ACBM on Branding & Marketing – An Emerging Markets Perspective, “A content analysis of invented brand names,” ACBM, Hong Kong Polytechnic University, Hong Kong. (November 2013)

  Arora, S., Kalro, A. D., Sharma, D., 6th NASMEI Marketing Conference, “Brand name fit using formant analysis,” Great Lakes Institute of Management, Chennai. (December 2012)

  Arora, S., Kalro, A. D., Sharma, D., 7th SIMSR Asia Marketing Conference, “An inquiry into a brand name fit,” K J Somaiya Institute of Management Studies and Research, Mumbai. (January 2012)

• PERIODICALS

  Krishna, M., Arora, S. (2021). Vaccination communication: A leadership lesson. Fortune India.

  Arora, S., Parameswaran, M.G. (2020). Will Kamala Bloom Again? ET Brand Equity.

  Arora, S., Parameswaran, M.G. (2020). The Name Game: Picking a Brand Name that Sounds Right. ET Brand Equity.

  Arora, S., Parameswaran, M.G. (2020). Will Ram make a comeback?’. ET Brand Equity.

  Arora, S., Parameswaran, M.G., Pagaria, D. S. (2019). What makes Bollywood actors rule the game in India and China. ET Brand Equity.

  Arora, S., Parameswaran, M.G., S. (2019). Evolution of names” An analysis based on proprietary research on the evolution of Indian names and what it means. ET Brand Equity.

• COURSES

  Marketing Research

  Pricing Management

  Marketing Management

• WORK EXPERIENCE

  S. P. Jain Institute of Management & Research, Mumbai (Oct 2017 – Now)

  Assistant Professor

  Administrative Assignments

  Associate Programme Head, PGDM, Programme (March 1, 2018 – April 11, 2019).

  FORE School of Management (Aug 2016 – Oct 2017)

  Assistant Professor

  International School of Business & Media, Pune (Aug 2010 – Sept  2015)

  Assistant Professor

  Kotak Mahindra Bank Ltd, Delhi (June 2007 – Dec 2008)

  Senior Manager

• CONSULTING

  Corporate, Legrand, Bengaluru. (March 5, 2018 – April 2018).

• MDPS/FDPS

  Management/Executive Development, MSD Pharmaceuticals Pvt. Ltd., 49 participants. (September 19, 2019 – September 22, 2019)

  Management/Executive Development, MSD Pharmaceuticals Pvt. Ltd., 49 participants. (September 17, 2019 – September 20, 2019)

  Management/Executive Development, Marketing Analytics, 9 participants. (June 29, 2019)

  Management/Executive Development, Welspun India Ltd, 30 participants. (April 4, 2019)

  Management/Executive Development, SPJIMR, 10 participants. (November 16, 2018 -November 17, 2018)

  Management/Executive Development, Pidilite Industries, 27 participants. (June 24, 2018)

  Management/Executive Development, Welspun India, 30 participants. (May 9, 2018)

  Management/Executive Development, CUMI, 20 participants. (March 5, 2018)

  Management/Executive Development, Product Marketing, Zycus Infotech Pvt. Ltd. (June 2016)

  Management/Executive Development, Marketing Management, Tata Motors, (November 2013)

  Management/Executive Development, Consumer Behavior, AstraZeneca Pharma India, (October 2013)

  Management/Executive Development, Marketing Management, Tata Motors, (April 2013)

  Management/Executive Development, Marketing Management, Tata Motors, (November 2012)

• REVIEWER EXPERIENCE

  Ad-hoc reviewer for Journal of Brand Management, Journal of Consumer Behavior, Journal of Marketing Communication, Social Business Journal, and Journal of Indian Business Research.

• PROFESSIONAL MEMBERSHIPS

  American Marketing Association

  Association for Consumer Research

• CONTRACTS, GRANTS AND SPONSORED RESEARCH

  Funded

  Arora, Sunny (Principal), Parameswaran, Ambi (Co-Principal), “Your First Name Tells Your Age: The Use of Sound Symbolism in Naming Over-The-Top Media Characters,” S. P. Jain Institute of Management and Research, $2,200.00. (September 2, 2021 – Present).

  GRANTS

  Arora, S., “The Effect of Sound Symbolism on Perceptions of Blended Brand Names,” $723.77. (May 15, 2018).