Sunny Arora

Associate Professor

Marketing

Director – International Immersion & Global Fast Track

Sunny Arora holds a Ph.D. from the Indian Institute of Technology Bombay. With over 16 years of experience, he has spent 11 years in academics. His research interests are pricing, brand naming, and behavioural psychology.

He has articles and case studies published in top international journals to his credit. He has presented his research at various national and international conferences and conducted many Management Development Programmes for the corporate.

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EDUCATION

Indian Institute of Technology, Bombay    

Ph.D., 2017
Focus: Marketing, Brand Naming

Narsee Monjee Institute of Management Studies, Mumbai   

MBA, 2007
Major: Marketing

Hansraj College, Delhi University   

BSc, 2003
Major: Physics

  • RESEARCH INTERESTS

    Pricing

    Brand Naming

    Behavioral Psychology

  • SELECTED PUBLICATIONS

    Krishna, M., Arora, S. (2021). Vaccination communication: A leadership lesson. Fortune India. https://www.fortuneindia.com/opinion/vaccination-communication-a-leadership- lesson/105346?fbclid=IwAR2M2Db_sgnrz-6m2P9mLP7zerZC-h1kDxW6mwWQTrGNd- iEQyjogs7pHaY

    Krishna, M., Arora, S. (2020). Serum Institute of India: COVID-19 Vaccine Pricing (pp. 14 pages (6 pages of text)). Ivey.

    Arora, S., Parameswaran, M.G., Pagaria, D. S. (2019). What makes Bollywood actors rule the game in India and China. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/business-of-brands/what-makes bollywood-actors-rule-the-game-in-india-and-china/70048210

    Arora, S. (2015). A comprehensive framework of brand name classification. Journal of Brand Management, 22(2), 79–116.

  • CASE STUDIES

    Malay Krishna and Sunny Arora, “Serum Institute of India: Covid-19 Vaccine Pricing,” Ivey Case Publishing Ivey Id: 9B20A089, (2020): 10. https://hbsp.harvard.edu/product/W20983-PDF-ENG?Ntt=sunny%20arora

  • CONFERENCES

    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

    Arora, S., Parameswaran, M.G. (2020). Will Kamala Bloom Again?. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/marketing/opinion-will-kamala- bloom-again/79732528

    Arora, S., Parameswaran, M.G. (2020). The Name Game: Picking a Brand Name that Sounds Right. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/marketing/the-name-game-picking-a- brand-name-that-sounds-right/79054135

    Arora, S., Parameswaran, M.G. (2020). Will Ram make a comeback?’. ET Brand Equity. https://brandequity.economictimes.indiatimes.com/news/industry/will-ram-make-a- comeback/78484883

    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. https://brandequity.economictimes.indiatimes.com/news/digital/evolution-of-names/67645819

  • 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

    GRANTS

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

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