Prasanna Mohan Raj M.
Assistant Professor
Marketing
Alliance University
India
Biography
Dr. M. Prasanna Mohan Raj is Assistant Professor of Marketing and Branding at the Alliance School of Business, Alliance University, Bangalore. His main fields of interests converge on Brand Management, Marketing Research & Analytics. Dr. Prasanna Mohan Raj pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. Prof. Prasanna's article on “An empirical model for brand loyalty measurement", was published in the Journal of Targeting, Measurement and Analysis for Marketing, Palgrave Macmillan, U.K. and rated as one of the most read articles by the publishers and getting more citations. He has published many research articles in scholarly, international journals with more citations. He is on the editorial board of some leading journals. He has professional experience of thirteen years including both in industry and academia. He worked in the area of Brand Development in the new Indian Express. He worked in research & analytics and developed white papers/case studies at Hexaware Technologies.
Research Interest
Brand Management, Marketing Research & Analytics
Publications
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‘Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products’, published in the Global Business Review 16 (3), Sage Publications, SJR (SCImago Journal Rank) Business and International Management, 16 (3), Scopus Score: 0.211,& 166/325
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‘An Examination of Factors Influencing Repatriates’ Loyalty’, published in the International Journal of Management and Business Research, published by Islamic Azad University, Iran Autumn, 2014, Science Impact Factor:3.12
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‘An Empirical model for Brand Loyalty Measurement’, published in the Journal of Targeting, Measurement and Analysis for Marketing, Vol: 15, No: 4, September 2007
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‘Psychographic Profiling of Indian Young Adult Consumers of Smartphone-VALS Approach’, published in the Management Studies and Economic Systems, 2 (2), 2015
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‘Impact of Demographic variables and Risk Tolerance on Investment Decisions – An Empirical Analysis’, published in the International Journal of Economics and Financial, Issues 6 (1), 7, Jan-16, Scopus Score (IPP): 0.209
