~The two-day conference conducted by Great Lakes Institute of Management and North American Society for Marketing Education in India (NASMEI) focused on ‘Consumer Behaviour’ in the rising Internet Marketing Era~

23rd December 2021, Hyderabad: The Great Lakes Institute of Management, Chennai hosted their 15th NASMEI International marketing conference in collaboration with the North American Society for Marketing Education in India (NASMEI). A 2-day doctoral workshop served as a prelude to the 2-day conference, thus providing great opportunity for the doctoral students and junior faculty to interact and learn from some of the top researchers in the world.

The premier annual conference held at Great Lakes Institute of Management was organized by the Kotler-Srinivasan Center for Research in Marketing. The session was inaugurated by Dr. Suresh Ramanathan, Dean, Great Lakes Institute of management. This is the fifth year that GLIM is offering grants to participants

The keynote address was delivered by Dr. Arvind Rangaswamy, Distinguished Professor of Marketing at Penn State University, USA. Speaking on the occasion he said, “I am glad to witness the successful organization of the 15th NASMEI International Marketing conference 2021 at Great Lakes Institute of Management. I believe that one would not be able to transform their research unless they explore and understand the concept of the digital transformation of marketing.” He also shared specific research ideas through his presentation titled ‘The Digital Transformation of Marketing: Is your research keeping pace?’ to help the attendees and students frame research questions better and enable them to publish their work in premium marketing journals. During the presentation, Dr. Rangaswamy also suggested a few emerging areas of research in digital marketing and highlighted opportunities for aligning research with the digital transformation of marketing.

The two-day conference had papers presented by students and researchers from across the country (India). A wide variety of topics from ‘Power Shifts Between Couples in Household Decision Making’ to ‘Artificially Intelligent Virtual Agent’ and ‘Customer-Brand and Factors that influence sustainable product adoption’ were covered. The latest digital marketing challenges and trends in the market were also addressed. This was conducted by the pioneers in Marketing Strategy and Consumer Behaviour Prof. Hari Sridhar (Journal of Marketing, Texas), Prof. Naveen Donthu (Journal of Business Research) and Prof. Justin Paul (International Journal of Consumer Studies) along with many other key researchers.

“The time has come for India to take its rightful place in the World map of research. With the continued partnership of NASMEI and Great Lakes Institute of Management, we foresee a huge opportunity to take Indian marketing research into the kind of orbit that it needs to be in on a global level. We are certain that the scholars that have joined us at this 15th edition of Great Lakes NASMEI International conference, from India and abroad, have learned from each other and we look forward to witnessing collaborative research that emerges from partnerships forged during this conference.” added Dr. Suresh Ramanathan, Dean, Great Lakes Institute of Management.

The conference concluded with announcing the Research Grant Winners of the NASMEI Award 2021. The winners are:

Bala and Vasantha Balachandran Research Grant Award – 100000/- each
Title of paper Name of the author Second author Third author Affiliation
Tight and Eco-Unfriendly? Mindsets Shaped by Cultural Tightness Decrease Sustainable Consumption Tanvi Gupta Reetika Gupta Malobi Mukherjee Indian Institute of Management, Udaipur; ESSEC Business School, Singapore; James Cook University, Singapore
Cracking the Coupon Code: How Promo codes affect consumer behaviour? Sanjeev Tripathi Alisha Dhal Sudipta Mandal Indian Institute of Management, Indore
All for a good cause: A study of the placement of online cause-related marketing advertisements in the consumer’s decision journey Arpita Pandey     Indian Institute of Management, Bangalore
Raj Sethuraman NASMEI Research Grant Award – 75000/- each
Title of paper Name of the author Second author Third author Affiliation
Impression for Expression: Artificially Intelligent Virtual Agent and Customer-Brand Intimacy Priya Premi     Indian Institute of Management Kozhikode
Look into My Eyes…You will Eat as I Say: Can Anthropomorphized Food Activate Nonconscious Health Goal Pursuits? Ria Mishra Ritu Mehta   Indian Institute of Management Calcutta
How Vague Versus Precise Date in a Pre-Launch Advertisement Impacts Temporal Judgments and Product Evaluations Sukriti Sekhri Arvind Sahay   Indian Institute of Management Ahmedabad

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