All Stories

  1. It takes two to tango! Interactive impact of service provider behaviours and customer characteristics on key service outcomes

    Article • International Journal of Pharmaceutical and Healthcare Marketing, December 2025, Emerald

    Professor Piyush Sharma

  2. Celebrity influences on consumer decision making: new insights and research directions

    Article • Journal of Marketing Management, July 2019, Taylor & Francis

    Professor Piyush Sharma

  3. Impact of frontline service employees’ acculturation behaviors on customer satisfaction and commitment in intercultural service encounters

    Article • Journal of Service Theory and Practice, November 2017, Emerald

    Professor Piyush Sharma, Dr. Sanjaya Singh Gaur

  4. Threat, efficacy and message framing in consumer healthcare

    Article • Marketing Intelligence & Planning, June 2017, Emerald

    Professor Piyush Sharma

  5. Internal service quality as a driver of employee satisfaction, commitment and performance

    Article • Journal of Service Management, October 2016, Emerald

    Professor Piyush Sharma

  6. Attribution of success and failure in intercultural service encounters: the moderating role of personal cultural orientations

    Article • Journal of Services Marketing, September 2016, Emerald

    Professor Piyush Sharma

  7. Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing

    Article • European Journal of Marketing, May 2016, Emerald

    Professor Piyush Sharma

  8. Demystifying deliberate counterfeit purchase behaviour

    Article • Marketing Intelligence & Planning, May 2016, Emerald

    Professor Piyush Sharma

  9. Role of personal cultural orientations in intercultural service encounters

    Article • Journal of Services Marketing, April 2016, Emerald

    Professor Piyush Sharma

  10. Antecedents, outcomes, and mediating role of internal reference prices in pay-what-you-want (PWYW) pricing

    Article • Marketing Intelligence & Planning, February 2016, Emerald

    Professor Piyush Sharma

  11. Exploring customers’ zone of tolerance for B2B professional service quality

    Article • Journal of Services Marketing, August 2015, Emerald

    Professor Piyush Sharma

  12. Using spotlight effect to curb counterfeit consumption – an experimental investigation

    Article • Marketing Intelligence & Planning, June 2015, Emerald

    Professor Piyush Sharma

  13. Consumer ambivalence toward contraception – towards an integrative framework

    Article • International Journal of Pharmaceutical and Healthcare Marketing, June 2015, Emerald

    Professor Piyush Sharma

  14. The role of marketing resources on pricing strategy

    Article • European Journal of Marketing, May 2015, Emerald

    Dr Nebojsa Davcik, Professor Piyush Sharma

  15. Consumer ethnocentrism vs. intercultural competence as moderators in intercultural service encounters

    Article • Journal of Services Marketing, April 2015, Emerald

    Professor Piyush Sharma

  16. Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing

    Article • Journal of Advertising, March 2015, Taylor & Francis

    Professor Piyush Sharma

  17. Service role and outcome as moderators in intercultural service encounters

    Article • Journal of Service Management, March 2015, Emerald

    Professor Piyush Sharma

  18. Exploring the Role of Salesperson Attributes and Service Behaviors in Adaptive Selling

    Article • January 2015, Springer Science + Business Media

    Professor Piyush Sharma

  19. Why Should Impulse Buying be Restricted to Product Purchases? Investigating its Relevance And Incidence in Services Context

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  20. Investigating Impulse Buying and Variety Seeking: Towards a General Theory of Hedonic Purchase Behaviors

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  21. Demystifying Counterfeit Purchase Behavior: Towards a Comprehensive Conceptual Framework

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  22. Offshore Outsourcing of Customer Services and Consumer Behavior: Towards A Comprehensive Conceptual Framework

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  23. Store Environment and Impulse Buying Behavior: A Super-Market Perspective

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  24. Investigating Individual Differences in Customer Complaint Behavior: Towards a Comprehensive Conceptual Framework

    Article • October 2014, Springer Science + Business Media

    Professor Piyush Sharma

  25. Consumer ethnocentrism: Reconceptualization and cross-cultural validation

    Article • Journal of International Business Studies, August 2014, Nature

    Professor Piyush Sharma

  26. Examining the role of attribution and intercultural competence in intercultural service encounters

    Article • Journal of Services Marketing, May 2014, Emerald

    Professor Piyush Sharma

  27. Consumer Impulsiveness

    Article • European Journal of Marketing, May 2014, Emerald

    Professor Piyush Sharma

  28. Impulse Buying Questionnaire

    Article • January 2014, American Psychological Association (APA)

    Professor Piyush Sharma

  29. Impact of store environment on impulse buying behavior

    Article • European Journal of Marketing, September 2013, Emerald

    Geetha M, Professor Piyush Sharma

  30. Exploring impulse buying in services: toward an integrative framework

    Article • Journal of the Academy of Marketing Science, July 2013, Springer Science + Business Media

    Professor Piyush Sharma

  31. Exploring the Zone of Tolerance for Internal Customers in IT-Enabled Call Centers

    Article • Journal of Service Research, April 2013, SAGE Publications

    Professor Piyush Sharma

  32. Shopping motivation as a moderator in the retail service evaluation

    Article • Journal of Services Marketing, February 2013, Emerald

    Professor Piyush Sharma

  33. Intercultural service encounters (ICSE): an extended framework and empirical validation

    Article • Journal of Services Marketing, October 2012, Emerald

    Professor Piyush Sharma

  34. Offshore outsourcing of customer services – boon or bane?

    Article • Journal of Services Marketing, July 2012, Emerald

    Professor Piyush Sharma

  35. Store environment's impact on variety seeking behavior

    Article • Journal of Retailing and Consumer Services, July 2012, Elsevier

    Professor Piyush Sharma

  36. Gender and age as moderators in the service evaluation process

    Article • Journal of Services Marketing, April 2012, Emerald

    Professor Piyush Sharma

  37. Exploring the Role of IND–COL as a Moderator in the Comprehensive Service Evaluation Model

    Article • Journal of International Consumer Marketing, January 2012, Taylor & Francis

    Professor Piyush Sharma

  38. Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement

    Article • Journal of International Consumer Marketing, September 2011, Taylor & Francis

    Professor Piyush Sharma

  39. Counterfeit proneness: Conceptualisation and scale development

    Article • Journal of Marketing Management, April 2011, Taylor & Francis

    Professor Piyush Sharma

  40. Exploring impulse buying and variety seeking by retail shoppers: towards a common conceptual framework

    Article • Journal of Marketing Management, May 2010, Taylor & Francis

    Professor Piyush Sharma

  41. Country of origin effects in developed and emerging markets: Exploring the contrasting roles of materialism and value consciousness

    Article • Journal of International Business Studies, May 2010, Nature

    Professor Piyush Sharma

  42. Complainers versus non-complainers: a multi-national investigation of individual and situational influences on customer complaint behaviour

    Article • Journal of Marketing Management, April 2010, Taylor & Francis

    Professor Piyush Sharma

  43. Measuring personal cultural orientations: scale development and validation

    Article • Journal of the Academy of Marketing Science, December 2009, Springer Science + Business Media

    Professor Piyush Sharma

  44. Exploring customer reactions to offshore call centers: toward a comprehensive conceptual framework

    Article • Journal of Services Marketing, July 2009, Emerald

    Professor Piyush Sharma

  45. Demystifying Intercultural Service Encounters

    Article • Journal of Service Research, June 2009, SAGE Publications

    Professor Piyush Sharma

  46. Understanding Consumer Reactions to Offshore Outsourcing of Customer Services

    Article • IGI Global

    Professor Piyush Sharma

  47. Understanding Consumer Reactions to Offshore Outsourcing of Customer Services

    Article • IGI Global

    Professor Piyush Sharma

  48. Challenges of Marketing to Asian Consumers: Exploring the Influence of Different Cultures, Life Styles and Values on Consumer Behaviour in Asia

    Article • Edward Elgar Publishing

    Professor Piyush Sharma

  49. Understanding Consumer Reactions to Offshore Outsourcing of Customer Services

    Article • IGI Global

    Professor Piyush Sharma

  50. Are Strong Brands a Source of Competitive Advantage in the Virtual World?

    Article • IGI Global

    Professor Piyush Sharma