SELECTED PUBLICATIONS
Deb, M., Ghosh, A., & Shukla, Y. (2025). Storytelling ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self‐Construal. Psychology & Marketing. onlinelibrary.wiley.com/doi/abs/10.1002/mar.22204 (All Authors contributed Equally)
Li, Z., Jeon, S. J., Fan, A., Mooney, C. H., Wu, L., & Shukla, Y. (2025). A holistic framework for sustainable service technology: insights from Eastern philosophies. Journal of Service Management. https://www.emerald.com/insight/content/doi/10.1108/josm-08-2024-0372/full/html
Shukla, Y., Mishra, S., Chatterjee, R., & Arora, V. (2024). Consumer minimalism for sustainability: Exploring the determinants of rental consumption intention. Journal of Consumer Behaviour, 23(2), 514-529. https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.2219 (All Authors contributed Equally)
Pizzi, G., Vannucci, V., Shukla, Y., & Aiello, G. (2022). Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing. Journal of Business Research, 148, 420-432. https://www.sciencedirect.com/science/article/abs/pii/S0148296322004210
Kandampully, J., Bilgihan, A., Bujisic, M., Kaplan, A., Jarvis, C. B., & Shukla, Y. (2021). Service transformation: How can it be achieved?. Journal of Business Research, 136, 219-228. https://www.sciencedirect.com/science/article/abs/pii/S0148296321005191
Research Program
Jain, S., Mishra, S., & Shukla, Y. (2025). A green pathway to luxury tourists’ subjective well-being: Applying eudaimonic identity and signalling theories. Journal of Hospitality and Tourism Insights.
Mishra, S., Malhotra, G., Chatterjee, R., & Shukla, Y. (2024). Impact of self-expressiveness and environmental commitment on sustainable consumption behavior: The moderating role of fashion consciousness. Journal of Strategic Marketing, 32(8), 1048–1070.
Mishra, S., Shukla, Y., Chatterjee, R., & Arora, V. (2024). Consumer minimalism for sustainability: Exploring the determinants of rental consumption intention. Journal of Consumer Behaviour, 23(2), 514–529.
Mishra, S., Shukla, Y., Malhotra, G., Rana, J., & Chatterjee, R. (2023). Millennials’ self-identity and intention to purchase sustainable products. Australasian Marketing Journal, 31(3), 199–210.
Shukla, Y. S., Singh, R., Dwivedi, P., & Chatterjee, R. (2023). Wellbeing implications of BoP marketing: A service ecosystem approach. Journal of Services Marketing, 37(7), 883–894.
Li, Z., Jeon, S. J., Fan, A., Mooney, C. H., Wu, L., & Shukla, Y. (2025). A holistic framework for sustainable service technology: Insights from Eastern philosophies. Journal of Service Management.
Kandampully, J., Bilgihan, A., Bujisic, M., Kaplan, A., Jarvis, C. B., & Shukla, Y. (2021). Service transformation: How can it be achieved? Journal of Business Research, 136, 219–228.
Sarmah, B., Shukla, Y., Chatterjee, R., & Kamboj, S. (2021). Customer participation in service innovation using SNS smartphone apps: An investigation of the Indian hotel service industry. International Journal of Emerging Markets, 18(9), 2971–2992.
Banerji, D., Ramasundaram, A., Sreejesh, S., Shukla, Y. & Chatterjee, R. (2023). How do we measure the intangible? Overcoming the measurement challenge in services. International Journal of Consumer Studies, 47(5), 1911–1926.
Mladenović, D., Rajapakse, A., Kožuljević, N., & Shukla, Y. (2023). Search engine optimization (SEO) for digital marketers: Exploring determinants of online search visibility for blood bank service. Online Information Review, 47(4), 661–679.
Pangarkar, A., Arora, V., & Shukla, Y. (2022). Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement. Journal of Retailing and Consumer Services, 68, 103001.
Ramasundaram, A., Pandey, N., Shukla, Y., Alavi, S., & Wirtz, J. (2023). Fluidity and the customer experience in digital platform ecosystems. International Journal of Information Management, 69, 102599.
Mishra, S., Malhotra, G., Chatterjee, R., & Shukla, Y. (2023). Consumer retention through phygital experience in omnichannel retailing: Role of consumer empowerment and satisfaction. Journal of Strategic Marketing, 31(4), 749–766.
Patel, V., Das, K., Chatterjee, R., & Shukla, Y. (2020). Does the interface quality of mobile shopping apps affect purchase intention? An empirical study. Australasian Marketing Journal, 28(4), 300–309.
Deb, M., Ghosh, A., & Shukla, Y. (2025). Storytelling ads, Narrative Transportation, Retrospective Reflexivity, and Attitude Towards Brands: Role of Independent Versus Interdependence Self‐Construal. Psychology & Marketing, 42(1).
Malhotra, G., Mishra, S., Shukla, Y., & Chatterjee, R. (2022). Do nostalgic intensity and psychological ownership trigger tourists' revisit intention in crisis? Tourism Analysis, 27(4), 479–494.
Mishra, S., Shukla, Y., Malhotra, G., & Johann, M. (2024). Interaction between psychological ownership and psychological resilience toward the destination. Journal of Vacation Marketing, 30(2), 189–206.
Hollebeek, L. D., Das, K., & Shukla, Y. (2021). Game on! How gamified loyalty programs boost customer engagement value. International Journal of Information Management, 61, 102308.
Kamboj, S., Matharu, M., & Shukla, Y. (2024). Examining the effect of perceived risk, self-efficacy and individual differences on consumer intention to use contactless mobile payment services. Journal of Science and Technology Policy Management.