SELECTED PUBLICATIONS
Mahadevan, D., Shukla, Y., & Bilgihan, A. (2026). Share the credit, pass the blame: Examining the role of badges on spillover effects of customer experience in access-based services. European Journal of Marketing, 1–32.
https://www.emerald.com/ejm/article/doi/10.1108/EJM-02-2024-0147/1361399
Malodia, S., Shukla, Y., Sharma, K., & Bilgihan, A. (2026). Transparency matters: Psychological ownership and trust as mediators of explainable artificial intelligence effectiveness. Psychology & Marketing.
https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.70129
Jain, S., Mishra, S., & Shukla, Y. S. (2025). A green pathway to luxury tourists’ subjective well-being: Applying eudaimonic identity and signalling theories. Journal of Hospitality and Tourism Insights, 8(9), 3201–3220.
Shukla, Y., Malodia, S., Kunz, W. H., & Francesca, M. (2025). Unlocking immersion economy: Expanding the boundaries of immersive service experience. Journal of Service Theory and Practice, 35(5), 661–667.
Köcher, S., Köcher, S., Chatterjee, R., & Shukla, Y. (2025). Something old and something new: A replication and extension of the disconfirmation model of consumers’ response to service failure and recovery in the contemporary servicescape. Journal of Service Management, 36(5), 711–727.
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, 36(3), 362–389.
Kamboj, S., Matharu, M., & Shukla, Y. (2025). 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, 16(4), 650–681.
Deb, M., Ghosh, A., & Shukla, Y. (2025). Storytelling ads, narrative transportation, retrospective reflexivity, and attitude towards brands: Role of independent versus interdependent self-construal. Psychology & Marketing, 42(7), 1795–1810.
https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.22204
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.
https://www.tandfonline.com/doi/abs/10.1080/0965254X.2021.1892162
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.
https://journals.sagepub.com/doi/10.1177/13567667221122599
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
Patel, J., Sharma, A., Shukla, Y., & Das, K. (2023). Role of culture in consumer marketing: Thematic trajectories and theoretical roots. Journal of Creative Communications.
https://journals.sagepub.com/doi/10.1177/09732586231205069
Sarmah, B., Shukla, Y., Chatterjee, R., & Kamboj, S. (2023). 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.
https://www.emerald.com/insight/content/doi/10.1108/IJOEM-11-2020-1357/full/html
Banerji, D., Ramasundaram, A., Sreejesh, S., Shukla, Y. S., & Chatterjee, R. (2023). How do we measure the intangible? Overcoming the measurement challenge in services. International Journal of Consumer Studies, 47(5), 1911–1926.
https://onlinelibrary.wiley.com/doi/abs/10.1111/ijcs.12965
Trivedi, M., Bulsara, H. P., & Shukla, Y. (2023). Why millennials of smart city are willing to pay premium for toxic-free food products: Social media perspective. British Food Journal, 125(9), 3368–3388.
https://doi.org/10.1108/BFJ-07-2022-0649
Shukla, Y., Singh, R., Dwivedi, P., & Chatterjee, R. (2023). Wellbeing implications of BoP marketing: A service ecosystem approach. Journal of Services Marketing, 37(7), 883–894.
Mishra, S., Shukla, Y., Malhotra, G., & Arora, V. (2023). Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity. International Business Review, 32(4), 102076.
https://www.sciencedirect.com/science/article/abs/pii/S0969593122001044
Mishra, S., Shukla, Y., Malhotra, G., Chatterjee, R., & Rana, J. (2023). Millennials’ self-identity and intention to purchase sustainable products. Australasian Marketing Journal, 31(3), 199–210.
https://doi.org/10.1177/18393349221075026
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.
https://www.emerald.com/insight/content/doi/10.1108/OIR-05-2022-0276/full/html
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.
https://www.tandfonline.com/doi/full/10.1080/0965254X.2021.1985594
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.
https://doi.org/10.1016/j.ijinfomgt.2022.102599
Das, K., Patel, J. D., Sharma, A., & Shukla, Y. (2023). Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling. Journal of Business Research, 154, 113384.
https://doi.org/10.1016/j.jbusres.2022.113384
Malhotra, G., Mishra, S., Shukla, Y. S., & Chatterjee, R. (2022). Do nostalgic intensity and psychological ownership trigger tourists’ revisit intention in crisis? Tourism Analysis, 27(4), 479–494.
https://doi.org/10.3727/108354222X16510114086334
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.
https://www.sciencedirect.com/science/article/abs/pii/S0969698922000947
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://doi.org/10.1016/j.jbusres.2021.11.068
Marimuthu, M., D’Souza, C., & Shukla, Y. (2022). Integrating community value into the adoption framework: A systematic review of conceptual research on participatory smart city applications. Technological Forecasting and Social Change, 181, 121779.
https://doi.org/10.1016/j.techfore.2022.121779
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.
https://doi.org/10.1016/j.ijinfomgt.2021.102308
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://doi.org/10.1016/j.jbusres.2021.07.036
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.
https://journals.sagepub.com/doi/10.1016/j.ausmj.2020.08.004
Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause-related marketing: Moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1–18.
https://link.springer.com/article/10.1007/s12208-016-0151-1
Patel, J. D., Bhatt, N., Shukla, Y., & Gadhavi, D. (2015). Antecedents of rural and urban consumers’ propensity to outshop and product-specific outshopping behaviour. Journal of Retailing and Consumer Services, 26, 97–103.
https://www.sciencedirect.com/science/article/abs/pii/S0969698915000661
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.