Doctoral course on experimental methods
MBA core courses in marketing
MBA electives
Member, Editorial Review Board, Journal of Consumer Behaviour (ABDC A), January 2024 onwards
Member, Board of Governors, IIMK LIVE Society, April 2023 onwards
Assistant Professor, Indian Institute of Management Kozhikode, Mar 2020 - Present
How AI-generated content gives rise to greenwashing perceptions of influencers. (Under review)
Identifying and mitigating the negative impact of gen-AI on green influencer posts. (Under review)
Narayanan, P., and Baghel, C. (2023) From “Making Charges” to “Craft Premium”: Repositioning Making Charges in Gold Jewellery Retailing to Drive Industry Change. SSRN (full working paper available on request).
Narayanan, P. (2022) Not All Gold Glitters the Same: Unpacking Investment and Sentiment for Effective Persuasion to Drive Gold Monetization in India. IIM Kozhikode Working Papers.
Narayanan, P. (2022) From “Making Charges” to “Crafting Premium”: Determining the Feasibility of a Novel Strategy for Marketing Gold Jewelry. IIM Kozhikode Working Papers.
The swoosh and the squiggle: Is there a logic to logos? Businessline Brandline. 23 July 2023. Read on publisher site | Read on my blog
Next diwali, let’s avoid the condescension of doing good? Financial Express. 26 Nov 2022. Read on publisher site | Read on my blog with links to video ads
Why the Netflix business model will take more than a quick fix. Forbes India (online). 27 May 2022. Read on publisher page | Read on my blog
The customer unmasked: What the Indian shopper will buy when the pandemic is over and out. Economic Times Brand Equity Blog. 8 Feb 2022. Read on publisher page | Read on my blog
Find more articles at my blog Marketing, Real and Ideal
Invited speaker - Gloria Gopi Kumar Annual Lecture 2023 organized by my alma mater Government Engineering College Thrissur - on the topic 'Marketing, Real and Ideal: Reflections on Psychology, Technology, and Strategy'
Winner of the 2021 AMS Review and Sheth Foundation Doctoral Competition for Conceptual Articles
Competitive research grant award from Academy of Indian Marketing (AIM) and Sheth Foundation, 2021
Competitive research grant award (Bala and Vasantha Balachandran Research Grant Award) from North American Society for Marketing Education in India (NASMEI), 2020
Institute-wide best PhD Thesis Award (Tirath Gupta Memorial Award) at the Indian Institute of Management Ahmedabad
Academic Merit Award (Chaudhury-Padmanabhan-Pant Award) for best academic performance in the first year of PhD at the Indian Institute of Management Ahmedabad
Institute Scholarship for ranking in the top fifteen students of the MBA cohort each year at the Indian Institute of Management Ahmedabad
University First Rank in BTech at University of Calicut (now APJ Abdul Kalam Technological University)
Current research areas: Brand-related feelings, feeling vs. thinking, brand activism, consumer possessions
Theoretical focus: Consumer information processing
Substantive interest: Consumer behavior at the intersection of brands and technology
Methodological expertise: Experimental methods, field experiments, conceptual/theoretical research
Brand building through umbrella brand strategy - advice on parent brand, product brands, and product portfolio of packaged foods (FMCG) company, 2023
Brand strategy (umbrella brand vs. house of brands) advice for product portfolio of packaged foods (FMCG) company, 2023
Growth strategy through diversification - advice for company focusing on indoor greenery and aesthetics through branded plant rentals and ambient scent products in both B2B and B2C, 2023
Marketing strategy and business model refinement advice for an early-stage agri-tech/logistics company engaged in marketing agricultural produce, 2023
'Overview of Digital Marketing for Startups', customized workshop for founders of startups in a live online interactive session organized by IIMK LIVE, 2022
Brand equity building through multi-method market research involving company, customer and competitor analysis (partial role), 2020-2022
Packaging redesign to enhance online and offline sales for a specialty tea company through live experiments, 2019
Market share growth and pricing through improved sales force practices for a prefabricated building materials company, 2017-2018 (partial role)
Strategy consultant, Monitor Deloitte (formerly Monitor Group), 2011-2014 - Provided strategic advice in business development (automotive); end-to-end new product launch strategy and implementation (consumer goods); forecasting and planning advice (steel), through consumer research methods such as depth interviewing, metaphor elicitation (ZMET), and SPSS, directly and with market research agencies
Consultant (summer intern), Feedback Infra (formerly Feedback Ventures), 2010 - Provided business growth consulting to large regional medical services player; merger advice to large international construction company in India
IIMK Campus P. O, Kozhikode, Kerala, India,
PIN - 673 570
