Debashree Roy

Assistant Professor

Area of Expertise: Advertising, Consumer Behavior, Brand Management

Email: [email protected]

Dr. Debashree Roy is Ph.D. (FPM) in Marketing from XLRI, Jamshedpur. Prior to this, she was associated with T. A. Pai Management Institute (TAPMI), Manipal as Assistant Professor of Marketing. She completed her MBA from IISWBM, Calcutta University. She has qualified the UGC NET in Management. Her thesis is titled “Two Alternate Pathways to Consumer Engagement: Investigating the Influence of Consumer’s Self-Congruity and Authentic Body-Positive Advertising”.

She has presented her work in several leading international marketing conferences.

List of Publications

• Moharana, T. R., Roy Bhattacharjee, D., Pradhan, D., & Kuanr, A. What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence. Psychology & Marketing (Journal Rank: ABDC A)
• Roy Bhattacharjee, D., Pradhan, D., & Swani, K. (2021). Brand communities: A literature review and future research agendas using TCCM approach. International Journal of Consumer Studies. (Journal Rank: ABDC A)
• Moharana, T. R., Roy Bhattacharjee, D., & Saxena, G. (Forthcoming) Brand Sponsorship Effectiveness: How Self-Congruity, Event Attachment and Subjective Event Knowledge Matters to Sponsor Brands. Journal of Brand Management (Journal Rank: ABDC A)

Conferences and Workshops

• ANZMAC, 2021: “Engaging Brand Communities for Sponsorship Effectiveness” (November 29-December 1, 2021, University of Melbourne, Australia).
• 25^th International Conference on Corporate and Marketing Communications, CMC 2021: “Together we stand!”, Why do Brand Communities support Authentic Sponsors? An Experimental Investigation (April 14-16, 2021, University of Granada, Spain).
• Management Doctoral Colloquium, Vinod Gupta School of Management (VGSoM), IIT Kharagpur: A Bibliometric study on Brand Communities: Findings from two decades of scholarship” (February 3-4, 2021, IIT Kharagpur).
• 13^th NASMEI (North American Society for Marketing Education in India) Conference: “More Power to Brand Communities: Brand Engagement in Sponsorship” (December 19-20, 2019, Great Lakes Institute of Management, Chennai).
• Doctoral Consortium on Teaching 2022, conducted by Centre for Teaching & Learning, Indian Institute of Management (IIM) Bangalore (February 2022).