Dr. Prasanna Mohan Raj M

Associate Professor

Alliance Ascent College

Dr. M. Prasanna Mohan Raj is an Associate Professor of Marketing and Branding at the Alliance School of Business, Alliance University, Bangalore. His main fields of interests converge on Brand Management, Marketing Research & Analytics. Dr. Prasanna Mohan Raj pursued his doctoral work from the prestigious National Institute of Technology (NIT), Trichy. Prof. Prasanna's article on “An empirical model for brand loyalty measurement", was published in the Journal of Targeting, Measurement and Analysis for Marketing, Palgrave Macmillan, U.K. and rated as one of the most read articles by the publishers and getting more citations. He has published many research articles in scholarly, international journals with more citations. He is on the editorial board of some leading journals. He has professional experience of thirteen years including both in industry and academia. He worked in the area of Brand Development in the new Indian Express. He worked in research & analytics and developed white papers/case studies at Hexaware Technologies.

  • ‘Impact of Demographic variables and Risk Tolerance on Investment Decisions – An Empirical Analysis’, published in the International Journal of Economics and Financial, Issues 6 (1), 7, Jan-16, Scopus Score (IPP): 0.209
  • ‘Psychographic Profiling of Indian Young Adult Consumers of Smartphone-VALS Approach’, published in the Management Studies and Economic Systems, 2 (2), 2015
  • ‘An Empirical model for Brand Loyalty Measurement’, published in the Journal of Targeting, Measurement and Analysis for Marketing, Vol: 15, No: 4, September 2007
  • ‘An Examination of Factors Influencing Repatriates’ Loyalty’, published in the International Journal of Management and Business Research, published by Islamic Azad University, Iran Autumn, 2014, Science Impact Factor:3.12
  • ‘Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products’, published in the Global Business Review 16 (3), Sage Publications, SJR (SCImago Journal Rank) Business and International Management, 16 (3), Scopus Score: 0.211,& 166/325
  • ‘Brand Positioning of Green Cars: A Correspondence Analysis Approach’, published in the IUP Journal of Brand Management, Volume 11 (3), 7, 2014
  • ‘Indian IT Industry--A Model Based Approach to a Shift Towards a Prominent Presence in the Global Market’, published in the Research Journal of Business and Economic studies,Vol.3, Issue:7, 2014
  • ‘Measuring Customers’ Choice and Commitment of Petrol Retail Outlets-Comparative Study between Cosmopolitan City & Tier-2 City’, published in the Journal of Marketing and communication, Vol.9 (2), December 2013
  • ‘A Study on Customers Brand Preference in Suvs and Muvs: Effect of Marketing Mix Variables’, published in the Researchers World, Vol. IV, Issue 1, January 2013
  • ‘Effect of Organized Retail on Small Retail Outlets in an Emerging Economy - An Empirical Study’, published in the Research Journal of Social Science & Management - RJSSM, The International Journal, Singapore, Vol.2, Issue.no:1, March 2012
  • ‘Superior customer experience through brand positioning: empirical study on branded shirts’, published in the Drishtikon: Journal of Management from Symbiosis,Vol:1, Issue.No:2, 2010
  • ‘Sikkim: Tourism product development with reference to seven P’s framework : A case study’, published in the Pragyaan: Journal of Management,Vol:8, Issue 1, June 2010
  • ‘A Study on Customer Satisfaction through Importance-Satisfaction Matrix in Mobile Telecom Service Providers’ published in the “Udyog Pragthi”, Journal from NITIE, April-June, 2009, Vol.33, No.2
  • ‘A Study of the impact of Values and Lifestyles on Brand loyalty with special reference to English Newspapers’, published in the“Vilakshan”, XIMB Journal of Management, Vol. III, Issue.no:2, Sep.2006
  • ‘A study on Brand Preferences of washing soaps in Rural Market’, published in the Indian Journal of Marketing, Vol. XXXVII, No:3, March 2007
  • ‘Conceptual framework on role of seven P’s in influencing Expectations and perceptions of customers in service sectors’, published in the “Pragyan”, Journal of Management, IMS, Dehradun, Vol 6: Issue 1, June 2008
  • ‘A Study of Brand Awareness and Brand Loyalty In Branded Commodity Products’, published in the Icfai Journal of Marketing Management, Vol. V, No:2, May 2006
  • ‘A Conceptual Framework on Brand architecture in Indian Context, published in the SCMS Journal of Management, Volume III, No:1, January-March 2006
  • ‘A study on Brand Cultism with special reference to The Hindu’, published in the PSG Journal of Management Research, Vol. 1, No.4, October-December 2006
  • ‘A study on Heritage Brands with reference to English newspapers’, published in the Advertising Express, December 2005
Research Papers Presented/Published in the Conference Proceedings
  • ‘Personality Profiling Of Potential Car Buyers – Cluster Analysis’, presented at the International Conference on Business Analytics and Intelligence, December 2015, IIM-B
  • ‘Compulsive buying behavior of Indian urban youth: A Cluster analysis approach’, presented at the International Conference on Business Analytics and Intelligence, December 18-19, 2014, IISc, Bangalore.
  • ‘Joss sticks (Agarbattis): A Journey from a commodity to brand’, presented and published in the proceedings of GREAT LAKES – NASMEI International Marketing Conference, December 29-30, 2014
  • ‘Knowledge Management – A Road Map for Winning Organization’, presented and published in the proceedings of International Conference on Knowledge Management, February, 2011, SSIM, Hyderabad
  • ‘The Perception of consumers towards B segment cars and an evaluation of the effect of B-segment car communication on potential car consumers in Bangalore’, presented at the GREAT LAKES – NASMEI International Marketing Conference, December 29-30, 2012
  • ‘Gaining Competitive Advantage Through positioning strategies’, presented at the Strategic Management Forum, May , 2006, Indian Institute of Management (IIM-K)
Book Chapter Publications
  • ‘Measurement of Brand Preferences Brand Loyalty in Business Magazines’, published in the book New Age Marketing: Emerging Realities, 2008, Excel Books
  • ‘Developing a Model of Film-induced Tourism: A qualitative Research study’, published in the book Tourism Business, Emerging Trends and evolving Practices, Himalaya Publishing House
  • ‘A conceptual model for Corporate Branding in Indian context’, published in the book Corporate Branding- Perspectives and Experiences, Icfai University press, ISBN: 978-81-314-1531-3

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