Faculty Directory A to Z

Marketing

Fellow Programme in Management - Marketing specialization, Indian School of Business (ISB) 2021
B.Tech. (Mining Engineering) and MBA - Dual Degree, IIT (ISM) Dhanbad

Work Experience

Assistant Professor in Marketing area, Indian Institute of Management Udaipur (Jan 2021 to Present)
Visiting Assistant Professor in Marketing area, Indian Institute of Management Udaipur (March 2020 to Jan 2021)
Research Scholar and Academic Associate, Indian School of Business (Aug 2014 to March 2020)
Senior Business Analyst, Accenture Services Pvt. Ltd. (June 2013 to June 2014)

Subjects Taught at IIMU

Research Interests

Academic Publications

Jayant Nasa, Jeffrey D. Rotman, Kathryn R. Mercurio, Mark G. Staton, and Andrea Vocino (2025), “The Moral Compass of Identity: Ethical Predispositions Predict the Importance Consumers Ascribe to Their Group and Individual Identities” Journal of the Association for Consumer Research, Vol. 10, Issue 1, https://doi.org/10.1086/732843
Arti Srivastava, Jayant Nasa, Prakash Satyavageeswaran, Chris Dubelaar, and Rajesh Nanarpuzha (2024), “Advertising Stigmatized Products: Leverage Social Norms or Break the Stigma?” Journal of Business Research, Vol. 183, 114837, https://doi.org/10.1016/j.jbusres.2024.114837
(The first two authors contributed equally and share lead authorship)
Jayant Nasa (2023), “HDFC Life: A Consumer’s Quest for Justice” [Case Analysis], Vikalpa, Vol. 48, Issue 2, 160-162, https://doi.org/10.1177/02560909231180344

Working Papers and Research in Progress

Jayant Nasa, Tanuka Ghoshal, and Rajagopal Raghunathan, “A Cup of Celeb Tea: Social Exclusion Enhances the Appeal of Celebrity-Gossip Content” (manuscript being revised for invited resubmission to the European Journal of Marketing)
Jayant Nasa, Amogh Kumbargeri, and Sukriti Sekhri, “From Purpose to Person: How Brand Activism Leads to Brand Anthropomorphism” (manuscript in preparation for submission to the International Journal of Research in Marketing)
Arti Srivastava, Jayant Nasa, Prakash Satyavageeswaran, and Sundar G. Bharadwaj, “From Symbolic Hiring to Strategic Hiring: How Advocacy Narratives Shape Inclusion Climate for Persons with Disabilities” (data collection and initial analyses complete; Target: Journal of Management Studies)

Competitive Research Grants

Bala and Vasantha Balachandran Research Grant 2023 of INR 100,000 from the North American Society for Marketing Education in India (NASMEI), “From Terminators To Heroes: How Cultural Causality Models Shape Consumers Attitudes Toward Artificial Intelligence”
Research grant of 13,850 USD for the academic year 2018-19 from the EY-ISB Initiative for Emerging Market Studies, “Beyond Diversity: Hiring the Differently Abled as a Business Strategy”
Transformative Consumer Research (TCR) grant 2018-19 of 2,525 USD from the Association for Consumer Research (ACR) and the Sheth Foundation, “Moving Away from the Roots? Investigating why Indian Tribals are Choosing Marketed Packaged Foods over Indigenous Produce”
Grant of INR 100,000 from NASMEI, First place in NASMEI Research Grant Competition 2017, “Cozying up to the Kardashians: A Theory for Consumers’ Affinity towards Celebrity Gossip”