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    Sampa Anupurba Pahi

    Sampa Anupurba Pahi

    Assistant Professor (Grade-II)
    Marketing

    I am an Assistant Professor of Marketing at Indian Institute of Management (IIM) Lucknow. I have completed my FPM in Marketing from XLRI- Xavier School of Management, Jamshedpur. I have published papers in Psychology & Marketing (honoured as the most downloaded paper by Wiley) and Journal of Brand Management. Prior to joining FPM, I was the Brand Manager for the Muthoot Pappachan Group, after having completed my MBA in Rural Management from Xavier Institute of Management, Bhubaneswar (XIMB). I am a double gold medallist both at the undergraduate (BCom) and graduate (MBA) levels. My area of research interests include responsible and ethical marketing, brand and consumer activism, influencer marketing, consumer brand interactions, interactive marketing, and celebrity endorsements.

    Current Research Interests

    • My area of research interests include responsible and ethical marketing, brand and consumer activism, influencer marketing, consumer brand interactions, interactive marketing, and celebrity endorsements.

    Referred Journals

    • 1.Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 40(1), 27-47. Doi:
      https://doi.org/10.1002/mar.21749
    • 2.Pahi, S. A., Jain, A., & Pradhan, D. (2024). How can brands mitigate the consequences of negative digital customer experience? Investigating roles of brand attachment, brand community support, and adaptive coping. Journal of Brand Management, 1-16. Doi:
      https://doi.org/10.1057/s41262-024-00363-y

    Conference Proceedings

    • Assistant Professor of Marketing at Institute of Rural Management Anand (IRMA) from July 15, 2024 – January 27, 2025.
    • Invited Lecture on Experimental Research Methods in Marketing, May 2024, at XLRI Jamshedpur
    DegreeInstitute/UniversityYearResult
    FPMXLRI-Xavier School of Management, Jamshedpur2024Defended on Mar 04, 2024 (CQPI-6.46)
    MBA (RM)XIMB-Xavier Institute of Management, Bhubaneswar2019School Topper (CQPI-8.35)
    Graduation (B.Com.)XIMU (erstwhile Xavier University Bhubaneswar, XUB)2017University Topper (CQPI- 8.14)
    +2 Commerce.Mother’s Public School, Bhubaneswar201494.2%
    MatriculationLoyola School, Bhubaneswar201289.43%
    • Wiley Most Downloaded Paper, Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands published in Psychology & Marketing
    • School Topper (Gold Medallist) for MBA Rural Management at Xavier Institute of Management, Bhubaneswar (XIMB) for academic year 2017-19.
    • NTPC Lady Topper for MBA Rural Management at Xavier Institute of Management, Bhubaneswar (XIMB) for academic year 2017-19.
    • University Topper (Gold Medallist) for Xavier School of Commerce, XIM University (erstwhile, Xavier University Bhubaneswar) for the academic year 2014-17