Pathak, Abhishek


  • 8 Citations
  • 2 h-Index
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Personal profile


Abhishek Pathak is a Lecturer in the Management & Marketing division. He received his PhD from the Nanyang Technological University, Singapore under the guidance of Prof Gemma Calvert (a pioneer of Neuro-marketing).  Abhishek is a physician by training and has worked in corporate hospitals in various clinical and managerial capacities for over a decade. In his corporate roles in the healthcare sector, he has headed the operations of Oncology division and has overseen the commissioning of a Greenfield health city project.

Given his diverse academic background, Abhishek’s research interests overlap Medicine, Psychology and Marketing areas. His research focuses on Sound symbolism in the perception of taste & luxury, Multisensory integration in the F & B packaging, Implicit perception of brand name attributes, Implicit & explicit perception of counterfeit brand logos and Applied linguistics in brand names or taglines.

His research has been presented at platforms such as SCP & Pangborn and has been covered in media outlets like WARC, Admap, Insight+, Storm, Xpadite, Sparks to name a few. He is currently working with the research teams of some of the well-known flavour and fragrances companies in Asia.

Abhishek is currently seeking research collaborators and PhD students who are interested in similar research areas. If you are interested in his research stream, please don’t hesitate to contact.  


Fundamentals of Marketing
Marketing as a creative practice
Marketing Strategy (using simulation games like MarkStrat & SimVenture)


Sound symbolism in food & luxury products
Crossmodal multisensory experience
Multisensory Marketing
Implicit processing
Packaging design and effectiveness in F & B space
Eye tracking studies (Tobii glasses)
Applied linguistics in brand names and brand taglines
Sonic branding
Implicit perception of brand attributes

Fingerprint Dive into the research topics where Abhishek Pathak is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Food Packaging Medicine & Life Sciences
Pleasure Medicine & Life Sciences
Names Medicine & Life Sciences
Research Medicine & Life Sciences
Emotions Medicine & Life Sciences
Brand names Business & Economics
Product Packaging Medicine & Life Sciences
Esthetics Medicine & Life Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2015 2019

  • 8 Citations
  • 2 h-Index
  • 10 Article
1 Citation (Scopus)
83 Downloads (Pure)

Going to great lengths in the pursuit of luxury: how longer brand names can enhance the luxury perception of a brand

Pathak, A., Velasco, C., Petit, O. & Calvert, G. A., Oct 2019, In : Psychology and Marketing. 36, 10, p. 951-963 13 p.

Research output: Contribution to journalArticle

Brand names
2 Citations (Scopus)
235 Downloads (Pure)

Identifying counterfeit brand logos: On the importance of the first and last letters of a logotype

Pathak, A., Velasco, C. & Calvert, G. A., 7 Oct 2019, In : European Journal of Marketing. 53, 10, p. 2109-2125 17 p.

Research output: Contribution to journalArticle

Open Access
1 Citation (Scopus)
181 Downloads (Pure)

Implicit and Explicit Identification of Counterfeit Brand Logos based on Logotype Transposition

Pathak, A., Velasco, C. & Calvert, G. A., 16 Sep 2019, In : Journal of Product and Brand Management. 28, 6, p. 747-757 11 p.

Research output: Contribution to journalArticle

Open Access
Design methodology
Purchase decision
34 Downloads (Pure)

Providing Excellent Customer Service Is Therapeutic: Insights from an Implicit Association Neuromarketing Study

Calvert, G. A., Pathak, A., Ching, L. E. A., Trufil, G. & Fulcher, E. P., 14 Oct 2019, In : Behavioral and Brain Sciences. 9, 10, p. 1-17 17 p., 109.

Research output: Contribution to journalArticle

Open Access
Surveys and Questionnaires
48 Downloads (Pure)

The relation between symmetry in food packaging and approach and avoidance words

Velasco, C., Pathak, A., Woods, A. T., Corredor, A. & Elliot, A. J., 18 Oct 2019, In : Quarterly Journal of Experimental Psychology.

Research output: Contribution to journalArticle

Open Access
Food Packaging
Product Packaging


Finalist for the best paper award and MRS Silver Medal

Abhishek Pathak (Recipient), 2018

Prize: Prize (including medals and awards)

market analysis
honors and awards
world markets