Pathak, Abhishek

Dr

  • Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus
20152022

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Personal profile

Biography

Abhishek Pathak is Senior Lecturer in Marketing and has received PhD from the Nanyang Technological University, Singapore. He 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.  

Teaching

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

Research

  • 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

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

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