Pathak, Abhishek

Dr

  • 32 Citations
  • 4 h-Index
20152020

Research output per year

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Personal profile

Biography

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.  

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

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Research Output

  • 32 Citations
  • 4 h-Index
  • 16 Article
  • 1 Chapter (peer-reviewed)

The sound of branding: An analysis of the initial phonemes of popular brand names

Pathak, A., Velasco, C. & Spence, C., May 2020, In : Journal of Brand Management. 27, 3, p. 339–354 16 p.

Research output: Contribution to journalArticle

  • 3 Citations (Scopus)

    Harsh voices, sound branding: How voiced consonants in a brand’s name can alter its perceived attributes

    Pathak, A., Calvert, G. A. & Lim, L., 1 Jun 2020, In : Psychology and Marketing. 37, 6, p. 837-847 11 p.

    Research output: Contribution to journalArticle

  • 1 Citation (Scopus)

    Sounds sweet, sounds bitter: How the presence of certain sounds in a brand name can alter expectations about the product’s taste

    Pathak, A. & Calvert, G. A., Jul 2020, In : Food Quality and Preference. 83, p. 1-10 10 p., 103918.

    Research output: Contribution to journalArticle

  • 2 Citations (Scopus)

    Long vowel sounds induce expectations of sweet tastes  

    Pathak, A., Calvert, G. A. & Motoki, K., 18 Jul 2020, In : Food Quality and Preference. 86, p. 1-5 5 p., 104033.

    Research output: Contribution to journalArticle

  • 1 Citation (Scopus)

    A sound brand name: The role of voiced consonants in pharmaceutical branding

    Park, J., Motoki, K., Pathak, A. & Spence, C., 12 Oct 2020, (Accepted/In press) In : Food Quality and Preference.

    Research output: Contribution to journalArticle

  • Prizes

    Finalist for the best paper award and MRS Silver Medal

    Pathak, Abhishek (Recipient), 2018

    Prize: Prize (including medals and awards)

  • Excellence in Research

    Pathak, Abhishek (Recipient), 2020

    Prize: Prize (including medals and awards)