Pathak, Abhishek


  • 15 Citations
  • 2 h-Index

Research output per year

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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

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Research Output

  • 15 Citations
  • 2 h-Index
  • 13 Article
  • 1 Chapter (peer-reviewed)

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

Pathak, A., Calvert, G. A. & Lim, L., 13 Mar 2020, In : Psychology and Marketing.

Research output: Contribution to journalArticle

  • IMPULSE moment-by-moment test: An implicit measure of affective responses to audiovisual televised or digital advertisements

    Calvert, G. A., Trufil, G., Pathak, A. & Fulcher, E. P., 1 Apr 2020, (Accepted/In press) In : Behavioral Sciences.

    Research output: Contribution to journalArticle

    Neuro-designing brand names for success

    Calvert, G., Pathak, A. & Fulcher, E., 2 Jul 2020, (Accepted/In press) Neuromarketing Yearbook 2020.

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

  • 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., 29 Feb 2020, In : Food Quality and Preference. 83, p. 1-10 10 p., 103918.

    Research output: Contribution to journalArticle

  • 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

  • 3 Citations (Scopus)
    83 Downloads (Pure)


    Finalist for the best paper award and MRS Silver Medal

    Abhishek Pathak (Recipient), 2018

    Prize: Prize (including medals and awards)