Pathak, Abhishek

Dr

  • Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus
20152021

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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

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