Pathak, Abhishek


  • 3 Citations
  • 1 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.

Names Medicine & Life Sciences
Luxury Business & Economics
Brand names Business & Economics
Logos Business & Economics
Counterfeit Business & Economics
Linguistics Medicine & Life Sciences
Marketing Medicine & Life Sciences
Language Medicine & Life Sciences

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

Research Output 2015 2019

  • 3 Citations
  • 1 h-Index
  • 7 Article
44 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., 22 Jul 2019, In : Psychology and Marketing. 13 p.

Research output: Contribution to journalArticle

Open Access
Brand names
1 Citation (Scopus)
96 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., 19 Jun 2019, In : European Journal of Marketing.

Research output: Contribution to journalArticle

Open Access
138 Downloads (Pure)

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

Pathak, A., Velasco, C. & Calvert, G. A., 10 May 2019, In : Journal of Product and Brand Management.

Research output: Contribution to journalArticle

Open Access
Design methodology
Purchase decision
2 Citations (Scopus)

Evaluating the impact of early- and late-acquired phonemes on the luxury appeal of brand names

Pathak, A., Calvert, G. & Velasco, C., Nov 2017, In : Journal of Brand Management. 24, 6, p. 522-545 24 p.

Research output: Contribution to journalArticle

Brand names
Consumer expectations

How the Linguistic Characteristics of a Brand Name can Affect its Luxury Appeal

Pathak, A., Calvert, G. A. & Lim, E. A. C., 1 Sep 2017, In : International Journal of Market Research. 59, 5, p. 567-600 34 p.

Research output: Contribution to journalArticle

Brand names
Luxury brands


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