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Rambalak Yadav

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Assistant Professor, Marketing
E-mail: rambalak[at]iimj[dot]ac[dot]in

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Rambalak Yadav is faculty in the Department of Marketing Management. He has more than five years of teaching experience in the Institute of Management Technology-Hyderabad, and ICFAI
Business School- Hyderabad. He holds a doctorate from the Indian Institute of Technology (ISM), Dhanbad. He is the recipient of the UGC- JRF (2012) scholarship. His research interests lie in green consumption, pro-environmental behavior, and online retailing. Articles authored by him have been published in reputed international journals, such as the International Journal of Hospitality Management, Journal of Sustainable Tourism, Journal of Retailing and Consumer Services, Journal of Consumer Marketing, Marketing Intelligence & Planning, Ecological Economics, International Journal of Contemporary Hospitality Management, Food Quality and Preferences, International Journal of Bank Marketing and Journal of Cleaner Production, Appetite, etc. He has also authored cases in IVEY publishing. He has edited special issues in journals such as the Journal of Strategic Marketing (Taylor & Francis) and the International Journal of Non-profit and Voluntary Sector Marketing (Wiley). He also serves as the Editorial Review Board in the Journal of Consumer Behavior (Wiley Publication).
  • PhD- Indian Institute of Technology (ISM), Dhanbad
  • MBA- Indian Institute of Information Technology, Allahabad

Indian Institute of Management Jammu

Institute of Management Technology Hyderabad

ICFAI Business School Hyderabad

  • Yadav, R., Chatterjee, S. & Giri, A. (2024). Understanding the factors influencing the continuous usage intention of healthcare apps: analysing the moderating impact of psychological distance and health consciousness. Behavior and Information Technology, 1-19. (ABDC), DOI : https://doi.org/10.1080/0144929X.2024.2333945
  • Yadav, R., Sangroya, D. & Pereira, V. (2023). Why consumers turn negative about the brand: antecedents and consequences of negative consumer engagement in virtual communities. Information Systems and e-Business Management, (ABDC), DOI : https://doi.org/10.1007/s10257-023-00632-4
  • Yadav, J., Yadav, R. & Mediratta, A. (2023). Digital social engagements and knowledge sharing among sports fans: Role of interaction, identification, and interface. Technological forecasting and Social Change, 195, (ABDC), DOI : https://doi.org/10.1016/j.techfore.2023.122792
  • Yadav, R., Panda, D. & Kumar, S. (2022). Understanding the individuals’ motivators and barriers of e-waste recycling: A mixed-method approach. Journal of Environmental Management, 324, (ABDC), DOI : https://doi.org/10.1016/j.jenvman.2022.116303
  • Yadav, R., Giri, A. & Chatterjee, S. (2022). Understanding the users' motivation and barriers in adopting healthcare apps: A mixed-method approach using behavioral reasoning theory. Technological Forecasting and Social Change, 183, (ABDC), DOI : https://doi.org/10.1016/j.techfore.2022.121932
  • Behl, A., Gaur, J., Pereira, V., Yadav, R. & Laker, B., (2022). Role of big data analytics capabilities to improve sustainable competitive advantage of MSME service firms during COVID-19–A multi-theoretical approach. Journal of Business Research, 148, 378-389 DOI : https://doi.org/10.1016/j.jbusres.2022.05.009
  • Shankar, A., Yadav, R., Behl, A. & Gupta, M. (2022). How does dataveillance drive consumer online payment resistance. Journal of Consumer Marketing, (ABDC), DOI : https://doi.org/10.1108/JCM-03-2021-4555
  • Talwar, S., Kaur, P., Yadav, R., Sharma, R. & Dhir, A., (2021). Food waste and out-of-home-dining: antecedents and consequents of the decision to take away leftovers after dining at restaurants.. Journal of Sustainable Tourism, (ABDC), DOI : https://doi.org/10.1080/09669582.2021.1953512
  • Talwar, S., Kaur, P., Yadav, R., Bilgihan, A. & Dhir, A., (2021). What drives diners' eco-friendly behaviour? The moderating role of planning routine. Journal of Retailing and Consumer Services, 63, (ABDC), DOI : https://doi.org/10.1016/j.jretconser.2021.102678
  • Sangroya, D., Yadav, R. & Joshi, Y. (2021). Does gamified interaction build a strong consumer-brand connection? A study of mobile applications. Australasian Journal of Information Systems, 25, (ABDC), DOI : https://doi.org/10.3127/ajis.v25i0.3105
  • Shankar, A., Yadav, R., Gupta, M. & Jebarajakirthy, C. (2021). How Does Online Engagement Drive Consumers' Webrooming Intention?: A Moderated-Mediation Approach. Journal of Global Information Management , 29(6), (ABDC), DOI : 10.4018/JGIM.20211101.oa19
  • Shankar, A. & Yadav, R. (2021). Understanding the impact of CSR domain on brand relationship quality. Marketing Intelligence & Planning, 39(4), (ABDC), DOI : https://doi.org/10.1108/MIP-10-2020-0442
  • Kumar, S. & Yadav, R. (2021). The impact of shopping motivation on sustainable consumption: A study in the context of green apparel. Journal of Cleaner Production, 296, (ABDC), DOI : https://doi.org/10.1016/j.jclepro.2021.126239
  • Joshi, Y., Yadav, R. & Shankar, A. (2021). The interplay of emotional value, trend affinity and past practices in sustainable consumption: an application of theory of reciprocal determinism. Journal of Strategic Marketing, (ABDC), DOI : https://doi.org/10.1080/0965254X.2021.1914133
  • Chauhan, V., Yadav, R. & Choudhary, V. (2021). Adoption of electronic banking services in India: an extension of UTAUT2 model. Journal of Financial Services Marketing, DOI : https://doi.org/10.1057/s41264-021-00095-z
  • Sreen, N., Yadav, R., Kumar, S. & Gleim, M. (2021). The impact of the institutional environment on green consumption in India. Journal of Consumer Marketing, 38(1), (ABDC), DOI : https://doi.org/10.1108/JCM-12-2019-3536
  • Jebarajakirthy, C., Yadav, R. & Shankar, A. (2020). Insights for luxury retailers to reach customers globally. Marketing Intelligence & Planning, 38(7), 797-811. (ABDC), DOI : https://doi.org/10.1108/MIP-10-2019-0493
  • Yadav, R. Exploring Motivations & Barriers of Electric Vehicle Adoption among Consumers. ANZMAC-2023 AUSTRALIAN & NEW ZEALAND. MARKETING ACADEMY Dunedin New Zealand:
  • Yadav, R., Jebarajakirthy, C., Datta, M. & Saha, V. Consumer inspiration and fashion luxury consumption. ANMAC-2019 AUSTRALIAN & NEW ZEALAND. MARKETING ACADEMY Wellington- New Zealand:
  • Yadav, R., Jebarajakirthy, C. & Shankar, A. Some insights to luxurious brand retailers to reach customers globally. ANZMAC-2018 AUSTRALIAN & NEW ZEALAND. MARKETING ACADEMY Adelaide-Australia:
  • Yadav, R. & Pathak, G. S. Consumers’ attitude and intention towards purchasing eco-friendly products: Analyzing the role of environmental knowledge and environmental concern. Annual Conference of Emerging Markets Conference-2017 IIM Lucknow:
  • Pathak, G. S. & Yadav, R. Intention to purchase green products in India: A study from a developing nation. International Conference of Psychology International Conference of Psychology Yokohama-Japan:
  • Yadav, R. & Pathak, G. S. Environmental sustainable practices among service sector organizations in India: A study of select organizations. 3rd PAN-IIM World Management Conference, December 16-18, 2015 IIM Indore Indore:
  • Yadav, R. & Pathak, G. S. Environmental sustainability through green banking: A study on private and public sectors bank in India. International Conference on Sustainable development OIDA-Canada Chandigarh:
  • Yadav, R. & Pathak, G. S. Awareness about Environmental Issues: A Study. 10th International Conference on Management AIMS IIM Bangalore:
  • Yadav, R. & Pathak, G. S. Concern about environment and Intervention Strategies: A study. International Conference on Marketing Paradigms in Emerging Economies FMS-BHU Varanasi:
  • Yadav, R. & Pathak, G. S. Green marketing strategy: A study of select IT organizations in India. National Seminar on Effectiveness, Ethics and Sustainability (NSEES) held at Indian School of Mines, Dhanbad, Jharkhand. ISM Dhanbad Dhanbad:
  • Yadav, R. & Pandey, P. BluSmart: Building an ecofriendly experiences in app based ride hailing services, (2022), (W25576), IVEY, Canada (pp.1-11), https://hbsp.harvard.edu/product/W25576-PDF-ENG?Ntt=Blusmart
  • Yadav, R. & Pandey, P. Danone India: The Challenges of Expanding into an Emerging Market, (2020) South Asian Journal of Management Cases 9, 2, (pp.1-9)
  • Bhattacharya, S., Matthew, R. & Yadav, R. Nilgai Foods: Positioning Packaged Coconut Water in India, (2019), (W19091), IVEY, Canada (pp.1-8), https://hbsp.harvard.edu/product/W19091-PDF-ENG?Ntt=Rambalak
  • Yadav, R. & Tudu, P. N. EnviGreen Biotech: An Eco-friendly Alternative to Plastic Bag, (2019) South Asian Journal of Management Cases 8, 2, (pp.207-214)
  • Yadav, R. & Pandey, P. Bakey's Cutlery: An innovative sustainable products, (2018), (9B18A022), IVEY, Canada (pp.1-7), https://hbsp.harvard.edu/product/W18237-PDF-ENG?Ntt=Rambalak
  • Yadav, R. Patanjali Ayurveda Limited: Attraction of Ayurveda Products, (2017) South Asian Journal of Business and Management Cases 6, 1, (pp.100-108)
  • Marketing Management-I
  • Marketing Management- II
  • Services Marketing
  • Customer Relationship Management


  • UGC-JRF (2012)

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