| Emerging trends in the literature of value co-creation: a bibliometric analysis V Saha, V Mani, P Goyal Benchmarking: An International Journal, 2020 | 157 | 2020 |
| Value co-creation: A Review of Literature and Future Research Agenda V Saha, P Goyal, C Jebarajakirthy Journal of Business and Industrial Marketing, 2022 | 71 | 2022 |
| Inspired and Engaged: Decoding MASSTIGE Value in Engagement M Das, V Saha, A Roy International Journal of Consumer Studies, 2021 | 60 | 2021 |
| Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance M Das, M Habib, V Saha, C Jebarajakirthy Journal of Retailing and Consumer Services 61, 2021 | 49 | 2021 |
| “Standing out” and “fitting in”: Understanding Inspiration value of Masstige in an Emerging market context M Das, V Saha, MS Balaji Journal of Product & Brand Management, 2021 | 38 | 2021 |
| Cultural consequences of brands’ masstige: An emerging market perspective M Das, V Saha, C Jebarajakirthy, A Kalai, N Debnath Journal of Business Research 146, 338-353, 2022 | 31 | 2022 |
| How Co-creation Drives the Success of Public Service Initiatives? A Case-study Based Analysis V Saha, P Goyal Journal of Nonprofit & Public Sector Marketing, 2021 | 16 | 2021 |
| How do Value co-creation and E-Engagement enhance E-commerce consumers' Repurchase Intention?: An Empirical Analysis C Jebarajakirthy, V Saha, P Goyal, V Mani Journal of Global Information Management 30 (5), 1-23, 2021 | 13 | 2021 |
| High and Low Impulsive Buying in Social Commerce: A SPAR-4-SLR and fsQCA Approach M Das, A Roy, J Paul, V Saha IEEE Transactions on Engineering Management, 2022 | 12 | 2022 |
| A Study on Consumer Ethnocentrism and Social Comparison in Rural India: Implications for Marketing Strategy. M Das, V Saha South Asian Journal of Management 24 (1), 2017 | 12 | 2017 |
| What are the most important consumer decision factors when choosing an airline? An Emerging Economy perspective D Banerji, V Saha, N Singh, R Srivastava Asia Pacific Journal of Marketing and Logistics, 2022 | 8 | 2022 |
| Can Masstige brands be introduced in the B2B markets? An exploratory study V Saha, M Das, J Paul Industrial Marketing Management, 2023 | 3 | 2023 |
| Being unconventional: The impact of unconventional packaging messages on impulsive purchases M Das, MS Balaji, S Paul, V Saha Psychology & Marketing, 2023 | 2 | 2023 |
| Impact Assessment of Consumer Demographics on Rural Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits M Das, V Saha Indian Journal of Marketing 48 (8), 2018 | 2 | 2018 |
| Why do we need a digital rupee in the age of UPI? V Saha, SG Mathew Business World, 2022 | 1 | 2022 |
| Co-creation of intangible brand assets: an integrative SD logic/organic view of brand-based conceptual framework V Saha, V Mani, P Goyal, LD Hollebeek Research Handbook on Brand Co-Creation: Theory, Practice and Ethical …, 2022 | 1 | 2022 |
| Can ONDC be the UPI moment for India's digital economy? V Saha, B Gupta, M Das South Asia Monitor, 2023 | | 2023 |
| Developing a framework of Sustainable Consumption in Retailing Contexts V Saha, C Jebarajakirthy, N Sreen, P Goyal, M Venkatesh, S Deshpande Australasian Marketing Journal, 2023 | | 2023 |
| Socially responsible marketing in pandemic times at CoKarma G Nagpal, N Ruparel, H Seth, V Saha Emerald Emerging Markets Case Studies 12 (4), 1-38, 2022 | | 2022 |
Dr. Manish DasAssistant Professor, Tripura UniversityVerified email at tripurauniv.ac.in
