Chandan Parsad

Overview:

Dr. Chandan Parsad is an Associate Professor of Marketing at the Indian Institute of Management Bodh Gaya, with over a decade of experience spanning academia and industry. He earned his Fellow (Doctoral) title from the Indian Institute of Management Raipur, where his research focused on how consumer personality traits influence impulsive buying behavior.

Before joining IIM Bodh Gaya, Dr. Parsad served as a faculty member at Rajagiri Business School, Kochi, Kerala. He holds an MBA in Software Enterprise Management from C-DAC, Noida (Ministry of IT) and a Bachelor’s degree in Instrumentation Engineering from Maharshi Dayanand University, Rohtak.

Prior to his doctoral studies, he worked as an engineer in the steel manufacturing industry, bringing a strong industry perspective to his academic work. Over the years, Dr. Parsad has successfully led and completed numerous research and consulting projects for both industry and government organizations, contributing to impactful decision-making and policy development.

His academic interests include consumer behavior, digital marketing, and the intersection of technology and marketing strategy.

Academic background:

• Fellow Programme in Management, Marketing, Indian Institute of Management Raipur
• MBA Software Enterprise Management, C-DAC (Ministry of IT), Noida
• B.E. Instrumentation & Control, Maharishi Dayanand University Rohtak

Affiliations:

• IIM Bodh Gaya. Associate Professor Marketing 2025 Present
• IIM Bodh Gaya. Assistant Professor Marketing, September 2020- 2025
• Rajagiri Business School, Kochi, Kerala. Assistant Professor Marketing, January 2018- August 2020

Teaching Interests:

• Marketing Management I & II
• Product and Brand Management
• Rural Marketing
• Marketing Analytic
• Marketing Research
• Strategy Marketing
• Sales and Distribution

Research Interests:

• Impulse buying
• Celebrity Endorsement
• Spiritual Marketing
• Neural Marketing
• Digital and Mobile APP Marketing

View Research Profile

Publications- Journal Articles

• Darshna, A., Parsad, C., Sahay, V. S., & Sanyal, P. (2025). Mapping the Field of Mindfulness Research in Management: Trends and Ways Forward. Journal of Business Research, 197, 115457.
• Siji, S., & Parsad, C. (2025). Navigating the Stars: The Moderating Effect of Social Media Usage on the Admission Intention of B-schools. FIIB Business Review, 14(2), 233-246.
• Vijay, T. S., Prashar, S., & Parsad, C. (2024). Influence of shoppers' attitude and satisfaction with smart-gadgets on intention to provide reviews: moderating role of fear of technological advances. International Journal of Business Information Systems, 45(3), 324-342.
• Agarwal, M., Parsad, C., & Sharma, S. (2024). The development of compliance behavioral imperatives in public for management of covid-19. Psychology, Health & Medicine, 29(1), 92-99.
• Gupta, P., Prashar, S., Parsad, C., & Vijay, T. S. (2023). Impact of video product presentation and scarcity claim on mobile-based impulse buying. Journal of Global Scholars of Marketing Science, 33(4), 577-601.
• Arora, N., Prashar, S., Vijay, T. S., & Parsad, C. (2023). Exploring the effect of personality congruencies on brand identification and purchase intentions. Journal of Global Scholars of Marketing Science, 33(2), 186-209.
• Agarwal, M., Tanwar, S., Parsad, C., & Prashar, S. (2022). Impact of service quality on customer loyalty: A multi-analytic approach using neural network. Ramanujan International Journal of Business and Research, 7(2), 1-15.
• Arora, N., Prashar, S., Vijay, T. S., & Parsad, C. (2022). A consumer typology based on celebrity endorsement factors. FIIB Business Review, 23197145221112749.
• Arora, N., Prashar, S., Parsad, C., & Vijay, S. (2022). Impact of antecedents of celebrity-product congruence on value transfer and purchase intention: moderating effect of cognitive strength and over-endorsement. International Journal of Strategic Communication, 16(4), 663-683.
• Parsad, C., & Mittal, S. (2022). Evolution of corporate environmentalism, a politico‐social perspective: concept, command and control to self‐regulatory and voluntary, and future directions. Journal of Public Affairs, 22(3), e2286.
• Parsad, C., Sahay, V. S., & Banerjee, S. (2022). ECO-FRIENDLY PURCHASE BEHAVIOUR OF EMERGING ADULTS: INVESTIGATING THE ROLE OF RELIGIOSITY. Academy of Marketing Studies Journal, 26(1), 1-16.
• Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554.
• Tata, S. V., Prashar, S., & Parsad, C. (2021). Typology of online reviewers based on their motives for writing online reviews. Journal of Electronic Commerce in Organizations (JECO), 19(2), 74-88.
• Arora, N., Prashar, S., Tata, S. V., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3), 251-261.
• Gupta, P., Prashar, S., Parsad, C., & Vijay, T. S. (2021). Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques. International Journal of Technology Marketing, 15(2-3), 126-142.
• Gupta, P., Prashar, S., Vijay, T. S., & Parsad, C. (2021). Examining the influence of antecedents of continuous intention to use an informational app: the role of perceived usefulness and perceived ease of use. International Journal of Business Information Systems, 36(2), 270-287.
• Gupta, P., Prashar, S., Parsad, C., & Vijay, T. S. (2021). Role of shopping app attributes in creating urges for impulse buying: An empirical investigation using SEM and neural network technique. Journal of Electronic Commerce in Organizations (JECO), 19(1), 43-64.
• Tata, S. V., Prashar, S., & Parsad, C. (2021). Examining the influence of satisfaction and regret on online shoppers' post-purchase behaviour. Benchmarking: An International Journal, 28(6), 1987-2007.
• Parsad, C., Mittal, S., & Krishnankutty, R. (2020). A study on the factors affecting household solar adoption in Kerala, India. International Journal of Productivity and Performance Management, 69(8), 1695-1720.

Book Published

• Sahay, V. S., Parsad, C., Krishnankutty, R., & Tiwari, A. K. (Eds.). (2024). Market Dynamics and Strategies in a Post-crisis World: Navigating a World in Flux. World scientific.
• Sahay, V. S., Parsad, C., Krishnankutty, R., & Tiwari, A. K. (Eds.). (2023). Post Covid ManagementStrategies: Recovery, Resilienceand Adaptation. Himalya Publishing House

Case Study

• Parsad, C., Prashar, S., & Sahay, V. S. (2021). Tata Nano: Case of Repositioning. Vikalpa, 46(3), 177-187.
• Parsad, C; MONDAL K; & Aggarwal  M. (2024). Netflix: Introducing a gaming experience at a low cost. Reference no. 524-0062-1. Case centre.