Specialization

Marketing Management, Intellectual Property Rights, Human Values and Ethics, Professional Communication

Email

abakshi@thapar.edu

Designation: Associate Professor

Subjects Taught: Professional Communication; Marketing Research & Marketing Management

Publications and other Research Outputs

• Kathuria, A.and Bakshi, A. (2024), "Unveiling the dynamics that shape online impulse buying behavior", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-03-2024-0147

• Kathuria, A.and Bakshi, A. (2024), "Influence of website quality on online impulse buying behaviour: a systematic review of literature", Marketing Intelligence & Planning, Vol. 42 No. 5, pp. 816-849. https://doi.org/10.1108/MIP-05-2023-0241

• Bakshi, A., & Kaur, S. (2024). Far yet close enough: Exploring the idea expression dichotomy in copyright through a comparative analysis of 12 Angry Men and Gangster’s Moll - The Case Centre. The Case Centre. https://www.thecasecentre.org/products/view?id=200731

• Garg, M., Bakshi, A. Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands. Humanit Soc Sci Commun11, 621 (2024). https://doi.org/10.1057/s41599-024-03133-y

• Garg, M., Bakshi, A. Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanit Soc Sci Commun11, 235 (2024). https://doi.org/10.1057/s41599-024-02760-9

• Kaur, R., Sharma, R. K., & Bakshi, A. (2022). The persuasive effect of product placements: Evidence from an emerging market. Journal of Media Psychology: Theories, Methods, and Applications, 34(5), 253–264. https://doi.org/10.1027/1864-1105/a000318

• Kaur, R., Sharma, R.K.and Bakshi, A. (2022), "Antecedents and consequences of consumers' attitudes toward product placements: evidence from India", International Journal of Emerging Markets, Vol. 18 No. 9, pp. 2698-2717. https://doi.org/10.1108/IJOEM-09-2020-1087

• Apurva Bakshi, Sheena Chhabra, and Ravineet Kaur, Role of Nutraceuticals in Health Promotion and Disease Prevention: A Review in the Indian Context, Current Topics in Nutraceutical Research, Volume 19, Issue 2 (2021)

• Apurva Bakshi, Sheena Chhabra, and Ravineet Kaur, Consumers’ Attitudes Toward Functional Foods: A Review, Current Topics in Nutraceutical Research (2020)

• Apurva Bakshi and Dr. Ravi Kiran, State of Copyright in Indian Cinema: Why Barfi symbolizes all that’s wrong with Bollywood, Queen Mary Journal of Intellectual Property, Volume 4 Number 4 Pages 310-321 (2014)

• Apurva Bakshi and Dr. Ravi Kiran, Copyright Violations, ‘Inspirations’ and Adaptation in Indian Films: A Case for Cinema as Visual Anthropology?, Anthropologist, Volume 18(1): Pages 211-216 (2014)

Awards and Honours

Received the Best Paper Prize for research paper entitled “Community Entrepreneurship Model of the Mumbai Dabbawallas: A Case Study”, presented at Sixth International Conference of ABEAI, Ko Olina, Hawaii (USA), Nov. 16-18, 2009.

Description of Research Interests

PhD in the area of Intellectual Property Rights. Worked on Copyrights in the Indian Film industry. Extremely passionate about research on creativity and the creative industries, especially the film industry. Other key areas of research include Marketing Management, Business Ethics and Professional Communication.