Faculty

Institution

Unit

Venue

Aniruddha Pangarkar

Associate Professor of Marketing

University of Wisconsin–Green Bay

Affiliations

Center for the Advancement of Teaching and Learning

Aniruddha Pangarkar is currently serving as a Center For The Advancement Of Teaching And Learning Associate Professor of Marketing at University of Wisconsin–Green Bay.

Honors

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Aniruddha Pangarkar

University of Wisconsin–Green Bay

Associate Professor of Marketing

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marketing consumer behaviour advertising digital marketing consumer research interactive marketing electronic commerce communication social media marketing research marketing science business branding journalism fashion internet economics destination marketing cultural economy business research crisis management consumer engagement online customer behavior consumer choice future research directions luxury consumers purchase decisions aesthetics online information hospitality marketing social semiotics medium culture digital mediums popular medium applied social psychology customer experience social medium marketing social marketing online advertising consumer culture consumerism international marketing firm performance brand engagement strategies immersive customer experience social engagement ewom engagement inconspicuous consumption luxury goods digital world social influencers product-harm crisis frontline employee support strategic managerial implications influencer advertising luxury fashion brands distribution (marketing) management market research performance studies social sciences industrial marketing educational strategies business excellence business strategy services marketing islamic marketing performative teaching public health social innovation tourism research servicelearning social enterprise health education culture educational management economic behavior tourism business studies intellectual capital product design economics education financial literacy behavioral economics value theory economic psychology hospitality management experiential learning marketing strategy sustainable products economic literature

Notable Scholarly Works

Notable Federal Grants

Collaborators

Interactivity and Native Advertising--Measurement Model. PsycTESTS Dataset (2026)

marketing sciencemarketing researchinteractive marketingcommunicationadvertisingdigital marketingmarketing

The Importance of Interactivity in Increasing Engagement With Native Advertising. International Journal of Advertising (2025)

consumer behaviourpopular mediummarketing scienceconsumer researchmarketing strategymarketing researchbehavioral sciencesinterpersonal communicationinteractive marketingmedium culturecommunicationadvertisingmass communicationdigital marketingelectronic commercemarketingdigital mediums

Toward a Better Understanding of Minimalistic Motives: Consumption Typology, Scale Development, and Validation. Psychology and Marketing (2025)

economic sociologyconsumer behavioureconomic psychologybehavioral decision makingmarketing scienceapplied social psychologyconsumer researchmarketing researchbehavioral sciencesmarketingbehavioral researchsocial influenceeconomicsbehavioral economicseconomic behaviormotivationvalue theory

What, No Logos? Why Some Minimalists Prefer Quiet Luxury. Psychology and Marketing (2024)

social semioticsartbrandingart historyaestheticsvisual culturecultural economy

Conspicuous and Inconspicuous Consumption of Luxury Goods in a Digital World: Implications for Advertisers. International Journal of Advertising (2023)

consumer behaviourbrandingmarketing sciencedestination marketingconsumer researchmarketing researchbusinessmarket researchinteractive marketingfashioninternet economicsadvertisingeconomicsdigital marketingelectronic commercemarketingcultural economy

Conspicuous and Inconspicuous Consumption of Luxury Goods in a Digital World: Insights, Implications, and Future Research Directions. International Journal of Advertising (2023)

Aniruddha PangarkarPaurav Shukla

destination marketingcultureconsumer researchfuture research directionsinconspicuous consumptionconsumerismonline customer behavioronline advertisingconsumer choicedigital marketingdigital worldconsumer behavioursocial mediafashioninteractive marketingelectronic commercehospitality marketingluxury goodsconsumer cultureadvertisingjournalismmarketing

Drivers of Ewom Engagement on Social Media for Luxury Consumers: Analysis, Implications, and Future Research Directions. Journal of Retailing and Consumer Services (2023)

Aniruddha PangarkarJayesh PatelSampath K. Kumar

brandingconsumer researchfuture research directionsluxury consumerssocial marketingcommunicationewom engagementconsumer engagementonline customer behaviorconsumer choicedigital marketingconsumer behavioursocial mediainteractive marketingelectronic commerceinternet economicssocial medium marketingadvertisingjournalismmarketingonline information

Enhancing Frontline Employee Support During a Product-Harm Crisis: Evidence and Strategic Managerial Implications for Firms. Journal of Retailing and Consumer Services (2022)

Aniruddha PangarkarGary M. FleischmanDawn Iacobucci

organizational behaviorproduct-harm crisiscrisis managementbusinesshuman resource managementfrontline employee supportfirm performancemanagementstrategic managerial implicationsbehavioral sciencesstrategic managementservices marketing

Exploring Phygital Omnichannel Luxury Retailing for Immersive Customer Experience: The Role of Rapport and Social Engagement. Journal of Retailing and Consumer Services (2022)

Aniruddha PangarkarVibha AroraYupal Shukla

consumer behaviourcustomer experienceconsumer researchconsumer engagementsocial engagementmarketingimmersive customer experience

The Role of Conspicuity: Impact of Social Influencers on Purchase Decisions of Luxury Consumers. International Journal of Advertising (2022)

Aniruddha PangarkarShelly Rathee

social influencerssocial medialuxury consumersinternational marketingadvertisingpurchase decisionsmarketing

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Aniruddha Pangarkar

Associate Professor of Marketing

University of Wisconsin–Green Bay

Affiliations

Center for the Advancement of Teaching and Learning

Aniruddha Pangarkar is currently serving as a Center For The Advancement Of Teaching And Learning Associate Professor of Marketing at University of Wisconsin–Green Bay.

Honors