Marketing Strategy, Modelling Marketing Problems, Consumer Behaviour

Operations Management, Big Data and Analytics, Statistics for Business, Marketing Research, Research Methodology, Marketing Strategy, Consumer Behaviour, Principles of Marketing

Worked as a Research Associate at Loyola Institute of Business Administration (LIBA), Chennai for 3 years and 10 months, published research papers in reputed peer-reviewed journals, and presented papers at conferences.

4 years of Industrial Experience in Maritz Research (USA), Evalueserve, Marketing Development and Research Associates (MDRA), New Delhi, India

10 years of Teaching Experience at The University of Texas at Arlington (USA), SRM University, Chennai, Loyola Institute of Business Administration (LIBA), Chennai, IMS Ghaziabad, and SRM University, Sonepat, Haryana

Enhanced Graduate Teaching Assistantship (USA) from The University of Texas at Arlington for outstanding Post Graduate academic performance 

Competitive Graduate Award (USA) from Southern Illinois University Fellowship & Scholarship Committee for outstanding undergraduate GPA, standardized test score, and research projects

Worked with Dr Xueming Luo, Eunice & James L. West Distinguished Professor, The University of Texas at Arlington, USA, College of Business, from 2010-2012.

1. Ragu Prasadh Rajendran (2024) How Brand Resonance, Perceived Quality and Trust Influence Electronic Word-Of-Mouth? -The Mediating Role of Customer Satisfaction” Journal of Xi'an University of Architecture & Technology, XVI (2), 329-340 
2. Punjabi, Aruna, Patil, Ragu Prasadh, Labhane, Badhusha (2024) “Navigating the New Wave; Unveiling the Transformation Effects of Social Media on Digital Marketing in The Emerging Era" Journal of Informatics Education and Research, 4 (1).35-41
3. Kushwaha, Maheshwari, Ragu Prasadh Rajendran, Murugan, Agarwal (2023) “Analyzing the Correlation between Influencer Marketing and Brand Dominance” MANAGER- The British Journal of Administrative Management, 59 (161).20-31
4. Mishra, Ragu Prasadh, Kirti Sharma, Hinge, Shaikh (2023) “Growing Trend of Mobile Marketing in The Sustainable Development of Global Business” Social Science Journal Published/ publié in Res Militaris (resmilitaris.net), 13 (2). 5876-5890 
5. Ragu Prasadh Rajendran (2023) The Impact of Ad Fast-Forwarding and Ad Repetition on Purchase Intentions: Investigating the Effect of Flow” Academy of Marketing Studies Journal, 27(1), 1-5. 
6. Ragu Prasadh Rajendran (2022) “Celebrity Endorsement and Purchase Intentions: The Role of Message Framing, Regulatory Focus, And Product Type” Journal of Positive School Psychology 6(8) 773-778.
7. Ragu Prasadh Rajendran and C. Joe Arun (2021). “The Effect of Sport Nostalgia on Discrete Positive Emotions, Positive eWOM, and Revisit Intention of Sport Tourists: A Conceptual Framework”, International Journal of Business and Economics, 6 (2), 2021, 232-248.
8. Ragu Prasadh Rajendran and C. Joe Arun (2021). “The Effect of Consumer Confusion Proneness on Intention to Recommend the Role of Discrete Emotions”. Academy of Marketing Studies Journal, 25(S3), 1-6. 
9. Ragu Prasadh Rajendran and C. Joe Arun (2020). “Development of Banking Customer Satisfaction Index: With Reference to Chennai City, India”, International Journal of Management, 11(11), 88-106. 
10. Ragu Prasadh Rajendran and C. Joe Arun (2020). “Factors Influencing Indian Millennials’ Green Purchase Intention”, International Journal of Advanced Science and Technology, 29(8), 5809-5817.
11. Ragu Prasadh Rajendran and C. Joe Arun (2020). “The Effect of Loneliness and Nostalgic Advertising on Mobile Shopping Intention: A Conceptual Framework”, International Journal of Business and Economics, 5(2), 42-55. 
12. Ragu Prasadh Rajendran and C. Joe Arun (2020). “A Conceptual Framework on the Influence of Authenticity in Advertising and Positive Electronic Word of Mouth on Customer Satisfaction”, Academy of Marketing Studies Journal, 24(3), 1-10. 
13. Ragu Prasadh Rajendran and C. Joe Arun (2020). “Empathetic Firm Generated Content in Social Media and Its Outcomes: A Conceptual Study”, Journal of Critical Reviews, 7(5), 953-958.
14. Ragu Prasadh Rajendran and C. Joe Arun (2020). “Evolution of Customer Satisfaction Index as a Performance Metric: A Comprehensive Review”, Journal of Xi'an University of Architecture & Technology, XI (XII), 536-550. 
15. Ragu Prasadh Rajendran and C. Joe Arun (2020). “Determinants of Advertising Effectiveness on Facebook: A Conceptual Framework”, Our Heritage, 68(1), 2707-2722.
16. Ragu Prasadh Rajendran and C. Joe Arun (2019). “Mediating Effects of Customer Satisfaction in the Relationship between Service Quality and Customer Loyalty in E-Banking Services”, Indian Journal of Economics and Business, 18(2), 493-510.
17. Ragu Prasadh Rajendran (2019). “Impact of Social Marketing in Child Health”, Think India, 22(3), 1935-1943. 
18. Ragu Prasadh Rajendran (2018). “A Review of Selected Antecedents and Theories Associated with Customer Satisfaction”, International Journal of Management, IT& Engineering, 9(3), 86-99. 
19. Ragu Prasadh Rajendran (2018). "Upstream Social Marketing Strategy in The Reduction of HIV/Aids-Related Stigma", Indian Journal of Economics & Business, 17(1), 109-122.
20. Ragu Prasadh Rajendran (2018). “Examining the Roles of Perceived Quality and Customer Satisfaction as Predictors of Customer Loyalty in The Indian E-Banking Context”, Journal of Management Research, 18(3), 176-187.
21. Ragu Prasadh Rajendran and Nithya Ragu Prasadh (2017), "A Measure for Perceived Quality in Indian Banking Industry: Scale Development and Validation", Pacific Business Review International, 9(10), 17-27.
22. Ragu Prasadh Rajendran and Jayshree Suresh (2017), "Customer Satisfaction Index Model for Indian Banking Industry: A Qualitative Study", Asian Social Science, 13(1), 114-129.
23. Ragu Prasadh Rajendran and Jayshree Suresh (2017), "Customer Satisfaction Index as a Performance Evaluation Metric: A Study on Indian E-Banking Industry", International Journal of Business, 22(3), 251-274. 
24. Ragu Prasadh Rajendran and Nithya Ragu Prasadh (2016), "Marketing Strategies for Women Self-Help Groups", Annamalai Journal of Management, 36-41.
25. Ragu Prasadh Rajendran and Nithya Ragu Prasadh (2016), "Demographic Determinants of Customer Satisfaction, Customer Loyalty and Their perception of Service Quality", International Journal of Applied Management Research, 8(1), 21-25.
26. Ragu Prasadh Rajendran and Nithya Ragu Prasadh (2016), "Customer Behaviour and Its Influence on Customer Satisfaction, Loyalty and Service Quality Perception in E-Banking Services", International Journal of Business and Administration Research Review, 3(15), 114-120.
27. Ragu Prasadh Rajendran and Jayshree Suresh (2016), "Green Affinity: Evaluating the Perceptions of Youth on Climate Change and Renewable Energy", Prabandhan: Indian Journal of Management, 9(9), 11-26. 
28. Ragu Prasadh Rajendran (2015), "Consumer Attitudes towards Domestic Solar Water Heaters", International Journal of Applied Engineering Research (IJAER), 10(8), 19213-19226. 
29. Ragu Prasadh Rajendran (2015), "Climate Change: Issues and Strategies", International Journal of Applied Environmental Sciences (IJAES), 10(6), 1849-1860.

Worked as a Research Associate at Loyola Institute of Business Administration (LIBA), Chennai for 3 years and published research papers in reputed peer-reviewed journals and presented papers at conferences.

PAPERS IN CONFERENCE PROCEEDINGS:

1. Ragu Prasadh Rajendran “Does Scent Cue Boost Emotional Brand Attachment and Brand Loyalty? The Moderating Role of Fear” in the conference proceedings of Third International Conference on Marketing Transformation, Shillong (Jan 30-31,2024) p-33 ISBN: 978-93-340-0371-0 (e-book)
2. Ragu Prasadh Rajendran “Determinants of Advertising Effectiveness of YouTube on Users’ Intention: Moderating Effect of Electronic Word of Mouth”: in the conference proceedings of International Conference on Emerging Trends in Business & Management, SNN School of Management (Feb 24- 25, 2023) p.19
3. Ragu Prasadh Rajendran “Celebrity Endorsement and Purchase Intentions: The Role of Message Framing, Regulatory Focus, and Product Type” in the conference proceedings of International Marketing Conference on Innovations in Contemporary Marketing: Theory and Practice, IIM Shillong, April, 21 - 22, 2021, p.41. Excel India Publishers, ISBN: 978-93-91355-27-2
4. Ragu Prasadh Rajendran “Evolution of Customer Satisfaction Index as a Performance   Metric: A   Comprehensive Review” in the conference proceeding of INDAM Conference at IIM Trichy (January 2 -4, 2020) P. 142
5. Ragu Prasadh Rajendran “Empathetic Content Marketing: A Smart Marketing Tool in the Digital Age” in the conference proceeding of NASMI-Summer Marketing Conference on “Smart Marketing in the Digital Age” held at IIM Indore (July 26-28 2019) p.53. Emerald Publishing ISBN 978-1-78635-428-0
6. Ragu Prasadh Rajendran "The Role of Eco-feminism in the Environmentally Related Consumption" in the International Conference Proceedings of Alliance University, Bengaluru, April 2019, P.132
7. Xueming Luo, Kauri Vamsi Krishna, Rajendran Ragu “When Do CMOs Create Value? The Role of Strategic Emphases and CMO Compensation" in the American Marketing Association Winter Educators' Conference Proceedings, Jan 2012, Vol.23, p.8. Accession # 86741867  

PAPER PRESENTATIONS:

1. IIM Shillong, “Does Scent Cue Boost Emotional Brand Attachment and Brand Loyalty? The Moderating Role of Fear”: Third International Conference on Marketing Transformation, Shillong, Jan 30-31,2024 
2. IIM Sambalpur, “Understanding the Fear of Missing Out (FOMO)-Purchase Likelihood Relationship: The Mediating Role of Epistemic Trust and Moderating Role of Emoji” 9th PAN IIM World Management Conference, Sambalpur, Jan 22-24, 2024
3. IIM Kashipur and Syracuse University USA, “The role of Coffee-Like Scent in building Store Brand Loyalty and Store Loyalty: The mediating role of Emotional Brand Attachment”: International Conference on Marketing Innovation, Kashipur, Dec 16-18,2023
4. SSN School of Management, “Determinants of Advertising Effectiveness of YouTube on Users’ Intention: Moderating Effect of Electronic Word of Mouth”: International Conference on Emerging Trends in Business & Management, Chennai Feb 24- 25, 2023
5. Jaypee Business School, “The Antecedents of Electronic Word-of-Mouth – A Revisit”: 3rd International Conference on Advances in Management and Technology, Noida, Feb 23-25, 2023
6. IIM Shillong, “Celebrity Endorsement and Purchase Intentions: The Role of Message Framing, Regulatory Focus, and Product Type” International Marketing Conference, Shillong, April, 21 - 22, 2021
7. Great Lakes Institute of Management, “The Role of Upstream Social Marketing Strategy in Youth’s Adoption of Renewable Energy”, 14th Nasmei International Marketing Conference 2020, Chennai, December 21-22, 2020.
8. Indian Institute of Management Trichy, “Evolution of Customer Satisfaction Index as a Performance   Metric - A Comprehensive Review”, INDAM Conference, Trichy, January 2-4, 2020.
9. Indian Institute of Management, Indore, “Empathetic Content Marketing: A Smart Marketing Tool in Digital Age”, NASMEI Summer Marketing Information Systems Conference on Smart Marketing Tool in the Digital Age, Indore, July 26-28, 2019.
10. Alliance University, “The Role of Eco-feminism in Environmentally Related Consumption”, International Conference on Global Challenges and Local Prospects, Bengaluru, April 11-13, 2019.
11. Annamalai University, “Empowering Self-Help Groups with Managerial Skills” (Secured Gold Medal), National Seminar on Providing Managerial Skills - An Overview, Chidambaram, Tamil Nadu, March 13-14, 2018.
12. SRM University, “Students Perception on Climate Change and Renewable Energy” (Secured Gold Medal), Research Day, Kattankulathur, Tamil Nadu, February 29, 2016.
13. Annamalai University, “The Role of Intuition in Business Decision Making in Banks”, International Conference on Business Decision Making, Chidambaram, Tamil Nadu, January 6-7, 2016.
14. Annamalai University, “Customer Relationship Management in Banking Sector- An Empirical Study”, International Conference on Unleashing Opportunities at Bottom of the Pyramid, Chidambaram, Tamil Nadu, April 17-18, 2015.
15. SRM University, “Service Quality in Banking Sector”, Research Day, Kattankulathur, Tamil Nadu, February 27, 2015.
16. American Marketing Association, “When do CMOs Create Value? The Role of Firm’s Strategic Emphases and CMO Compensation”, 2012 American Marketing Association Winter Academic Conference, Austin, USA, 2012.

    
    Organized 2 workshops

    Attended 3 workshops 

    Attended 3 FDPs

    Been part of various committees like Pre-Placement Preparedness Committee, Journal of IMS Group, Anti Ragging Committee, Corporate Development and Excellence Centre (CDEC) Committee, Research Promotion Committee and IQAC Committee.