Sabyasachi Dasgupta

Assistant Professor, Executive Director (CUBE)

Dr. Sabyasachi Dasgupta is an Assistant Professor at O. P. Jindal Global University, Haryana (India) and teaching in the areas of marketing and management. Dr. Dasgupta is also the Executive Director of Centre for Future Brands and Advertising Research. Dr. Dasgupta holds double Masters – MBA in Marketing and Human Resource from Calcutta University and Masters in Higher Education Andragogy from Symbiosis International University. He is the first Doctorate Fellow from Mudra Institute of Communication, Ahmadabad (MICA) and has taught subjects like branding, marketing, advertising, research, consumer behaviour, communication and culture, media ethics and corporate social responsibility. In his corporate stint of about 5 years working with Future Group, Rediffusion Y &R and Contract Advertising, Dr. Dasgupta has handled the brands like Big Bazaar, Pantaloons, Airtel, Tata Shakti, Keventer, ABP and Tata Indicom. He was an Assistant Professor at Symbiosis Institute of Media and Communication (SIMC), Symbiosis International University, Pune. He was the Head of the Department for Brand Communication. Dr. Dasgupta has published and presented research papers both in national and international arena. He has also taught in Florida State University and worked as research scholar with multiple foreign professors. He is also in the scientific committee of The International Institute of Knowledge Management (TIIKM), Colombo.

  1. Grover, P & Dasgupta, S (2017) Impact of brand equity on the top-of-mind awareness (toma) in FMCG sector with special reference to toothpaste category, International Journal of Research in IT and Management (IJRIM), Available online at: http://euroasiapub.org, Vol. 7, Issue 3, March – 2017, pp. 20~30, ISSN(o): 2231-4334 | ISSN(p): 2349-6517 | Impact Factor: 6.505 | Thomson Reuters Researcher ID: L-5236-2015 (Scopus indexed)
     
  2. Grover, P & Dasgupta, S (2017) Gender and Online Purchase Behavior: The Case of Millennial, Media Watch Journal of Communication, Vol. 8 (2) pp. 94-101, ISSN 0976-0911 e-ISSN 2249-8818; DOI: 10.15655/mw/2017/v8i1A/48923 (Scopus indexed)
     
  3. Ghatge, A & Dasgupta, S (2017) Exploring the Competitive Advantage of Cross-Cultural Communication Training: A Conceptual Semantic Study, International. Journal of Management and Development Studies, Vol. 6(3), ISSN (Online): 2320-0685. ISSN (Print): 2321-1423, pp. 30-40
     
  4. Dasgupta, S. & Dutta, D. (2017) Understanding online consumer purchase behaviour for varied consumer clusters for Electronics Brands in India,  International Journal of Humanitis and Social Science Invention, Vol 6 (1), pp.1-15, New Delhi, ISSN: 2319-7714 
     
  5. Chatterjee, C., Patra, R., Das, P., Dasgupta, S. & Ghosh M. (2017) Holistic Industry Interactions, Enhancing B-School Competitiveness, ed. By S R Singhvi & Amit Agnihotri, Pearson India Education Services Pvt. Ltd. Noida, pp.43-48 ISBN: 978-93-325-7820-3
     
  6. Dasgupta, S., Dhote, T., & Sahasrabuddhe, K. (2016). Heutagogy in teaching, presented a poster in international conference on innovations in teaching, learning and evaluation in higher education, at Model College of Arts, Science and Commerce, Pune. 
     
  7. Patra, R & Dasgupta, S (2014)  Understanding the Synergy of Carroll‟s Model with the Global and Indian Corporate Social Responsibility Guidelines: A Conceptual Study, IJLTEMAS, Volume III, Issue X, October 2014, ISSN 2278 – 2540, pp.80-87
     
  8. Dasgupta, S & Ghatge, A (2014) “Understanding the stickiness of Corporate Social Responsibility Reporting as a post globalization digital marketing strategy: A study of multinational automobile companies in India” International Journal of Management Sciences and Business Research (ISSN-2226-8235), pp. 283-292
     
  9. Dasgupta, S & Ghatge, A (2014) Understanding the theoretical convergence of Corporate Social Responsibility reporting in practice: A thematic analysis of automobile websites, International Journal of Business and Social Sciences (ISSN 2219-1933), pp.175-183
     
  10. Dasgupta, S& Dasgupta , A (2014), “Intellectual Property Right (IPR) from a meta-practical approach of information flow”, in the conference proceedings journal (ISSN no. 09723668) of Indian Association of Special Libraries and Information Centres (IASLIC), pg 34-39
     
  11. Dasgupta, S (2013).  ‘Responsibility in-focus’: Deconstructing the Corporate Social Responsibility concept”, in International Journal of Asian Business and Information Management (IJABIM), Volume 4, Issue 3, DOI: 10.4018/jabim.2013070103 (ISSN: 1947-9638)
     
  12. Dasgupta, Sabyasachi (2012). Issues of digital divide and the impact of globalization on the knowledge societies of the future, IASLIC publication, JKU volume, pg 381-386
     
  13. Dasgupta, Arjun & Dasgupta Sabyasachi (2012). Change Management: Its impact on Libraries and Information Centres, IASLIC publication, JKU volume, pg 513-518
     
  14. Dasgupta, Sabyasachi (2012) “Language, Identity and Culture: the Issue of Multi-culturalism, E-diaspora & Global Culture Networks with special reference to call centres in India”, IPEDR vol. 33 (2012), IACSIT Press, Singapore.
     
  15. Dasgupta, Sabyasachi (2011) “Media, Gender and Beauty: the hegemonic role of media in the creation of idealised beauty with special reference to Men’s Health magazine”, IMS Manthan: The Journal of Innovation” in “Journalism – Section”, Volume-VI, Issue-II, Dec-2011
     
  16. Dasgupta, Sabyasachi (2011), “The issue of Ayodhya: A mediated magnification to society”, Mica Communication Review (MCR), Issue V. 
  1. Dasgupta, S., Biswal, S. & Ramesh, A. (2018) Holistic approaches to Brand culture and communication across industries, a volume in the Advances in Marketing, Customer Relationship Management, and E-Services, (AMCRMES) Book Series, IGI Global., pp. 281, ISBN13: 9781522531500 |ISBN10: 1522531505 |EISBN13: 9781522531517|  DOI: 10.4018/978-1-5225-3150-0
     
  2. Thind, S. & Dasgupta, S. (2018) Exploring gratification factors in visual food communication: with special reference to “South-Indian Cuisine”, In Dasgupta et. al. (ed.), Holistic approaches to Brand culture and communication across industries, pp. 53-70, Chapter 4, Hershey: IGI Global, DOI: 10.4018/978-1-5225-3150-0.ch004
     
  3. Grover, P. & Dasgupta, S. (2018) The impact of brand variance on gender in FMCG sector: with special reference to toothpaste category, In Dasgupta et. al. (ed.), Holistic approaches to Brand culture and communication across industries, pp. 24-35, Chapter 2, Hershey: IGI Global, DOI: 10.4018/978-1-5225-3150-0.ch002
     
  4. Dasgupta, S. & Kothari, R. (2018) The impact of digital word-of-mouth communication on consumer decision making processes: with special reference to fashion apparel industry, In Dasgupta et. al. (ed.), Holistic approaches to Brand culture and communication across industries, pp. 176-198, Chapter 10, Hershey: IGI Global, DOI: 10.4018/978-1-5225-3150-0.ch010
     
  5. Dasgupta, S. & Grover, P. (2017) Understanding the Effectiveness of Social Media Marketing Mix (SMMM) on Consumer Purchase Influencer Stimulants with Special Reference to Apparel Sector, in Book of Abstracts: 2017 IIM Indore-NASMEI Summer Marketing Conference, p. 44, New Delhi: Emerald 
     
  6. Dasgupta, S (2014)  Strengthening sustainability through the lenses of Corporate Social Responsibility concept: A conceptual study, Technological Solutions for Sustainable Business Practice in Asia, IGI Global Chapter 4, DOI: 10.4018/978-1-4666-8462-1.ch004, pp.60-82, ISBN13: 9781466684621, ISBN10: 1466684623, EISBN13: 9781466684638 (Scopus indexed)
  • Dasgupta, S. & Udawat, G. (February, 2018) Paper presented on “The effectiveness of brand communication of telecom brands on gender: A study of millennial youth in India”, at a national conference organized by Faculty of Management Studies (FMS) Delhi on February, 10, 2018
     
  • Dasgupta, S., Udawat, G. & Kothari, V (January 2018) Paper presented on “Feminism 4.0: viral hashtags and cyberfeminists”, at YRC ICMC 2018, MICA, Ahmedabad, on January 11, 2018
     
  • Grover, P. & Dasgupta, S. (October 2017) Paper presented on “Start-up diversification strategies: a case study of USP loyalty cards in India”, at  International Case Study Conference, IBS Hyderabad, on October, 6-7, 2017
     
  • Dasgupta, S. & Grover, P. (July 2017) Paper presented on “Understanding the Effectiveness of Social Media Marketing Mix (SMMM) on Consumer Purchase Influencer Stimulants with Special Reference to Apparel Sector” in an international conference jointly organized by IIM Indore & NASMEI on July 27th – 29th, 2017
     
  • Grover, P. & Dasgupta, S. (April, 2016) Paper presented on “ The impact of brand equity on TOMA: A study of the toothpaste category” in an international conference organized by IIT Delhi on May16-17, 2016
     
  • Dasgupta Sabyasachi (June, 2013). Paper accepted for presentation on ““Do we have a right to rights! The understanding of Intellectual Property Rights and mediated conduit of Information flow in South Asian countries with special reference to India” at an international conference organized by International Communication Association (ICA) in London on 16th-17th June, 2013
     
  • Dasgupta Sabyasachi (February, 2013). Paper presented on “Responsibility in-focus: Deconstructing the Corporate Social Responsibility concept”, at International Conference on Marketing (ICOM) organized by Leap Business Management (LBM) group in association with University of Sri Jayewardenepura at Colombo, Sri Lanka on 19th-20th February, 2013
     
  • Dasgupta Sabyasachi & Dasgupta Arjun (December, 2012). presented paper on “Intellectual Property Rights (IPR) from a Meta-Practical Approach of Information Flow”, at a national conference organized by Indian Association of Special Libraries and Information Centre (IASLIC) at Pondicherry, India on 10th-13th December, 2012
     
  • Dasgupta, Sabyasachi (March, 2012), presented paper on “Language, identity and culture: The issue of Multi-culturalism, E-diaspora and global culture networks with special reference to Call centres in India” at an international conference organized by International Conference on Language, Medias and Culture – (ICLMC 2012) & International Economics Development Research Center (IEDRC) held at Chennai, India 
     
  • Dasgupta, Sabyasachi (October, 2011), presented papers on “Issues of digital divide and globalization in the knowledge societies of the future” and “Change Management: Its impacts on libraries and information centres” at a National conference organised by Indian Association of Special Libraries and Information Centres (IASLIC) held at the University of Kashmir, Srinagar 
     
  • Dasgupta, Sabyasachi (July, 2011), presented paper on ‘Media’s magnification on religious isolation in Ayodhya: Question of democracy and ‘secular’ India at an international conference organised by the International Association of Media and Communication Research (IAMCR) held at Kadir Has University, Istanbul, Turkey 
     
  • Dasgupta, Sabyasachi (June, 2011), presented paper on ‘Media, gender and beauty: the hegemonic role of media in the creation of idealised beauty with special reference to Men’s Health magazine at an international conference organised by Asian Media Information and Communication Centre (AMIC), Singapore, held at Hyderabad, India 
     
  • Dasgupta, Sabyasachi (March, 2011), co-presented a paper on “Selling the ’Perfect’ body: A content analysis of Femina magazine articles on Cosmetic Surgery” at the Indian Institute of Technology (IIT), Gandhinagar, India.  
  • Third prize winner on the paper, ““Feminism 4.0: viral hashtags and cyberfeminists​”, at YRC ICMC 2018, MICA, Ahmedabad, on January 11, 2018