- Fax
- N/A
- Title
- Assistant Professor of Marketing
- Department
- Marketing
- Location
- Dillard College of Business Administration
- Room
- 227
- Bio
-
Ashok Bhattarai joined the faculty at MSU Texas Dillard College of Business in Fall 2022. He holds a Ph.D. in Business Administration (Marketing) from Southern Illinois University at Carbondale. He earned his MBA (2017) from the University of Northern Iowa, and Bachelor of Business Management (BBM) from Bangalore University in India.
His research and teaching interests revolve around marketing strategy, B2B marketing, digital marketing, and services marketing. His research has been published in the European Journal of Marketing, Journal of Business and Industrial Marketing, and Journal of Research in Interactive Marketing.
He has served as a reviewer for conferences and peer-reviewed journals, including the Journal of Retailing and Consumer Services, American Marketing Association conference, Society of Marketing Advances conference, and Academy of Marketing Science Conference.
Ashok teaches undergraduate and graduate courses in marketing strategy, marketing research, and marketing management as MSU Texas. A native of Nepal, Ashok enjoys traveling, playing and watching different sports, and attending academic and practitioner conferences where he shares his ideas and learns from peers and experts in the field.
| Institution | Degree | Graduation Date |
|---|---|---|
| Southern Illinois University. Carbondale | Ph.D. in Marketing | 2022 |
| University of Northern Iowa | MBA | 2017 |
| Bangalore University | Bachelor in Business Management | 2014 |
| Employer | Position | Start Date | End Date |
|---|---|---|---|
| Midwestern State University | Assistant Professor of Marketing | 09/01/2022 |
CONFERENCE PROCEEDINGS
*Bhattarai, A., Nwamaka, A., Upadhyaya Subedi, B., Ruvalcaba, C., Bennett, D., (2023), "The Role of Cryptocurrency Knowledge on Gen Z Cryptocurrency Consumption" Society for Marketing Advances (SMA) Conference, Fort Worth, TX
*Saavedra Torres, J.L. Rawal, M., Bhattarai, A., Bagherzadeh, R (2023), "Strategies to increase Brand Authenticity for Digital Interbrand Interactions (IBI)" Society for Marketing Advances (SMA) Conference, Fort Worth, TX
Upadhyaya Subedi B., Saavedra Torres, L.L., Bhattarai A., Nouhzadehmalekshah, N., Zhang, H. (2022) "The Effects of Customer Engagement, Perceived Brand Equity, Cultural Dimensions on PWOM and Repurchase Intensions: A Moderated Mediation Analysis" American Marketing Association (AMA), Nashville, TN
Saavedra Torres, L.L., Bhattarai A., Rawal, M., & Upadhyaya Subedi, B (2021) "The role of Perceived Quality and Customer self-incongruence on customer brand disidentification" Society for Marketing Advances (SMA) Conference, Orlando, FL
Aghaie, S., Kamran-Disfani, O., Farhang, M., & Bhattarai, A. (2021), "Incumbent Defense Strategies and New Entrant Market Exit: The Moderating Role of Relational Market-Based Assets", American Marketing Association (AMA) Virtual Conference
Bhattarai, A., Farhang, M., Saavedra, J.L., Bagherzadeh, R., & Rawal, M. (2020), "Self-Construal and Willingness to Participation in Sharing Economy", Academy of Marketing Science (AMS) Virtual Conference
Farhang, M., Bhattarai, A., Saavedra, J.L., Bagherzadeh, R., & Rawal, M. (2020), "The Moderating Effect of Failure Severity, Failure Stability and Self-Construal in Perceptions of Group versus Individual Service Failure and Their Effects on Outcomes", Academy of Marketing Science (AMS) Virtual Conference
Bhattarai, A., Farhang, M., & Saavedra, J.L. (2019), "Perceived Fairness of Surge Pricing and Moderating Role of Framing and Familiarity", Society for Marketing Advances (SMA) Conference, New Orleans, LA
Farhang, M., Bhattarai, A., & Saavedra, J.L. (2019), "Online Behavioral Advertising: The Moderating Role of Temporal Proximity", Society for Marketing Advances (SMA) Conference, New Orleans, LA
Rawal, M., Saavedra, J.L., Bagherzadeh, R., Farhang, M., & Bhattarai, A. (2019), "Inverse Marketing: A New Marketing Communication Tool", American Marketing Association (AMA) Conference, Chicago, IL
Publications
Bhattarai, A., Farhang, M., Adjei, M., Saavedra Torres, J.L., & Zadeh, A.H., "The Dark Side of Surge Pricing and the Mitigating Role of Information Disclosure." (Journal of Global Scholars of Marketing Science) https://doi.org/10.1080/21639159.2023.2243483
Aghaie, S., Kamran-Disfani, O., Farhang, M., & Bhattarai, A. "Incumbent Defense Strategies and New Entrant Market Exit: The Moderating Role of Relational Market-Based Assets" (European Journal of Marketing) https://doi.org/10.1108/EJM-02-2021-0087
Adjei, M., Zhang, N., Bagherzadeh, R., Farhang, M., & Bhattarai, A. "Enhancing Consumer Online Reviews: The Role of Moral Identity" (Journal of Research in Interactive Marketing) https://doi.org/10.1108/JRIM-11-2020-0248
Anaza, NA., Rutherford, W., Wu, GJ., Bhattarai, A. "Single versus Multiple Salesforce Go-to-Market Strategy: The Impact of Sales Orientation on Conflict, Salesperson-owned Loyalty and Buyer-exit Propensity" (Journal of Business & Industrial Marketing) https://doi.org/10.1108/JBIM-03-2021-0139
Saavedra Torres, L.L., Bhattarai A., Rawal, M., Dang, A. "Do You want to be roasted? The boundaries of using Humor as a Brand-to-Brand Communication Strategy." (Journal of Research in Interactive Marketing) https://doi.org/10.1108/JRIM-12-2022-0370
Kamran-Disfani, O., Bagherzadeh, R., Bhattarai, A., Farhang, M., & Scheer L. K. "Constructive Resistance in the Frontlines: How Frontline Employees’ Resistance to Customer Incivility Affect Customer Observers?" (Journal of Service Research) https://doi.org/10.1177/10946705221141923
Saavedra Torres, L.L., Bhattarai A., Rawal, M., & Upadhyaya Subedi, B. "The role of Perceived Quality and Customer self-incongruence on customer brand disidentification." (Management Letters) http://hdl.handle.net/10810/61305