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Brief Profile
Dr. Debashree Roy is an Assistant Professor of Marketing with a Ph.D. (FPM) from XLRI – Xavier School of Management, Jamshedpur, specializing in consumer engagement, diversity and inclusion in advertising, and consumer psychology. She has previously taught at institutions including IIT Dhanbad, Great Lakes Institute of Management, Chennai and TAPMI, Manipal with experience across courses such as consumer behaviour, advertising, digital marketing, and brand management. Her research has been published in leading ABDC-A journals such as Journal of Advertising, Journal of Business Research, International Marketing Review, and Psychology & Marketing. She also brings industry experience from roles at Sumitomo Mitsui Banking Corporation and ICICI Bank, as well as active participation in international conferences and academic service responsibilities.
Achievements and Research Interest/Area of Research Interests
- Diversity and Inclusion (D&I) in Advertising
- Consumer Engagement and Brand Relationships
- Consumer Psychology and Self-Congruity
- Stereotypes and Body-Positive Advertising
- Sponsorship Effectiveness and Brand Communities
- Influencer Marketing and Social Media Advertising
- Brand Authenticity and Psychological Ownership
- AI-generated advertising and emerging digital marketing trends
Faculty Development Programs Attended
Participated as Speaker/Trainer in a Faculty Development Series conducted by MDI Murshidabad (2025).
Courses Taught
Integrated Marketing Communications
Strategic Brand Management
Consumer Behaviour
Digital Marketing
Marketing Analytics
Marketing Management
Retail Management
Market Research
Intellectual Contributions (Publications)
Journal Articles-Refereed
- Bhattacharjee, D. R., Pradhan, D., & Swani, K. (2026). Business-to-Business (B2B) branding: What we know and where do we go. Journal of Business Research, 210, 116137.
- Bhattacharjee, D. R., Kuanr, A., Pradhan, D., & Moharana, T. R. (2025). Fun or warm: How conversational style boosts customer engagement. Journal of Retailing and Consumer Services, 85, 104293.
- Bhattacharjee, D. R., Pradhan, D., Kuanr, A., & Malhotra, N. (2024). Perfectly imperfect: how body-positive advertisements in social media foster consumer engagement. Journal of Advertising, 1-20. https://doi.org/10.1080/00913367.2024.2306422
- Moharana, T. R., Roy Bhattacharjee, D., Pradhan, D., & Kuanr, A. (2023). What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence. Psychology & Marketing, 40(6), 1211-1236. https://doi.org/10.1002/mar.21802
- Roy Bhattacharjee, D., Kuanr, A., Malhotra, N., Pradhan, D., & Moharana, T. R. (2023). How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40(6), 1480-1508. https://doi.org/10.1108/IMR-09-2022-0206
- Moharana, T. R., Roy, D., & Saxena, G. (2023). Brand sponsorship effectiveness: How self-congruity, event attachment, and subjective event knowledge matter to sponsor brands. Journal of Brand Management, 30(5), 432-448. https://doi.org/10.1057/s41262-023-00317-w
- Roy Bhattacharjee, D., Pradhan, D., & Swani, K. (2022). Brand communities: A literature review and future research agendas using TCCM approach. International Journal of Consumer Studies, 46(1), 3-28. https://doi.org/10.1111/ijcs.12758.
- Halder, D., Kumar, R. S., & Roy, D. (2024). Examining process mechanism of celebrity attributes on brand advocacy. Journal of Consumer Marketing, 41(5), 549-563.
Paper Presentations-Refereed
Roy D, Moharana TR. Consumer responses to brands that promote body positivity: unveiling the effectiveness of AI-generated advertisements. Paper presented at: American Marketing Association (AMA) Winter Academic Conference; 2026.
Roy D, Moharana TR. Can AI-driven influencers effectively advance body-positive advertisements? Paper presented at: Indian Institute of Management Visakhapatnam; 2025.
Roy D, Moharana TR. Empowering consumers through body positivity. Paper presented at: XLRI Jamshedpur; 2024.
Roy D, Pradhan D. Engaging brand communities for sponsorship effectiveness. Paper presented at: ANMAC Conference, University of Melbourne; 2021.
Roy D, Pradhan D. Together we stand! Why do brand communities support authentic sponsors? An experimental investigation. Paper presented at: International Conference on Corporate and Marketing Communications, University of Granada; 2021.
Roy D, Pradhan D. A bibliometric study on brand communities: findings from two decades of scholarship. Paper presented at: Indian Institute of Technology Kharagpur; 2021.
Roy D, Moharana TR. More power to brand communities: brand engagement in sponsorship. Paper presented at: NASMEI Conference, Great Lakes Institute of Management Chennai; 2019.
Other Professional Activities
Co-Ordinating/Organizing Workshop/Conferences /MDPS
- Speaker/Trainer, Faculty Development Series, MDI Murshidabad, 2025.
- Trainer, GLPSS – Great Lakes Social Initiative Program, Great Lakes Institute of Management, Chennai (in collaboration with PS Senior Secondary School), 2024.
Contribution Towards Institution Building/ Development/ Services such as Chairperson (Placement) Etc.
- Member, Department of Post-Graduate Committee, IIT Dhanbad (2024–2025) – involved in academic planning and program coordination.
- Chairperson and Member, Institutional Review Board (IRB), Great Lakes Institute of Management, Chennai (2023–2024) – coordinated research review activities.
- Faculty Mentor, Marketing Committee, Great Lakes Institute of Management, Chennai (2023–2024) – coordinated student-led marketing events and workshops.
- Panel Member, Admission Interviews for PGDM/MBA Programs, Great Lakes Institute of Management Chennai and IIT Dhanbad (2023–2025).
Reviewer/Referee in Journals/ Conferences etc
Reviewer in Journal of Advertising, Marketing Intelligence and Planning, International Journal of Contemporary Hospitality Management etc.