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Brief Profile
Dr. Tapas Ranjan Moharana is an Assistant Professor of Marketing at XLRI – Xavier School of Management, Jamshedpur. Prior to XLRI, he worked as an Assistant Professor of Marketing at the Institute of Management and Technology (IMT), Ghaziabad. He holds a PhD degree in Marketing from XLRI, Jamshedpur. He has been awarded the Outstanding Doctoral Student of the Year 2020 (XLRI Gold Medal); the medal is in memory of K V K Raju. He has more than fifteen years of experience in Industry and Academia. His teaching interests include consumption and well-being, consumer behaviour, brand management, and advertising. He also received the 2019 ANZMAC Early Career Asia/Asia-Pacific Country Scholarship. Dr. Moharana has authored several research papers accepted in reputed refereed journals such as European Journal of Marketing, Psychology & Marketing, Journal of Business Research, Journal of Brand Management, International Journal of Retail & Distribution Management, Asia Pacific Journal of Marketing and Logistics, Journal of Destination Marketing and Management, and Marketing Intelligence and Planning, among others. He has contributed to several National and International conferences such as ANZMAC, ISMS Marketing Science Conference, AMA Summer Conference, NASMEI (Great Lakes, Chennai), MARCON (IIM Calcutta), and ICBPM (NIT Rourkela), among others. His research interests include celebrity endorsement, evolutionary psychology in consumption, sports sponsorship, and engagement in travel research.
Achievements and Research Interest/Area of Research Interests
Academic Distinction (Awards and Scholarships)
- Awarded as an Outstanding Doctoral Student of the Year 2020 of XLRI, Jamshedpur.
- Awarded as 2019 ANZMAC Early Career Asia/Asia-Pacific Country Scholar.
- Best paper award in the track at PRISM-Fore International Management Conference 2025
Area of Research Interests
Research interests include celebrity endorsement, evolutionary psychology in consumption, sports sponsorship, Retail Management, Marketing Technologies, and engagement in travel research
Courses Taught
- Marketing Management
- Pricing Management
- Integrated Marketing Communications/Advertising
- Strategic Brand Management
- Consumer Behaviour
In-Company Programs
- Program Director: MDP for 11 batches for Maruti Suzuki ARENA Showroom Managers across different cities of India including New Delhi, Mumbai, Ahmedabad, Hyderabad, Chennai and others
- Instructor: Maruti Suzuki GMs’ Sales Leadership Program at IMT Ghaziabad
Intellectual Contributions (Publications)
Journal Articles-Refereed
- Gupta, S., Saxena, G., & Moharana, T. R. (2026). Play the game and be rewarded! Effect of reward type, gamer orientation, and reward responsiveness in gamified retail. International Journal of Information Management, 91, 103107 (ABDC A, ABS 2).
- Kuanr, A., Moharana, T. R., Yan, M., Pradhan, D., & El-Manstrly, D. (2025). When chatbots cause trouble: how agent type and conversation style shape consumer responses to service failures. European Journal of Marketing, 1-52. (ABDC A*, ABS 3).
- Pati, A., Pradhan, D., Moharana, T. R., Chaudhuri, H. R., & Rup, B. K. (2025). Forty Years of Brand Logo Literature: A Review and Future Research Directions. Journal of Business Research, 200, 115655 (ABDC A, ABS 3).
- Moharana, T. R. and Pati, A. (2025). "When Information Flows, Shoppers Flow: Examining Information Quality, Interactivity, and Purchase Intention in Livestream Shopping", Asia Pacific Journal of Marketing and Logistics (ABDC A)
- 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 (ABDC A, ABS 2).
- Mishra, S., Moharana, T. R., & Chatterjee, R. (2024). Exploring the role of self-conscious emotions between consumer minimalism and rental behavior. Marketing Intelligence & Planning, 42(2), 262-283. (ABDC A)
- 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. (ABDC A, ABS 3)
- 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. (ABDC A, ABS 3)
- Moharana, T. R., Roy, D., & Saxena, G. (2023). Brand sponsorship effectiveness: How self-congruity, event attachment, and subjective event knowledge matters to sponsor brands. Journal of Brand Management, 30(5), 432-448. (ABDC A).
- Pradhan, D., Moharana, T. R., & Malik, G. (2023). Influence of celebrity, destination and tourist personality on destination attachment and revisit intention: Moderating roles of endorsement embeddedness, destination crowding and gender. Journal of Destination Marketing & Management, 27, 100754 (ABDC A).
- Moharana, T. R., & Pattanaik, S. (2022). Post-pandemic revisit intentions: how shopping value and visit frequency matters. International Journal of Retail & Distribution Management, Vol. 51 No. 3, pp. 386-406 (ABDC A).
- Moharana, T. R. and Pradhan, D. (2020). Shopping Value and Patronage: When Satisfaction and Crowding Count. Marketing Intelligence and Planning, Vol. 38 No. 2, pp. 137-150 (ABDC A).
- Pradhan, D., Malhotra, R., and Moharana, T. R. (2020). When fan engagement matters in sports sponsorship: Impact of fan–brand personality congruence. Journal of Brand Management, Vol. 27 No. 1, pp. 77-92 (ABDC A).
- Pradhan, D., Kapoor, V., and Moharana, T. R. (2017). One Step Deeper: Gender and Congruity in Celebrity Endorsement. Marketing Intelligence and Planning, Vol. 35 No. 6, pp. 774-788. (ABDC A)
Conference Proceedings-Refereed
- “Together We Stand! Why Do Brand Communities Support Authentic Sponsors? An Experimental Investigation.” 25th International Conference on Corporate and Marketing Communications (CMC 2020), organised by the University of Granada, Spain and April 14-16, 2021.
- “Look, Who Talks! Celebrity Endorsement in Interactive Media” – ANZMAC 2019 held at Victoria University, Wellington, New Zealand.
- “Fit or Signal: Brand Endorsement by Celebrity” - 41st Annual ISMS Marketing Science Conference - 2019 held at University of Roma Tre, Rome, ITALY.
- “How Celebrity Endorsement Works in an Interactive Media? Do Celebrity Worship and Need for Cognition Matter?” - 41st Annual ISMS Marketing Science Conference - 2019 held at University of Roma Tre, Rome, ITALY.
- “What the sponsor of sports team should know about fans, celebrity owner and team-sponsor fit: The mediating impact of team attitude on sponsorship outcomes” - American Marketing Association (AMA) Summer Conference - 2017 held at San Francisco Marriott Marquis (ISSN: 1054-0806).
- “More Power to Brand Communities: Brand Engagement in Sponsorship” - 13th NASMEI International Marketing Conference 2019 held at Great Lakes Institute of Management, Chennai.
- “Effect of social media brand advertisement on consumers’ behavioural intention: an experimental investigation” - 13th NASMEI International Marketing Conference 2019 held at Great Lakes Institute of Management, Chennai.
- “Sentimental or Utilitarian Gift: When to Gift What?” - Annual EMCB Conference - 2019 held at IMT Ghaziabad (ISBN: 978-93-5346-669-5).
- “Celebrity Credibility: Review, Revisit and Revision of Ohanian’s Scale” - 12th NASMEI International Marketing Conference 2018 held at Great Lakes Institute of Management, Chennai.
- “Challenges in reaching the last mile” - International Conference on Management Cases – 2018 held at BIMTECH, Greater Noida.
- “Customer Satisfaction mediates the Influence of Shopping Value on Patronage Intention and Word of Mouth” - International Marketing Conference- 2014 held at IIM, Calcutta.
Cases Developed for Teaching Purpose
- Das, P., Moharana, T.R. and Indibara, I. (2020), "ICICI Prudential: challenges in reaching the last mile", Emerald Emerging Markets Case Studies, Vol. 10 No. 4. (ABS 1, SCOPUS)
Other Professional Activities
Reviewer/Referee in Journals/ Conferences etc
- Marketing Intelligence and Planning (ad hoc reviewer)
- International Journal of Consumer Studies (ad hoc reviewer)
- Asia Pacific Journal of Marketing and Logistics (ad hoc reviewer)
- International Journal of Emerging Markets (ad hoc reviewer)
- Paradigm (ad hoc reviewer)
- IIM Kozhikode Society & Management Review (ad hoc reviewer)
- AMA Summer Conference
- ANZMAC Annual Conference
- EMAC Annual Conference