Faculty Details
Jagrook Dawra
Designation
Professor
Post-Doctoral Fellow (ISB), Ph.D. (ICFAI University), Visiting Scholar (Syracuse University, New York), Masters in Management Studies, B-Tech
Marketing
Contact Information
jdawra@iimraipur.ac.in
Prof. Jagrook Dawra is an accomplished researcher and Professor with over 20 years of experience in the field of marketing. He currently serves as the Chairperson of the Post Graduate Programme (PGP) at IIM Raipur, where he oversees the academic program.
With a PhD in Marketing and numerous publications in top-tier journals, Prof. Dawra has established himself as a leading authority on pricing and consumer choice. His research has shed light on various aspects of consumer behavior, including the role of pricing in shaping purchase decisions and the impact of strategic marketing on consumer behavior.
As Chairperson of the PGP program, Prof. Dawra plays a critical role in shaping the academic experience for students at IIM Raipur. He brings his extensive research expertise to the program, helping students explore the latest developments in marketing research and consumer behavior.
In addition to his administrative duties, Prof. Dawra is also an experienced teacher and has taught courses on marketing research, pricing, strategic marketing, product and brand management, and consumer behavior. He brings a unique perspective to his classes, leveraging his research expertise to help students bridge the gap between theory and practice.
ii. Luxury consumption
iii. Brand management (brand equity)
iv. Joint decision making (buying behaviour in a family)
v. Real estate.
ii. Goa Institute of Management (June 2012 to June 2014)
iii. NMIMS Hyderabad (Nov. 2011 to March 2012)
iv. IBS, Hyderabad (2002 to Nov. 2011)
v. Visiting Professor at BITS, Ras-Al-Khaima
Journal Publications
>> Maximization, Internal Reference Price, and Consumers' Response to Promotions(2023). Maximization, Internal Reference Price, and Consumers’ Response to Promotions. [Marketing Intelligence and Planning], ,
>> Pravesh Kumar Padamwar, Vinay Kumar Kalakbandi, Jagrook Dawra(2023). Deliberation does not make the attraction effect disappear: The role of induced cognitive reflection. [Journal of Business Research], 154,
>> Dawra, J., & Katyal, K.(2022). Decoding price promotions: a moderated mediation model of fairness, trust, and deal proneness. [Journal of Revenue Pricing Management], (DOI: https://doi.org/10.1057/s41272-022-00373-y),
>> Katyal K., Dawra J., & Soni N.(2022). The posh, the paradoxical and the phony: Are there individual differences between consumers of luxury, masstige and counterfeit brands? (DOI https://doi.org/10.1016/j.jbusres.2022.07.059_. [Journal of Business Research], 152, 191 - 204
>> Padamwar, P. K., Dawra, J., & Kalakbandi, V. K.(2021). The impact of range extension on the attraction effect. [Journal of Business Research], 126, 565 - 577
>> Parihar, P., & Dawra, J.(2020). The role of customer engagement in travel services. [Journal of Product & Brand Management], 29(7), 899 - 911
>> Parihar, P., Dawra, J., & Sahay, V.(2019). The role of customer engagement in the involvement-loyalty link. [Marketing Intelligence & Planning], 37(1), 66 - 79
>> Soni N., & Dawra J.(2019). Judgments of acquisition value and transaction value: a consumer decision making styles perspective. [Journal of Indian Business Research], 12(3), 389 - 410
>> Padamwar P.K., Dawra J., Kalakabandi V. K.(2018). Range effect on extremeness aversion. [Decision], 45(4), 345 - 355
>> Katyal, K., & Dawra, J.(2016). Capturing Heterogeneity in Preference for a Real Estate Offering Using a Hierarchical Bayesian Regression Model. [Journal of Real Estate Research], 38(2), 291 - 319
>> Dawra, J., Katyal, K., & Gupta, V.(2015). Can you do something about the price?“Exploring the Indian deal and bargaining-prone customer”.. [Journal of Consumer Marketing], 32(5), 356 - 366
>> J.Dawra and Abhilash Ponnam(2013). Discerning Product Benefits Through Virtual Thematic Analysis. [Journal of Product and Brand Management], 22(30), 30 - 39
>> J.Dawra(2012). Perturbation Model for a Product of Joint Consumption. [Journal of Targeting, Measurement & Analysis for Marketing], 20(3), 145 - 157
>> jointly with Manpreet Singh Gill(2010). Evaluating Aaker’s sources of brand equity and the mediating role of brand Image. [Journal of Targeting, Measurement & Analysis for Marketing], 18, 189 - 198
>> J.Dawra, Abhilash Ponnam, IBS Hyderabad; Makam Balaji, Taylor's Business School, Taylor's University, Malaysia. Fostering a motivational perspective of customer-based brand equity.. [The Marketing Review Journal], ,
Cases
>> (2017). MARUTI SUZUKI INDIA LIMITED: LEVERAGING THE CHANGED ECONOMY.
>> Katyal K, Dawra J(2016). GACL: Balancing employee satisfaction and productivity. Richard Ivey.
Association of Consumer Research (ACR)
European Marketing Association (EMA)
1. Consultant for Chhattisgarh Minor Forest Produce: Principal Investigator and coordinator for the Project Management Unit at CGMFP for the year 2023-24.
2. Has done several projects for companies like ACGL (Tata Motors), APHDC, etc.
3. Has taken over 150 sessions in various MDP programs.