Vivek Pani Gumparthi

Assistant Professor of Management

I am a faculty in Marketing area. I have been associated with NALSAR for five years. Prior to this, I pursued my PhD at IIM Kashipur, MBA at NALSAR and B.Tech from JNTU, Hyderabad.

Prior to entering academia, I gained industry experience for over a year after my MBA, which continues to inform my classroom engagement and research orientation. My work has been published in peer-reviewed journals, and I have also developed managerial case studies. I am particularly interested in understanding how emotional bonds between consumers and brands influence long-term loyalty and marketplace behavior.

Beyond academics, I enjoy following equity markets, listening to punk rock, and appreciating Carnatic classical music.

Education

  • July 2021 – Ph.D. – IIM Kashipur
  • May 2016 – MBA – NALSAR University of Law, Hyderabad
  • May 2014 – B.Tech – JNTU, Hyderabad

Courses Taught

  • Product Management
  • Basics of Marketing
  • Digital Marketing
  • Sales & Distribution Management
  • Branding & Communications

Select Publications

  • Gumparthi, V. P., & Patra, S. (2020). The phenomenon of brand love: A systematic literature review. Journal of Relationship Marketing, 19(2), 93–132.
    https://doi.org/10.1080/15332667.2019.1664871
  • Gumparthi, V. P., & Srivastava, M. (2024). The social influences in consumer–brand relationships: The moderating roles of gender and consumer age. Journal of Promotion Management, 30(5), 767–810.
    https://doi.org/10.1080/10496491.2024.2318659
  • Jog, D., Gumparthi, V. P., & Jena, S. K. (2024). The antecedents and consequences of post-purchase dissonance among tourists purchasing souvenirs: The moderating role of gender, age, and time elapsed. Journal of Hospitality and Tourism Management, 58, 51–68.
  • Jog, D., & Gumparthi, V. P. (2025). The impact of co-creation of experience and souvenir authenticity on destination brand experience and souvenir repurchase intention. Vision.
    https://doi.org/10.1177/09722629251384106
  • Gumparthi, V. P., Ambatipudi, V., & Narang, A. S. (2025). I cannot let go of the passion: Comparing the interpersonal and intrapersonal conceptualizations of brand passion. Business Perspectives and Research, 13(3), 400–419.
    https://doi.org/10.1177/22785337221105701
  • Gumparthi, V. P., Jog, D., & Sharma, P. (2023). I am addicted to you My love: Exploring the crucial significance of brand addiction. Vision, 09722629231168758.
  • Gumparthi, V. P., Srivastava, M., & Chatterjee, D. (2021). Turning point analysis of brand love trajectories. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 34, 132–163.