Dr. M. Prasanna Mohan Raj
MBA., MHRM., PGDPM&IR., M.Phil., Ph.D. (NET)
Associate Professor
Dr. M. Prasanna Mohan Raj
Profile Summary
Profile Summary
Dr. M. Prasanna Mohan Raj has over 20 years of rich professional experience spanning academia and industry. He has worked with Hexaware Technologies and The New Indian Express specializing in branding and consumer research. His academic career includes teaching and research roles at Alliance University, Bengaluru, and Bharathidasan Institute of Management (BIM), Trichy. An avid researcher, Dr. Mohan Raj has published extensively in internationally indexed journals, earning over 1,000+ citations with an H-index of 11, and is ranked among the top 10% of authors in social science research network, Elsevier. He is also the author of two well-regarded textbooks—Product Management and Brand Management. Dr. Mohan Raj holds a Ph.D. from the National Institute of Technology, Tiruchirappalli (NIT-T). He completed his MBA from the Bharathiar School of Management and Entrepreneur Development (BSMED), Bharathiar University, Coimbatore, where he was a University Rank Holder, and earned his Bachelor of Engineering in Electronics and Communication Engineering from Bharathidasan University. A certified career guidance counsellor, he has been actively involved in institutional branding initiatives, extension activities, and various social outreach programs, contributing meaningfully to both academic and societal development.
Educational Qualifications
Ph.D. (NIT-T), MBA, B.E
Work Experience
20 years
Teaching Interests
Marketing
Research Areas
Branding, Consumer Psychology and Marketing
Courses Taught
Brand Management, Marketing Research, Consumer Psychology, Services Marketing, Marketing Strategy and Soft Skills for Managers.
Scholarly Profile
- “An Empirical Model for Brand Loyalty Measurement”, Journal of Targeting, Measure- ment and Analysis for Marketing Vol. 15, No. 4, 2007, Springer Publications, UK – 338 citations. https://link.springer.com/article/10.1057/palgrave.jt.5750044#:~:text=Chaudhuri%20and%20Holbrook19%20suggest,factor%20in%20influencing%20brand%20loyalty.
- “Impact of Demographic Variables and Risk Tolerance on Investment Decisions – An Empirical Analysis”, International Journal of Economics and Financial Issues, 6(1), 7. 2016. Scopus Indexed, 184 citations. https://ideas.repec.org/a/eco/journ1/2016-01- 22.html#:~:text=Karnataka%2C%20India.)-,Abstract,and%20decision%20making%20of%20respondents.
- “Does financial behaviour influence financial well-being?”, Journal of Asian Finance, Economics, and Business (JAFEB),2021, Scopus Indexed. 117 citations. https://www.kci.go.kr/kciportal/landing/article.kci?arti_id=ART002685723
- “Impact of Brand Image on Consumer Decision-making: A Study on High-technology Products”, Global Business Review 16(3), Sage Publications, 2015. Scopus Indexed. 54 citations. https://journals.sagepub.com/doi/10.1177/0972150915569934
- “A Study on Brand Preferences of Washing Soaps in Rural Market”, Indian Journal of Marketing, Vol. XXXVII, No. 3, 2007. Scopus indexed, 47 citations. https://indianjournalofmarketing.com/index.php/ijom/article/view/38400
- “Navigating in the Digital Age: Uncovering Insights on Talent Management for Sustainable Performance”. International Review of Management and Marketing, 15(5), 2025, Scopus Indexed. https://econjournals.com/index.php/irmm/article/view/20136
- “Disruptive Digitalization and the Architecture of Customer Choice: An Empirical CFA-Based Study in Indian Banking”. Academy of Marketing Studies Journal, 29(6), 1-15, 2025. ABDC listed. https://www.abacademies.org/articles/disruptive-digitalization-and-the-architecture-of-customer-choice-an-empirical-cfabased-study-in-indian-banking-17695.html
- “Impact of artificial intelligence on EV industry and perceptual mapping in India”. Seybold Report, Vol.17. No 7, 2022, Scopus Indexed https://seyboldreport.org/article_overview?id=MDcyMDIyMTEyOTA2NDIyNDEy
- “A study on the futuristic aspect ‘of transforming the organisations towards' sustainable practises”, International journal of Intelligent enterprises, Vol 11(1),2024 Scopus Indexed. https://www.inderscienceonline.com/doi/10.1504/IJIE.2024.135453
- “Measurement of Consumer Buying Behaviour of Apparels in Bangalore: Analysis on pre- and post-COVID 19 Buying Behaviour”, Empirical Economics Letters, 22 (Special Issue 2): (January 2023), ABDC listed. http://www.eel.my100megs.com/volume-22-number-january-2-special-issue.htm
- “Influence of Educational Apps on Skill Development and Performance of Higher Secondary School Students”, Manager - The British Journal of Administrative Management, Jan 2023, ABDC listed. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4537110
- “Satisfaction-Importance Matrix: Measuring Customer Satisfaction in Mobile Sector, Academy of Marketing Studies Journal”, Volume 27, Issue 5, 2023, ABDC listed. https://www.abacademies.org/articles/satisfactionimportance-matrix-measuring-customer-satisfaction-in-mobile-sector-15950.html
- “Personality profiling of potential car buyers - cluster analysis approach” The Empirical Economics Letters, Volume 20, Special issue 5, August 2021. ABDC listed
http://www.eel.my100megs.com/volume-20-number-july-5-special-issue.htm
- “An Examination of Factors Influencing Repatriates’ Loyalty”, International journal of Management and Business Research 4 (4), Islamic Azad University, Iran. https://sanad.iau.ir/ar/Journal/ijmbr/Article/810518/FullText
- “A Study of the Impact of Values and Lifestyles on Brand Loyalty with Special Reference to English Newspapers”, “Vilakshan”, XIMB Journal of Management, Emerald Publications. Vol. III, Issue. No. 2,2006. 35 citations. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2430709
Member of Research Advisory Committee in Bharathiar University, Coimbatore and Alliance University, Bangalore.
- “Cutting-Edge Business Technologies in the Big Data Era”, 18th International conference of Sustainability and Cutting-Edge Business Technologies, 2023 (Scopus indexed).
- “Influence on the organizational performance of sustainability management practices”, International Conference on Technologies for Smart Green Connected Societies, November 2021 (Scopus Indexed)
- “Improving the Carbon footprint of Managing Food and Packaging Waste in the Food Industries”, International Conference on Technologies for Smart Green Connected Societies, November 2021 (Scopus Indexed)
- “Digital Marketing in B2B context and its impact on startups”, ICSBMT, VIT Chennai. May 2023, Received Best paper Award.
- “A study on customer satisfaction with special reference to amazon delivery process”, Fusion, IFIM B school, Bangalore, Emerging Post-Pandemic Trends in Business and Trade Governance" October 2022, Received Best Paper Award
- “A study of consumer behaviour of mobile gaming applications using PACMAD model”, Fore International Marketing Conference, December 2021.
- “Effect of Brand Loyalty on Perfume Brands”, Conference on Brand Management, IIT-Delhi, April 2016.
- “Predictive model for Movie’s success and sentiment analysis”, International Conference on Business Analytics and Intelligence, IISc, Bengaluru, December 2016
- “Impact of Trust of personal relationships and Brand relationships”, 7th NASMEI -Great Lakes International conference, December 2013.
H-Index and Citation
11 and 991 citations