Shailesh J. Mehta School of Management
Indian Institute of Technology, Bombay
Shailesh J. Mehta, School of Management
IIT Bombay
ABOUT US|PROGRAMMES|PEOPLE|ADMISSIONS|PLACEMENTS|CORPORATE|ACTIVITIES|LINKS
Prof.Arti D. Kalro
Assistant Professor

Phone:022-25767754 (O)

Email: This email address is being protected from spam bots, you need Javascript enabled to view it

Prof Arti

Education

  • Ph. D. (Management), 2010, Indian Institute of Technology Madras, Chennai, India
  • Post Graduate Diploma (Marketing Management), 2006, Pondicherry University and Loyola College, Chennai, India
  • M.A. Communications, 2005, M.O.P Vaishnav College for Women, Chennai (Affiliated to University of Madras), India
  • B.Com, 2003, M.O.P Vaishnav College for Women, Chennai (Affiliated to University of Madras), India

Research Interests

  • Advertising and Persuasion
  • Integrated Marketing Communications
  • Online and Social Media Marketing
  • Green Marketing
  • Health Communications

Teaching Interests

  • Advertising
  • Integrated Marketing Communications
  • Marketing Management
  • Research Methods
  • Media Studies
  • Technology and Design for Social Innovations

Positions Held

Academia:

  • Lecturer, School of Communications and Media Studies, M.O.P. Vaishnav College for Women (Autonomous), Chennai - 600 034 (May 2005 - Dec 2006)
  • Guest Faculty at DOMS, IIT Madras and Chennai Business School (Feb 2007 - September 2010)  

  

Awards/Honours/Fellow/Receiver/Editorial Board Member

Awards & Honours: 

  • Received the Departmental Excellence in Teaching Award (EiT) for the year 2016 at IIT Bombay.
  • Invited as a Faculty Fellow at the 2nd AIM-AMA Sheth Foundation Doctoral Consortium at IIM Ahmedabad, January 5-7, 2014
  • Selected to attend the Second Biennial AMS Sheth Emerging Scholars Faculty Consortium on July 16, 2013 at Monash Law Chambers, Melbourne, Australia
  • Understanding and addressing cataract-related eye care issues in rural Tamil Nadu. Project Fund Awarded by Emerald/AIMA Indian Management for the theme ‘Supporting the dissemination of knowledge for the social good in India’ (along with Prof. Bharadhwaj Sivakumaran, Great Lakes Institute of Management and Dr. Piyush Sharma, The Hong Kong Polytechnic University)
  • Selected as an ambassador by Rotary International District 3230 (India) to Rotary International District 4160 (Mexico), for a Group Study Exchange programme in 2008
  • In 2005 secured University Rank I in M. A. Communication. Received the award from the then Governor, Surjit Singh Barnala
  • In 2003 secured University Rank I in B.Com. Received the award from the then Governor, P.S. Ramamohan Rao
  • Fraser and Ross Endowment for Proficiency in Accountancy in B.Com
  • K. Parasaran Golden Jubilee Award for Business Law

 Academic Service:

  • Reviewed papers for American Marketing Association Winter Conference 2016
  • Executive Committee Member at the Tata Center for Technology and Design @ IIT Bombay
  • Adhoc reviewer for Marketing Intelligence and Planning and Journal of Indian Business Research
  • Reviewed papers for Association for Consumer Research North America Conference 2015 (working paper track)
  • Reviewed competitive papers for American Marketing Association Conference 2013
  • Reviewed competitive papers for Association for Consumer Research (ACR) Conferences 2011, 2010 and 2009
  • Served as a consultant for Course Planning and Content Development for MBA (Advertising and Marketing) and B.Sc. (Visual Communications) for Manipal University
  • Served as a Member, Board of Studies in Commerce for M.O.P. Vaishnav College for Women (Autonomous)


Publications

Book Chapters

  • Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro (2015), The Effect of Naming Strategy and Packaging on Perceived Quality and Purchase Intention of Private Label Brands, in Advances in National Brand and Private Label Marketing, pp. 103-111, Springer International Publishing. 

In Refereed Journals (Published)

  • Mousami Prasad, Trupti Mishra, Arti D. Kalro, Varadraj Bapat, (2017) "Environment claims in Indian print advertising : an empirical  study and policy recommendation",  Social Responsibility Journal, Vol. 13  (3), pp. 473-490.
  • Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti D. Kalro, Piyush Sharma (2017), Threat, efficacy and message framing in consumer healthcare, Marketing Intelligence & Planning, Vol. 35 (4), pp. 442-457.
  • Arti D. Kalro, Bharadhwaj Sivakumaran, Rahul R. Marathe (2017), The ad format-strategy effect on comparative advertising effectiveness, European Journal of Marketing, Vol. 51 (1), pp. 99 – 122.
  • Mousami Prasad, Trupti Mishra, and Arti D. Kalro (2016). Environmental disclosure by Indian companies: An empirical study. Environment, Development and Sustainability. doi:10.1007/s10668-016-9840-5
  • Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro (2016). Private Label Brands in an Emerging Economy: An Exploratory Study in India. International Journal of Retail & Distribution Management. Vol. 44 (2), 203-222.
  • Sunny Arora, Arti D. Kalro and Dinesh Sharma (2015) A comprehensive framework of brand name classification. Journal of Brand Management, Vol. 22, Issue 2, 79-116.
  • Arti Kalro, Bharadhwaj Sivakumaran and Rahul Marathe (2013), Direct or Indirect Comparative Ads: The Role of Modes of Information Processing, Journal of Consumer Behaviour, Vol.12 (2), pp. 133-147 (in special issue on "Challenges to Attitude and Behaviour Change through Persuasion").
  • Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe (2010). Comparative Advertising in India: A Content Analysis of English Print Advertisements. Journal of International Consumer Marketing, 22 (4), 377-394.
  • Arti D. Kalro, Mathew A. Thomas and Rahul R. Marathe (2009). The Game of Comparative Advertising: Making Strategic Choices. International Journal of Business Insights and Transformations, 3 (1), 11-20.

In Refereed Conferences (Presented/Published/Accepted)

  • Vartika Srivastava and Arti D. Kalro. Do Cross-cultural Differences Exist in Online Reviews? A Thematic Analysis using Leximancer, presented at The Great Lakes Institute of Management - 10th NASMEI International Marketing Conference, Chennai held on 23rd and 24th December 2016.
  • Vishwas G. Raichur, Dinesh Sharma and Arti D. Kalro. Application of Consumer Neuroscience to Advertising Research: Current Understanding and Future Opportunities, presented at The Great Lakes Institute of Management - 10th NASMEI International Marketing Conference, Chennai held on 23rd and 24th December 2016.
  • Preeti Virdi, Arti D. Kalro and Dinesh Sharma, Classification of e-commerce Decision Aids: A Study using e-Commerce Websites in India, presented at the ANZMAC 2016 Conference in Christchurch, NZ, 05-07 December 2016.
  • Disha Bhanot, Shishir Kumar Jha, Arti D. Kalro and Manav Khaire (2016), Housing Finance Companies in India: Negotiating the Last Financial Mile, Sustainable Housing 2016, International Conference on Sustainable Housing Planning, Management and Usability (Book of Abstracts), Edited by Rogerio Amoeda and Cristina Pinheiro, 16-18 November 2016, Porto, Portugal.
  • Sunny Arora, Arti D. Kalro and Dinesh Sharma. Brand Architecture Strategies of Indian Brand Names presented at the 9th ISDSI International conference at Goa Institute of Management, Goa, India during 2-4 January, 2016.
  • Kalpak Kulkarni, Arti D. Kalro and Dinesh Sharma. Multi-Dimensional Approach to Viral Advertising: Past Research & Future Opportunities presented at The Great Lakes-9th NASMEI International Marketing Conference, Chennai held on 26th and 27th December 2015.
  • Preeti Virdi, Arti D. Kalro and Dinesh Sharma. Online Purchase Process using Decision Aids: An Exploratory Study presented at The Great Lakes- 9th NASMEI International Marketing Conference, Chennai held on 26th and 27th December 2015.
  • Mousami Prasad, Arti D. Kalro, Trupti Mishra, Varadraj Bapat. Factors Determining Skepticism toward Green Advertising in an Emerging Nation, included in 2015 ANZMAC Conference proceedings titled Innovations and Growth Strategies in Marketing during November 30 to December 02 2015, Sydney, Australia, pp. 174-182.
  • Vartika Srivastava and Arti D. Kalro. The Influence of Culture on Persuasion in Online Reviews: A Content Analysis, included in 2015 ANZMAC Conference proceedings titled Innovations and Growth Strategies in Marketing during November 30 to December 02 2015, Sydney, Australia, pp. 533-539.
  • Siddhartha Sarkar, Dinesh Sharma and Arti D. Kalro, The Effect of Naming Strategy and Packaging on Perceived Quality and Purchase Intention of Private Label Brands, presented at the Research on National Brand & Private Label Marketing International Conference, June 24th-26th, 2015 at Open University of Catalonia, Barcelona.
  • Nachiketas Nandakumar, Bharadhwaj Sivakumaran, Arti D. Kalro and Piyush Sharma, The Use of Fear Appeals and Message Framing in Addressing Cataract-related Eye Care Issues in Rural India, presented at MARCON 2014 during December 18-20, 2014 at IIM Calcutta, India.
  • Arti D. Kalro, Bharadhwaj Sivakumaran, Rahul R. Marathe, “Effective Comparative Ads: The Role of Comparison Ad Format, Strategy, and Market Position” presented at the 2014 AMA Winter Marketing Educators’ Conference, 21-23 Feb. 2014, Orlando, Florida.
  • Arti D. Kalro, Bharadhwaj S. and Rahul R. Marathe, “Do ‘multi-brand’ comparative ads enhance decision quality? – The role of information structure & product complexity”, presented at the 7th Great Lakes NASMEI Marketing Conference (North American Society for Marketing Education in India), held on 27th and 28th December 2013, at the Great Lakes Institute of Management, Manamai, Tamil Nadu, India.
  • Mousami Prasad, Trupti Mishra, Arti D. Kalro and Varadraj Bapat. “An empirical assessment of the role of corporate towards managing ecosystem: An Indian context”, presented at the Seventh Biennial Conference of the Indian Society for Ecological Economics (INSEE) titled: “Global Change, Ecosystems, Sustainability” held from December 5-8, 2013, at Tezpur University, Tezpur, Assam.
  • Sunny Arora, Arti D. Kalro, Dinesh Sharma and Pramod Kumar. "A content analysis of invented brand names" presented at the 7th International ACBM Conference on Branding & Marketing - An Emerging Markets Perspective at the Hong Kong Polytechnic University on 18th November 2013.
  • Sunny Arora, Arti D. Kalro and Dinesh Sharma. “Brand Name Fit using Formant Analysis” presented at the 6th Great Lakes-NASMEI International Marketing Conference, Chennai held in December 2012.
  • Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe. “The gloves are coming off! To use direct/indirect comparative ads: depends on the comparison strategy” presented at the Asia Pacific Association of Consumer Research Conference, Queenstown, New Zealand held on 6th, 7th and 8th July 2012.
  • Sunny Arora, Dinesh Sharma, and Arti D. Kalro,  “An Inquiry into a Brand Name fit” at the Doctoral Colloquium at the Indian Institute of Management, Ahmedabad in January  2012.
  • Arti D. Kalro, Rahul R. Marathe and Mathew A Thomas. “Battle of Equals: Impact of Comparative Advertising on Brand Image” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai held on 29th and 30th Dec. 2011.
  • Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe. “Direct or Indirect Comparative Ads: The Role of Information Processing Modes” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai held on 23rd and 24th Dec. 2010.
  • Arti D. Kalro, Mathew A. Thomas and Rahul R. Marathe. “The Game of Comparative Advertising: To Retaliate or Not?” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai held on 18th and 19th Dec. 2009.
  • Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe. “Effectiveness of ‘Multi-Brand’ vs. ‘Market Leader’ Comparison Strategies for ‘New’ and ‘Established’ Brands using Comparative Ads: An Experimental Investigation” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai held on 18th and 19th Dec. 2009.
  • Arti D. Kalro and Bharadhwaj Sivakumaran. “Effectiveness of Comparative Ads: A Study on Emerging and Mature Consumer Markets” paper presented at the International Conference on Globalization and Emerging Economies conducted by AIB India and CIMER at IIM Indore on 11th and 12th Aug. 2008.
  • Joshy Joseph, Arti D. Kalro and Bharadhwaj Sivakumaran. “‘Conditions Apply’ – Impact of Offer-Perception Mismatches on Retailer Equity during Promotions” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai on 21st and 22nd Dec. 2007.
  • Arti D. Kalro and Bharadhwaj Sivakumaran. “Message Appeals in Comparative Advertising: The Effect of Matching Ad Formats and Message Appeals on Information Processability and Persuasiveness” presented at The Great Lakes-NASMEI International Marketing Conference, Chennai on 21st and 22nd Dec. 2007.
 

Doctoral Students

  • Siddhartha Sarkar [siddhartha.sarkar[AT]iitb.ac.in] - Brand Management & Private Label Brands
  • Sunny Arora [sunny.arora[AT]som.iitb.ac.in] - Brand Management & Brand Naming
  • Kalpak Kulkarni [kalpakkulkarni[AT]iitb.ac.in] - Content Marketing & Virality in Social Networks
  • Preeti Virdi [preeti.r.virdi[AT]iitb.ac.in] - Recommendation Agents (E-Commerce) influencing Online Decision Making
  • Vartika Srivastava [vartika.srivastava[AT]iitb.ac.in] - Online Reviews & Persuasive Communications

 

Seminars/Workshop/MDP/CEP

  • Conducted a One-day Workshop on Research Topic Formulation for the Faculty Members of Rajagiri School of Management, Kochi, Kerala
  • Conducted Five-day workshops (each year since 2008) on Quantitative Techniques in Research Methodology for M.O.P. Vaishnav College for Women (for PG students in the Media Department)
  • Conducted a One-day workshop on Integrated Marketing Communications - Concepts and Cases for M.O.P. Vaishnav College for Women (for PG students in the Media Department)
  • Conducted a One-day workshop on Segmentation, Targeting and Positioning for M.O.P. Vaishnav College for Women (for UG students in the Commerce Department)

Consultancy (Completed)

  • Storytrails India Pvt. Ltd., Creative Outings and Alternative Tours (www.storytrails.in)
  • Redefining Time, Chennai’s Fortnightly Event Magazine
  • Fanticart: Graphics, Web and Photography (www.fanticart.com)

Other Interest/Information

  • Painting
  • Working with NGOs