Prof Arti D. Kalro

Professor 212, Shailesh J. Mehta School of Management, I.I.T.Bombay, Powai, Mumbai 91-22-25767754 kalro.arti[at]iitb.ac.in

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

• Consumer Psychology, Consumer Neurosciences and Consumer Behavior
• Branding
• Integrated Marketing Communications (particularly Advertising and Persuasion)
• Online and Social Media Marketing
• Green Marketing and Health Communications

Teaching Interests

• Marketing Management
• Integrated Marketing Communications (Advertising)
• Business Research Methods (Survey Research and Experimentation)
• 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: 

• Best Reviewer Award 2023 – International Journal of Consumer Studies 
• Received the Prof. S.P. Sukhatme Award for Excellence in Teaching – 2021 at IIT Bombay
• Invited to speak in the plenary session on ‘Achieving Excellence in the Classroom’ at the 9th AIM-AMA Sheth Foundation Doctoral Consortium (25th and 30th June, 2021)
• 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:

• Editorial Review Board Member for Journal of Global Marketing starting March 2024
• Editorial Review Board Member for Journal of Consumer Behavior, An International Research Review (Ranked A in 2019 ABDC Ranking) starting July 2020
• Ad hoc Reviewer (2024): Personality and Social Psychology Bulletin, Journal of Marketing Theory and Practice, Journal of Business Research, Marketing Intelligence and Planning, AMA 2024, Spanish Journal of Marketing, Psychology and Marketing, Journal of Marketing Communications
• Ad hoc Reviewer (2023): European Journal of Marketing, International Journal of Consumer Studies, Journal of Business Research, Marketing Intelligence and Planning, AMA 2024
• Ad hoc Reviewer (2022): International Journal for Consumer Studies, Journal of Global Marketing
• Ad hoc Reviewer (2021): Journal of Business Research, International Journal of Emerging Markets, Marketing Intelligence and Planning, Journal of Consumer Marketing, European Journal of Marketing and Program Committee Member for 2022 Academy of Marketing Science Annual Conference Program Committee Member – Marketing in Emerging Markets
• Ad hoc Reviewer (2020): Journal of Business Research, Journal of Marketing Communications, Journal of Consumer Marketing, International Conference on Research on National Brand and Private Label (NB&PL) Marketing 2020
• Executive Committee Member at the Tata Center for Technology and Design @ IIT Bombay since Nov. 2013. Also, offer the second-semester Pro-Seminar course titled, ‘Technology and Design for End-to-End Innovation’.
• Ad hoc Reviewer (2018): Journal of Consumer Behaviour, IIMB Review
• Ad hoc reviewer (2017): American Marketing Association Winter Conference, European Marketing Academy Conference (EMAC), 11^th ISDSI Conference, IIMB Review, Journal of Business Research
• Ad hoc reviewer (2016): Journal of Consumer Behavior, Journal of Business Research, Association for Consumer Research North America Conference, Journal of Indian Business Research, European Marketing Academy Conference (EMAC), American Marketing Association Winter Conference
• Ad hoc Reviewer (2015): Marketing Intelligence and Planning, Association for Consumer Research North America Conference (working paper track), Journal of Promotion Management
• Ad hoc reviewer (2014): Journal of Indian Business Research
• Reviewer (2013): Competitive papers for American Marketing Association Conference
• Reviewer (2011, 2010 and 2009): Competitive papers for Association for Consumer Research (ACR) Conferences
• 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

• Megha Choudhary,  Shruti Trehan, Arti D. Kalro, and Dinesh Sharma (2024). The Impact of Nutri-Score Label on Food Packages on Consumer Responses: An Eye-Tracking Study in India. In: Gázquez-Abad, J.C., Occhiocupo, N., Ruiz-Real, J.L. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2024. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-69192-8_8.
• Siddhartha Sarkar, Arti D. Kalro, & Dinesh Sharma (2019). Consumers’ Reactions to Price Imitations by Private Labels with Sub-branding Strategy in Advances in National Brand and Private Label Marketing, 91-98, Springer International Publishing.
• 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)

• Shruti Trehan and Arti D. Kalro (2024). A comprehensive framework of visual elements in brand logos: content analysis of top 500 global brands. Journal of Product & Brand Management, Vol. 33 No. 8, pp. 1055-1072. https://doi.org/10.1108/JPBM-09-2023-4720
• Manav Khaire, Shishir K. Jha, Arti D. Kalro, and Disha Bhanot (2024). Informality, affordability, and mortgage stress during the COVID-19 pandemic: A mixed-methods study of urban low-income households in Mumbai’s periphery. Journal of Urban Affairs, 1-25. https://doi.org/10.1080/07352166.2024.2379899. This study was funded by Tata Centre for Technology and Design @ IIT Bombay.
• Vartika Chaudhary, Dinesh Sharma, Anish Nagpal and Arti D. Kalro (2024). The Role of Health-related Claims and Situational Skepticism on Consumers’ Food Choices. European Journal of Marketing, Vol. 58(6), 1600-1629. https://doi.org/10.1108/EJM-08-2022-0621
• Priya Bhardwaj and Arti D. Kalro (2024). Consumer Well-being – A Systematic Literature Review and Research Agenda using TCCM Framework. International Journal of Consumer Studies, Vol. 48(1), pp. e12991. https://doi.org/10.1111/ijcs.12991
• Vartika Srivastava, Arti D. Kalro, Gaurav Raizada and Dinesh Sharma (2023). Beyond stars: Role of discrete emotions on online consumer review helpfulness. Journal of Marketing Theory and Practice, Vol. 32(2), pp. 137–157. https://doi.org/10.1080/10696679.2022.2148111
• Dahlia Allwyn Ribeiro and Arti D. Kalro (2023). Four decades of negative word‐of‐mouth and negative electronic word‐of‐mouth: A morphological analysis. International Journal of Consumer Studies, Vol. 47(6), pp. 2528-2552. https://doi.org/10.1111/ijcs.12962
• Vishwas G. Raichur, Dinesh Sharma & Arti D. Kalro (2023). Customer engagement in firm-initiated and consumer-initiated online brand communities: An exploratory study. Information Systems and e-Business Management. https://doi.org/10.1007/s10257-023-00630-6
• Sunny Vijay Arora, Arti D. Kalro and Dinesh Sharma (2022). Positioning products through names: effect of sound symbolism on perception of products with blended brand names, Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-12-2021-3794
• Preeti Virdi, Arti D. Kalro, and Dinesh Sharma (2020). Online decision aids: the role of decision-making styles and decision-making stages, International Journal of Retail & Distribution Management, Vol. 48 (6), pp. 555-574. https://doi.org/10.1108/IJRDM-02-2019-0068
• Preeti Virdi, Arti D. Kalro and Dinesh Sharma (2020). Consumer acceptance of social recommender systems in India, Online Information Review, Vol. 44 (3), pp. 723-744. https://doi.org/10.1108/OIR-05-2018-0177
• Kalpak K. Kulkarni, Arti D. Kalro and Dinesh Sharma (2020). The interaction effect of ad appeal and need for cognition on consumers’ intentions to share viral advertisements. Journal of Consumer Behavior (Special Issue). Vol. 19 Issue 4, pp. 327-338. https://doi.org/10.1002/cb.1809
• Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma and Piyush Sharma (2020). A typology of viral ad sharers using sentiment analysis. Journal of Retailing and Consumer Services, Vol. 53. https://doi.org/10.1016/j.jretconser.2019.01.008
• Disha Bhanot, Manav Khaire, Arti D. Kalro and Shishir Jha (2020). Affordable Housing Finance Companies in India: How do they differently served the underserved? Housing Studies, Vol. 35 (3), pp. 537-566. This study was funded by Tata Centre for Technology and Design @ IIT Bombay.
• Vartika Chaudhary, Dinesh Sharma, and Arti D. Kalro (2019). Consumer Skepticism: A Systematic Review of Literature. The Marketing Review. 19 (3-4), 189-212. https://doi.org/10.1362/146934719X15774562877683
• Kalpak Kulkarni, Arti D. Kalro and Dinesh Sharma (2019), Sharing of Branded Viral Advertisements by Young Consumers: The Interplay between Personality Traits and Ad Appeal, Journal of Consumer Marketing, Vol. 36 (6), pp. 846-857.
• Vartika Srivastava and Arti D. Kalro (2019). Enhancing the Helpfulness of Online Consumer Reviews: The Role of Latent (Content) Factors. Journal of Interactive Marketing, Issue 48, pp. 33-50.
• Vartika Srivastava and Arti D. Kalro (2018). Motivations and Outcomes of Seeking Online Consumer Reviews: A Literature Synthesis. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 31, pp. 112-141.
• 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 (2017). Environmental Disclosure by Indian Companies: An Empirical Study. Environment, Development and Sustainability. Vol. 19 (5), pp. 1999-2022.
• 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), pp. 203-222.
• Sunny Arora, Arti D. Kalro and Dinesh Sharma (2015). A Comprehensive Framework of Brand Name Classification. Journal of Brand Management. Vol. 22 (2), pp. 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, Vol. 22 (4), pp. 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, Vol. 3 (1), pp. 11-20.

Conference (Poster Presentations)

• Shruti Trehan and Arti D. Kalro. The Effect of Brand Logo Elements (Color and Interstitial Space) on Consumer Responses presented as a poster at The 2023 AMA Summer Academic Conference in San Francisco, California on August 4-6, 2023.
• Vartika Srivastava and Arti D. Kalro. Management Response Strategies for Varying Sentiments and Emotions in Online Consumer Reviews,  poster presented at the Asia Pacific Association for Consumer Research Conference 2019 held at IIM Ahmedabad, India in collaboration with University of Washington, Seattle from 10^th, 11^th and 12^th January 2019.
• Sunny Arora, Arti D. Kalro and Dinesh Sharma. Blended Brand Names: It’s Just Not What You Know, It’s the Sound; poster presented at the Asia Pacific Association for Consumer Research Conference 2019 held at IIM Ahmedabad, India in collaboration with University of Washington, Seattle from 10^th, 11^th and 12^th January 2019.
• Shruti Trehan and Arti D. Kalro. Role of Visual Elements in Brand Logo Design, poster presented at the Asia Pacific Association for Consumer Research Conference 2019 held at IIM Ahmedabad, India in collaboration with University of Washington, Seattle from 10^th, 11^th and 12^th January 2019.

In Refereed Conferences (Presented/Published/Accepted)

• Neil Chavan, Arti D. Kalro, and Dinesh Sharma. Environmental Framing and Review Star Rating in OCR: A Study of Green Restaurants’ Reviews presented at the 18th Great Lakes – NASMEI(North American Society for Marketing Education in India) International Marketing Conference, Chennai from December 16-17, 2024.
• Shruti Trehan and Arti D. Kalro. Role of congruence between brand logo colour and font type on consumers’ attention and attitude presented at the 2024 AMA Summer Academic Conference in Boston, MA, USA from August 16-18, 2024.
• Dahlia Allwyn Ribeiro, Arti D. Kalro, and Dinesh Sharma. Anthropomorphism of Chatbots to Enhance Service Recoveries presented at the 2024 AMA Summer Academic Conference in Boston, MA, USA from August 16-18, 2024.
• Shilpa Desai, Dinesh Sharma, and Arti D. Kalro. Measuring Influencer Marketing Impact: A Quantitative Study on Follower Engagement, presented at the 2024 Summer AMA Conference, Boston, Massachusetts, USA, August 16-18 (presented virtually on August 12), 2024.
• Megha Choudhary, Shruti Trehan, Arti D. Kalro and Dinesh Sharma. The impact of Nutri-Score label on food packages on consumer responses: An eye-tracking study in India presented at the 11th International Conference on Advances in National Brand and Private Label Marketing (NB&PL), 2024 Edition, United Kingdom, UK, July 8-10, 2024.
• Vartika Srivastava, Arti D. Kalro, Harshit Bhalla and Ram Kandalkar. Do Pictures Tell the Same Story: Role of Text-Image Consistency on Review Helpfulness presented at The 2023 AMA Summer Academic Conference in San Francisco, California on August 4-6, 2023.
• Priya Bharadwaj and Arti D. Kalro. Consumer Well-being – A Systematic Literature Review using TCCM Framework presented at The 2023 AMA Summer Academic Conference in San Francisco, California on August 4-6, 2023.
• Priya and Arti D. Kalro. Forty Years of Marketing and Materialism – A Systematic Literature Review using Morphological Analysis presented at the 16th Great Lakes – NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai, India on December 19-20, 2022.
• Vartika Srivastava, Arti D. Kalro and Arihant Krishna. Pictures as Cues for Online Review Credibility: Moderating Role of Valence and Style of Processing presented at the 2022 AMA Winter Academic Conference, Las Vegas, Nevada, United States (Online Conference, 10-11 February 2022).
• Vartika Srivastava and Arti D. Kalro. Examining the role of latent content factors of online consumer reviews on receiver outcomes: An empirical study presented at the 2021 American Marketing Association (AMA) Summer Academic Conference, Boston, USA (Online Conference) on August 4-6, 2021.
• Vishwas G. Raichur, Dinesh Sharma, and Arti D. Kalro. An Exploratory Study of Customer Engagement in Facebook Based Online Brand Communities presented at the Strategic Marketing Initiatives in Emerging Markets Conference in collaboration with NASMEI (North American Society for Marketing Education in India) held in Jammu on 15th and 16th March 2019.
• Shruti Trehan, Arti D. Kalro and Sunny Arora. Visual elements in brand logos: A study of top global financial & industry and services brands presented at The Great Lakes- NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai on 20th and 21st December 2018.
• Vartika Chaudhary, Dinesh Sharma, Anish Nagpal, and Arti D. Kalro, “Why are consumers skeptical about health-related claims on food products?” presented at the 48th EMAC (European Marketing Academy) conference at the University of Strathclyde in Glasgow, UK from 29th May to 1st June 2018.
• Vartika Srivastava and Arti D. Kalro. A Study on Relative and Holistic Influence of Qualitative Content Factors on Online Review Helpfulness presented at the 2018 American Marketing Association (AMA) Winter Academic Conference, New Orleans, LA on February 23-25, 2018.
• Kalpak Kulkarni, Arti D. Kalro and Dinesh Sharma. The Effects of Need for Cognition in Viral Advertising: An Individual‐difference Perspective presented at the 11th ISDSI International Conference held from 27th to 30th December 2017 at IIM Tiruchirappalli.
• Preeti Virdi, Arti D. Kalro and Dinesh Sharma. Exploring Consumer Attitudes towards Social Recommendation Systems presented at the 11th ISDSI International Conference held from 27th to 30th December 2017 at IIM Tiruchirappalli.
• Sunny Arora, Arti D. Kalro and Dinesh Sharma. Attitude as a Mediator of Relevance of Product Attributes on Perception of Blended Brand Names presented at the 11th Great Lakes NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai held on 22nd and 23rd December 2017.
• Vartika Srivastava and Arti D. Kalro. Do Cross-cultural Differences Exist in Online Reviews? A Thematic Analysis using Leximancer, presented at The 10th Great Lakes – NASMEI (North American Society for Marketing Education in India) 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 10th Great Lakes NASMEI ((North American Society for Marketing Education in India) 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, New Zealand, 5th to 7th December 2016.
• Disha Bhanot, Shishir Kumar Jha, Arti D. Kalro and Manav Khaire. Housing Finance Companies in India: Negotiating the Last Financial Mile presented at the Sustainable Housing 2016 International Conference on Sustainable Housing Planning, Management and Usability (Book of Abstracts), Edited by Rogerio Amoeda and Cristina Pinheiro, 16th to 18th 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 2nd to 4th January 2016.
• Kalpak Kulkarni, Arti D. Kalro and Dinesh Sharma. Multi-Dimensional Approach to Viral Advertising: Past Research & Future Opportunities presented at the 9th Great Lakes NASMEI (North American Society for Marketing Education in India) 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 9th Great Lakes NASMEI (North American Society for Marketing Education in India) 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 the 2015 ANZMAC Conference proceedings titled Innovations and Growth Strategies in Marketing during 30th November to 2nd December 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 the 2015 ANZMAC Conference proceedings titled Innovations and Growth Strategies in Marketing during 30th November to 2nd December 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, 24th to 26th June 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 from 18th to 20th December 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, 21st to 23rd February 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 (North American Society for Marketing Education in India) International Marketing Conference, 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 5th to 8th December 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 (North American Society for Marketing Education in India) 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 presented 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 5th Great Lakes-NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai held on 29th and 30th December 2011.
• Arti D. Kalro, Bharadhwaj Sivakumaran and Rahul R. Marathe. Direct or Indirect Comparative Ads: The Role of Information Processing Modes presented at The 4th Great Lakes-NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai held on 23rd and 24th December 2010.
• Arti D. Kalro, Mathew A. Thomas and Rahul R. Marathe. The Game of Comparative Advertising: To Retaliate or Not? presented at The 3rd Great Lakes-NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai held on 18th and 19th December 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 3rd Great Lakes-NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai held on 18th and 19th December 2009.
• Arti D. Kalro and Bharadhwaj Sivakumaran. Effectiveness of Comparative Ads: A Study on Emerging and Mature Consumer Markets presented at the International Conference on Globalization and Emerging Economies conducted by AIB India and CIMER at IIM Indore on 11th and 12th August 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 (North American Society for Marketing Education in India) International Marketing Conference, Chennai on 21st and 22nd December 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 (North American Society for Marketing Education in India) International Marketing Conference, Chennai on 21st and 22nd December 2007.

Research Project(s):

• PI for Seed Project titled “Cultivating Change in Campus Food Waste Management: Seeding Sustainability using Stakeholder Analysis and Nudge Theory” by Green Energy and Sustainability Hub (GESH), IITB (Since October 2024). Co-PI: Prof. Santosh Noronha
• Co-PI on project funded by Tata Centre for Technology and Design at IIT Bombay (July 2019-Sept. 2023).
  Title: LETS: Learn English Through Stories, along with Prof. Alka Hingorani, IDC School of Design. This project has been translated into a Section 8 company (http://learnthroughstories.org)
• Co-PI on seed project funded by Tata Centre for Technology and Design at IIT Bombay.
  Title: Diminishing the Affordability Gap: Innovations in Microfinance for the BOP market, along with Prof. Shishir Jha and Dr. Disha Bhanot (Completed)

PhD Students

Graduated Students

1. Vartika Srivastava: Thesis Area – Online Consumer Reviews [Currently Assistant Professor at IIM Mumbai (formerly NITIE)]
2. Preeti Virdi: Thesis Area – Recommendation Agents (on E-Commerce Websites) & Online Decision Making [Currently Assistant Professor at IIM, Visakhapatnam]
3.  Kalpak Kulkarni: Thesis Area – Content Marketing & Viral Advertising [Currently Assistant Professor at Department of Management Studies, IIT Roorkee]
4. Sunny Arora: Thesis Area – Brand Naming [Currently Associate Professor at SPJIMR]
5. Siddhartha Sarkar: Thesis Area – Private Label Brands [Currently Scientist in Behavioural Business and Social Science at TCS Research]

Present Students

Guide:

1. Shruti Trehan: Thesis Area –  Branding and Cognitive Neurosciences
2. Dahlia Ribeiro: Thesis Area – NeWOM and Service Recovery using Chatbots
3. Priya: Thesis Area – Consumer Well-being

1. Rupali Anand Shirsat: Thesis Area – Virtual Reality and Customer Experience
2. Megha Choudhary: Thesis Area – Food Package Labeling and Cognitive Neurosciences
3. Shilpa Desai: Thesis Area – Influencer Marketing

Seminars/Workshop/MDP/CEP/Extension Activities

• Invited as a distinguished speaker at the Strategic Management Forum Conference organised by IIM Mumbai on December 05, 2024. Conducted a workshop on Experimental Research.
• Conducted a Symposium on Digital Transformation in Marketing at SJMSOM, IIT Bombay on November 29, 2024.
• Conducted a workshop on Consumer Neuroscience at the Behavioural Lab, SJMSOM, IIT Bombay on May 02, 2024.
• Conducted a Faculty Development Programme at SRM Institute of Science and Technology in April 05, 2024. 
• Coordinated an in-house programme for DASRA Social Consulting in 2019.
• Taught in multiple Management Development Programmes (for organizations like Emerson, TORM, IOCL, ACC and Axis Bank) and Continual Education Programs at SJMSOM, IIT Bombay.
• Invited talk at the Atomic Energy Regulatory Board (AERB) in August 2017.
• 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).

Select Committees and Administrative Roles

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 & Pottery
• Working with NGOs