Prof. Anita Basalingappa

• Brand Management
• Brand Theory and Research
• Strategic Marketing Decision-Making
• Return on Marketing Investment/ Marketing Metrics

• Awarded the DC Pavate Fellowship at Judge Business School and Sidney Sussex College, University of Cambridge, UK, in 2008.

• Strategic Marketing
• Marketing Metrics
• Brand Theory, Research and Practice
• Marketing Theory
• Customer Relationships
• Social Media Behavior
• Clothing and Communication

Research Articles Published in Journals:

1. Basalingappa, A., & Namboodiri, S. (2024). Life Journeys and Influential Contributions of Six Marketing Visionaries. Journal of Macromarketing, 44(3), 653-667. https://doi.org/10.1177/02761467241261257
2. Basalingappa, A. and Kumar, J. K. (2018). Marketing, Communication and Democracy: Towards a Dialogue between the Disciplines of Marketing and Communication. The Marketing Review, Vol. 18, No.2 (Summer 2018) http://www.ingentaconnect.com/.../00000018/00000002/art00004
3. Basalingappa, A. and Managuli, S. (2018). Understanding relationships between customers and rural retail outlets. Journal of Economics and Public Policy, April 2018 issue. http://epp-journal.nmims.edu/2018/04/
4. Saiyed, A.A., Basalingappa, A. & Sinha, P. K. (2016). Value network in heritage walks: Case studies of Ahmedabad city walks. Journal of Heritage Management, 1(2). http://journals.sagepub.com/doi/10.1177/2455929616687897
5. Pant, S. and Basalingappa, A. (2016). Understanding Smartphone Apps Usage among Young Adults in India. Online Journal of Communication and Media Technologies, Special Issue - September 2016, ISSN: 1986 - 3497. https://www.ojcmt.net/article/understanding-smartphone-apps-usage-among-young-adults-in-india-5666
6. Basalingappa, A., Subhas M. S. and Tapariya, S. (2016). Understanding Likes on facebook. Online Journal of Communication and Media Technologies, Volume 6, Issue (III), July 2016. https://www.ojcmt.net/article/understanding-likes-on-facebook-an-exploratory-study
7. Basalingappa, A. (2004). Impact of Critical Performance Attributes on Satisfaction & Loyalty: The Case of Internet Service Providers. Chrysalis, 1(1) 10-12.

Reports/ Manuals/ Books Published:

1. Basalingappa, A. (2018). A report on introducing common market identity for customers. Dr D C Pavate Foundation
2. Purushottaman, S., Subhas, M, S., Brockington, J., Basalingappa, A., and Basu, S. (2011). Market oriented value enhancement: For commodities and services. Books for Change. Second Edition. ISBN: 978-81-8291-078-2.
3. Ranchhod, A., and Basalingappa, A., (2010). Report on Sports Marketing in India. MICA
4. Basalingappa, A., (2008). A Report on Introducing Common Market Identity for customers. D C Pavate Foundation, Karnatak University Dharwad.

Books Chapters Published:

1. Subhas, M, S., and Basalingappa, A. (2011). Reincarnation of microfinance for development of micro enterprises at the Bottom of Pyramid (BOP). In Subhas, M., S. (eds) Entrepreneurship and Business Development in India. Excel Books. Vol 1
2. Basalingappa, A. (2011). MOVE and the issue of Sustainability in Marketing at the Bottom of Pyramid. In Subhas, M., S. (eds) Entrepreneurship and Business Development in India. Excel Books. Vol 2
3. Basalingappa, A., and Subhas, M. S. (2008). Role of Customer Relationship Management in Brand Attitude Formation and its Impact on Brand Loyalty. In Panda, T. (eds) Building Brands in the Indian Market. Excel Books. ISBN: 81-7446-391-7, 305-315

Case/ Case Analysis/ Book Review Published in Journals:

1. Basalingappa, A. (2014). For God’s Sake: An Adman on the Business of Religion [Review of the book For God’s Sake: An Adman on the Business of Religion by Ambi Parmeswaran]. Vikalpa, 34(4) 121-123.
2. Basalingappa, A. (2012). Tata Nano: A case study in marketing a good product badly. WARC Exclusive, MICA.
3. Basalingappa, A. (2011). Case Analysis II [Sugar Free: Management Case by Preeta H. Vyas]. Vikalpa, 36(1), 106-109.

Working Papers Published:

1. Oburai, P., Moorthy, Y. L. R., Basalingappa, A., Baker, M. and Krishnan, S. (2005). Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations. Research and Publications, December 2005, Indian Institute of management Ahmedabad, India. W.P. No 2005-12-04

Research papers accepted/ presented and published in conference proceedings:

1. Basalingappa, A., and Namboodiri, S. (2023). History of Marketing Thought from Select Marketing Scholars. Extended Abstract accepted for presentation at the Conference on Historical Analysis and Research in Marketing, June 1-3, 2023, Durham, NC.
2. Basalingappa, A. (2021). Marketing Theory in Marketing Education and Marketing Discipline: A Critical Perspective. In the proceedings of 7^th International Communication Management Conference on ‘Creativity & Culture for Management in a Changing World’ January 7-9, 2021, MICA, Ahmedabad, India.
3. Basalingappa, A. and Iyer, A. (2020). Sustainability Orientation of Marketplaces. Paper presented at ICMC2020, January 8-10, 2020, MICA, Ahmedabad, India. (This submission and paper presentation won the second consolation prize at the conference).
4. Basalingappa, A. (2019). Understanding Pinterest as a Social Media Platform Brand: Users’ Perspectives. Presented at 6th International Consumer Brand Relationships Conference, May 19-21, 2019, Cancun, Mexico.
5. Basalingappa, A. (2018). Understanding snapchat as a social media platform brand. Abstract in proceedings of the 4th International Colloquium on Corporate Branding, Identity, Image and Reputation Conference, September 3-4, 2018, Calabria, Italy.
6. Basalingappa, A. and Kishore, A. (2018). Marketing in the age of social media: Measuring Onesta’s Social Campaign effectiveness. In the proceedings of 5th International Communication Management Conference on ‘Media & Entertainment Disruptions and Beyond’ January 11-13, 2018, MICA, Ahmedabad, India. (This submission and poster presentation won the best poster of the track award at the conference).
7. Basalingappa, A. (2018). Understanding Instagram as the social media platform brand. In the proceedings of 5th International Conference on ‘Media & Entertainment Disruptions and Beyond’ January 11-13, 2018, MICA, Ahmedabad, India. (This submission and paper presentation won the best paper award at the conference).
8. Rawat, S. and Basalingappa, A. (2017). Affect of Consumer Nationalism on Consumer Brand Relationships. In the proceedings of 5th International Consumer Brand Relationships Conference, May 18-20, 2017, Porto, Portugal.
9. Basalingappa, A., Subhas M. S., Doneriya, A., and Joy, S. (2017). Consumer Retail Relationships in Rural India. In the proceedings of 5th International Consumer Brand Relationships Conference, May 18-20, 2017, Porto, Portugal.
10. Basalingappa, A. and Vaswani, L. K. (2017). Understanding handloom as a brand through consumer perceptions. accepted for presentation at the 4th International Communication Management on People, Planet and Profit: Synergistic Leadership for Social and Communication Innovations, January 10-12, 2017, MICA, Ahmedabad, India.
11. Basalingappa, A., Kumar J. K. (2016). Communication, Marketing and Democracy: Towards A Dialogue Between Communication Theory and Marketing Theory. in the proceedings of 3rd International Communication Management Conference, February 2016, MICA, Ahmedabad, India.
12. Pant, S., Basalingappa, A. (2016). Understanding smartphone app usage among young adults in India. in the proceedings of 5th International Conference on Communication, Media, Technology and Design, May 27-29, 2016, Zagreb, Croatia.
13. Basalingappa, A., Subhas M. S. and Tapariya, R. (2015). Understanding Likes on facebook. in the proceedings of 4th International Conference on Communication, Media, Technology and Design, May 2015, Dubai, UAE.
14. Basalingappa, A. (2014). Role of Factual Evidence and Experience on Intuition and Strategic Marketing Decision Making. in the proceedings of International Conference of Contemporary Management, University of Jaffna, March 2014, Jaffna, Sri Lanka.
15. Basalingappa, A. (2013). Dupatta: Muslim and Non-Muslim Women in India. in the proceedings of 4^th Global Islamic Marketing Conference, May 2013, Istanbul, Turkey.
16. Basalingappa, A. and Subhas M. S. (2013). Customer Relationships in Rural Retail. in the proceedings of 5^th IIMA Conference on Marketing in Emerging Economies, January 2013, IIM Ahmedabad, India.
17. Basalingappa, A. (2012). Zero base review of Customer Behavior. in the proceedings of 3^rd Global Islamic Marketing Conference, December 2012, Cairo, Egypt.
18. Subhas M. S. and Basalingappa, A. (2011). Reincarnation of microfinance for development of micro enterprises at the Bottom of Pyramid (BOP). in the proceedings of National Conference on Entrepreneurship and Business Development in India: Issues and Cases, November 2011, Kousali Institute of Management Studies, Karnatak University Dharwad, India.
19. Basalingappa, A. and Subhas M. S. (2011). Differential Influences of Market Structure on Cognition and Affect. in the proceedings of INFORMS Marketing Science Conference, June 2011, Rice University, Houston, Texas, USA.
20. Basalingappa, A. and Subhas M. S. (2011). Common Market Identity vis-à-vis Loyalty Card: A retailers’ perspective. in the proceedings of 4th IIMA Conference on Marketing in Emerging Economies, January 2011, IIM Ahmedabad, India.
21. Basalingappa, A. and Subhas M. S. (2009). Attitude of Shoppers and Retailers towards introducing a Common Market Identity. in the proceedings of INFORMS Marketing Science Conference, June 2009, Ann Arbor, Michigan, USA.
22. Basalingappa, A. and Subhas M. S. (2009). Impact of Traditional Marketing Practices and Relationship Marketing Practices on manifestation of Customer Loyalty. in the proceedings of 8th International Conference Marketing Trends, January 2009, Paris-Venice, ed. Jean-Claude Andreani and Umberto Collesei, Paris-Venice: Marketing Trends Association, http://www.marketing-trends-congress.com/taxonomy/term/5239 Retrieved 2012-05-20.  ISBN 978-2-9532811-2-5.
23. Oburai, P., Constantine, A., Gotsi, M., Basalingappa, A. and Baker, M. (2008). Multiple Stakeholders Views of Corporate Brand Image: Antecedents, Mediators and Role of Stakeholders Expectations. in the proceedings of Academy of Marketing Annual Conference, July 2008, Aberdeen Business School, Aberdeen, UK.
24. Oburai, P., Moorthy, Y. L. R., Basalingappa, A., Baker, M. and Kok, W. C. (2006). An Empirical Investigation of Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations. in the proceedings of 35^th Annual Conference of European Marketing Academy, May 2006, Athens, Greece.
25. Oburai, P., Moorthy, Y. L. R., Basalingappa, A., Baker, M. and Krishnan, S. (2006). Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations. in the proceedings of International Conference on Return on Marketing Investment, January 2006, Indian Institute of management Ahmedabad and Goizueta Business School, Emory University, Atlanta.
26. Basalingappa, A. and Subhas M. S. (2005). Factors affecting Relationship Performance in B to C Markets. in the proceedings of International Conference on Marketing Paradigms in Emerging Economies, January 2005, IIM Ahmedabad, India.
27. Basalingappa, A. and Sandip, A. (2005). Proposing Erikson’s Psychosocial Framework as a Tool to Craft Strategies for the Youth Market: Case of Hair Care Market in India. in the proceedings of International Conference on Managing Markets in Turbulent Times, February 2005, AMA and MICA, Ahmedabad, India.
28. Basalingappa, A., Subhas M. S. and Pawate, M. (2004). Impact of RFM on Trust, Commitment & Satisfaction. in the proceedings of International Conference on Management, December 2004, Association of Indian Management Scholars- International, Prairie View A&M University and IIM Kolkata, India.
29. Basalingappa, A. and Subhas M. S. (2003). Role of CRM in Brand Attitude Formation and its Impact on Brand Loyalty. in the proceedings of National Seminar on Branding in Indian Markets, December 2003, IIM Kozhikode (Calicut), India.
30. Basalingappa, A. and Subhas M. S. (2003). Differential Influences of Market Structures on Conation, Customer Satisfaction and Customer Loyalty in the proceedings of International Conference on Management, December 2003, Association of Indian Management Scholars- International, Prairie View A&M University and IIM Bangalore, India.
31. Basalingappa, A. and Subhas M. S. (2003). Manifestation of Customer Uncertainty & Its Impact on Customer Satisfaction and Customer Loyalty. in the proceedings of National Conference on Emerging trends in Service Sector, Issues, Challenges & Dimensions, March 2003, KLS Institute of Management Education and Research, Belgaum, India.
32. Basalingappa, A. and Subhas M. S. (2002). Impact of Value Added Services on New and Existing Customers for Cellular Service Providers. in the proceedings of International Conference on Marketing of Technology Oriented Products and Services, December 2002, IIM Bangalore and Georgia Tech University, Atlanta.
33. Basalingappa, A. (2002). Effectiveness of Notice Boards as an Advertising Media for Commercial Advertisement. in the proceedings of National Conference on Business Research, November 16 – 17, 2002, PSG Institute of Management, Coimbatore, Tamil Nadu, India.
34. Basalingappa, A. (2002). Understanding the Customer in the New Millennium: Using Psychographic Profiling for Indian Youth Segment. in the proceedings of National Conference on Business Research, February 7-9, 2002, 26^th National Conference of Indian Association for Management Development (IAMD) and Inter University Council of Business Education and Research (IUCBER), Vijaynagar Institute of Management Studies, Gulbarga University PG Center, Bellary, India.
35. Basalingappa, A. (2000). Impact of Critical Performance Attributes on Satisfaction & Loyalty: The Case of Internet Service Providers. in the proceedings of International Conference on Customer Relationship Management – Emerging Concepts, Tools and Applications, November 2000, MDI, Gurgaon, India and iCRM, Atlanta
36. Basalingappa, A. and Subhas M. S. (2000). Impact of Exaggerations on Web users in Online Advertisements. in the proceedings of International Seminar on Marketing on Internet, February 2000, Invertis Institute of Management Studies, Bareilly, UP, India.
37. Basalingappa, A. and Subhas M. S. (2000). Web users Assessment of Online Advertising. in the proceedings of International Seminar on Marketing on Internet, February 2000, Invertis Institute of Management Studies, Bareilly, UP, India.

Articles published:

1. Understanding how humans change because of tech is key for marketers -Prof Siddharth Deshmukh and Prof Dr Anita Basalingappa – An exclusive interaction with MediaBrief.com. May 2024.

   https://mediabrief.com/exclusive-siddharth-deshmukh-anita-basalingappa-mica-ahmedabad/

2. ‘The digital marketing revolution with Metaverse and its impact’ published in ET Brand Equity, February 15^th, 2023.

   https://brandequity.economictimes.indiatimes.com/news/digital/the-digital-marketing-revolution-with-metaverse-and-its-impact/97927705

3. ‘Marketing and competition: How competition influences marketing theory and practice’ published in Management Compass, November 2017. Pg 8-9.
4. Under Promise And Over Deliver - The Essential Skill For An Excellent Marketeer - An Interview With The Chairperson, Fellow Programme In Management, MICA - Dr. Anita Basalingappa – InsideIIM. December 2016.  https://insideiim.com/under-promise-and-over-deliver-the-essential-skill-for-an-excellent-marketeer-an-interview-with-the-chairman-fellow-programme-in-management-mica-dr-anita-basalingappa?src=mailshare&fbclid=IwAR22hLkpUn_bwl9sPajXJ5b37b3kNHjYJGB8ZJuUBSBQpSVvmzoiqqP36-o
5. ‘More than 1000 words’ published in Financial Express Insight, August 2006
6. ‘Best of both worlds’ published in Financial Express Insight, May, 2006
7. ‘How to valuate a brand’ published in Financial Express Insight, April 6^th, 2006
8. ‘ROME is the new mantra’ published in Financial Express Insight, February 23^rd, 2006
9. ‘Conceptual Note on Measuring Return on Advertising Expenses’ published in ‘Chanakya’ – Kirloskar Institute of Advanced Management Studies, Harihar, January 2005

Case writing assistance provided in Cases Publications (between 1995-1999 at IIM Ahmedabad):

1. Koshy, A., Raghuram, G., Banerjee, B. (1999). Food World (A): Market Entry Strategy. IIMA Cases, MAR0325(A), 21p.
2. Raghuram, G., Banerjee, B., Koshy, A. (1999). Food World (B): Supply Chain Strategy. IIMA Cases, MAR0325(B), 36p.
3. Banerjee, B., Raghuram, G., Koshy, A. (1999). Food World (C): The Road Ahead. IIMA Cases, MAR0325(C), 30p.
4. Banerjee, B., Raghuram, G. (1998). Ashima Attires (A). IIMA Cases, MAR0319, 27p.
5. Banerjee, B., Raghuram, G. (1998). Ashima Attires (B). IIMA Cases, MAR0320, 17p.
6. Mukhopadhay, S. (1998). Security Belt Limited. IIMA Cases, MAR0315, 30p.