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Victor Saha

ORCID: 0000-0001-9443-8123
Observed ORCID: 0000-0001-9443-8123
OpenAlex ID: A5017069899
Value co-creation: a review of literature and future research agenda
2021 · Victor Saha, Praveen Goyal, et al. · Journal of Business and Industrial Marketing · 178
Emerging trends in the literature of value co-creation: a bibliometric analysis
2020 · Victor Saha, Venkatesh Mani, et al. · Benchmarking An International Journal · 175
Inspired and engaged: Decoding MASSTIGE value in engagement
2021 · Manish Das, Victor Saha, et al. · International Journal of Consumer Studies · 111
Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance
2021 · Manish Das, Mohshin Habib, et al. · Journal of Retailing and Consumer Services · 91
“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context
2021 · Manish Das, Victor Saha, et al. · Journal of Product & Brand Management · 77
Cultural consequences of brands' masstige: An emerging market perspective
2022 · Manish Das, Victor Saha, et al. · Journal of Business Research · 66
From service failure to brand loyalty: evidence of service recovery paradox
2025 · Weng Marc Lim, Victor Saha, et al. · Journal of Brand Management · 43
High and Low Impulsive Buying in Social Commerce: A SPAR-4-SLR and fsQCA Approach
2022 · Manish Das, Abhirupa Roy, et al. · IEEE Transactions on Engineering Management · 39
Being unconventional: The impact of unconventional packaging messages on impulsive purchases
2023 · Manish Das, M. S. Balaji, et al. · Psychology and Marketing · 31
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How Do Value Co-Creation and E-Engagement Enhance E-Commerce Consumer Repurchase Intention?
2021 · Charles Jebarajakirthy, Victor Saha, et al. · Journal of Global Information Management · 29
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Can Masstige brands be introduced in the B2B markets? An exploratory study
2023 · Victor Saha, Manish Das, et al. · Industrial Marketing Management · 26
What are the most important consumer decision factors when choosing an airline? An emerging economy perspective
2022 · Diptiman Banerji, Victor Saha, et al. · Asia Pacific Journal of Marketing and Logistics · 25
The state of dark tourism research: a systematic review and agenda for future studies
2025 · Victor Saha, Rehan Husain · Asia Pacific Journal of Tourism Research · 23
How Co-creation Drives the Success of Public Service Initiatives? A Case-study Based Analysis
2019 · Victor Saha, Praveen Goyal · Journal of Nonprofit & Public Sector Marketing · 22
Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment
2024 · Manish Das, Charles Jebarajakirthy, et al. · European Journal of Marketing · 18
Developing a Framework of Sustainable Consumption in Retailing Contexts
2023 · Victor Saha, Charles Jebarajakirthy, et al. · Australasian Marketing Journal (AMJ) · 18
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Value co-creation: a metatheory unifying framework and fundamental propositions
2025 · Victor Saha, Linda D. Hollebeek, et al. · Marketing Intelligence & Planning · 14
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Differentiating and Synthesizing Socially Responsible Consumption: A Multi-Level Conceptual Framework and Future Research Directions
2025 · Vaibhav Sharma, Diptiman Banerji, et al. · Journal of Macromarketing · 8
From consuming food away from home to on-the-go consumption: a multi-study exploration using focus groups and fsQCA
2025 · Weng Marc Lim, Manish Das, et al. · Journal of Marketing Management · 6
Tourist innovativeness: scale development and validation
2025 · Karan Grover, Victor Saha, et al. · Tourism Recreation Research · 3
Bridging the gap: The impact of proximity, efficacy and identity in our response to the climate crisis
2026 · Manish Das, Victor Saha, et al. · Journal of Business Research · 2
Co-creation of intangible brand assets: an integrative S-D logicorganic view of brand-based conceptual framework
2022 · Victor Saha · Edward Elgar Publishing eBooks · 2
Impact Assessment of Consumer Demographics on Rural Consumers' Ethnocentric Tendencies (CE) and Social Comparison Information (ATSCI) Habits
2018 · Manish Das, Victor Saha · Indian Journal of Marketing · 2
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Sustainable Marketing and Retailing
2023 · Vaibhav Sharma, Diptiman Banerji, et al. · Advances in marketing, customer relationship management, and e-services book series · 1
Marketing of Renewable Energy: Emerging Themes and Their Directions Using Interpretive Structural Modeling
2023 · Vaibhav Sharma, Diptiman Banerji, et al. · Springer proceedings in business and economics · 1
Works count: 29
Citation count: 1,011
H-index: 16
I10-index: 17
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