View Profile Page

Faculty/Staff Login:
NetID: Password:

Research

• Message framing in the context of local food at the point-of-purchase
• Situational factors that determine local food consumption
• Understanding perceived risk toward online grocery shopping

Professional Experience

• Senior Merchandiser, Prasanna Exports (2001 - 2002)
• Marketing Manager Intern, Optimer Inc (2005 - 2005)
• Graduate Research Fellow, Auburn University (2002 - 2004)
• Graduate Research Assistant, Department of Retail, Hospitality and Tourism Management, University of Tennessee (2004 - 2008)
• Graduate Assistant, Research, Computing Support, University of Tennessee (2008 - 2010)
• Associate Professor, Montclair State University (2015 - Present)
• Assistant Professor, Montclair State University (2010 - 2015)
• Acting Chair, Montclair State University (2020 - 2020)
• Graduate Program Coordinator , Montclair State University (2023 - Present)

Honors & Awards

• Graduate Fellow, Auburn University ( 2002)
• Honorary Mention for 'Gender and Mobile Services', Korean Academy of Marketing Science, Korea (July 2006)
• ITAA Best Paper, International Textile and Apparel Association (August 2006)
• Ida Anders Scholarship, College of Education, Health, and Human Sciences, University of Tennessee, Knoxville (August 2007)
• Emerald Research Funds Award , ( 2007)

Refereed Published Articles

• A. Kumar, A. Fairhurst, Y. Kim (2011). Ethnocentric Tendencies of Indian Consumers: Impact on Preference for Domestic versus Foreign Products. International Review of Retail, Distribution and Consumer Research
• V. Bhardwaj, A. Kumar, Y. Kim (2010). Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's. Journal of Global Marketing
• H. Lee, A. Kumar, Y. Kim (2010). Indian Consumers' Brand Equity toward a U.S. and Local Apparel Brand. Journal of Fashion Marketing and Management
• A. Kumar, H. Lee, Y. Kim (2009). Indian Consumers' Purchase Intention toward a United States versus Local Brand. Journal of Business Research
• A. Kumar, Y. Kim, L. Pelton (2009). Indian Consumers Purchase Behavior toward a U.S. versus Local Brand. International Journal of Retail and Distribution Management
• A. Kumar, L. Heejin (2008). Age Differences in Mobile Service Perceptions: Comparison of Generation Y and Baby Boomers. Journal of Services Marketing
• H. Lim, A. Kumar (2008). Gender and Loyalty in the Context of Mobile Services. International Journal of Mobile Communications
• E. Beckman, A. Kumar, Y. Kim (2013). The Impact of Brand Experience on Downtown Success. Journal of Travel Research
• A. Kumar, A. Fairhurst, Y. Kim (2013). The Role of Personal Cultural Orientation in Consumer Ethnocentrism among Indian Consumers. Journal of Indian Business Research
• A. Kumar, A. Mukherjee, J. McGinnis (2013). E-Retailing Course: Using an Experiential Approach in a Classroom Setting. Retail Education Today
• A. Kumar (2013). Shop While you Talk: Determinants of Purchase Intentions Through a Mobile Device. International Journal of Mobile Marketing
• A. Kumar, S. Smith (2018). Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. Journal of Food Products Marketing
• P. Chatterjee, A. Kumar (2017). Consumer Willingness to Pay Across Retail Channels. Journal of Retailing and Consumer Services
• P. Chatterjee, A. Kumar (2017). Innovating the Retail Curriculum for Future Careers in Retail. Journal for Advancement of Marketing Education
• K. Atkins, A. Kumar, Y. Kim (2016). Smart Grocery Shopper Segments. Journal of International Consumer Marketing
• A. Pole, A. Kumar (2015). Segmenting CSA Members by Motivation: Anything But Two Peas in a Pod. British Food Journal
• A. Kumar, A. Mukherjee, J. McGinnis (2015). Who Wants to be an Etailpreneur? Experiences from an Electronic Retailing Course. Marketing Education Review
• D. Zahay, D. Schultz, A. Kumar (2015). Reimagining Branding for the New B2B Digital Marketplace. Journal of Brand Strategy
• A. Kumar, Y. Kim (2014). The Store-As-A-Brand Strategy: The Effect of Store Environment on Customer Responses. Journal of Retailing and Consumer Services
• H. Lim, A. Kumar (2019). Variations in Consumers' Use of Brand Online Social Networking: A Uses and Gratifications Approach. Journal of Retailing and Consumer Services
• A. Kumar, A. Pole (2024). Grocery Shopping and Food Preferences: The Long and Winding Road of the Pandemic. Journal of International Food & Agribusiness Marketing

Published Proceedings

• A. Kumar, J. McGinnis, A. Mukherjee (5s). 2012. Determinants of patient satisfaction with pharmaceutical services - Comparison between multiple pharmacy format Business & Health Administration Proceedings
• Y. Limbu, A. Kumar (5s). 2011. The Antecedents and Consequences of Website Credibility: The Role of Online Retailing Ethics North East Business and Economics Association
• A. Kumar (5s). 2013. Zero to Online Retail Entrepreneur in a Semester: An Experiential Learning Approach to Teaching E-Retailing MMA Fall Educators' Conference
• I. Ekeledo, A. Kumar (5s). 2013. Foreign Market Exit of International Retailers: An Integrative Perspective AMA Summer Marketing Educators’ Conference
• F. Saucede, L. Sirieix, A. Kumar, F. Janani (5s). 2024. Blockchain-based Supply Chains: Progress and Obstacles Towards A Better Integration of Consumers in Agri-food Systems American Collegiate Retailing Association

Books & Chapters

• S. Smith, A. Kumar (2013). The Impact of Corporate Social Responsibility on Employee Organizational Commitment within the Gaming Industry. Advances in Hospitality and Leisure
• A. Kumar, S. Smith (2019). A Review of Local Food Consumption in the USA. Reference Module in Food Science