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Abhishek Mishra
Researcher at Indian Institute of Management Indore
Publications - 40
Citations - 646
Abhishek Mishra is an academic researcher from Indian Institute of Management Indore. The author has contributed to research in topics: Brand equity & Product design. The author has an hindex of 10, co-authored 38 publications receiving 333 citations. Previous affiliations of Abhishek Mishra include Indian Institute of Management Ahmedabad & Indian Institute of Management Lucknow.
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Investigating Antecedents of Adoption Intention for Audiobook Applications
TL;DR: In this article, the authors integrated the decomposed theory of planned behavior (DTPB) with switching cost theory (SCLT) for audiobook applications, and the results showed that the DTPB can be applied to audiobook application.
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Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective
TL;DR: In this paper, the authors highlight the evolution of PRA as well as its interpretation by MART (India's leading rural market research firm) in terms of one commercial project undertaken for a telecom player.
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Consumption Value of Digital Devices: An Investigation through Facebook Advertisement
TL;DR: In this paper, the authors used Facebook advertisement as a source of data collection to measure the construct of user experience for interactive products and proposed a framework for describing the same with usability, social value and pleasure in use, and tested the scales for each by empirical validation.
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Effect of Experiential Value on Consumer-Based Brand Equity: An Interactive Device Perspective
TL;DR: In this paper, the relation between different components of user experience and brand equity has been investigated and the relationships between the different constructs of experience and Brand equity were found significant, and significant evidence for the hierarchical formation of both user experiences and brand.
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Effect of Hotel Green Service Encounters: Evidence from India
Abhishek Mishra,Ansh Gupta +1 more