Contacts

Anand Kumar

Anand Kumar

Associate Professor
akumar@usf.edu
Room: BSN 3233
Phone: (813) 974-6205
Fax: (813) 974-6175
Vita

Anand Kumar is an associate professor in the Muma College of Business' Marketing Department who has taught basic marketing and marketing research at the undergraduate level, marketing management, strategic brand management, new product and service development for MBA students and a doctoral seminar in consumer behavior. He has held faculty positions at Vanderbilt University, Nashville and Southern Illinois University at Carbondale and is a member of the American Marketing Association, the Association for Consumer Research, the Society for Consumer Psychology and the Academy of Marketing Science.

His areas of research interest include marketing communications' effectiveness, customer satisfaction, customer delight, consumer reactions to new technology products and services, consumer emotions and brand strategies. His research has appeared in journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, the Journal of the Academy of Marketing Science, the Journal of Advertising, the Journal of Business Research, the Journal of Advertising Research, the Marketing Science Institute Working Paper Series and the Journal of Consumer Satisfaction.

Kumar earned a PhD in business from Indiana University, Bloomington, and an MBA from Indiana State University. He received a bachelor's degree from the Birla Institute of Technology and Science in Pilani, India.

Teaching

  • MAR 3023 – Basic Marketing
  • MAR 4333 - Promotion Management
  • MAR 6936 - Brand Management, Consumer Behavior
  • MAR 7555 - Consumer Behavior

Recent Research

  • Kumar, Anand, Marisabel Romero and Adam Craig, forthcoming, “Mapping Time: How the Spatial Representation of Time Influences Inter-Temporal Choices," Journal of Marketing Research.
  • Kumar, Anand, and Ryan Langan, forthcoming, “Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Corporate Donations of Time and Money Consumers’ Desire to Reciprocate," Journal of Business Ethics.
  • Kumar, Anand, Ali Besharat, Charles Lindsey and Shanker Krishnan, (2014), "Contextual and
    Competitive Interference: Inhibition or Facilitation?" Journal of Advertising, Vol. 43,
    No. 3, 228-243.
  • Besharat, Ali, Anand Kumar, John Lax and Eric Rydzik, (2013), "Leveraging Attribute Virtual Direct Experience in Video Games to Improve Brand Recall and Learning," Journal of Advertising, 42:2-3, 170-182.

Service

  • Developer, organizer, Muma College of Business' first Digital Marketing Certificate Program for executives, 2017-present
  • Organizer, Muma College of Business Teaching Symposium, 2016-present
  • Developer, Interactive Marketing Workshops, 2010-2013.
  • Member, Advisory Panel of the Society for Consumer Psychology (2012-2014)