Dr. Anupama Ambika is an Assistant Professor Manipal business school, known for her dual strength in industry leadership and academic scholarship. She brings over 20 years of combined experience, including senior leadership roles at IBM and Capgemini and academic roles in leading universities in India and UAE. 

1)    Ambika, A., Jain, V., Belk, R., Kasilingam, D., & Krishna, R. (2025). The role of augmented reality experiences in consumers' purchase intention toward new products. Journal of Consumer Behaviour, 24(2), 799-819.

2)    Ambika, A., Shin, H., & Jain, V. (2025). Immersive technologies and consumer behaviour: A systematic review of two decades of research. Australian Journal of Management, 50(1), 55-79.

3)    Kumar, R., Jain, V., Eastman, J. K., & Ambika, A. (2025). The components of perceived quality and their influence on online re-purchase intention. Journal of Consumer Marketing, 42(1), 38-55.

4)    Das, K., Mungra, Y., Ambika, A., & Dhir, A. (2024). Creative meta-skills: construct, dimensions and implications for marketing professionals. Australasian Marketing Journal, 32(2), 98-112.

5)    Sheth, J. N., Jain, V., & Ambika, A. (2024). Designing an empathetic user-centric customer support organisation: practitioners’ perspectives. European journal of marketing, 58(4), 845-868.

6)    Jain, V., Sheth, J. N., Mogaji, E., & Ambika, A. (2023). Customer-centric support services: an introduction to the next frontier for competitive advantage in the digital era. In Customer centric support services in the digital age: the next frontier of competitive advantage (pp. 1-10). Cham: Springer International Publishing.

7)    Sheth, J. N., Jain, V., & Ambika, A. (2023). The growing importance of customer-centric support services for improving customer experience. Journal of Business Research, 164, 113943.

8)    Ambika, A., Belk, R., Jain, V., & Krishna, R. (2023). The road to learning “who am I” is digitized: A study on consumer self‐discovery through augmented reality tools. Journal of Consumer Behaviour, 22(5), 1112-1127.

9)    El-Shamandi Ahmed, K., Ambika, A., & Belk, R. (2023). Augmented reality magic mirror in the service sector: experiential consumption and the self. Journal of Service Management, 34(1), 56-77.

10)    Tripathi, S., Jain, V., Pandey, J., Merchant, A., & Ambika, A. (2022). When consumers tune out advertising messages: development and validation of a scale to measure advertising disengagement. Journal of Advertising Research, 62(1), 3-17.

11)    Jain, V., Belk, R. W., Ambika, A., & Pathak‐Shelat, M. (2021). Narratives selves in the digital world: An empirical investigation. Journal of Consumer Behaviour, 20(2), 368-380.

12)    Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: the next frontier of competitive advantage. European Journal of Marketing, 54(7), 1787-1804.

• Marketing 

• Consumer Behaviour 

• Integrated Marketing Communications 

• Digital Marketing 

• AI in Marketing