Dr Abhisek Kuanr

EBS - Management and Marketing
Dr Abhisek Kuanr



Dr Abhisek Kuanr is a Lecturer (Assistant Professor) in Marketing at Essex Business School. He obtained his PhD from Xavier School of Management (XLRI), India. He also has a Master’s in Business Administration from Xavier Institute of Management, India, and a First-Class bachelor’s in engineering degree, from the National Institute of Science & Technology, India. He was the recipient of the coveted Fulbright-Nehru fellowship for the years 2014-15. Before joining EBS, he worked as an Assistant Professor, Marketing at the Jindal Global Business School, India. He also has more than 15 years of Industry experience working as a sales and marketing professional, before moving to academia. His research interests have revolved around the broad area of anti-consumption. His work thereby includes the pursuit of determinants of anti-consumption behaviours, drawn from a diverse set of psychology, sociology, and marketing theories. His work has been published in leading journals such as Psychology & Marketing, Journal of Consumer Behaviour, and International Journal of Information Management Data Insights. He also serves as an ad-hoc reviewer for journals such as the journal of consumer behaviour, and leisure sciences.


  • PhD Consumer Behaviour Xavier School of Management, (2020)

  • MBA Marketing Xavier Institute of Management (XIMB), (2007)


University of Essex

  • Lecturer , Management and Marketing, Essex Business School, University of Essex (16/8/2021 - present)

Research and professional activities

Research interests

Consumer Behaviour, Anti-consumption, Influencer Marketing, Body Image, AI & Chatbots, Wearables and the Internet of Things (IoT)

Key words: AI & Chatbots
Open to supervise

Teaching and supervision

Current teaching responsibilities

  • Digital Marketing (BE559)

  • Strategic Marketing (BE880)

  • Professional and Academic Development (Management and Marketing) (BE909)

  • Independent Research Project: Management/Marketing (BE939)

  • Introduction to Marketing (BE501)

  • Marketing Management (BE511)


Journal articles (9)

Kuanr, A., Lyngdoh, T., Guda, S. and Pradhan, D., Think Happy Be Happy: Salesperson’s Personal Happiness and Flourishing. IIM Kozhikode Society & Management Review, 227797522211115-227797522211115

Roy Bhattacharjee, D., Pradhan, D., Kuanr, A. and Malhotra, N., (2024). Perfectly Imperfect: How Body Positive Advertisements in Social Media Foster Consumer Engagement?. Journal of Advertising, 1-20

Pradhan, D., Kuanr, A., Anupurba Pahi, S. and Akram, MS., (2023). Influencer marketing: When and why gen Z consumers avoid influencers and endorsed brands. Psychology and Marketing. 40 (1), 27-47

Moharana, TR., Roy Bhattacharjee, D., Pradhan, D. and Kuanr, A., (2023). What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence. Psychology and Marketing. 40 (6), 1211-1236

Roy Bhattacharjee, D., Kuanr, A., Malhotra, N., Pradhan, D. and Moharana, TR., (2023). How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review. 40 (6), 1480-1508

Kuanr, A., Pradhan, D., Lyngdoh, T. and Lee, MSW., (2022). Why do consumers subvert brands? investigating the influence of subjective well-being on brand avoidance. Psychology and Marketing. 39 (3), 612-633

Kuanr, A., Israel, D., Pradhan, D. and Roy Chaudhuri, H., (2021). Can we anti-consume our way to sustainability? Finding answers at the intersection of cultural values. Journal of Consumer Behaviour:. 20 (5), 1051-1064

Arjun, R., Kuanr, A. and Suprabha, KR., (2021). Developing banking intelligence in emerging markets: Systematic review and agenda. International Journal of Information Management Data Insights. 1 (2), 100026-100026

Kuanr, A., Pradhan, D. and Chaudhuri, HR., (2020). I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model. Psychology and Marketing. 37 (2), 260-277

Grants and funding


Exploring determinants of Mental Health Resilience in Greenstead

North East Essex Clinical Commissioning Group

+44 (0) 1206 874300


EBS.3.48, Colchester Campus

More about me