Bijuna C Mohan


Associate Professor

Date of Joining at NITK: 

Monday, March 3, 2008

Professional Experience: 

Total 17 Years and at NITK 16 Years

Contact Details


bijuna [at]
bijunacm [at]


+91- 824 - 2474000 -3229 (Ext)


+91 9448503838
Faculty (author) Identifiers
Academic Background

• Ph.D (NITK), 2013
• MBA (University of Calicut), 1996
• B.Sc - Physics (University of Calicut), 1993

Areas of Interest

• Marketing Management
• Brand Management
• Consumer Behaviour
• Advertising and Sales Promotion
• Marketing Analytics
• Services Marketing

Supervision of Ph.D

Completed -3
Ongoing -4

Significant Publications
Dhaigude, S. A., & Mohan, B. C. (2021). Logistics Service Quality in Online Shopping: A Bibliometric Analysis. Journal of Internet Commerce, 1-32.
• Anitha P, & Mohan, Bijuna. (2020) Cognitive, Affective and Conative Concepts as an Antecedent to Parental and Child Purchase Influence Strategies-Observational Evidences, International Journal of Business Innovation and Research 1(1):1.
• Deshbhag, R. R., & Mohan, B. C. (2020). Study on influential role of celebrity credibility on consumer risk perceptions. Journal of Indian Business Research. Vol.12(1),  79-92.
• Ranjith, V. K. Bijuna CM, Lakshmi Priya (2020) “The Employment Characteristics, Job Satisfaction and Turnover intention of Indian Dentists" ,  Indian Journal of Public Health Research & Development, July 2020, Vol. 11, No. 7
• Shamal, S., & Mohan, B. C. (2019). Consumer Acceptance of Branded Fortified Foods and Beverages in India: Towards a Conceptual Framework. Indian Journal of Marketing, 49(10), 7-22.
• Deshbhag, R., & Mohan, B. (2018). Influence of Celebrity Credibility on Consumer Product Evaluation and Attitude Formation–A Conceptual Framework. J. Mgt. Mkt. Review, 3(4), 193-197.
• Anitha P, & Mohan, Bijuna (2018). Impact of Advertising on Children’s Influence Strategies and Purchase Intention, Journal of Economic and Management Perspectives, 12 (2), 679-683.
• Shamal, S., & Mohan, B. C. (2017). Consumer behaviour in fortified food choice decisions in India. Nutrition & Food Science, 47(2), 229-239.
• Moorthi, Y. L. R., & Mohan, B. C. (2017). Brand value proposition for bank customers in India. International Journal of Bank Marketing, 35(1), 24-44. 
• Anitha P, & Mohan, B.B. (2017). Effect of Peer Group Influence on Parental Purchases - Towards an Integrated Conceptual Frame Work, International Journal of Applied Business and Economic Research, Vol. 15
• Haritha S, & Mohan, B.C. (2017). Influence of Involvement on Cognitive Dissonance in Online Shopping– A Critical Literature Review, International Journal of Applied Business and Economic Research, Vol. 15
• Mohan, B. C., & Sequeira, A. H. (2016). The impact of customer-based brand equity on the operational performance of FMCG companies in India. IIMB Management Review, 28(1), 13-19.
• Brand Equity And Business Performance– Towards A Conceptual Framework , Indian Journal of Marketing, Vol.43February 2013
• Exploring the Interlinkages between Brand Equity and Business Performance- Towards a Conceptual Framework, Managerial Marketing eJournal, Vol.4,No. 41, 2012
• Customer-Based Brand Equity in the Fast Moving Consumer Goods Industry in India, The International Journal of Management, Vol.1, Issue 4, pp. 1-19, 2012.
• The impact of customer based brand equity on the operational performance of FMCG companies in India, International Conference on Business and Analytics and Intelligence, IIM Bangalore, 2013
• An application of David A Aaker’s brand identity planning model- A case study approach in the International Conference on Economics, Business Management and Marketing (EBMM 2009) at Nanyang Technological University,  Singapore on Oct9-Oct 11, 2009.

Received the ABP News National B –School Award 2012, for Best Professor Teaching Advertising Management.


Detailed CV: 


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