Bijuna C Mohan


Assistant Professor

Date of Joining at NITK: 

Monday, March 3, 2008

Professional Experience: 

Total 17 Years and at NITK 6 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

3 (Ongoing)

Significant Publications
  1. Brand Equity And Business Performance– Towards A Conceptual Framework , Indian Journal of Marketing, Vol.43February 2013
  2. Exploring the Interlinkages between Brand Equity and Business Performance- Towards a Conceptual Framework, Managerial Marketing eJournal, Vol.4,No. 41, 2012
  3. 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.
  4. 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
  5. 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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