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Resident Faculty
Alliance Business School Resident Factulty - PRASANNA MOHAN RAJ M
PRASANNA MOHAN RAJ M
Telephone: +91 80 30938166

Fax: +91 80 27841600

E-mail: prasanna.mr@alliancebschool.ac.in
 
 

Bio-Data

Prof. Prasanna Mohan Raj did his doctoral work in the prestigious National Institute of Technology (Formerly known as REC), Trichy. Prof. Prasanna worked on ‘Developing a model to measure brand loyalty’. The research model identified the factors influencing brand loyalty and the brand loyalty scores can be measured by this developed model.
Prof. Prasanna article on “An empirical model for brand loyalty measurement", got published in the ‘Journal of Targeting, Measurement and Analysis for Marketing’, Palgrave Macmillan, U.K. This article is rated as the most read articles by the publishers. Prof. Prasanna’s work on “Conceptual framework for corporate branding” got published in Social Science Research Network (SSRN) and it is well received by both industry and academia. Prof. Prasanna has international as well as national research publications in refereed journals such as Vilakshan (XIM-B), Udyog Prgati (NITIE-Mumbai) and Indian Journal of Marketing. Prof. Prasanna underwent MDPs conducted by premier institutions like IIM-K, IIM-A and NIT-T.
Prior to joining Alliance Business School, Prof. Prasanna was associated with Hexaware Technologies Ltd., Chennai where Prof. Prasanna worked in the domains of Business Analytics, Knowledge Management and Innovation practices in IT industry. Prof. Prasanna has also authored Whitepapers on Non-linear Business Models, Media Process Outsourcing and IT Products of Hexaware Technologies. Prof. Prasanna served as faculty in Bharathidasan Institute of Management (BIM), Trichirapalli for two years. Prof. Prasanna also worked with media house ‘The New Indian Express’ in the area of Branding and Market research.

Publications

Titles Journals/Chapters in Book
An Empirical model for Brand Loyalty Measurement Journal of Targeting, Measurement and Analysis for Marketing Vol: 15, No: 4, Sep: 2007.
A Conceptual model for Corporate Branding in Indian context SSRN (Social Science Research Network)
Measurement of Brand preferences and Brand Loyalty for Business magazines Emerging Trends in Marketing, Excel Publishers
A Study on Customer Satisfaction through Importance-Satisfaction Matrix in Mobile Services “Udyog Pragthi”, Journal of NITIE, April-June, 2009, Vol.33 ,No.2.
A Study of the impact of Values and Lifestyles on Brand loyalty “Vilakshan”, XIMB Journal of Management, Vol.III,Issue.no:2, Sep.2006
Conceptual framework on role of seven P’s in influencing Expectations and perceptions of customers in service sectors “Pragyan”, Journal of Management, Vol 6: Issue 1. June 2008
A study on Brand Preferences of washing soaps in Rural Market Indian Journal of Marketing, Vol.XXXVII ,No:3,March 2007
A Study of Brand Awareness And Brand Loyalty In Branded Commodity Products Icfai Journal of Marketing Management, Vol.V, No:2, May 2006.
A study on Heritage Brands with reference to English newspapers “Advertising Express”, December 2005

Areas of Interest

Primary area of interest: Consumer Behaviour, Marketing Research and Business Analytics.
Other areas of interest: Services Marketing, Knowledge Management and Data Mining and warehousing
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