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Vivek Madupu

Associate Professor
Marketing
vivekm@iimv.ac.in



Vivek Madupu completed his Ph.D. in Marketing in 2006 from the University of Memphis, USA. Before joining IIMV, Vivek worked at University of Wisconsin- Green Bay, Missouri Western State University, and the University of Minnesota – Duluth. To date, Vivek has taught Consumer Behavior, Advertising, International Marketing, Marketing Research, Retailing, and Strategic Marketing. His research interests are in advertising, cross-cultural marketing, and pedagogy.

Education: Ph.D. ( Memphis), MBA ( BIM, Trichy), MSc. Physics ( University of Hyderabad)

Training & Certificates

  • Principles of Persuasion – a two-day workshop based on the research of Dr. Robert Cialdini and taught by the INFLUENCE AT WORK Director of Training, Dr. Gregory Neidert, Tempe, Arizona. 2019
  • Case Method Teaching- Harvard Business School Publishing- Harvard Business School, 2017
  • Case Teaching Symposium- Society for Marketing Advances Conference, Atlanta, Georgia. 2010
  • Andhra Pradesh College Service Commission- Qualified for the State Level Eligibility Test(SLET) for Lectureship in Business Management, 1999.

Awards/Recognitions

  • Nominated for the University of Wisconsin - Green Bay Teaching Award.
  • Logan Foundation Summer Research Grant, Craig School of Business, Missouri Western State University 2009, 2011.
  • Faculty Guide to a student who won the 3rd Prize at U.S.National Yellow Page Association’s Advertising Case Competition.
  • Awarded scholarship for standing first in the MSc (Physics) Entrance Test of the University of Hyderabad
  • Awarded scholarship for excellence in SSC Exam.

Consumer Behavior, Strategic Marketing, Advertising


  • Madupu, V. & Gunderson, K. (Accepted). Lone Wolf Tendencies and Perceived Value and Satisfaction with Team Projects: A study of Business Students Majoring in Accounting and Marketing. Journal of the Academy of Business Education.
  • Madupu, V. & Sen, S. & Ranganathan, S. (2013). The Impact of Visual Structure Complexity on Ad Liking, Elaboration and Comprehension. Marketing Management Journal, 23 (2), 58-70.
  • Ranganathan, S., Madupu, V., Sen, S., & Brookes, J. (2013). Affective and Cognitive Antecedents of Customer Loyalty towards Email Services Providers. Journal of Services Marketing, 27 (3), 195-206.
  • Madupu, V., Shannahan, K., & Shannahan, R. (2013). Cross-Border Shopping and the Role of the Internet: A Netnographic Study of Canadian Cross Border Shoppers. International Journal of Management Research and Review, 3 (8), 3184-3198.
  • Ranganathan, S., Sen, S., Madupu, V. & Brookes, J. (2012). E-textbooks: An analysis of Consumer Purchase Intentions. Journal of Business and Economic Perspectives, 39 (1), 22-31.
  • Madupu, V. & Cooley, D. (2010). Cross-Cultural Differences in Online Brand Communities: An Exploratory Study of Indian and American Online Brand Communities. Journal of International Consumer Marketing, 22 (4), 363-375.
  • Madupu, V. & Cooley, D. (2010). Antecedents and Consequences of Online Brand Community Participation. Journal of Internet Commerce, 9 (2), 127-147.
  • Madupu, V. & Krishnan, B. C. (2008). The Relationship between Online Brand Community Participation and Consciousness of Kind, Moral Responsibility, and Shared Rituals and Traditions. Advances in Consumer Research, V.35, pp. 853-854.
  • Cooley, D. O. & Madupu, V. (2009). How Did You Find Your Physician? An Exploratory Investigation into the Types of Information Sources Used to Select Physicians. International Journal of Pharmaceutical and Healthcare Marketing.
  • Haahti, A., Madupu, V., Yavas, U., & Babakus, E. (2005). Cooperative Strategy, Knowledge Intensity and Export Performance of Small and Medium-Sized Enterprises. Journal of World Business, 40,124-38.

Conference proceedings

  • Madupu, V. (2017). The Relationship between Types of Patriotism and Consumer Ethnocentrism. Marketing Management Association, Chicago, Illinois, pp. 55.
  • Madupu, V. & Gunderson, K. (2016). Lone Wolf Tendencies and Student Team Projects. North American Accounting Society, Chicago, Illinois.
  • Madupu, V. & Gunderson, K. (2015). An Exploratory Study of Differences among Accounting and Marketing Majors. North American Accounting Society, Chicago, Illinois.
  • Madupu, V., Ranganathan, S., & Sen, S. (2014). The Relationship between Consumer Sentiment towards Advertising and Ad Credibility, Ad Likeability, and Attention to Ads: The Case with Visual Metaphors. Marketing Management Association, Chicago, Illinois, pp. 103.
  • Fukui, Y., Sen, S., Ranganathan, S. and Madupu, V. (2010). Tradition vs. Modernity: A Comparative Study of 'Ryokans' and Western-Styled Luxury Hotels in Japan. Society for Marketing Advances, Atlanta, Georgia, pp. 263-264.
  • Ranganathan, S., Madupu, V., Sen, S. (2010). Emotional and Cognitive Antecedents of Customer Loyalty toward Email Service Providers. Proceedings of the Society for Marketing Advances, Atlanta, Georgia, pp. 248-249.
  • Madupu, V., Shannahan, K., & Shannahan, R. (2010). A Netnographic Analysis of Canadian Cross-Border Shoppers. Society for Marketing Advances, Atlanta, Georgia, pp. 267-268.
  • Madupu, V. & Cooley, D. (2010). Cross-Cultural Differences in Online Brand Communities: An Exploratory Study of Indian and American Online Brand Communities. AMA Winter Marketing Educators' Conference, New Orleans, Louisiana, pp.155- 56.
  • Madupu, V. (2009). The Relationship between Types of Patriotism, Cultural Homogeneity and Consumer Ethnocentrism: A Study of Canadian and American Consumers. Society for Marketing Advances, New Orleans, Louisiana, pp. 272-273.
  • Madupu, V. & Tewari, J. K. (2009). Barriers to Cross-Border Shopping and the Role of the Internet: A Netnographic Study of Canadian Cross Border Shoppers. Association of Marketing Theory and Practice, Jekyll Island, Georgia.
  • Cooley, D. O., Bush, A. J. & Madupu, V. (2008). How are Consumers Searching? The Importance of the Internet to the Healthcare Industry. Academy of Marketing Science Annual Conference, Vancouver, Canada.
  • Madupu, V. (2008). An Exploratory Study of Cross-Border Shopping Behavior of Canadian Consumers. Society for Marketing Advances, St. Petersburg, Florida, pp.313.
  • Madupu, V. & Delonia, C. O. (2007). Comprehension of Metaphors in Advertisements: Opinion Leaders versus Non-opinion Leaders. Society for Marketing Advances, San Antonio, Texas, pp 24-27.
  • Madupu, V. & Shannahan, K. (2005). Ethics of Selling Consumer Databases: Consumers' Personal Characteristics and their Disapproving Behavior. Association of Marketing Theory and Practice, Jekyll Island, Georgia.
  • Madupu, V. (2005). Service Quality: Matching Customer Expectations and Managerial Responses through Quality Sales in Banking. South East Decision Sciences Institute, Raleigh, North Carolina.
  • Madupu, V. & Henley, W. W. (2005). Fade to Black: An Exploratory Study of Differences in Color and Desaturated Photos. Society for Marketing Advances, San Antonio, Texas, pp 14-18.
  • Madupu, V. & Minor, D. O. (2003). The Influence of Ethnic Identity and Level of Acculturation on Consumer Complaint Behavior: An Exploratory Look at American and Indian Cultures. Society for Marketing Advances, New Orleans, Louisiana.


Served both the academic institutions and the Marketing discipline in several ways.

Service to IIMV

Member – PGPEx Committee, IIMV ( 2019 onwards)

Service to the marketing discipline

  • Reviewed Textbooks: For John Wiley & Sons, Inc.; McGraw-Hill/Irwin.
  • Editorial Review Board Member: Journal of International & Interdisciplinary Business Research, 2014 – 2015.
  • Reviewer for Journals: Marketing Education Review-Journal, Journal of Interactive Marketing, International Journal of Electronic Marketing and Retailing, Social Behavior and Personality Journal.
  • Reviewed Manuscripts for Conference Proceedings: Society for Marketing Advances; United States Association for Small Business and Entrepreneurship (USABE); Small Business Institute Conference; European Association for Consumer Research; AMA Summer Marketing Educators' Conference; Academy of Marketing Annual Conference UK; American Collegiate Retailing Association Conference; Association for Consumer Research; Marketing Management Association.
  • Conference Session Chair: Atlantic Marketing Association, Williamsburg, VA. (2012);
  • Conference Track Organizer: Atlantic Marketing Association, Williamsburg, VA. (2012).
  • Conference Session Discussant: 35th Southeast Decision Sciences Institute Conference, Raleigh, NC (2005); AMA Summer Conference, Chicago, IL. (2003).

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