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Archana Kumar

Associate Professor, Marketing

BTech, Bharathiar University
MS, Auburn University
MS, University of Tennessee, Knoxville
PhD, University of Tennessee, Knoxville
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Archana Kumar is an Associate Professor of Marketing, teaching Introduction to Marketing and Retail Marketing and Management. Her principles areas of research are in consumer behavior, apparel retailing, branding strategies, electronic and mobile commerce shopping behavior and cross-cultural consumer behavior.

Dr. Kumar research has been published in several referred journals including the Journal of Services Marketing, International Journal of Retail and Distribution Management and the Journal of Business Research. She is also the recipient of the 2007 Emerald Research Fund Award for Indian Management Research.

Dr. Kumar is a member of the American Collegiate and Retailing Association (ACRA) and Marketing Management Association (MMA).

Dr. Kumar has a PhD in Retail and Consumer Services and M.S. in Statistics from the University of Tennessee, Knoxville. She also has a M.S. in Integrated Textile and Apparel Science from Auburn University.


Consumer behavior
Apparel retailing
Branding strategies
Electronic and Mobile commerce shopping behavior
Cross-cultural consumer behavior


  • Understanding perceived risk toward online grocery shopping
  • Message framing in the context of local food at the point-of-purchase
  • Situational factors that determine local food consumption

Professional Experience

  • Associate Professor, Montclair State University (2015 - Present)
  • Acting Chair, Montclair State University (2020 - 2020)
  • Assistant Professor, Montclair State University (2010 - 2015)
  • Graduate Assistant, Research, Computing Support, University of Tennessee (2008 - 2010)
  • Graduate Research Assistant, Department of Retail, Hospitality and Tourism Management, University of Tennessee (2004 - 2008)
  • Marketing Manager Intern, Optimer Inc (2005 - 2005)
  • Graduate Research Fellow, Auburn University (2002 - 2004)
  • Senior Merchandiser, Prasanna Exports (2001 - 2002)
  • Graduate Program Coordinator , Montclair State University (2023 - Present)

Honors & Awards

  • ITAA Best Paper, International Textile and Apparel Association (August 2006)
  • Honorary Mention for 'Gender and Mobile Services', Korean Academy of Marketing Science, Korea (July 2006)
  • Graduate Fellow, Auburn University ( 2002)
  • Ida Anders Scholarship, College of Education, Health, and Human Sciences, University of Tennessee, Knoxville (August 2007)
  • Emerald Research Funds Award , ( 2007)

Refereed Published Articles

  • H. Lim, A. Kumar (2008). Gender and Loyalty in the Context of Mobile Services. International Journal of Mobile Communications
  • H. Lee, A. Kumar, Y. Kim (2010). Indian Consumers' Brand Equity toward a U.S. and Local Apparel Brand. Journal of Fashion Marketing and Management
  • A. Kumar, H. Lee, Y. Kim (2009). Indian Consumers' Purchase Intention toward a United States versus Local Brand. Journal of Business Research
  • A. Kumar, L. Heejin (2008). Age Differences in Mobile Service Perceptions: Comparison of Generation Y and Baby Boomers. Journal of Services Marketing
  • A. Kumar, Y. Kim, L. Pelton (2009). Indian Consumers Purchase Behavior toward a U.S. versus Local Brand. International Journal of Retail and Distribution Management
  • V. Bhardwaj, A. Kumar, Y. Kim (2010). Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's. Journal of Global Marketing
  • A. Kumar, A. Fairhurst, Y. Kim (2011). Ethnocentric Tendencies of Indian Consumers: Impact on Preference for Domestic versus Foreign Products. International Review of Retail, Distribution and Consumer Research
  • A. Kumar (2013). Shop While you Talk: Determinants of Purchase Intentions Through a Mobile Device. International Journal of Mobile Marketing
  • E. Beckman, A. Kumar, Y. Kim (2013). The Impact of Brand Experience on Downtown Success. Journal of Travel Research
  • A. Kumar, A. Fairhurst, Y. Kim (2013). The Role of Personal Cultural Orientation in Consumer Ethnocentrism among Indian Consumers. Journal of Indian Business Research
  • H. Lim, A. Kumar (2019). Variations in Consumers' Use of Brand Online Social Networking: A Uses and Gratifications Approach. Journal of Retailing and Consumer Services
  • A. Kumar, S. Smith (2018). Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. Journal of Food Products Marketing
  • P. Chatterjee, A. Kumar (2017). Consumer Willingness to Pay Across Retail Channels. Journal of Retailing and Consumer Services
  • P. Chatterjee, A. Kumar (2017). Innovating the Retail Curriculum for Future Careers in Retail. Journal for Advancement of Marketing Education
  • K. Atkins, A. Kumar, Y. Kim (2016). Smart Grocery Shopper Segments. Journal of International Consumer Marketing
  • A. Pole, A. Kumar (2015). Segmenting CSA Members by Motivation: Anything But Two Peas in a Pod. British Food Journal
  • A. Kumar, A. Mukherjee, J. McGinnis (2015). Who Wants to be an Etailpreneur? Experiences from an Electronic Retailing Course. Marketing Education Review
  • A. Kumar, A. Mukherjee, J. McGinnis (2013). E-Retailing Course: Using an Experiential Approach in a Classroom Setting. Retail Education Today
  • A. Kumar, Y. Kim (2014). The Store-As-A-Brand Strategy: The Effect of Store Environment on Customer Responses. Journal of Retailing and Consumer Services
  • D. Zahay, D. Schultz, A. Kumar (2015). Reimagining Branding for the New B2B Digital Marketplace. Journal of Brand Strategy

Published Proceedings

  • Y. Limbu, A. Kumar (5s). 2011. The Antecedents and Consequences of Website Credibility: The Role of Online Retailing Ethics North East Business and Economics Association
  • A. Kumar, J. McGinnis, A. Mukherjee (5s). 2012. Determinants of patient satisfaction with pharmaceutical services - Comparison between multiple pharmacy format Business & Health Administration Proceedings
  • A. Kumar (5s). 2013. Zero to Online Retail Entrepreneur in a Semester: An Experiential Learning Approach to Teaching E-Retailing MMA Fall Educators' Conference
  • I. Ekeledo, A. Kumar (5s). 2013. Foreign Market Exit of International Retailers: An Integrative Perspective AMA Summer Marketing Educators’ Conference

Books & Chapters

  • S. Smith, A. Kumar (2013). The Impact of Corporate Social Responsibility on Employee Organizational Commitment within the Gaming Industry. Advances in Hospitality and Leisure
  • A. Kumar, S. Smith (2019). A Review of Local Food Consumption in the USA. Reference Module in Food Science