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Yam Limbu

Professor, Marketing

Email:
limbuy@montclair.edu
Phone:
973-655-3361
Degrees:
MBA, Tribhuvan University (Nepal)
PhD, New Mexico State University
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Profile

Dr. Limbu is a Professor of Marketing at Montclair State University. His research interests include pharmaceutical and healthcare marketing, consumer behavior, business ethics, Internet marketing, advertising, food, nutrition, and pedagogy. His publications have appeared in various journals, including International Journal of Educational Technology in Higher Education, Industrial Marketing Management, European Journal of Marketing, Journal of Consumer Affairs, Journal of Research in Interactive Marketing, International Journal of Bank Marketing, International Journal of Advertising, Journal of Business & Industrial Marketing, Marketing Intelligence & Planning, British Food Journal, Vaccines, Health Communication, International Journal of Communication, Health Education, American Journal of Health Education, Journal of Global Marketing, and Sustainability. Dr. Limbu is a co-author of the book entitled “Marketing in Healthcare-Related Industries”. He has written five book chapters. He has presented his research at several conferences and his works have been published in leading conference proceedings such as Association for Consumer Research, American Marketing Association, American Educational Research Association, and National Communication Association. He has served as Editor-in-Chief for the International Journal of Business and Emerging Markets and the International Journal of Business and Applied Sciences. He has served as a guest editor and co-edited special issues for several journals. He also serves on the editorial boards of a number of journals. Dr. Limbu has served as vice-president of the Academy of Global Business Research & Practice (AGBRP), formerly known as the Society for Global Business & Economic Development (SGBED). He is a board member and marketing track chair for the Business and Applied Sciences Academy of North America (BAASANA). He is a Member-at-Large of the Society for Marketing Advances (SMA). Dr. Limbu has served as Keynote Speaker, General Chair, Program Co-Chair, Track Chair, Proceedings Editor, and Meet the Editors and Doctoral Workshop Panel Member for conferences and symposiums. He has conducted research workshops and seminars with faculties and doctoral students. He serves as a visiting faculty at various institutions. He also provides consulting services for small business firms and nonprofit organizations.

Specialization

Consumer behavior
Pharmaceutical and healthcare
Marketing ethics
Internet marketing
Food and nutrition
Health communication
Pedagogy

Office Hours

Spring

Tuesday
3:00 pm - 4:30 pm
Thursday
3:00 pm - 4:30 pm

Links

Montclair State does not endorse the views or opinions expressed in a faculty member's webpage or website. Consistent with the principles of academic freedom, the content provided is that of the author and does not express the opinions or views of Montclair State University.

Professional Experience

  • Assistant Professor, Montclair State University (2009 - 2015)
  • Professor, Montclair State University (2020 - Present)
  • Associate Professor, Montclair State University (2015 - 2020)

Honors & Awards

  • The Brad Gordon Scholarship , New Mexico State University, NM, USA (August 2007)
  • Society for Marketing Advances Doctoral Consortium Fellow, New Mexico State University, NM, USA (October 2008)
  • The Merit-based Enhancement Award, Mexico State University, NM, USA (October 2008)
  • The McCarter Research Award, New Mexico State University, NM, USA (May 2008)
  • Stukent Research Grant, Stukent, Inc. (April 2019)
  • Separately Budgeted Research Internal Award, Montclair State University, NJ, USA (September 2016)
  • Best Paper Award, Marketing Track, Business and Applied Sciences Academy of North America (BAASANA) International Conference (June 2014)
  • Best Paper Award, Marketing Track, Business and Applied Sciences Academy of North America (BAASANA) International Conference (August 2013)
  • Faculty Honoree, Beta Gamma Sigma, Montclair State University (March 2013)
  • Engaged Teaching Fellow, Research Academy for University Learning, Montclair State University (September 2010)
  • Separately Budgeted Research Internal Award , Montclair State University, NJ, USA (May 2023)
  • Best Paper Award, Public Policy, Non-Profit, & Healthcare Marketing Track , Society for Marketing Advances Conference (November 2022)
  • Excellence in Scholarship Award, Feliciano School of Business, Montclair State University (May 2019)

Refereed Published Articles

  • R. Peterson , Y. Limbu (2009). The Convergence of Mirroring and Empathy: Communications Training in Business-to-Business Personal Selling Persuasion Efforts. Journal of Business to Business Marketing
  • R. Peterson, B. Xu, Y. Limbu (2009). The Depiction of Female Models in Sport Television Commercials in the U.S. by Degree of Slenderness: An Appraisal. Journal of Promotion Management
  • Y. Limbu, I. Torres (2009). The Effect of Product Involvement and Ad Type on Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs. Journal of Health and Human Services Administration
  • R. Peterson, B. Xu, Y. Limbu (2009). Potential Effectiveness of Salesperson Mirroring and Empathy Training in Selling to Small Business: An Examination. Small Business Institute Journal
  • I. Torres, Y. Limbu (2010). Antecedents and Consequences of Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs. Journal of Current Issues and Research in Advertising
  • Y. Limbu, M. Kay (2010). Hybrid Detailing: A Proposed Model for Pharmaceutical Sales. i-Manager’s Journal on Management
  • R. Peterson, Y. Limbu (2010). Student Characteristics and Perspectives in Entrepreneurial Courses: A Profile. Journal of Entrepreneurship Education
  • Y. Limbu, M. Wolf, D. Lunsford (2012). Perceived Ethics of Online Retailers and Consumers’ Behavioral Intentions: Mediating Roles of Trust and Attitude. Journal of Research in Interactive Marketing
  • Y. Limbu, B. Huhmann, B. Xu (2012). Are College Students at Greater Risk of Credit Card Abuse? Age, Gender, Materialism, and Parental Influence on Consumer Response to Credit Cards. Journal of Financial Services Marketing
  • B. Xu, R. Peterson, G. Hampton, Y. Limbu (2011). Dissimilar New Product Pace: Product Contingency Effects. Marketing Management Journal
  • Y. Limbu, M. Wolf, D. Lunsford (2011). Consumers' Perceptions of Online Ethics and its Effects on Satisfaction and Loyalty. Journal of Research in Interactive Marketing
  • Y. Limbu, B. Huhmann, R. Peterson (2012). An examination of humor and endorser effects on consumers’ responses to direct-to-consumer advertising: The moderating role of product involvement. International Journal of Pharmaceutical and Healthcare Marketing
  • R. Peterson, Y. Limbu, B. Xu, S. Fischbach (2012). Applications of Balance Theory to Faculty Effectiveness: An Assessment. Marketing Education Review
  • A. Mukherjee, Y. Limbu (2013). A Review of Research on Direct-to-Consumer Advertising of Prescription Drugs: Directions for Future Research. International Journal of Pharmaceutical and Healthcare Marketing
  • A. Mukherjee, Y. Limbu (2013). Pharmaceutical direct-to-consumer advertising: past, present, and future. International Journal of Pharmaceutical and Healthcare Marketing
  • J. Asing-Cashman , B. Gurung, Y. Limbu, D. Rutledge (2014). Free and Open Source Tools (FOSTs): An Empirical Investigation of Pre-Service Teacher’s Competency, Attitude, and Pedagogical Intention. International Journal of Teaching and Learning in Higher Education
  • Y. Limbu, C. Jayachandran, B. Babin (2014). Does Information and Communication Technology Improve Job Satisfaction? Moderating Role of Sales Technology Orientation. Industrial Marketing Management
  • Y. Limbu, C. Jayachandran (2014). Exploring the Linkage between Social Capital and Self-Reported Health Status of Underprivileged Individuals: Role of Traditional Health Beliefs. International Journal of Business & Applied Sciences
  • B. Huhmann, Y. Limbu (2016). Influence of Gender Stereotypes on Advertising Offensiveness and Attitude toward Advertising in General. International Journal of Advertising
  • R. Jensen, Y. Limbu (2016). Soccer Fans’ Motivations, Attitudes, and Behavioral Intentions across Ethnicity and Gender Lines: Are Hispanics in the United States More Passionate about Soccer than Caucasians?. Journal of Marketing Management
  • R. Jensen, Y. Limbu (2016). Spectators’ awareness, attitudes and behaviors towards a stadium’s social media campaign. International Journal of Marketing Studies
  • I. Wanasika, Y. Limbu (2015). Effects of Antitakeover Defenses on Value in the Pharmaceutical Industry. American Journal of Management
  • R. Jensen, Y. Limbu, Y. Spong (2015). Visual analytics of Twitter conversations about corporate sponsors of FC Barcelona and Juventus at the 2015 UEFA Final . International Journal of Sports Marketing & Sponsorship
  • Y. Limbu, C. Jayachandran, B. Babin, R. Peterson (2016). Empathy, Nonverbal Immediacy, and Salesperson Performance: The Mediating Role of Adaptive Selling Behavior. Journal of Business & Industrial Marketing
  • R. Jensen, Y. Limbu, . Choi (2016). How does the stadium atmosphere at a college football game affect behavioral intentions across gender lines? The mediating role of spectator satisfaction. International Journal of Management and Marketing Research
  • C. McKinley, Y. Limbu, R. Gautam, A. Ahirwar, P. Dubey, C. Jayachandran (2018). Nutrition Knowledge and Diet: Exploring the Influence of Social and Informational Factors in an Indian Adult Population. American Journal of Health Education
  • Y. Limbu, R. Jensen (2018). The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues. International Journal of Electronic Marketing and Retailing
  • R. Peterson, Y. Limbu (2018). The Utilization of Scripts in Designing Charity Promotion Strategy - The Case of Animals. International Journal of Business & Applied Sciences
  • C. McKinley, Y. Limbu, R. Gautam, A. Ahirwar, P. dubey, C. Jayachandran (2018). Nutrition Knowledge and Diet: Exploring the Influence of Social and Informational Factors. American Journal of Health Education
  • V. Temperini, Y. Limbu, C. Jayachandran (2017). Consumers’ trust in food quality and willing to pay more for National Parks’ brands: Preliminary evidence from Italy. Journal of International Food & Agribusiness Marketing
  • Y. Limbu (2017). Credit Card Knowledge, Social Motivation, and Credit Card Misuse among College Students: Examining the Information-Motivation-Behavioral Skills Model. International Journal of Bank Marketing
  • C. McKinley, Y. Limbu, C. Jayachandran (2017). Message-Framing Effects on Indian Females’ Mammography-Screening Intentions: Examining Moderating and Mediating Relationships. International Journal of Communication
  • Y. Limbu, R. Jensen (2017). The Determinants and Consequences of Website Credibility in E-Retailing: Examining the Roles of Ethical Issues. International Journal of Electronic Marketing and Retailing
  • C. McKinley, Y. Limbu, C. Jayachandran (2017). The Influence of Statistical versus Exemplar Appeals on Indian Adults' Health Intentions: An Investigation of Direct Effects and Intervening Persuasion Processes to the Health Communication. Health Communication
  • B. Huhmann, Y. Limbu (2016). Content and Compliance of Pharmaceutical Social Media Marketing. Marketing Intelligence & Planning
  • C. Chung, E. Moriuchi, Y. Limbu, P. Ganesan (2018). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Journal of Global Marketing
  • A. Ahamed, Y. Limbu (2018). Dimensions of Materialism and Credit Card Usage: An Application and Extension of the Theory of Planned Behavior in Bangladesh. Journal of Financial Services Marketing
  • Y. Limbu, C. Jayachandran, C. McKinley, J. Choi, (2018). Exploring how structural and cognitive social capital influence preventive health behavior: Evidence from a Bottom of the Pyramid (BoP) population. Health Education
  • D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (2019). Climbing the Down Escalator: When Customer-to-Customer Interactions are Harmful to Service Firms. European Journal of Marketing
  • T. Wang, Y. Limbu, X. Fang (2022). Consumer Brand Engagement on Social Media in the COVID-19 Pandemic: The Roles of Country-of-Origin and Consumer Animosity. Journal of Research in Interactive Marketing
  • Y. Limbu, R. Gautam, L. Pham (2022). The health belief model applied to COVID-19 vaccine hesitancy: A systematic review. Vaccines
  • A. Ahamed, Y. Limbu, M. Mamun (2021). Facebook usage intensity and compulsive buying tendency: the mediating role of envy, self-esteem, and self-promotion and the moderating role of depression. International Journal of Electronic Marketing and Retailing
  • T. Wang, Y. Limbu, J. Zhang (2021). Lite App Adoption and Cannibalization. Journal of Digital & Social Media Marketing
  • E. Battisti, E. Graziano, Y. Limbu, G. Stella (2021). Web 2.0 and Equity Crowdfunding: a Social Network Analysis. PuntOorg International Journal
  • C. McKinley, Y. Limbu, L. Pham (2020). An Investigation of Processes Linking Patient-Centered Communication Approaches to Favorable Impressions of Vietnamese Physicians and Hospital Services. International Journal of Society, Culture & Language
  • Y. Limbu, B. Huhmann, C. Jayachandran (2020). Consumers’ Credibility Perceptions and Attitudes Toward Prescription Drug Websites. International Journal of Business and Applied Sciences
  • Y. Limbu, L. Pham, M. Mann (2020). Corporate social responsibility and hospital brand advocacy: Mediating role of trust and patient-hospital identification and moderating role of hospital type. International Journal of Pharmaceutical and Healthcare Marketing
  • Y. Limbu, M. Giovannetti, S. Cardinali (2020). Dietary Supplement Usage during Pregnancy and Lactation: Role of Online Social Capital and Health Information-Seeking Behaviour. British Food Journal
  • C. McKinley, Y. Limbu (2020). Investigating Processes Linking Emotional Response to Impressions of Weight-loss Testimonials: The Role of Message Framing and Perceived Risk. Communication Studies
  • L. Pham, S. Williamson, Y. Limbu, P. Nguyen (2020). Technology Readiness and Purchase Intention: Role of Perceived Value and Online Satisfaction in the Context of Luxury Hotels. International Journal of Management and Decision Making
  • A. Ahamed, Y. Limbu, L. Pham, N. Nguyen (2020). Understanding Vietnamese Consumer Intention to Use Online Retailer Websites: Application of the Extended Technology Acceptance Model. International Journal of E-Adoption
  • B. Huhmann, Y. Limbu (2020). Creative Advertising Executions Encourage the Processing Advantages of Product Familiarity. Journal of Current Issues and Research in Advertising
  • Y. Limbu, C. McKinley, V. Temperini (2019). A Longitudinal Examination of FDA Warning and Untitled Letters Issued to Pharmaceutical Companies for Violations in Drug Promotion Standards. Journal of Consumer Affairs
  • Y. Limbu, S. Sato (2019). Credit Card Literacy and Financial Well-Being of College Students: A Moderated Mediation Model of Self-Efficacy and Credit Card Number. International Journal of Bank Marketing
  • L. Pham, Y. Limbu, T. Bui, H. Nguyen, H. Pham (2019). Does e-learning service quality influence e-learning student satisfaction and loyalty? Evidence from Vietnam. International Journal of Educational Technology in Higher Education
  • Y. Limbu, C. McKinley, R. Gautam, A. Ahirwar, P. Dubey, C. Jayachandran (2019). Nutrition knowledge, personal motivation, and food label use among Indian adults with multiple chronic conditions: A moderated mediation model. British Food Journal
  • B. Xu, Y. Limbu, Z. Ma, M. Zhao (2019). The influence of national culture on new product creativity. Journal of Strategic Innovation and Sustainability
  • Y. Limbu, R. Gautam, W. Zhou (2022). Predicting Vaccination Intention against COVID-19 Using Theory of Planned Behavior: A Systematic Review and Meta-Analysis. Vaccines
  • C. McKinley, Y. Limbu (2022). The role of conditional factors in testimonial health messaging: re-examining the influence of self vs. relational goals. Atlantic Journal of Communication
  • Y. Limbu, L. Pham, T. Nguyen (2022). Predictors of Green Cosmetics Purchase Intentions among Young Female Consumers in Vietnam. Sustainability
  • C. McKinley, Y. Limbu, G. P (2022). Examining the Impact of E-Health Literacy on Patient Satisfaction: An Investigation of Intervening Communication Processes. International Journal of Society, Culture & Language
  • Y. Limbu, C. McKinley , P. Ganesan, T. Wang, J. Zhang (2023). Examining How and When Knowledge and Motivation Contribute to Organic Food Purchase Intention among Individuals with Chronic Diseases: Testing a Moderated Mediation Model. Sustainability
  • L. Pham , Y. Limbu, M. Le Thi Thu, N. Nguyen (2023). E-government service quality, perceived value, satisfaction, and loyalty: evidence from a newly emerging country. Journal of Public Policy
  • Y. Limbu, A. Ahamed (2023). What influences green cosmetics purchase intention and behavior? A systematic review and future research agenda. Sustainability
  • Y. Limbu, B. Huhmann (2022). Ethical Issues in Pharmaceutical Marketing: A Systematic Review and Future Research Agenda. Journal of Global Marketing
  • Y. Limbu, B. Huhmann (2023). Illicit Online Pharmacies: A Scoping Review. International Journal of Environmental Research and Public Health
  • Y. Limbu, R. Gautam (2023). How Well the Constructs of Health Belief Model Predict Vaccination Intention: A Systematic Review on COVID-19 Primary Series and Booster Vaccines. Vaccines
  • Y. Limbu, R. Gautam (2023). The determinants of COVID-19 vaccination intention: A meta-review. Frontiers in Public Health
  • Y. Limbu, B. Huhmann (2023). Online but Unlawful Sales of Unapproved and Misbranded Prescription Drugs: Internet Pharmacy Compliance with Food and Drug Administration Warning Letters. Journal of Consumer Affairs
  • B. Huhmann, Y. Limbu (2024). Fair balance of prescription drug information on legitimate and llegitimate online pharmacy websites. Pharmacy
  • Y. Limbu, B. Huhmann (2024). What influences consumers’ online medication purchase intentions and behavior? A scoping review. Frontiers in Pharmacology
  • C. McKinley, Y. Limbu (2024). Promoter or Barrier? Assessing How Social Media Predicts COVID-19 Vaccine Acceptance and Hesitancy: A Systematic Review of Primary Series and Booster Vaccine Investigations. Social Science & Medicine
  • Y. Limbu, C. McKinley, P. Ganesan, T. Wang, J. Zhang (2023). Examining how and when knowledge and motivation contribute to organic food purchase intention among individuals with chronic diseases: Testing a moderated mediation model. Sustainability
  • Y. Limbu, B. Huhmann (2023). Why some people are hesitant to receive COVID-19 boosters: A systematic review. Tropical Medicine and Infectious Disease
  • Y. Limbu, L. Pham (2023). Impact of e-learning service quality on student satisfaction during the COVID-19 pandemic: A systematic review. Knowledge Management & E-Learning
  • Y. Limbu, D. Johnson, C. McKinley, C. Jayachandran, R. Reddy (2024). Health Information Orientation, Social Support, and Diabetes Self-Care Behavior among Indian Adults: The Roles of Education and Self-Efficacy. International Journal of Communication

Published Proceedings

  • Y. Limbu, A. Mukherjee (5s). 2010. Deal or no deal: Do pharmaceutical sales representatives‟ nonverbal communication and empathy influence physician responses? Business and Health Administration Association, MBAA Conference
  • Y. Limbu, B. Huhmann (5s). 2009. Are Humor and Celebrity Endorsers Effective for Direct-to-Consumer Advertising? Society for Marketing Advances Proceedings
  • S. Chaudhury, Y. Limbu (5s). 2009. Consumer Deskilling and the Credit Card Industry: An Intergenerational Perspective The 20th Anniversary Marketing & Public Policy Conference Proceedings, Extended Abstract
  • Y. Limbu (5s). 2008. The Need for Training in Nonverbal Communication and in Empathy for Pharmaceutical Sales Representatives: A Proposed Model for the Effectiveness of Pharmaceutical Sales Society for Marketing Advances Proceedings, Extended Abstract
  • Y. Limbu (5s). 2006. Prescription Drug Advertising: Pros, Cons, and Avenues for Future Research Southwest Decision Science Institute Proceedings
  • M. Kay, Y. Limbu (5s). 2011. Pharmaceutical Promotions and the Physicians-Patient Relationship: Patient Orientation or Physician Orientation? Proceedings of the 2011 MBAA International Conference
  • A. Mukherjee, P. Shamdasani, Y. Limbu (5s). 2010. Determinants of brand equity in business-to-consumer services Society for Marketing Advances Annual Conference
  • Y. Limbu, M. Kay (5s). 2010. The Role of Adaptive Selling and Communication Style in Pharmaceutical Sales Representative’s Job Performance: The Moderating Effect of Self-Efficacy Proceedings of the Northeast Business and Economics Association, Extended Abstract
  • Y. Limbu, A. Mukherjee (5s). 2012. Direct-to-Consumer Advertising: A review and Agenda for Future Research Academy of Marketing Science World Marketing Congress
  • Y. Limbu, B. Huhmann (5s). 2012. Direct-to-consumer prescription drug websites: The moderating roles of perceived risk and product category knowledge 2012 World Marketing Congress~Cultural Perspectives in Marketing, Academy of Marketing Science
  • C. Jayachandran, Y. Limbu (5s). 2012. Preventive Health Behavior among Bottom of the Pyramid (BOP) Households: Roles of Health Beliefs, Demographics, and Social Contexts 4th Research Symposium, Society for Global Business and Economic Development (SGBED)
  • C. Chung, E. Chang, Y. Limbu (5s). 2012. The effect of online reviews on unfamiliar brand perceptions 2012 Society for Marketing Advances Proceedings
  • Y. Limbu, C. Jayachandran (5s). . Fishing for Silent Traits in Salesforce? An Empirical Investigation of the Role of Perspective-Taking Empathy, Nonverbal Immediacy, and Listening on Sales Effectiveness 2012 Society for Marketing Advances Proceedings
  • , Y. Limbu, R. Peterson (5s). 2012. Role of information and communication technology on usage, adaptive selling behavior, sales force performance, and job satisfaction 2012 MBAA International Conference Proceedings
  • Y. Limbu, A. Mukherjee (5s). 2011. Application and effectiveness of engaged teaching approach: Intro to marketing course 2nd Annual University Laerning and Teaching Showcase
  • 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
  • Y. Limbu, A. Kumar (5s). 2011. Antecedents and Consequences of Website Credibility: Examining the Role of Online Retailing Ethics 2011 Proceedings of the Northeast Business and Economics Association
  • Y. Limbu, R. Peterson (5s). 2011. The Impact of Third-party Sponsored Direct-to-consumer (DTC) Websites: The Moderating Role of Perceived Risk 2011 Society for Marketing Advances Proceedings
  • Y. Limbu, A. Mukherjee (5s). 2011. Consumer credit card behavior: A study of intergenerational differences and influences 2011 AMA Marketing & Public Policy Conference Proceedings
  • Y. Limbu, A. Mukherjee (5s). 2012. A Review of Research on Direct-to-Consumer Advertising of Prescription Drugs: Directions for Future Research 2012 MBAA International Conference Proceedings
  • Y. Limbu, C. Jayachandran (5s). 2014. The moderating roles of traditional health beliefs in the relationship between social capital and self-reported health status among disadvantaged households in India Business and Applied Sciences Academy of North America (BAASANA) International Conference of Proceedings
  • Y. Limbu, C. Jayachandran (5s). 2014. Exploring the Health Behavior of the Poor and the Role of Social Capital, Health Locus of Control, and Gender Association for Marketing & Health Care Research (AMHCR) Conference
  • J. Asing-Cashman, B. Gurung, Y. Limbu, D. Rutledge (5s). 2013. Free and Open Source Tools (FOSTs): An Empirical Investigation of Pre-Service Teacher's Competency, Attitude, and Pedagogical Intention American Educational Research Association Conference Proceedings
  • C. Chung, Y. Limbu, M. Auth (5s). 2013. Intention to use social networking sites as a product information source: An examination of media richness and information adoption Business and Applied Sciences Academy of North America (BAASANA) International Conference of Proceedings
  • Y. Limbu, A. Mukherjee, B. Gurung (5s). 2013. Student Engagement Techniques and Teaching Quality Ratings in Marketing Education AMA Winter Marketing Educators’ Conference Proceedings
  • Y. Limbu, C. Jayachandran, C. McKinley (5s). 2014. Joint Effects of Message Framing and Evidence Type on Early Disease Detection and Prevention Messages The 13th International Conference Proceeding of the Society for Global Business & Economic Development
  • Y. Limbu, P. Chatterjee, C. Jayachandran (5s). 2014. Asymmetric Relationship between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers Association for Consumer Research
  • R. Jensen, Y. Limbu (5s). 2014. Assessing How Ecuadorian and Argentinian Fans Perceived Service Quality at a Major Futbol Match in New York City Annual Conference Proceeding of the International Academy of Business Disciplines
  • R. Jensen, Y. Limbu, J. Choi (5s). 2015. "Investigating the Relationships between Sports Stadium Atmospherics, Fan Satisfaction, and Future Behavioral Intentions: A Case Study of College Football Fans in the United States" Business and Applied Sciences Academy of North America (BAASANA)
  • C. Chung, Y. Limbu, M. Auth, (5s). 2016. The Antecedents of Intention to Use Social Media for Product Information Proceedings of the 14th Society for Global Business & Economic Development
  • C. McKinley, Y. Limbu, C. Jayachandran (5s). 2016. “Message Framing Effects on Indian Females’ Mammography Screening Intentions: Examining Moderating and Mediating Relationships Society for Marketing Advances Proceedings
  • C. Jayachandran, Y. Limbu, (5s). 2015. Health Branding and Preventive Health Behavior: Trends in Emerging Markets 5th Research Symposium, Society for Global Business & Economic Development (SGBED)
  • R. Jensen, Y. Limbu (5s). 2015. Investigating the Relationships between Sports Stadium Atmospherics, Sports Fans Satisfaction, and Future Behavioral Intentions International Academy of Business Disciplines Conference Proceeding
  • R. Jensen, Y. Limbu (5s). 2015. The Influence of Sports Stadium Atmosphere on Behavioral Intention: The Mediating Role of Spectator Satisfaction Business and Applied Sciences Academy of North America (BAASANA) International
  • C. McKinley, Y. Limbu, C. Jayachandran (5s). 2015. The Influence of Statistical versus Exemplar Appeals on Indian Adults Health Intentions: An Investigation of Direct Effects and Intervening Persuasion Processes National Communication Association
  • M. Mann, Y. Limbu (5s). 2018. Keeping it real: Do consumers care about supply chain transparency? Society for Marketing Advances Conference
  • Y. Limbu, C. McKinley, C. Jayachandran (5s). 2018. Persuasion Strategies in Disease Prevention and Early Detection Behaviors: Examining the Interactive Effects of Message Framing and Evidence Type Proceedings of 9th International Conference of Business and Applied Sciences Academy of North America (BAASANA)
  • C. McKinley, Y. Limbu, R. Gautam, C. Jayachandran (5s). 2018. Re-examining the Association Between Nutrition Knowledge and Diet: The Influence of Social and Informational Factors National Communication Association
  • J. Devon, Y. Limbu, C. Jayachandran (5s). 2018. The Role of Category Skepticism and Customer-to-Customer Interactions in Service Co-Production Society for Global Business & Economic Development
  • C. Chung, E. Moriuchi, Y. Limbu, P. Ganesan (5s). 2017. Attitudes toward Star Ratings: Generational Differences among Indian Consumers Society for Marketing Advances Proceedings
  • Y. Limbu, C. McKinley (5s). 2017. Monitoring Direct-To-Consumer Drug Advertising: An Over-time Assessment of FDA Warning Letters National Communication Association
  • D. Johnson, Y. Limbu, C. Jayachandran, R. Reddy (5s). 2017. The Moderating Role of Service Category Perception in Service Co-Creation Summer American Marketing Association Conference Proceedings
  • T. Valerio, Y. Limbu, C. Jayachandran, (5s). 2016. Consumers’ trust in food quality and willing to pay more for National Parks’ brands: Preliminary evidence from Italy International Food Marketing Research Symposium Proceedings
  • Y. Limbu, L. Pham, M. Mann (5s). 2018. Does corporate social responsibility influence hospital brand advocacy? Mediating role of trust and patient-hospital identification Proceedings of the Annual 2018 Society of Marketing Advances Conference
  • M. Mann, Y. Limbu (5s). 2018. Keeping it real: Do consumers care about supply chain transparency? Proceedings of the Annual 2018 Society of Marketing Advances Conference
  • Y. Limbu, C. McKinley, R. Gautam, C. Jayachandran (5s). 2018. A moderated mediation model of the relationship between nutrition knowledge and food label use among consumers with multiple chronic conditions Society for Global Business & Economic Development
  • Y. Limbu, L. Pham, M. Mann (5s). 2018. Does corporate social responsibility influence hospital brand advocacy? Mediating role of trust and patient-hospital identification Society for Marketing Advances Conference
  • C. McKinley, Y. Limbu, L. Pham (5s). 2019. An Investigation of Processes Linking Patient-Centered Communication Approaches to Favorable Impressions of Vietnamese Physicians and Hospital Services The Proceedings of National Communication Association 105th Annual Convention
  • J. Zhang, Y. Limbu, T. Wang (5s). 2021. When Half a Loaf is Better: The impact of self-uncertainty on purchase intention Society for Marketing Advances Conference Proceedings
  • Y. Limbu (5s). 2019. Are Pharmaceutical Marketers Going Too Far? Condemnation, Misperception, and Paucity of Evidence Society for Marketing Advances Conference
  • Y. Limbu, M. Giovannetti, S. Cardinali (5s). 2019. Do Online Social Capital and Internet Use of Health Information Influence Dietary Supplement Usage during Pregnancy? Business and Applied Sciences Academy of North America (BAASANA) International Conference
  • G. Ahmed, M. Inairat, Y. Limbu, C. Amponsah (5s). 2019. Innovations in MSMEs in the United Arab Emirates - An Empirical Study Proceedings of the 16th Society for Global Business & Economic Development
  • Y. Limbu, B. Huhmann (5s). 2022. Internet Pharmacy Whack-a-Mole: FDA Warning Letters in the Fight Against Unapproved or Misbranded Pharmaceutical Sales over the Internet Society for Marketing Advances Conference Proceedings. (Best Paper Award, Public Policy, Non-Profit, & Healthcare Marketing Track)
  • C. McKinley, Y. Limbu, P. Ganesan (5s). 2022. Examining the Impact of E-Health Literacy on Indian Adults’ Patient Satisfaction: An Investigation of Intervening Communication Processes The Proceedings of National Communication Association 108th Annual Convention
  • Y. Limbu, C. McKinley (5s). 2023. ‘SAFE’ strategies to promote COVID-19 vaccination: How effective are source, appeal, framing, and evidence type approaches? Society for Marketing Advances Conference
  • Y. Limbu, B. Huhmann (5s). 2023. Presenting an Ethical Façade: How Illegal Online Pharmacies are Winning the War Against Legitimate Online Pharmacies, and transparency Society for Marketing Advances Conference

Books & Chapters

  • Y. Limbu, A. Mukherjee (2016). Direct-To-Consumer Advertising: A Review and Agenda for Future Research. Springer
  • Y. Limbu, B. Huhmann (2016). Direct-to-Consumer Prescription Drug Websites: The Moderating Roles of Perceived Risk and Product Category Knowledge. Springer
  • B. Huhmann, Y. Limbu (2018). Influence of gender stereotypes on advertising offensiveness and attitude toward advertising in general. Routledge
  • Ahmed , , C. Jayachandran, Y. Limbu (2022). Nation Branding as a Strategic Approach for Emerging Economies: The Case of UAE. Palgrave McMillan CHam
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