Anand Kumar
Associate Professor
An associate professor in the Marketing Department, Anand Kumar has taught basic marketing and marketing research at the undergraduate level, marketing management, strategic brand management, new product and service development for MBA students and a doctoral seminar in consumer behavior.
His areas of research interest include marketing communications’ effectiveness, customer satisfaction, customer delight, consumer reactions to new technology products and services, consumer emotions, and brand strategies. His research has appeared in journals such as the Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, Journal of Advertising, Journal of Business Research Journal of Advertising Research, Marketing Science Institute Working Paper Series, and Journal of Consumer Satisfaction.
Kumar received a PhD in business from Indiana University, Bloomington. He has held faculty positions at Vanderbilt University, Nashville and Southern Illinois University at Carbondale. Kumar is a member of the American Marketing Association, Association for Consumer Research, Society for Consumer Psychology and the Academy of Marketing Science.
- Vita (pdf)
room: BSN 3225 | phone: 813.974.6224 | fax: 813.974.6175 | akumar@usf.edu
Teaching
- MAR 4333 - Promotion Management
- MAR 6936 - Brand Management
- MAR 7555 - Consumer Behavior
Current Research
- Kumar, Anand, Shanker Krishnan, Charles Lindsey and Ali Besharat, “Interference Effects in Advertising: A Test of Competing Theories.”
- Dapko, Jennifer and Anand Kumar, “The Impact of Dyadic Nonverbal Behaviors in an Online Sales Context.”
- Nguyen, Carlin and Anand Kumar, “Humor and Deception in Advertising: When Laughter May Not Be The Best Medicine.”
- Shoreibah, Ream and Anand Kumar, “Addiction Metaphors: Why, When and How Are They Effective in Persuasion?”
Service
- Chair, College of Business Undergraduate Program Committee
- Chair, Department of Marketing Faculty Search Committee
