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Dr. Anish Yousaf

ASSISTANT PROFESSOR

Dr. Anish Yousaf is working as an Assistant Professor of Marketing at Rajalakshmi School of Business. He has more than four years of teaching experience at Post-Graduate and Ph.D level. His research interests include Customer-Based Brand Equity Assessment and Brand Building Process especially for spectator sports and sport teams, sports sponsorship, and sports marketing.

Dr. Yousaf has presented his research work in 2016 Winter American Marketing Association (AMA), 2016 Academy of Marketing Science (AMS) and reputed international conferences organized at global level by IIM's, HT's and Academy of Indian Marketing. Dr. Yousaf has published 02 books and 17 research papers in International Journals of repute (B & C category as per ABDC list) published by SAGE, EMERALD, INDERSCIENCE, PROQUEST, and others. Dr. Yousaf has also written six case studies published by Case Centre (United Kingdom). For his dedication & commitment, he was awarded the Young Researchers Award by a leading Indian university in 2016.

Apart from academics & research, he believes in maintaining a balanced and healthy life and is a fitness freak who works out daily. He is also a biker and has started the first biking club at RSB with an aim of taking the PGDM students closer to the nature and breaking away from the daily routine.

Published Research Papers


  1. Yousaf, A., Gupta, A., & Mishra, A. (2018). Concurrent sponsorship: implications for sponsoring brands and sponsored property. Marketing Intelligence and Planning (Published by Emerald; A category as per ABDC list – INDEXED IN THOMSON REUTER AND SCOPUS, H-index = 55). Available online at: https://doi.org/10.1108/MIP-02-2018-0042
  2. Agrawal, A., Gupta, A., & Yousaf, A. (2018). Like it but dont comment: Manipulating the engagement of sports fans in social media. International Journal of Sport Management and Marketing, 18(4), 340-356 (INDERSCIENCE PUBLICATIONS & INDEXED IN THOMSON REUTER AND SCOPUS – B category as per ABDC list). Available online at: http://www.inderscience.com/info/inarticle.php?artid=93358
  3. Yousaf, A. & Sarmah, R. (2018). Social Advertisements and Recall. Accepted for publication in Encyclopedia of Organizational Knowledge, Administration, and Technologies, Ist Edition. IGI Global Publisher: Pennsylvania (USA).
  4. Yousaf, A., Amin, I., & Santos, J. A. C. (2018). Tourist Motivations to Travel: A Theoretical Perspective into Existing Literature. Tourism and Hospitality Management, 24(1), 1-16. (SCOPUS INDEXED). Available online at: https://doi.org/10.20867/thm.24.1.8
  5. Yousaf, A. & Mehra, V. (2018). Understanding Brand Trust in Online Retailing: Measurement and Comparison. Researcher: An Interdisciplinary Journal, 13(2), 130-145. (UGC Approved Journal).
  6. Yousaf, A., Gupta, A., & Mishra, A. (2017). Sport Team Brand-Equity Index (STBE): A New Measurement. Journal of Indian Business Research, 9(2), 69-77 (EMERALD and INDEXED IN SCOPUS - C category as per ABDC list). Available online at: https://www.emeraldinsight.com/doi/abs/10.1108/JIBR-07-2016-0069
  7. Yousaf, A. & Amin, I. (2017). Can customer based brand equity help destinations to stay in race? An empirical study of Kashmir valley. Tourism and Hospitality Management, 23(2), 251-266. (SCOPUS INDEXED). Available online at: https://doi.org/10.20867/thm.23.2.4
  8. Yousaf A., Gupta A., Mishra A. (2017). Sports Team Brand-Equity Index: A New Measurement—An (Extended) Abstract. In: Stieler M. (eds) Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. Available online at: https://link.springer.com/chapter/10.1007/978-3-319-45596-9_263
  9. Yousaf, A., Amin, I., & Gupta, A. (2017). Conceptualising Tourist Based Brand-Equity Pyramid: An Application of Keller Brand Pyramid Model to Destinations. Tourism and Hospitality Management, 23(1), 119-137 (SCOPUS INDEXED). Available online at: https://doi.org/10.20867/thm.23.1.1
  10. Yousaf, A., Bashir, M., & Amin, I. (2016). Youth Motivations to Watch Sports: Exploring Cross-Nationality & Cross-Gender Differences. Management and Marketing: Challenges for the Knowledge Society, 10(2), 330-340 (SCOPUS INDEXED). Available online at: https://doi.org/10.1515/mmcks-2015-0022
  11. Yousaf, A., Singh, M., & Gupta, A. (2016). Exploring inter-linkages between cultural intelligence & student satisfaction in Accelerated Opportunity Education Models and Practices, IGI Global Publisher: Pennsylvania (USA). doi: 10.4018/978-1-5225-0528-0.ch006. Available online at: 10.4018/978-1-5225-0528-0.ch006
  12. Amin, I., Yousaf, A., & Gupta, A. (2016). Destination Branding and Social Media: Developing Theoretical Propositions for the State of Jammu and Kashmir. International Journal of Applied Business and Economic Research, 14 (5), 119-130. (SCOPUS INDEXED). Available online at: http://serialsjournals.com/serialjournalmanager/pdf/1499668478.pdf
  13. Farhan, M., & Yousaf, A. (2016). Exploring Factors Affecting The Effectiveness Of Web-Advertising. Indian Journal of Marketing, 46 (8), 45-56. (SCOPUS INDEXED). Available online at: 10.17010/ijom/2016/v46/i8/99295
  14. Bashir, M., Yousaf, A. & Wani, A. (2016). Green Marketing & CSR: A Proactive & Innovative Tool to gain Competitive Excellence. Journal of Supply Chain Management, 5 (2), 1-11. Available online at: http://www.publishingindia.com/jscms/41/469/2016/
  15. Yousaf, A., Arora, N. & Gupta, A. (2015). Determinants of Customer Satisfaction in Context of Retail Malls: Empirical Evidence from India. Indian Journal of Marketing, 45(11), 42-56. (SCOPUS INDEXED). Available online at: 10.17010/ijom/2015/v45/i11/81880
  16. Gupta, A. & Yousaf, A. (2015). Determinants of sponsor brand recall: An empirical investigation in context of sports sponsorship. International Journal of Applied Business & Economic Research, 13(2), 1237-1252. (SCOPUS INDEXED). Available online at: http://www.serialsjournals.com/serialjournalmanager/pdf/1439446134.pdf
  17. Amin, I., Yousaf, A., & Sharma, R. (2015). Sustainable Destination Development: Discussion with Reference to the State of Jammu & Kashmir. PRiMa: Practices and Research in Marketing, 6(1&2), 15-20. (EBSCO INDEXED). Available online at: http://www.publishingindia.com/prima/31/402/2015/
  18. Bashir, M., Yousaf, A., & Verma, R. (2015). Disruptive Business Model Innovation: How a Tech Firm is Changing the Traditional Taxi Service Industry. Indian Journal of Marketing, 46(4), 49-59 (SCOPUS INDEXED). Available online at: 10.17010/ijom/2016/v46/i4/90530
  19. Arora, N., Yousaf, A. & Gupta, A. (2015). Contended Customers: Employees’ Role. SCMS Journal of Indian Management, 12(2), 90-101. (ProQuest and EBSCO INDEXED).
  20. Yousaf, A. & Gupta, A. (2014). A Path Analytic Model of the Relationship between Event Involvement and Sponsors Recall. Emerging Trends and Innovation in Sports Marketing and Management in Asia. IGI Global Publisher: Pennsylvania (USA). Available online at: 10.4018/978-1-4666-7527-8.ch004
  21. Gupta, A., Yousaf, A. & Arora, N. (2013). Mapping Sponsorship-Linked Marketing in Indian Premier League. IIM Kozhikode Society and Management Review, 2(1), 61-72. (SAGE Publications). Available online at: https://doi.org/10.1177/2277975213496516
  22. Yousaf, A. & Gupta, A. (2013). Illuminating viewer-based brand equity in Team Sports. International Journal of Engineering and Management Sciences, 4(2), 160-172. Available online at: http://scienceandnature.org/IJEMS-Vol4(2)-Apr2013/IJEMS_V4(2)2013-13.pdf
  23. Yousaf, A. & Gupta, A. (2013). Branding of Sport Teams: Reconceptualizing the Fan Based Brand-Equity Model. International Journal of Marketing and Business Communication, 2(3), 160-172. Available online at: http://www.publishingindia.com/GetBrochure.aspx?query=UERGQnJvY2h1cmVzfC8xODUyLnBkZnwvMTg1Mi5wZGY=
  24. Yousaf, A. & Gupta, A. (2012). Indian Premier League and Team Brand Building: Validating the Spectator-Based Brand Equity Model in context of Television viewers. Metamorphosis: A Journal of Management Research, 11(1), 36-51 (SAGE Publications). Available online at: https://doi.org/10.1177/0972622520120107

Published Case Studies


  1. Yousaf, A., Aravind, P., & Amin, I. (2018). From Transactional Marketing to Building Strong Relationships: A Case of Amazon Prime. Case Study published by Case Center (UK). Case Reference No. 518-0007-1
  2. Vij, R., Yousaf, A., & Gupta, A. (2017). Indian Super League: Revolutionizing Football In A Cricket Frenzy Nation. Case Study published by Case Center (UK). Case Reference No. 517-0134-1
  3. Yousaf, A., Sandhu, H. K., & Chinje, N. B. (2017). Trolling Competitors the Snapdeal Way. Case Study published by Case Center (UK). Case Reference No. 517-0108-1
  4. Kour, H., Yousaf, A., & Verma, R. (2015). Leveraging Business Model Innovations: A Case of Amrit Group (India). Case Study published by Case Center (UK). Case Reference No. 315-197-1.
  5. Bashir, M., Yousaf, A., & Verma, R. (2015). Business Model Innovation As A Source Of Value-Creation: A Case Study Of Connect Broadband Ltd. Case Study published by Case Center (UK). Case Reference No. 315-198-1.

  6. Yousaf, A. & Amin, I. (2015). Integrating Distribution Channels: A Case Study on HiDesign. Case study published by Case Center (UK). Case Reference No. 516-0094-1.
  7. Joshi, M. C., Yousaf, A., Mishra, M. & Chanchal, M. (2014). VetsFarma Ltd.: Building Brands in Rural India. Case study published by Case Center (UK). Case Reference No. 514-160-1.

Paper Presentations in International Conferences


  1. Yousaf, A. (2018). The Role of Social Enterprises in Influencing Climate Change Policy Adoption in Transitioning Economies: A Case Study of Selco Solar Pvt. Ltd in India in Global Reordering: Prospects for Equality, Democracy & Justice organized by Society for Advancement of Socio Economics (SASE) in collaboration with Doshisha University (Kyoto), Japan during June 23-25, 2018.
  2. Yousaf, A. (2018). Brand Trust & Students Word-of-Mouth Attitude: Exploring the Role of Student Loyalty via Path Analysis Approach in the CERE-2018: Conference on Excellence in Research and Education organized by Indian Institute of Management – Indore (IIM-I) during May 03-06, 2018.
  3. Yousaf, A. (2017). Understanding continuance intention of mobile wallets using extended expectation confirmation (ECM) model in Fifth Pan IIM World Management Conference organized by IIM Lucknow during 14-16 December, 2017 at IIM Lucknow Campus.
  4. Yousaf, A. (2017). Validating Spectator-based Sports Team Reputation – an Empirical Measurement in 2017 IIM Indore – NASMEI Summer Marketing Conference organized by IIM Indore during 27-29 July, 2017.
  5. Yousaf, A. (2016). Sports Team Brand-Equity Index: A New Measurement—An (Extended) Abstract organized by Academy of Marketing Science (AMS) at Florida, USA on May 18-21, 2016.
  6. Yousaf, A. (2016). Interacting to Engage: An Empirical Analysis of Engagement of Sports Fans in Social Networking Sites organized by American Marketing Association (AMA) at Las Vegas, USA on 26-28 February, 2016.

  7. Yousaf, A. (2015). Modeling the Affects of Concurrent Sponsorship in Sports Marketing, in Global Conference on Managing in Recovering Markets organized by Management Development Institute (MDI), Gurgaon during 12-14 March, 2015.
  8. Yousaf, A. (2013). Who Gains in Sponsorship Clutter? Impact on Sponsors Brand Equity and Teams Image, 7th Great Lakes NASMEI International Conference 2013 organized by Kotler-Srinivasan Center for Research in Marketing at Great Lakes Institute of Management, Chennai during 29th & 30th December, 2013.
  9. Yousaf, A. (2013). Investigating the Role of Sponsorship Level, Relatedness, and Prominence in Sport Sponsorships Effectiveness, at the 5th IIM – A Conference on Marketing in Emerging Economies organized by Indian Institute of Management – Ahmedabad from January 9-11, 2013 at IIM –Ahmedabad.
  10. Yousaf, A. (2012). Sport Teams’ Brand Equity Index; An Empirical Investigation in Context of Television Viewers, 6th Great Lakes NASMEI Conference 2012 organized by Kotler-Srinivasan Center for Research in Marketing at Great Lakes Institute of Management, Chennai during 29th & 30th December, 2012.
  11. Yousaf, A. (2012). Mapping Sponsorship-Linked Marketing in Indian Premier League, at Conference on Global Strategies for an Emergent India organized jointly by IIM – Kozhikhode and University of Sydney at Indian Institute of Management Kozhikode, Kerala, India during 27-28 December, 2012.
  12. Yousaf, A. (2012). Measuring Viewer-Based Brand Equity across Sporting Events: An Empirical Assessment of Brand Indian Premier League, at International Conference on Marketing in Emerging Economies; An Agenda for the Next Decade organized jointly by Punjab Technical University, India and The University of North Carolina (UNC) during December 15-16, 2012.
  13. Yousaf, A. (2012). Branding of Sport Teams: Reconceptualizing the Fan Based Brand-Equity Model, at 6th International Conference on Contemporary Business 2012 organized jointly by IIT Delhi, India & Curtin University, Australia during October 18-19, 2012 held at Department of Management Studies, IIT – Delhi.
  14. Yousaf, A. (2012). Team Performance, Involvement, Hierarchy & Recall of Sponsors in Cluttered Media Environment, in 3-Day National Conference on Contemporary Issues in Business, Management & Finance (CIBMF – 2012) organized by Department of Business & Financial Studies, University of Kashmir, Srinagar held on September 21-23, 2012 at University of Kashmir, Srinagar.
  15. Yousaf, A. (2012). Spectator-Based Brand Equity and Indian Premier League: An Empirical Assessment in Spectator Sports in Emerging Economies, 2012 Academy of Indian Marketing International Conference on "Innovation in Marketing for Emerging Markets - Global Challenges and Opportunities" organized by Academy of Indian Marketing, at Bengaluru (Bangalore), India, during July 29-30, 2012 with Conference Co-Chairs: Dr. Jagdish N. Sheth, Dr. V. Kumar, Dr. Madhukar Angur & Dr. Piyush Kumar Sinha.
  16. Yousaf, A. (2012). An Empirical Assessment of the Impact of Prominence and Relatedness on Sponsorship Recall, International Conference in Management and Behavioral Sciences – “5th International Conference on Management and Behavioural Sciences (ICMBS – 5)”, organized by Society of Management and Behavioural Sciences at Hotel Le-Grand Haridwar, Uttrakhand (India), during 23rd – 24th June, 2012.
  17. Yousaf, A. (2012). Indian Premier League and Team Brand Building: Validating the Spectator-Based Brand Equity Model in context of Television viewers, International Conference in Marketing- "Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead", at Indian Institute of Management, Lucknow, Noida Campus, India, during January 12-14, 2012.