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Pankaj Aggarwal


    Pankaj Aggarwal

    Associate Professor of Marketing, Department of Management, University of Toronto Scarborough

    Degrees: PhD, University of Chicago
    MBA, University of Chicago
    MBA, Indian Institute of Management
    BA in Economics, St. Stephen's College, Delhi University
    Email: Send an email to Pankaj Aggarwal
    Phone: 416 978 4253


    Pankaj Aggarwal is an Associate Professor of Marketing in the Department of Management at University of Toronto-Scarborough, with a cross-appointment to the Marketing area at Rotman. He sits on the editorial boards of the Journal of Consumer Research and the Journal of Consumer Psychology, and former Associate Chair of the Department of Management at the University of Toronto-Scarborough. His articles have appeared in the Journal of Consumer Research and Psychological Science . His research uses the metaphor of brands-as-people, and examines consumer behaviour in the context of consumer-brand relationships, including anthropomorphism. He teaches Integrated Marketing Communications, Marketing Strategy and Principles of Marketing, and a PhD seminar, Judgment and Decision Making.

    Academic Positions

    2007-current  Associate Professor; University of Toronto
    2007-2008  Visiting Associate Professor; UCLA
    2001-2007  Assistant Professor; University of Toronto

    Non-Academic Positions

    1994-1997  Vice-President; J. Walter Thompson Ltd. (Contract Advertising), New Delhi, India
    1990-1994  Account Director; J. Walter Thompson Ltd. (Contract Advertising), New Delhi, India

    Selected Publications - Papers

    Selected Publications - Books and Chapters

    • Brands as Humans: Relationship Norms and Anthropomorphism, in David Soberman and Dilip Soman (Eds.), Flux: What Marketing Managers Need to Know to Navigate the New Environment,; Pankaj Aggarwal; Toronto: University of Toronto Press.; 2012
    • Mental Accounting in Consumer Brand Relationships, in Michael Breazeale, Marc Fetscherin, Susan Fournier, and T.C. Melewar (Eds.) Consumer-Brand Relationships: Insights For Theory and Practice; Pankaj Aggarwal and Maggie Wenjing Liu; Routledge: USA; 2011
    • Using Relationship Norms to Understand Consumer-Brand Interactions, in Deborah J. MacInnis, C. Whan Park, and Joseph R. Priester (Eds.) Handbook of Brand Relationships; Pankaj Aggarwal; New York, NY: Sharpe; 2009; Pages: 24-42

    Academic / Professional Service

    2002-2005; 2009 onwards  Member Editorial Board; Journal of Consumer Research
    2001-2002; 2010 onwards  Member Editorial Board; Journal of Consumer Psychology
    2009-2011  Associate Chair, Department of Management; UTSC

    Honors and Awards

    2013  Keynote Speaker; 3rd International Consumer-Brand Relationship Conference
    2012  Insight Grant for $123000; Social Sciences and Humanities Research Council
    2000  Alden G. Clayton Award for Best Dissertation Proposal; Marketing Science Institute
    2000  Fellow; AMA Doctoral Consortium
    2000  Doctoral Fellow; Kilts Center, Graduate School of Business, University of Chicago

    Research and Teaching Interests

    Research Interests: Consumer-Brand Relationships, Brand Anthropomorphism, Time vs. Money, Transgressions. Teaching Interests: Principles of Marketing, Advertising, and Marketing Strategy (Undergrads/MBA), Consumer Behavior/JDM (PhD)  

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