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Pankaj Aggarwal

Photo of Professor Pankaj Aggarwal

Pankaj Aggarwal

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


PhD, University of Chicago
MBA, University of Chicago
MBA, Indian Institute of Management
BA in Economics, St. Stephen's College, Delhi University




Pankaj Aggarwal is a 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, Psychological Science , Journal of Marketing Research and Journal of Consumer Psychology among others.. 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 for undergrads, and Consumer Behavior seminar for PhD students.

Academic Positions

  • 2015 onwards

    Professor, University of Toronto

  • 2015-2017

    Vice-Chair, Executive Committee, Grad Dept. of Management, University of Toronto

  • 2009-2011

    Associate Chair, Department of Management, UTSC

  • 2007-2015

    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

Selected Publications - Papers

Selected Publications - Books and Chapters

Featured Work

Research and Teaching Interests

Research Interests: Consumer-Brand Relationships, Anthropomorphism, Transgressions.

Teaching Interests: Principles of Marketing, Advertising, and Marketing Strategy, Seminar in Consumer Psychology (Undergrads), Consumer Behavior (PhD)

Honors and Awards

  • 2015-2017

    Fellow, Institute of Brand and Brand Relationships,

  • 2014

    Ranked as one of the pre-eminent marketing scholars in Consumer Behavior (1st in Canada, 4th in non-US schools, top 25 in the world including the US) in a recent paper, Journal of Marketing Education, doi: 10.1177/0273475313514234

  • 2013

    Keynote Speaker, 3rd International Consumer-Brand Relationship Conference

  • 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

Academic / Professional Service

  • 2016 onwards

    Associate Editor, Journal of Consumer Research

  • 2017-18

    Issue Editor, Journal of the Association for Consumer Research

  • 2002-2005; 2009-2016, 2018 onwards

    Member Editorial Board, Journal of Consumer Research

  • 2001-2002; 2010-2015

    Member Editorial Board, Journal of Consumer Psychology