Dr. Gouranga Patra

Present Position: Associate Professor

Department of Management, School of Business & Economics

E-mail: gouranga.patra@adamasuniversity.ac.in


  • PhD (Management), Assam University
  • MBA in Marketing and HRM, Biju Patnaik University of Technology

Research Key Areas:

  • Consumer Behavior
  • Branding
  • Neuromarketing
  • Advertising


  • Associate Professor, Department of Management, Adamas University, India, July 2018-Till date
  • Assistant Professor Department of Management, Adamas University, India, June 2015-July 2018
  • Assistant Professor, C V Raman College of Engineering (Autonomous), Bhubaneswar, Aug 2012 to June 2015. 
  • Assistant Professor, Srusti Academy of Management, Bhubaneswar, Aug 2011 to June 2012.
  • Lecturer, NIS Academy, Guwahati, June 2008 to February 2011.

Research Publication (s):

  • Number of research papers published in International refereed journals: 32
  • Number of invited Book-Chapters: 10, Books : 02

For Details, Visit: https://vidwan.inflibnet.ac.in/profile/161921

Selected Publication (s):

  1. Patra, G. Mukhopadhyay,I. Employer Branding for retaining Skilled and Experience Workforce in ITeS of Eastern India, Accepted for Publication in IUP Journal of Organizational Behavior, UGC Care-I Journal. 2021
  1. Patra, G. Datta, S. Bose, P. Career or Knowledge-Changing perspective of University Student, Accepted for Publication in special issue of 2021, Empirical Economic Letters, (ABDC, C category).
  1. Patra, G. Ray, N. Digital marketing and its effect on buying sentiment pattern of gen Y- A lesson from covid-19, ANVESAK, ISSN-0378-4568, May 2021, UGC Care-I
  1. Patra, G. Mukhopadhyay, I, Dash, CK. Employer Branding: A Perspective of Practicing HR Professionals in ITeS Sector in Eastern India, Pacific Business Review International, Vol 13, No-4, Oct 2020, WOS, ISSN- 0974-438X
  1. Mukhopadhyay, I . Patra, G. Attract and retain talent through employer branding – a study in ITeS, International Journal of Mechanical and Production Engineering Research and Development (IJMPERD), June 2020, Vol 10, No-3, pp 553-560 (Scopus), 22498001
  1. Patra, G. Retain Talent through Employer Branding – A Strategic Approach of ITeS in Eastern India, Siddhant- A journal of Decision Making, Vol 20, No-4, December 2020. ICI indexing, 22310649, DOI 10.5958/2231-0657.2020.00008.7
  1. Patra, G. Buying behavior factors of young consumers in shopping mall- A study in North 24 Parganas District in West Bengal, Siddhant, A Journal of Decision Making, 2019, Vol-19, No-4, December 2019, PP- 177-189, Indianjournal.com 2231-0649, DOI 10.5958/2231-0657.2019.00023.5
  1. Patra, G. Roy, D. Assessing Consumers’ satisfaction through analyzing product review and rating, Pacific Business Review International, WOS, UGC Care, vol. 12, no-7, July 2019. ISSN- 0974-438X
  1. Patra, G. Mukhopadhyay, I, Dash, CK. Digital Employer Branding for enabling Gen Y in the ITeS sector in Eastern India, Prabandhan Indian Journal of Management, Scopus, March 2019.UGC Listed. ISSN -0975 – 2854, 38-49
  1. Patra, G. Buyer satisfaction on E-Shopping- a study in Barasat city of West Bengal. Pacific Business Review International, WOS, vol. 11, no-9, Sept 2018. ISSN- 0974-438X
  1. Patra, G. Go Green- An analysis of consumers’ perception of Metropolitan Culture, Pratibimba, Vol-13, no-2. July-2018. UGC Listed (42009) ISSN- 0972-5466.
  1. Patra, G. Television advertising and its impact on teenagers buying behavior- A study in Barasat city Kolkata, Parikalpana.vol-13, no-2, Decmener2017.UGC Listed, ISSN- 0974-2808.

Research Advisor / Supervisor:

  • Doctoral Thesis Advisor / Supervisor : 7 (Under progress)
  • Doctoral Thesis Advisor / Supervisor : 2 (2 Awarded)
  • Post Graduate Thesis Advisor / Supervisor: 37 (Awarded)