Dr. Jay I. Sinha is the author of Reverse Psychology Marketing (Palgrave-MacMillan 2007). This book provides new insights into the changing nature of marketing and branding strategies. He teaches the BBA and MBA Consumer Behavior courses and has won several awards for outstanding teaching.
Dr. Sinha has served as the Chairperson of the Fox Faculty Assembly during 2007-2008. He has also served as the Chairperson of Faculty Development Committee, Master’s Programs Committee, and Faculty Steering Committee. Dr. Sinha joined the Fox School in 1996 and was tenured in 2003. His research interests are globalization, business strategy, brand management, consumer insights, and the emerging role of India. He has published in such top-ranking journals as Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Psychometrika, and Strategic Management Journal. He received his Ph.D. in Business Administration from the Ross School at the University of Michigan. He has been interviewed and quoted by major international media sources such as CNN, The Times of London, Wall Street Journal and Philadelphia Inquirer.
Consumer and Buyer Behavior
Sinha, I. & Contractor, S. (2023). Looking for ‘Uncle Johnnie’: The extraordinary success of Johnnie Walker Scotch Whisky in India. Journal of Brand Strategy, 11(4). Retrieved from https://ideas.repec.org/a/aza/jbs000/y2023v11i4p320-336.html.
Sinha, I., Chitturi, R., & Contractor, S.H. (2022). The Indian Premier League: The Creation and Management of a Global Sports Branding Phenomenon. Journal of Brand Strategy, 10(4). Retrieved from https://hstalks.com/article/6925/the-indian-premier-league-the-creation-and-managem/.
Sinha, I. (2021). Positioning a Brand as an Internet Meme: The Case Study of 'Supreme'. Journal of Brand Strategy.. Henry Stewart Publications.
Sinha, I. & Fung, T. (2021). How Social Media Micro-influencers are Disrupting the Business of Youth Fashion. Rutgers Business Review, 6(1), 44-50.
Sinha, I. & Duggal, K. (2020). How the Youth Brand Supreme Became a Modern-Day Meme. Retail Drive. Retrieved from https://www.retaildive.com/news/how-the-youth-brand-supreme-became-a-modern-day-meme/574335/.
Mudambi, S., Sinha, J., & Taylor, D. (2019). Why B-to-B CEOs Should Be More Social on Social Media. Journal of Business-to-Business Marketing, 26(1), 103-105. doi: 10.1080/1051712X.2019.1565144.
Sinha, I. & Fung, T.T. (2018). The Right Way to Market to Millennials. MIT Sloan Management Review: MIT's Journal of Management Research and Ideas. Massachusetts Institute of Technology. Retrieved from https://sloanreview.mit.edu/article/the-right-way-to-market-to-millennials/.
Sinha, I. & Fung, T. (2018). The Right Way to Market to Millennials. MIT Sloan Management Review. Massachusetts Institute of Technology.