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Research & Publications

Research and publications of Dr Ateeque Shaikh, Associate Professor of Marketing, IIM Jammu. Google Scholar profile

Journal articles

Distribution, retailing and franchising

  1. Roy, R., & Shaikh, A. (2024). The impact of online consumer review confusion on online shopping cart abandonment: A mediating role of perceived risk and moderating role of mindfulness. Journal of Retailing and Consumer Services, 81, 103941. doi:10.1016/j.jretconser.2024.103941
  2. Roy, R., & Shaikh, A. (2024). Post-pandemic motivations for consumers’ e-retailer preference in an emerging market: a qualitative approach. Global Knowledge, Memory and Communication. doi:10.1108/GKMC-02-2024-0061
  3. Banerjee, S., Shaikh, A., & Sharma, A. (2024). The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective. Marketing Intelligence & Planning, 42(3), 553-575.
  4. Shaikh, A., Sharma, D., Vijayalakshmi, A., & Yadav, R. S. (2018). Fairness in franchisor–franchisee relationship: an integrative perspective. Journal of Business & Industrial Marketing, 33(4), 550-562. doi:10.1108/JBIM-04-2017-0093 (ABDC A, ABS 2, Emerald)Builds a conceptual model of fairness and power in franchisor–franchisee relationships. It proposes that perceived fairness raises franchisee trust and satisfaction and lowers opportunism, with personality traits shaping these effects.
  5. Gandhi, A. V., Shaikh, A., & Sheorey, P. A. (2017). Impact of supply chain management practices on firm performance: Empirical evidence from a developing country. International Journal of Retail & Distribution Management, 45(4), 366-384. doi:10.1108/IJRDM-06-2015-0076 (ABDC A, Emerald)
  6. Shaikh, A., Biswas, S. N., Yadav, V., & Mishra, D. (2017). Measuring fairness in franchisor-franchisee relationship: a confirmatory approach. International Journal of Retail & Distribution Management, 45(2), 158-176. doi:10.1108/IJRDM-11-2015-0174 (ABDC A, Emerald)Develops and tests a survey scale of how fairly franchisees feel their franchisor treats them, using data from 300 franchisees of an Indian franchisor. Confirmatory factor analysis supports a three-factor structure, with procedural and informational fairness combining into one factor.
  7. Shaikh, A., & Gandhi, A. (2016). Small retailer’s new product acceptance in emerging market: a grounded theory approach. Asia Pacific Journal of Marketing and Logistics, 28(3), 547-564. doi:10.1108/APJML-06-2015-0087 (ABDC A, Emerald)Uses grounded theory interviews with small retailers in Indian towns and a metro to explain how they decide to stock new products. Retail margin emerges as the main criterion, along with product and market factors.
  8. Shaikh, A. (2016). Conceptualizing fairness in franchisor–franchisee relationship: Dimensions, definitions and preliminary construction of scale. Journal of Retailing and Consumer Services, 28, 28-35. doi:10.1016/j.jretconser.2015.08.010 (ABDC A, Elsevier)Defines four dimensions of franchisee fairness (distributive, procedural, interpersonal and informational) and builds a preliminary scale. A survey of 105 FMCG franchisees in India shows the scale is valid and reliable, and fairness relates positively to trust.

Strategic marketing

  1. Saiyed, A. A., Shaikh, A., & Gupta, S. (2024). Entrepreneurial marketing strategy in craft-based businesses in an emerging market: a qualitative interpretivist approach. Journal of Research in Marketing and Entrepreneurship, 26(2), 279-302. doi:10.1108/JRME-04-2022-0058
  2. Ali, J., Shabir, S., & Shaikh, A. (2021). Exploring antecedents of entrepreneurial intentions among females in an emerging economy. International Journal of Social Economics, 48(7), 1044-1059. doi:10.1108/IJSE-07-2020-0488Applies the theory of planned behaviour to entrepreneurial intention among Indian women, using survey data from 1,683 respondents. Attitude, social norms and perceived behavioural control all raise the intention to start a business.
  3. Mukerjee, K., & Shaikh, A. (2019). Impact of customer orientation on word-of-mouth and cross-buying. Marketing Intelligence & Planning, 37(1), 97-110. doi:10.1108/MIP-01-2018-0030 (ABDC A, Emerald)
  4. Shaikh, A., Modi, P., Yadav, V., & Kumar, P. (2018). A paradigmatic and methodological examination of market orientation research. The Marketing Review, 18(3), 368-401. doi:10.1362/146934718X15445233736798 (ABS 1, ABDC C)Reviews 137 market orientation studies to examine the research paradigms and methods behind them. Positivist methods dominate, especially in North American journals, and the paper calls for more methodological pluralism.

Consumer behaviour

  1. Shaikh, A., Banerjee, S., & Singh, B. (2023). The differential impact of e-service quality’s dimensions on trust and loyalty of retail bank customers in an emerging market. Services Marketing Quarterly, 44(2-3), 121-141. doi:10.1080/15332969.2022.2161811 (ABDC B)Surveys 351 retail bank customers in India to test how e-service quality dimensions affect trust and loyalty. Fulfilment and security build trust; website design, security and system availability drive loyalty; and trust also raises loyalty.
  2. Shaikh, A., Mukerjee, K., & Banerjee, S. (2023). Cab-sharing services and transformation expectations of consumers: The moderating role of materialism. Benchmarking: An International Journal, 30(1), 234-255. doi:10.1108/BIJ-09-2021-0525 (ABDC B)Surveys 408 Indian consumers to explain their willingness to use cab-sharing services and the personal change they expect from it. Attitude and relative advantage drive use while perceived risk matters little, and materialism moderates the link to expected transformation.
  3. Banerjee, S., & Shaikh, A. (2022). Impact of brand nostalgia on intention to purchase brand extensions: Moderating role of brand attachment. Journal of Product & Brand Management, 31(7), 1005-1017. doi:10.1108/JPBM-10-2020-3149 (ABDC A)Tests how brand nostalgia, self-brand connection and trust in the parent brand affect intention to buy brand extensions, with brand attachment as moderator. A survey of 458 Indian consumers shows nostalgia and self-brand connection raise purchase intention, while trust has no significant effect.
  4. Banerjee, S., & Shaikh, A. (2020). Examining the impact of contextual factors in brand relationship initiation and maintenance: Evidence from bottom of pyramid markets. Review of Marketing Science, 18(1), 75-97. doi:10.1515/roms-2020-0006 (ABS 1, ABDC C)Studies how distribution intensity shapes brand trust, loyalty and cross-buying among 478 rural bottom-of-pyramid consumers in India. Brand trust mediates these effects, which are strongest for shoppers who buy from local retailers.
  5. Priya, R., Gandhi, A. V., & Shaikh, A. (2018). Mobile banking adoption in an emerging economy: An empirical analysis of young Indian consumers. Benchmarking: An International Journal, 25(2), 743-762. doi:10.1108/BIJ-01-2016-0009 (ABDC B, Emerald)Surveys 269 young Indian consumers (aged 23–30) on mobile banking adoption. Usefulness, ease of use, credibility and structural assurance shape satisfaction and intention to use; satisfaction partly mediates these effects, and perceived risk is not significant.

Teaching case study

  1. Shaikh, A., & Dey, K. (2016). Patronage distribution and governance in VAPCOL: Girish Sohani’s dilemma. Sage Business Cases. DOI: 10.4135/9781473972797

Conference papers

  1. Roy, R., & Shaikh, A. (2023, March). How consumers process online reviews for purchase decision: A grounded theory approach: An abstract. In Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs: Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA (pp. 371-372). Cham: Springer Nature Switzerland.
  2. Shaikh, A. (2016). Measuring fairness in franchisor-franchisee relationship: A confirmatory approach. 49th Academy of Marketing Conference, Newcastle Business School, UK, 4-7 July 2016.
  3. Shaikh, A. (2016). Role of perceived fairness in managing opportunism in franchisor-franchisee relationship: A franchisee perspective from emerging market. 49th Academy of Marketing Conference, Newcastle Business School, UK, 4-7 July 2016. (Best paper in the track)
  4. Dey, K., Shaikh, A., & Singh, B. (2016). Viability and sustainability of farmer organizations in India: A tale of three producer companies. International Conference on Agribusiness in Emerging Economies, 6-7 January 2016, Institute of Rural Management Anand (IRMA), in collaboration with the Whitman School of Management and the South Asia Center, Syracuse University, USA.
  5. Shaikh, A. (2015). Conceptual framework of small retailers’ new product acceptance in emerging market. 6th IIMA Conference on Marketing in Emerging Economies, IIM Ahmedabad, India, 1-7 January 2015. (Adjudged one of the top 3 papers of the conference)
  6. Shaikh, A. (2014). Small retailers’ new product acceptance in emerging market: A grounded theory approach. ANZMAC Conference, Griffith University, Brisbane, Australia, 1-3 December 2014.
  7. Shaikh, A., Modi, P., & Yadav, V. (2014). A paradigmatic and methodological examination of market orientation research. 47th Academy of Marketing Conference, University of Bournemouth, UK, 8-10 July 2014. (Presented by Pratik Modi; nominee for best paper)
  8. Shaikh, A. (2013). Determinants of rural retailers’ new product acceptance. 6th IIMA Doctoral Colloquium, IIM Ahmedabad, India, 7-8 January 2013.
  9. Shaikh, A. (2012). Paradigmatic and methodological examination of research on market orientation. 2nd International Marketing Conference MARCON, IIM Calcutta, Kolkata, India, 28-30 December 2012.

Service and administrative roles at IIM Jammu

  • Chairperson, Research (May 2025 to date)
  • Chairperson, Executive Education (Nov 2023 to April 2025)
  • Chairperson, Integrated Programme in Management – BBA + MBA (Oct 2022 to Oct 2023)
  • Chairperson, Corporate Communication (Dec 2019 to Oct 2022)
  • Chairperson, Purchase (Dec 2020 to Feb 2022)