Dr Vikram Kapoor joined the Institute of Management Studies in 2022. He has previously held academic roles at Birkbeck, University of London. Vikram obtained his PhD from the University of Limerick in Ireland and Mphil from Bocconi University in Italy. He graduated from St. Xavier's College, University of Calcutta, with an MCom and a BCom (Honors) degree.
Vikram won the 2019 ACR-Sheth Public-Purpose Dissertation Award and the 2021 AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles. His works have been published in the Journal of Public Policy & Marketing, Academy of Marketing Science Review, Consumption Markets & Culture, and Marketing Intelligence & Planning. Vikram has also reviewed for the Journal of Marketing Communications, International Journal for Consumer Studies, and Qualitative Market Research. He teaches Consumer Culture to UG and PG students and Brand Management to UG students. Vikram also serves as the Chair of the IMS PGT Exam Board.
- PhD in Marketing and Management- University of Limerick, Ireland 2020
- MPhil in Business Administration and Management (Marketing)- Bocconi University, Italy 2016
- MCom (Marketing Management)- University of Calcutta, India 2010
- BCom (Honors)- University of Calcutta, India 2002
Consumer culture theory
Consumer identity projects
Religion and consumption
Rituals and festivals
Arts-based research methods
Publications and research outputs
Kapoor, Vikram and Belk, Russell. 2022. ‘Pressure creates diamonds’/‘fire refines gold’: conceptualizing coping capital. AMS Review, ISSN 1869-814X
Kapoor, Vikram; Belk, Russell and Goulding, Christina. 2022. Ritual Revision During a Crisis: The Case of Indian Religious Rituals During the COVID-19 Pandemic. Journal of Public Policy & Marketing, 41(3), pp. 277-297. ISSN 1547-7207
Kapoor, Vikram and Belk, Russell. 2022. Coping and career choices: Irish gay men’s passage from hopelessness to redemption. Consumption Markets & Culture, 25(1), pp. 52-78. ISSN 1025-3866
Kapoor, Vikram; Patterson, Maurice and O'Malley, Lisa. 2020. Liminal consumption of “the cosmic ballet”: an autoethnography. Consumption Markets & Culture, 23(1), pp. 61-80. ISSN 1025-3866
Pradhan, Debasis; Kapoor, Vikram and Moharana, Tapas Ranjan. 2017. One step deeper: gender and congruity in celebrity endorsement. Marketing Intelligence & Planning, 35(6), pp. 774-788. ISSN 0263-4503
Kapoor, Vikram and Belk, Russell. 2022. Discourse analysis to understand unindicated co-conspirators and revelation of undisclosed co-authors. SAGE Research Methods: Business and Management, London.
Further profile content
Grants and awards
2019: Winner, ACR-Sheth Public-Purpose Dissertation Award
2021: Winner, AMS Review-Sheth Foundation Doctoral Competition for Conceptual Articles
2021: Fellow, Academy of Marketing Science (AMS) Doctoral Consortium
Conferences and talks
Hein, W., V. Kapoor, and R. W. Belk. “Analysis of Analysis: Sharing Practices to Raise Multivoicedness in Diverse Research Teams, GENMAC, 2022.
Kapoor, V., and R. W. Belk. “‘Pressure Creates Diamonds’/‘Fire Refines Gold’: Conceptualizing Coping Capital.” Academy of Marketing Science Conference, June 2021
Kapoor, V., R. W. Belk, and C. Goulding. “Revisions in Indian Religious Rituals & Festivals During the COVID-19 Pandemic.” 2nd Annual International Symposium on Festival Culture (ISFC), June 2021
Kapoor, V., M. Patterson, and L. O’Malley. “Identity and Consumption of Multiply Marginalized Homosexuals: An Oral History Approach.” Doctoral Colloquium, University of Stirling Management School, Scotland, 2018