The INDAM Conference 2020 was held on January 02-04, 2020 at IIM Tiruchirappalli. Professor Sudipta Mandal, Faculty, Marketing Area, IIM Indore received the Best Paper Award at the conference. Competing with over 400 papers presented during the conference under multiple tracks, Professor Mandal’s paper titled—‘Employing Autobiographical Memory Perspective to Influence Self-congruence and Alter Brand Preference’ won the award.
His research demonstrates that consumers’ autobiographical memory perspectives are powerful enough to cause significant variations in their self-congruity with a brand and subsequently alter their brand preferences. The underlying mechanism leading to this effect is also explored. Collectively, the results provide a unique theoretical view, extending our understanding of factors that lead to variation in self-congruence and have implications for nostalgia advertising and retro-branding.
The award ceremony took place on January 04, 2020 and Professor Mandal received the award in the presence of renowned actor, Mr. Ashish Vidyarthi. He also received a cash prize of Rs. 15,000/- along with a citation.
IIM Indore congratulates Professor Mandal on his achievement.