AJAY SUKHDIAL

School of Marketing & International Business
Aso Prof

448 BUSINESS BUILDING
STILLWATER, OK 74078
Phone: 405-744-5085

ajay.sukhdial@okstate.edu

Biography

Ajay Sukhdial (Ph.D., University of Oregon) is Associate Professor of Marketing in the Spears School of Business at Oklahoma State University. His research interests include the role of values and emotions in consumer behavior. His research has been published in the Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Marketing Letters, and Sports Marketing Quarterly among other journals and conference proceedings. Ajay teaches consumer behavior, and international marketing strategy.

Education

• Ph D, University of Oregon, Marketing/Consumer Behavior, 1989
• MBA, Wake Forest University, Marketing, 1984
• Other, Davidson College, Economics and American History, 1982
• BS, St. Stephens College, Delhi, India, Physics, Chemistry, and Mathematics, 1981

Publications

• Ajay Sukhdial. (2023). "The Sport Marketing Portfolio Matrix: A Theory-Integrative Exploration of Fans’ “Buy,” “Hold,” and “Sell” Behaviors". Statesboro, Georgia: Journal of Applied Marketing Theory. (10), 1, 33-50. ISSN 2151-3236.
• Ajay Sukhdial. (2022). "An Exploration of Comfort Brands and the Theory of Brand Comfort". London, United Kingdom: Journal of Brand Strategy. (Autum/Fall, Volume 11), 4, 1-14. 2045855X, 20458568.
• , Ajay Sukhdial, , and . (2020). "Investigating Sport Fan Attitudes towards Tanking: The Role of Values-Based Connections". Morgantown, West Virginia: Sport Marketing Quarterly. (29), 4, 256-265. 1061-6934 .
• , , Ajay Sukhdial, and Ajay SUKHDIAL. (2019). "Exploring the Wisdom of Brand Comfort: An Investigation of Comfort Foods and Comfort Brands". Stillwater: Proceeding of the Association of Consumer Research.
• , , Ajay Sukhdial, and Ajay SUKHDIAL. (2019). "Make my Brand Great Again: Exploring the Wisdom of Political Brand Personality". Stillwater: Proceedings of the Association of Consumer Research (Forthcoming).
• Ajay S Sukhdial and Damon Aiken. (2018). "Testing the Personal Values – Advertisement Values Congruence Hypothesis". .
• Ajay Sukhdial, Damon Aiken, Richard Campbell, and Aubrey Kent. (2017). "A Foundational Examination of Fans’ Attitudes towards Tanking and the Values-Based Connections that Lie Beneath Them". Proceedings of the Sport Marketing Association Annual Conference.
• Ajay Sukhdial, K. Damon Aiken, and Goutam Chakraborty. (2017). "Old-school Sports Fans: An Investigation of Value Connections and Congruence". The International Journal of Sport and Society. (8), 2, 25-36.
• Damon Aiken, Richard Campbell, Aubrey Kent, and Ajay Sukhdial. (2016). "Further Explorations of Unusual Fan Phenomena: An Investigation of BIRFING, CORSING, and Attitudes Towards Tanking". Proceedings of the Sport Marketing Association Annual Conference.
• Ajay Sukhdial, Damon Aiken, and Goutam Chakraborty. (2016). "Old School Sports Fans: An Investigation of Values Connections and Congruence". Proceedings of the Sport Marketing Association Annual Conference.
• D. Aiken, Ajay Sukhdial, L. Kahle, and J. Downing. (2015). "Linking Fan Values and Sponsorship Effectiveness: The Case of Old School Values". Sports Marketing Quarterly. (24), 1,
• Ajay Sukhdial, Alex Zablah, and David Boush. (2013). "A Two-Dimensional Scale of Eating Guilt". Proceedings of the AMA Winter Educators Conference.
• Ajay Sukhdial. (2013). "Seeing Red, Feeling Red: How Does Changing Field Color Influence "Old School" Fans?". Sport Marketing Association Annual Conference.
• Ajay Sukhdial. (2013). "A Two-Dimensional Scale of Eating Guilt". AMA Winter Educators Conference.
• K Damon Aiken, Richard M Campbell, and Ajay Sukhdial. (2010). "An investigation of Old School Values in Arena Football League". Sport Marketing Quarterly. (19), 3, 125-131.
• K. Damon Aiken, Richard Campbell, Jr., and Ajay Sukhdial. (2008). "Old School Values in a New School Consumption Environment: A study of the Arena Football League". Proceedings of the Academy of Marketing Science Annual Conference. .
• Ajay Sukhdial. (2007). "The Obesity Epidemic in the Urban Middle Class Consumer in India: A Critical Review of What We Know and What We Need to Know". Proceedings of the Great Lakes–NASMEI Annual Conference.
• D. Aiken and Ajay Sukhdial. (2004). "Are You Old School? Defining a Market Segmentation Dimension". Sports Marketing Quarterly. (13), 2, 73-81.
• D. Aiken and Ajay Sukhdial. (2003). "Are You Old School? ". American Marketing Association Summer Educators Conference.
• Ajay Sukhdial. (2003). "Eating Guilt: Measurement and Relevance to Consumer Behavior". Proceedings of the Association of Consumer Research Annual Conference.
• Ajay Sukhdial, D. Aiken, and L. Kahle. (2002). "Are You Old School? A Scale for Measuring Sports Fans’ Old School Orientation". Journal of Advertising Research. (42), 4, 71-81.
• G. Chakraborty, A. Allred, Ajay Sukhdial, and T. Bristol. (1997). "A Use of Negative Cues to reduce Demand for Counterfeit Products". Advances in Consumer Research.
• Surendra Singh, Denise Linville, and Ajay Sukhdial. (1995). "Enhancing the Efficacy of Split: 30 Television Commercials: An Encoding Variability Application". Journal of Advertising. (24), 3, 13-23.
• Sanjay Mishra, Ajay Sukhdial, and Surendra Singh. (1995). "Estes Stimulus Sampling Theory and Massed versus Spaced Advertising Schedules". Marketing Letters. (6), 4, 297-308.
• Ajay Sukhdial and Eric Steger. (1995). "Measuring Values Can Sharpen Segmentation In The Luxury Auto Market". Journal of Advertising Research. (35), 1, 9-22.
• Ajay Sukhdial and Kristina Frankenberger. (1994). "Segmenting Teens for AIDS Preventative Behaviors (APB's) with Implications for Marketing Communications". Journal of Public Policy and Marketing. (13), 1,
• Ajay Sukhdial, G. Chakraborty, P. Arias, and D. Amyx. (1993). "Differences in Values Between Hispanic and Anglo-American Consumers: What We Know and What We Need to Know". Proceeding of the Fourth Symposium on Cross Cultural Consumer and Business Studies.
• Ajay Sukhdial. (1993). "Emotional Advertising: The Attitude Toward the Ad and Attitude Toward the Brand Relationship for Pleasant, Neutral, and Irritating Advertisements". Proceeding of the Academy of Marketing Science.
• Ajay Sukhdial. (1993). "Measuring Attitude Toward the Ad: A Methodological Review". Proceeding of the Southwestern Marketing Association Conference.
• Ajay Sukhdial and J. Wiener. (1990). "Recycling of Solid Waste: Directions for Future Research". Proceedings of the American Marketing Association, Summer Educators Conference.
• Lynn Kahle, Basil Paulos, and Ajay Sukhdial. (1988). "Changes in Social Values in the United States During the Past Decade". Journal of Advertising Research. (28), 1, 35-41.
• Ajay Sukhdial. (1987). "Ethnic Attitudes and Values Among Americans and Asians in America: Implications for Marketing Strategy". Proceedings of the American Marketing Association conference on "Cultural and Subcultural Influences in Consumer Behavior and Marketing II,.

Presentations

• Exploring the Wisdom of Brand Comfort: An Investigation of Comfort Foods and Comfort Brands
  Association for Consumer Research, Annual Conference
  Association for Consumer Research
  Atlanta - October 19 2019
• Make my Brand Great Again: Exploring the Wisdom of Political Brand Personality
  Association for Consumer Research
  Association for Consumer Research
  Atlanta - October 18 2019
• Testing the Personal Values-Advertisement values Congruence Hypothesis
  Sport Marketing Association Annual Conference
  Sport Marketing Association
  Dallas, Texas - October 26 2018
• Linking Fan Values to behaviors: An Investigation of Old School Values in Relationship to BIRGing, CORFing, BIRFing, and CORSing
  Sport Marketing Association Annual Conference
  Sposrt Marketing Association
  Boston, MA - 2017
• Foundational Examination of Fans’ Attitudes towards Tanking and the Values-Based Connections that Lie Beneath Them
  Sports Marketing Association Annual Conference
  Sports Marketing Association
  Bostan, MA - 2017
• Further Explorations of Unusual Fan Phenomena: An Investigation of BIRFing, CORSing, and Attitudes towards Tanking
  Sporst Marketing Association Annual Conference
  Sports Marketing Association
  2016
• Old School Fan Values: An Investigation of Motivations, Congruence, and Commitment
  Sports Marketing Association Annual Conference
  Sports Marketing Association
  2016
• "Seeing Red, Feeling Red: How Does Changing Field Color Influence "Old School" Fans?"
  Sport Marketing Association Annual Conference
  Albuquerque - October 2013
• "A Two-Dimensional Scale of Eating Guilt,"
  AMA Winter Educators Conference
  Las Vegas - February 2013
• The Obesity Epidemic in the Urban Middle Class Consumer in India: A Critical Review of What We Know and What We Need to Know
  2007 Annual Conference
  Great Lakes–NASMEI
  Chennai, India - 2007
• Eating Guilt: Measurement and Relevance to Consumer Behavior
  Annual Conference
  Association of Consumer Research
  2003