Dr. Yam B. Limbu

Associate Professor | Marketing | Felciano School of Business
Location: 589
Telephone: 973-655-3361
Fax: 973-655-7673
Email: limbuy@montclair.edu

Biography

Dr. Limbu is an Associate Professor of Marketing at Montclair State University. His research interests include pharmaceutical and healthcare marketing, consumer behavior, Internet marketing, advertising, sales management, international marketing, and food, nutrition and consumer health. His publications have appeared in various journals, including Industrial Marketing Management, International Journal of Advertising, Journal of Business & Industrial Marketing, Journal of Consumer Affairs, Health Communication, Health Education, American Journal of Health Education, International Journal of Bank Marketing, Journal of Business-to-Business Marketing, Marketing Intelligence & Planning, and Journal of Global Marketing. He has presented his research at numerous scholarly and professional conferences and his work has been published in leading conference proceedings such as American Marketing Association (AMA), Advances in Consumer Research (ACR), American Educational Research Association (AERA) and National Communication Association (NCA).

Dr. Limbu currently serves as vice-president of the Society for Global Business & Economic Development (http://www.sgbed.com/). He is a board member and serves as marketing track chair for the Business and Applied Sciences Academy of North America (http://baasana.org).

Dr. Limbu currently serves as the Editor-in-Chief for the International Journal of Business and Emerging Markets (IJBEM) (www.inderscience.com/ijbem) and the International Journal of Business and Applied Sciences (IJBAS) (http://ijbas.com/). He also serves on the editorial boards of several academic journals.

Dr. Limbu teaches Marketing Research, Consumer Behavior, Marketing Analytics, Pharmaceutical and Healthcare Marketing, and International Business.

Expertise

Healthcare and pharmaceutical marketing
Social marketing
Health communication strategy
Food, nutrition, and consumer health
Consumer behavior
Advertising
Sales management
Internet marketing
Services marketing
International marketing

Education

  • Ph D, Marketing, 2009, New Mexico State University, Las Cruces, NM, USA

Professional Experience

  • Associate Professor, Montclair State University. (September 2015 - Current).
  • Assistant Professor, Montclair State University. (September 2009 - August 2015).

Honors and Awards

  • 'Award of Excellence' for invaluable services as Editor-In-Chief of International Journal of Business & Applied Sciences (IJBAS) , Business and Applied Sciences Academy of North America (BAASANA). (July 2018).
  • The FY2017 Separately Budgeted Research Internal Award , Montclair State University, NJ, USA.
  • Best Paper Award, Marketing Track - Session 2 , Business and Applied Sciences Academy of North America (BAASANA) International Conference.
  • Best Paper Award, Marketing Track , Business and Applied Sciences Academy of North America (BAASANA) International Conference.
  • Faculty Honoree , Beta Gamma Sigma, Montclair State University.
  • Engaged Teaching Fellow , Research Academy for University Learning, Montclair State University.
  • Society for Marketing Advances Doctoral Consortium Fellow , New Mexico State University, NM, USA.
  • The McCarter Research Award , New Mexico State University, NM, USA.
  • The Merit-based Enhancement Award , Mexico State University, NM, USA.
  • The Brad Gordon Scholarship , New Mexico State University, NM, USA.

Refereed Published Articles

  • Limbu, Y., McKinley, C., Temperini, V. (2018). A Longitudinal Examination of FDA Warning and Untitled Letters Issued to Pharmaceutical Companies for Violations in Drug Promotion Standards. Journal of Consumer Affairs,
  • Chung, C., Moriuchi, E., Limbu, Y., Ganesan, P. (2018). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Journal of Global Marketing, 31 (2), pp. 128-141.
  • Limbu, Y., Sato, S. Credit Card Literacy and Financial Well-Being of College Students: A Moderated Mediation Model of Self-Efficacy and Credit Card Number. International Journal of Bank Marketing,
  • Ahmed, A., Limbu, Y. (2018). Dimensions of Materialism and Credit Card Usage: An Application and Extension of the Theory of Planned Behavior in Bangladesh. Journal of Financial Services Marketing, pp. 1-10.
  • Limbu, Y., Jayachandran, C., McKinley, C., Choi, J., (2018). Exploring how structural and cognitive social capital influence preventive health behavior: Evidence from a Bottom of the Pyramid (BoP) population. Health Education, 118 (5), pp. 370-385.
  • McKinley, C., Limbu, Y., Gautam, R., Ahirwar, A., Dubey, P., Jayachandran, C. (2018). Nutrition Knowledge and Diet: Exploring the Influence of Social and Informational Factors in an Indian Adult Population. American Journal of Health Education, 49 (5), pp. 312-325.
  • Limbu, Y., Jensen, R. (2018). The determinants and consequences of website credibility in e-retailing: examining the roles of ethical issues. International Journal of Electronic Marketing and Retailing, 9 (1), pp. 89-108.
  • Peterson, R., Limbu, Y. (2018). The Utilization of Scripts in Designing Charity Promotion Strategy - The Case of Animals. International Journal of Business & Applied Sciences, 7 (2), pp. 49-57.
  • Temperini, V., Limbu, Y., Jayachandran, C. (2017). Consumers’ trust in food quality and willing to pay more for National Parks’ brands: Preliminary evidence from Italy. Journal of International Food & Agribusiness Marketing, 29 (2), pp. 120-138.
  • Limbu, Y. (2017). Credit Card Knowledge, Social Motivation, and Credit Card Misuse among College Students: Examining the Information-Motivation-Behavioral Skills Model. International Journal of Bank Marketing, 35 (5), pp. 842-856.
  • McKinley, C., Limbu, Y., Jayachandran, C. (2017). Message-Framing Effects on Indian Females’ Mammography-Screening Intentions: Examining Moderating and Mediating Relationships. International Journal of Communication, 11 pp. 3541-3565.
  • Limbu, Y., Jensen, R. (2017). The Determinants and Consequences of Website Credibility in E-Retailing: Examining the Roles of Ethical Issues. International Journal of Electronic Marketing and Retailing,
  • McKinley, C., Limbu, Y., Jayachandran, C. (2017). The Influence of Statistical versus Exemplar Appeals on Indian Adults' Health Intentions: An Investigation of Direct Effects and Intervening Persuasion Processes to the Health Communication. Health Communication, 32 (4), pp. 427-437.
  • Huhmann, B., Limbu, Y. (2016). Content and Compliance of Pharmaceutical Social Media Marketing. Marketing Intelligence & Planning, 34 (7), pp. 977-999.
  • Limbu, Y., Jayachandran, C., Babin, B., Peterson, R. (2016). Empathy, Nonverbal Immediacy, and Salesperson Performance: The Mediating Role of Adaptive Selling Behavior. Journal of Business & Industrial Marketing, 31 (5), pp. 654-667.
  • Jensen, R., Limbu, Y., Choi, J. (2016). How does the stadium atmosphere at a college football game affect behavioral intentions across gender lines? The mediating role of spectator satisfaction. International Journal of Management and Marketing Research, 9 (2), pp. 41-58.
  • Huhmann, B., Limbu, Y. (2016). Influence of Gender Stereotypes on Advertising Offensiveness and Attitude toward Advertising in General. International Journal of Advertising, 35 (5), pp. 846-863.
  • Jensen, R., Limbu, Y. (2016). Soccer Fans’ Motivations, Attitudes, and Behavioral Intentions across Ethnicity and Gender Lines: Are Hispanics in the United States More Passionate about Soccer than Caucasians?. Journal of Marketing Management, 4 (1), pp. 43-57.
  • Jensen, R., Limbu, Y. (2016). Spectators’ awareness, attitudes and behaviors towards a stadium’s social media campaign. International Journal of Marketing Studies, 8 (4), pp. 44-51.
  • Wanasika, I., Limbu, Y. (2015). Effects of Antitakeover Defenses on Value in the Pharmaceutical Industry. American Journal of Management, 15 (1), pp. 59-72.
  • Jensen, R., Limbu, Y., Spong, Y. (2015). Visual analytics of Twitter conversations about corporate sponsors of FC Barcelona and Juventus at the 2015 UEFA Final. International Journal of Sports Marketing & Sponsorship, 16 (4), pp. 242-248.
  • Limbu, Y., Jayachandran, C., Babin, B. (2014). Does Information and Communication Technology Improve Job Satisfaction? Moderating Role of Sales Technology Orientation. Industrial Marketing Management, 43 (7), pp. 1236-1245.
  • Limbu, Y., Jayachandran, C. (2014). Exploring the Linkage between Social Capital and Self-Reported Health Status of Underprivileged Individuals: Role of Traditional Health Beliefs. International Journal of Business and Applied Science, 3 (2), pp. 1-7.
  • Asing-Cashman, J., Gurung, B., Limbu, Y., Rutledge, D. (2014). Free and Open Source Tools (FOSTs): An Empirical Investigation of Pre-Service Teacher’s Competency, Attitude, and Pedagogical Intention. International Journal of Teaching and Learning in Higher Education, 26 (1), pp. 66-77.
  • Mukherjee, A., Limbu, Y. (2013). A Review of Research on Direct-to-Consumer Advertising of Prescription Drugs: Directions for Future Research. International Journal of Pharmaceutical and Healthcare Marketing, 7 (3), pp. 226-243.
  • Mukherjee, A., Limbu, Y. (2013). Pharmaceutical direct-to-consumer advertising: past, present, and future. International Journal of Pharmaceutical and Healthcare Marketing, 7 (3),
  • Limbu, Y., Huhmann, B., Peterson, R. (2012). An examination of humor and endorser effects on consumers’ responses to direct-to-consumer advertising: The moderating role of product involvement. International Journal of Pharmaceutical and Healthcare Marketing, 6 (1), pp. 23-38.
  • Peterson, R., Limbu, Y., Xu, B., Fischbach, S. (2012). Applications of Balance Theory to Faculty Effectiveness: An Assessment. Marketing Education Review, 22 (2), pp. 109-120.
  • Limbu, Y., Wolf, M., Lunsford, D. (2012). Perceived Ethics of Online Retailers and Consumers’ Behavioral Intentions: Mediating Roles of Trust and Attitude. Journal of Research in Interactive Marketing, 6 (2), pp. 133-154.
  • Limbu, Y., Huhmann, B., Xu, B. (2012). Are College Students at Greater Risk of Credit Card Abuse? Age, Gender, Materialism, and Parental Influence on Consumer Response to Credit Cards. Journal of Financial Services Marketing, 17 (2), pp. 148-162.
  • Xu, B., Peterson, R., Hampton, G., Limbu, Y. (2011). Dissimilar New Product Pace: Product Contingency Effects. Marketing Management Journal, 21 (1), pp. 140-151.
  • Limbu, Y., Wolf, M., Lunsford, D. (2011). Consumers' Perceptions of Online Ethics and its Effects on Satisfaction and Loyalty. Journal of Research in Interactive Marketing, 5 (1), pp. 71-89.
  • Torres, I., Limbu, Y. (2010). Antecedents and Consequences of Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs. Journal of Current Issues and Research in Advertising, 32 (2), pp. 59-70.
  • Limbu, Y., Kay, M. (2010). Hybrid Detailing: A Proposed Model for Pharmaceutical Sales. i-Manager’s Journal on Management, 5 (1), pp. 35-41.
  • Peterson, R., Limbu, Y. (2010). Student Characteristics and Perspectives in Entrepreneurial Courses: A Profile. Journal of Entrepreneurship Education, 13 pp. 65-83.
  • Peterson, R., Limbu, Y. (2009). The Convergence of Mirroring and Empathy: Communications Training in Business-to-Business Personal Selling Persuasion Efforts. Journal of Business to Business Marketing, 16 (3), pp. 193-219.
  • Peterson, R., Xu, B., Limbu, Y. (2009). The Depiction of Female Models in Sport Television Commercials in the U.S. by Degree of Slenderness: An Appraisal. Journal of Promotion Management, 15 (1/2), pp. 184-203.
  • Limbu, Y., Torres, I. (2009). The Effect of Product Involvement and Ad Type on Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs. Journal of Health and Human Services Administration, 32 (1), pp. 51-82.
  • Peterson, R., Xu, B., Limbu, Y. (2009). Potential Effectiveness of Salesperson Mirroring and Empathy Training in Selling to Small Business: An Examination. Small Business Institute Journal, 3 (April), pp. 98-132.

Published Proceedings

  • Limbu, Y., McKinley, C., Gautam, R., Jayachandran, C. (2018). A moderated mediation model of the relationship between nutrition knowledge and food label use among consumers with multiple chronic conditions. : Society for Global Business & Economic Development. Refereed
  • Limbu, Y., Pham, L., Mann, M. (2018). Does corporate social responsibility influence hospital brand advocacy? Mediating role of trust and patient-hospital identification. Palm Beach, Florida: Society for Marketing Advances Conference. Refereed
  • Mann, M., Limbu, Y. (2018). Keeping it real: Do consumers care about supply chain transparency?. Palm Beach, Florida: Society for Marketing Advances Conference. Refereed
  • Limbu, Y., McKinley, C., Jayachandran, C. (2018). Persuasion Strategies in Disease Prevention and Early Detection Behaviors: Examining the Interactive Effects of Message Framing and Evidence Type. : Proceedings of 9th International Conference of Business and Applied Sciences Academy of North America (BAASANA). Refereed
  • McKinley, C., Limbu, Y., Gautam, R., Jayachandran, C. (2018). Re-examining the Association Between Nutrition Knowledge and Diet: The Influence of Social and Informational Factors. Salt Lake City: National Communication Association. Refereed
  • Devon, J., Limbu, Y., Jayachandran, C. (2018). The Role of Category Skepticism and Customer-to-Customer Interactions in Service Co-Production. : Society for Global Business & Economic Development. Refereed
  • Chung, C., Moriuchi, E., Limbu, Y., Ganesan, P. (2017). Attitudes toward Star Ratings: Generational Differences among Indian Consumers. Louisville, KY: Society for Marketing Advances Proceedings. Refereed
  • Limbu, Y., McKinley, C. (2017). Monitoring Direct-To-Consumer Drug Advertising: An Over-time Assessment of FDA Warning Letters. Dallas, TX: National Communication Association. Refereed
  • Johnson, D., Limbu, Y., Jayachandran, C., Reddy, R. (2017). The Moderating Role of Service Category Perception in Service Co-Creation. San Francisco, CA: Summer American Marketing Association Conference Proceedings. Refereed
  • Valerio, T., Limbu, Y., Jayachandran, C., (2016). Consumers’ trust in food quality and willing to pay more for National Parks’ brands: Preliminary evidence from Italy. Bologna: International Food Marketing Research Symposium Proceedings. Refereed
  • Chung, C., Limbu, Y., Auth, M., (2016). The Antecedents of Intention to Use Social Media for Product Information. NJ: Proceedings of the 14th Society for Global Business & Economic Development. Refereed
  • McKinley, C., Limbu, Y., Jayachandran, C. (2016). “Message Framing Effects on Indian Females’ Mammography Screening Intentions: Examining Moderating and Mediating Relationships. Atlanta: Society for Marketing Advances Proceedings. Refereed
  • Jayachandran, C., Limbu, Y., (2015). Health Branding and Preventive Health Behavior: Trends in Emerging Markets. Nanjing: 5th Research Symposium, Society for Global Business & Economic Development (SGBED). Refereed
  • Jensen, R., Limbu, Y. (2015). Investigating the Relationships between Sports Stadium Atmospherics, Sports Fans Satisfaction, and Future Behavioral Intentions. Orlando, Florida: International Academy of Business Disciplines Conference Proceeding. Refereed
  • McKinley, C., Limbu, Y., Jayachandran, C. (2015). The Influence of Statistical versus Exemplar Appeals on Indian Adults Health Intentions: An Investigation of Direct Effects and Intervening Persuasion Processes. : National Communication Association. Refereed
  • Jensen, R., Limbu, Y., Choi, J. (2015). "Investigating the Relationships between Sports Stadium Atmospherics, Fan Satisfaction, and Future Behavioral Intentions: A Case Study of College Football Fans in the United States". New York: Business and Applied Sciences Academy of North America (BAASANA). Refereed
  • Jensen, R., Limbu, Y. (2014). Assessing How Ecuadorian and Argentinian Fans Perceived Service Quality at a Major Futbol Match in New York City. San Diego, CA: Annual Conference Proceeding of the International Academy of Business Disciplines. Refereed
  • Limbu, Y., Chatterjee, P., Jayachandran, C. (2014). Asymmetric Relationship between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers. Baltimore, MD: Association for Consumer Research. Refereed
  • Limbu, Y., Jayachandran, C., McKinley, C. (2014). Joint Effects of Message Framing and Evidence Type on Early Disease Detection and Prevention Messages. Ancona: The 13th International Conference Proceeding of the Society for Global Business & Economic Development. Refereed
  • Limbu, Y., Jayachandran, C. (2014). The moderating roles of traditional health beliefs in the relationship between social capital and self-reported health status among disadvantaged households in India. New Jersey: Business and Applied Sciences Academy of North America (BAASANA) International Conference of Proceedings. Refereed
  • Limbu, Y., Jayachandran, C. (2014). Exploring the Health Behavior of the Poor and the Role of Social Capital, Health Locus of Control, and Gender. : Association for Marketing & Health Care Research (AMHCR) Conference. Refereed
  • Asing-Cashman, J., Gurung, B., Limbu, Y., Rutledge, D. (2013). Free and Open Source Tools (FOSTs): An Empirical Investigation of Pre-Service Teacher's Competency, Attitude, and Pedagogical Intention. : American Educational Research Association Conference Proceedings. Refereed
  • Chung, C., Limbu, Y., Auth, M. (2013). Intention to use social networking sites as a product information source: An examination of media richness and information adoption. : Business and Applied Sciences Academy of North America (BAASANA) International Conference of Proceedings. Refereed
  • Limbu, Y., Mukherjee, A., Gurung, B. (2013). Student Engagement Techniques and Teaching Quality Ratings in Marketing Education. : AMA Winter Marketing Educators’ Conference Proceedings. Refereed
  • Limbu, Y., Mukherjee, A. (2012). A Review of Research on Direct-to-Consumer Advertising of Prescription Drugs: Directions for Future Research. Chicago: 2012 MBAA International Conference Proceedings.
  • Limbu, Y., Mukherjee, A. (2012). Direct-to-Consumer Advertising: A review and Agenda for Future Research. Atlanta: Academy of Marketing Science World Marketing Congress.
  • Limbu, Y., Huhmann, B. (2012). Direct-to-consumer prescription drug websites: The moderating roles of perceived risk and product category knowledge. Atlanta: 2012 World Marketing Congress~Cultural Perspectives in Marketing, Academy of Marketing Science. Refereed
  • Jayachandran, C., Limbu, Y. (2012). Preventive Health Behavior among Bottom of the Pyramid (BOP) Households: Roles of Health Beliefs, Demographics, and Social Contexts. : 4th Research Symposium, Society for Global Business and Economic Development (SGBED). Refereed
  • Chung, C., Chang, E., Limbu, Y. (2012). The effect of online reviews on unfamiliar brand perceptions. Orlando: 2012 Society for Marketing Advances Proceedings. Refereed
  • Limbu, Y., Jayachandran, C. Fishing for Silent Traits in Salesforce? An Empirical Investigation of the Role of Perspective-Taking Empathy, Nonverbal Immediacy, and Listening on Sales Effectiveness. Orlando: 2012 Society for Marketing Advances Proceedings. Refereed
  • Limbu, Y., Peterson, R. (2012). Role of information and communication technology on usage, adaptive selling behavior, sales force performance, and job satisfaction. Chicago: 2012 MBAA International Conference Proceedings. Refereed
  • Limbu, Y., Mukherjee, A. (2011). Application and effectiveness of engaged teaching approach: Intro to marketing course. Montclair, NJ: 2nd Annual University Laerning and Teaching Showcase.
  • Limbu, Y., Kumar, A. (2011). The Antecedents and Consequences of Website Credibility: The Role of Online Retailing Ethics. : North East Business and Economics Association. Refereed
  • Limbu, Y., Kumar, A. (2011). Antecedents and Consequences of Website Credibility: Examining the Role of Online Retailing Ethics. Philadelphia, PA: 2011 Proceedings of the Northeast Business and Economics Association. Refereed
  • Limbu, Y., Peterson, R. (2011). The Impact of Third-party Sponsored Direct-to-consumer (DTC) Websites: The Moderating Role of Perceived Risk. Memphis, TN: 2011 Society for Marketing Advances Proceedings. Refereed
  • Limbu, Y., Mukherjee, A. (2011). Consumer credit card behavior: A study of intergenerational differences and influences. Washington, D.C.: 2011 AMA Marketing & Public Policy Conference Proceedings. Refereed
  • Kay, M., Limbu, Y. (2011). Pharmaceutical Promotions and the Physicians-Patient Relationship: Patient Orientation or Physician Orientation?. Chicago, IL: Proceedings of the 2011 MBAA International Conference. Refereed
  • Mukherjee, A., Shamdasani, P., Limbu, Y. (2010). Determinants of brand equity in business-to-consumer services. Atlanta: Society for Marketing Advances Annual Conference. Refereed
  • Limbu, Y., Kay, M. (2010). The Role of Adaptive Selling and Communication Style in Pharmaceutical Sales Representative’s Job Performance: The Moderating Effect of Self-Efficacy. Morris Town, NJ: Proceedings of the Northeast Business and Economics Association, Extended Abstract. Refereed
  • Limbu, Y., Mukherjee, A. (2010). Deal or no deal: Do pharmaceutical sales representatives‟ nonverbal communication and empathy influence physician responses?. Chicago: Business and Health Administration Association, MBAA Conference. Refereed
  • Limbu, Y., Huhmann, B. (2009). Are Humor and Celebrity Endorsers Effective for Direct-to-Consumer Advertising?. New Orleans: Society for Marketing Advances Proceedings, Extended Abstract.
  • Chaudhury, S., Limbu, Y. (2009). Consumer Deskilling and the Credit Card Industry: An Intergenerational Perspective. Washington, D.C.: The 20th Anniversary Marketing & Public Policy Conference Proceedings, Extended Abstract. Refereed
  • Limbu, Y. (2008). The Need for Training in Nonverbal Communication and in Empathy for Pharmaceutical Sales Representatives: A Proposed Model for the Effectiveness of Pharmaceutical Sales. St. Petersburg, Florida: Society for Marketing Advances Proceedings, Extended Abstract. Refereed
  • Limbu, Y. (2006). Prescription Drug Advertising: Pros, Cons, and Avenues for Future Research. San Diego, CA: Southwest Decision Science Institute Proceedings. Refereed