Dr. Archana Kumar

Associate Professor | Marketing | Feliciano School of Business


Telephone: 9736553001

Office: Feliciano School of Business, 585


Archana Kumar is an Associate Professor of Marketing, teaching Introduction to Marketing and Retail Marketing and Management. Her principles areas of research are in consumer behavior, apparel retailing, branding strategies, electronic and mobile commerce shopping behavior and cross-cultural consumer behavior.

Dr. Kumar research has been published in several referred journals including the Journal of Services Marketing, International Journal of Retail and Distribution Management and the Journal of Business Research. She is also the recipient of the 2007 Emerald Research Fund Award for Indian Management Research.

Dr. Kumar is a member of the American Collegiate and Retailing Association (ACRA) and International Textile and Apparel Association (ITAA).

Dr. Kumar has a PhD in Retail and Consumer Services and M.S. in Statistics from the University of Tennessee, Knoxville. She also has a M.S. in Integrated Textile and Apparel Science from Auburn University.

Areas of Expertise

Consumer behavior
Apparel retailing
Branding strategies
Electronic and Mobile commerce shopping behavior
Cross-cultural consumer behavior


  • MS, Statistics, 2010, University of Tennessee
  • Ph D, Retail and Consumer Sciences, 2010, University of Tennessee
  • MS, Integrated Textile and Apparel Sciences, 2004, Auburn University
  • BS, Textile Technology, 2001, Bharathiyar University

Refereed Publications

  • Kumar A., Kim Y., (2014). The Store-As-A-Brand Strategy: The Effect of Store Environment on Customer Responses. . Journal of Retailing and Consumer Services.21 (5). (pp. 685-695).
  • Kumar A., Mukherjee A., McGinnis J., (2013). E-Retailing Course: Using an Experiential Approach in a Classroom Setting. . Retail Education Today.33 (3).
  • Kumar A., (2013). Shop While you Talk: Determinants of Purchase Intentions Through a Mobile Device. . International Journal of Mobile Marketing.8 (1). (pp. 23-34).
  • Beckman E., Kumar A., Kim Y., (2013). The Impact of Brand Experience on Downtown Success. . Journal of Travel Research.52 (5). (pp. 646-658).
  • Kumar A., Fairhurst A., Kim Y., (2013). The Role of Personal Cultural Orientation in Consumer Ethnocentrism among Indian Consumers. . Journal of Indian Business Research.5 (4). (pp. 235-250).
  • Kumar A., Fairhurst A., Kim Y., (2011). Ethnocentric Tendencies of Indian Consumers: Impact on Preference for Domestic versus Foreign Products. . International Review of Retail, Distribution and Consumer Research.21 (4). (pp. 323-341).
  • Bhardwaj V., Kumar A., Kim Y., (2010). Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's. . Journal of Global Marketing.23 (1). (pp. 80-94).
  • Lee H., Kumar A., Kim Y., (2010). Indian Consumers' Brand Equity toward a U.S. and Local Apparel Brand. . Journal of Fashion Marketing and Management.14 (3). (pp. 469-485).
  • Kumar A., Lee H., Kim Y., (2009). Indian Consumers' Purchase Intention toward a United States versus Local Brand. . Journal of Business Research.62 (5). (pp. 521-527).
  • Kumar A., Kim Y., Pelton L., (2009). Indian Consumers Purchase Behavior toward a U.S. versus Local Brand. . International Journal of Retail and Distribution Management.62 (5). (pp. 521-527).
  • Lim H., Kumar A., (2008). Gender and Loyalty in the Context of Mobile Services. . International Journal of Mobile Communications.6 (6). (pp. 714-728).
  • Kumar A., Heejin L., (2008). Age Differences in Mobile Service Perceptions: Comparison of Generation Y and Baby Boomers. . Journal of Services Marketing.22 (7). (pp. 567-568).

Published Books

  • Smith S., Kumar A., (2013). The Impact of Corporate Social Responsibility on Employee Organizational Commitment within the Gaming Industry. (pp. 49-67). . Advances in Hospitality and Leisure.

Published Proceedings

  • Kumar A., (2013). Zero to Online Retail Entrepreneur in a Semester: An Experiential Learning Approach to Teaching E-Retailing. New Orleans. MMA Fall Educators' Conference. Refereed
  • Ekeledo I., Kumar A., (2013). Foreign Market Exit of International Retailers: An Integrative Perspective. . AMA Summer Marketing Educators’ Conference. Refereed
  • Kumar A., McGinnis J., Mukherjee A., (2012). Determinants of patient satisfaction with pharmaceutical services - Comparison between multiple pharmacy format. (pp. 298-302). . Business & Health Administration Proceedings. Refereed
  • 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

Awards and Honors

  • Emerald Research Funds Award , (2007)
  • Ida Anders Scholarship, College of Education, Health, and Human Sciences, University of Tennessee, Knoxville (2007)
  • ITAA Best Paper, International Textile and Apparel Association (2006)
    The paper titled 'Using Holistic Critical Thinking Scoring Rubric to Assess Student Responses to Customer Service Manager Tasks' received the ITAA best paper award.
  • Honorary Mention for 'Gender and Mobile Services', Korean Academy of Marketing Science, Korea (2006)
    The paper presented at KAMS received an Honorary Mention at the Awards ceremony.
  • Graduate Fellow, Auburn University (2002)


  • Kumar, A. & Smith, S. (Work in Progress). Understanding Local Food Consumption Behavior.