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Dr. Yam Limbu


Associate Professor | Marketing | Feliciano School of Business

Email: limbuy@mail.montclair.edu

Telephone: 9736553361

Office: Feliciano School of Business, 589

Biography

Dr. Limbu is an Associate Professor of Marketing at Montclair State University. His research interests include pharmaceutical and healthcare marketing, consumer behavior, advertising, sales, Internet marketing, and instructional strategies. His publications have appeared or are forthcoming in the Industrial Marketing Management, International Journal of Advertising, Health Communication, Journal of Business & Industrial Marketing, International Journal of Bank Marketing, Journal of Business-to-Business Marketing, Marketing Intelligence & Planning, and International Journal of Sports Marketing & Sponsorship. He presented his research at many scholarly and professional conferences and his work has been published in leading conference proceedings such as Advances in Consumer Research (ACR), American Educational Research Association (AERA) and American Marketing Association (AMA).

Dr. Limbu currently serves as vice president of the Society for Global Business & Economic Development (SGBED). He is a board member of the Business and Applied Sciences Academy of North America (BAASANA). He serves as Editor-in-Chief for the International Journal of Business and Applied Sciences. He also serves on the editorial boards of several academic journals. Besides teaching and researching, he provides consulting services for small business firms.

Dr. Limbu teaches a broad range of undergraduate and graduate courses including Marketing Analytics, Marketing Research, Consumer Behavior, International Business, and Pharmaceutical and Healthcare Marketing.

Areas of Expertise

Consumer behavior
Sales management
Communication strategies
Healthcare and pharmaceutical marketing
Internet marketing
Instruction strategies and assessment
Sports marketing

Education

  • Ph D, Marketing, 2009, New Mexico State University

Refereed Publications

  • 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. Bingley. International Journal of Bank Marketing.35 (5). (pp. 842-856).
  • 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).
  • Jensen W. R., Limbu Y., Choi ., (2016). How does the stadium atmosphere at a college football game affect behavioral intentions across gender lines? The mediating role of spectator satisfaction. Honolulu, Hawaii. International Journal of Management and Marketing Research.9 (2). (pp. 41-58).
  • Huhmann A. B., Limbu Y., (2016). Content and Compliance of Pharmaceutical Social Media Marketing. Bingley. Marketing Intelligence & Planning.34 (7). (pp. 977-999).
  • Jensen W. 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?. WI. Public Policy and Administration Review.4 (1). (pp. 43-57).
  • Huhmann A. 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).
  • Limbu Y., Jayachandran C., Babin J. B., Peterson T. 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 W. R., Limbu Y., (2016). Spectators’ awareness, attitudes and behaviors towards a stadium’s social media campaign. Toronto, Ontario. 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 W. R., Limbu Y., Spong Y., (2015). Visual analytics of Twitter conversations about corporate sponsors of FC Barcelona and Juventus at the 2015 UEFA Final. London. International Journal of Sports Marketing & Sponsorship.16 (4). (pp. 242-248).
  • Limbu Y., Jayachandran C., Babin J. B., (2014). Does Information and Communication Technology Improve Job Satisfaction? Moderating Role of Sales Technology Orientation. . Industrial Marketing Management.43 (7). (pp. 1236-1245).
  • Asing-Cashman G. 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).
  • Limbu Y., Jayachandran C., (2014). Exploring the Linkage between Social Capital and Self-Reported Health Status of Underprivileged Individuals: Role of Traditional Health Beliefs. PA. International Journal of Business and Applied Science.3 (2). (pp. 1-7).
  • 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).
  • Limbu Y., Huhmann A. B., Peterson T. 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 T. 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 A. 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 T. R., Hampton M. 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 M. 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).
  • Peterson T. R., Limbu Y., (2010). Student Characteristics and Perspectives in Entrepreneurial Courses: A Profile. . Journal of Entrepreneurship Education.13 (pp. 65-83).
  • 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 T. 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 T. 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 M. 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 T. 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

  • 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
  • Jensen W. 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
  • 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 W. 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
  • 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
  • Jensen W. 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., 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
  • Limbu Y., Mukherjee A., Gurung B., (2013). Student Engagement Techniques and Teaching Quality Ratings in Marketing Education. . AMA Winter Marketing Educators’ Conference Proceedings. Refereed
  • Asing-Cashman G. 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
  • 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., Peterson T. 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
  • 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
  • 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 A. 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
  • 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 T. 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
  • 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
  • Mukherjee A., Shamdasani N. 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
  • Chaudhury R. 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. (pp. 436-447). San Diego, CA. Southwest Decision Science Institute Proceedings. Refereed

Awards and Honors

  • The FY2017 Separately Budgeted Research Internal Award, Montclair State University, NJ, USA (2016)
  • Best Paper Award, Marketing Track - Session 2, Business and Applied Sciences Academy of North America (BAASANA) International Conference (2014)
  • Best Paper Award, Marketing Track, Business and Applied Sciences Academy of North America (BAASANA) International Conference (2013)
  • Faculty Honoree, Beta Gamma Sigma, Montclair State University (2013)
  • Engaged Teaching Fellow, Research Academy for University Learning, Montclair State University (2010)
  • Society for Marketing Advances Doctoral Consortium Fellow, New Mexico State University, NM, USA (2008)
  • The McCarter Research Award, New Mexico State University, NM, USA (2008)
  • The Merit-based Enhancement Award, Mexico State University, NM, USA (2008)
  • The Brad Gordon Scholarship , New Mexico State University, NM, USA (2007)

Research

  • • Limbu, Yam B., Christopher McKinley, and C. Jayachandran, “Effects of message framing and evidence on memory: Mediating role of cognitive processing,”
    • Limbu, Yam B. and Robin T. Peterson, “The Impact of Third-party Sponsored Direct-to-consumer (DTC) Websites: The Moderating Role of Perceived Risk,”
    • Limbu, Yam B. and Avinandan Mukherjee, “Emotional Appeals in Antidepressant Prescription Drug Advertising: Moderating Role of Health Beliefs,”
    • Huhmann, Bruce A. and Yam B. Limbu, “A Cross-Temporal Meta-Analysis of Female Responses to Sex Role Portrayals in Advertising,”
    • Limbu, Yam B. and Bruce A. Huhmann, “Overcoming Ad Processing Disadvantages of Familiarity,”
    • Limbu, Yam B. and Barry J. Babin, “Consumer Credit Card Behavior: A Study of Intergenerational Differences and Influences,”
    • Limbu, Yam B., C. Jayachandran, and Raghunadha Reddy, “Impact of Diabetes Information Orientation and Diabetes-Specific Social Support on Diabetes Self-Care Activities: A Test of the Information, Motivation, Behavioral Skills Model,”
    • Temperini, Valerio, Yam B. Limbu, C. Jayachandran, and Debra A Zellner, “Who Trust on Food Quality and Intend to Buy National Parks’ Brands? Preliminary Evidence from Italy,”