VIT

Marketing

Dinesh-Kumar

Dr. Dinesh Kumar B

Assistant Professor

b.dinesh@vit.ac.in

Marketing

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Dinesh Kumar B. is an Assistant Professor of Marketing at VIT Business School, Vellore Institute of Technology, Vellore. He earned his Ph.D. from the National Institute of Technology, Tiruchirappalli. He has eight years of teaching experience and one year of industry experience. His research interests include customer-brand engagement, augmented reality marketing, and consumer behavior. He has published articles in reputed journals indexed in ABDC, Scopus, and Web of Science.

Undergraduate

B.E Electronics and Instrumentation Engineering - Mookambigai College of Engineering, Trichy (2008)

Postgraduate

MBA - Chettinad College of Engineering and Technology, Karur (2011)

Ph.D

Ph.D. Marketing - National Institute of Technology, Trichy (2026)

Augmented Reality Marketing, Customer Brand Engagement, Consumer Behaviour
  • UGC NET (Management)
  • TN SET (Management)
  • Ganesan, M. and Kumar, B.D. (2024), “Augmented reality: the key to unlock customer engagement potential”, Marketing Intelligence & Planning, Vol. 42 No. 6, pp. 976 1009. https://doi.org/10.1108/MIP-08-2023-0408.
  • Muruganantham, G., and Kumar, B. D. (2025). Gratification-driven customer engagement in AR mobile apps: shaping psychological ownership and behavioural intentions. Journal of Marketing Communications, 1–23. https://doi.org/10.1080/13527266.2025.2523581.
  • Muruganantham, G., Kumar, B. D., & Sivagnanasundaram, M. (2025). Customer Engagement in AR Mobile Apps: The Role of Psychological Factors and the Moderating Effect of Product Category. Journal of Global Marketing, 1–16. https://doi.org/10.1080/08911762.2025.2577939.
  • Kumar, B. D., & KKumar, S. R. (2026). Augmented reality mobile engagement: Augmenting emotions for customer connection. Journal of Marketing Communications, 1-22. https://doi.org/10.1080/13527266.2026.2683671