| Repositioning the customer support services: the next frontier of competitive advantage J Sheth, V Jain, A Ambika European Journal of Marketing 54 (7), 1787-1804, 2020 | 91 | 2020 |
| The growing importance of customer-centric support services for improving customer experience AA Jagdish N. Sheth , Varsha Jain Journal of Business Research 164, 2023 | 56 | 2023 |
| Augmented reality magic mirror in the service sector: experiential consumption and the self K El-Shamandi Ahmed, A Ambika, R Belk Journal of Service Management 34 (1), 56-77, 2023 | 55 | 2023 |
| Narratives selves in the digital world: An empirical investigation V Jain, RW Belk, A Ambika, M Pathak‐Shelat Journal of consumer behaviour 20 (2), 368-380, 2021 | 42 | 2021 |
| Immersive technologies and consumer behavior: A systematic review of two decades of research A Ambika, H Shin, V Jain Australian Journal of Management, 03128962231181429, 2023 | 39 | 2023 |
| The road to learning “who am I” is digitized: A study on consumer self-discovery through augmented reality tools A Ambika Journal of Consumer Behavior, 2023 | 16 | 2023 |
| When Consumers Tune Out Advertising Messages: Development and Validation of a Scale To Measure Advertising Disengagement A Tripathi, S., Jain, V., Pandey, J., Merchant, Ambika Journal of Advertising Research 61 (4), 1-15, 2021 | 13* | 2021 |
| Designing an empathetic user-centric customer support organisation: practitioners’ perspectives JN Sheth, V Jain, A Ambika European Journal of Marketing 58 (4), 845-868, 2024 | 9 | 2024 |
| Artificial intelligence in customer service: An introduction to the next frontier to personalized engagement V Jain, JN Sheth, E Mogaji, A Ambika Artificial Intelligence in Customer Service: The Next Frontier for …, 2023 | 8 | 2023 |
| Customer-Centric Support Services: An Introduction to the Next Frontier for Competitive Advantage in the Digital Era V Jain, JN Sheth, E Mogaji, A Ambika Customer Centric Support Services in the Digital Age: The Next Frontier of …, 2023 | 5 | 2023 |
| Artificial intelligence in customer service: The next frontier for personalized engagement JN Sheth, V Jain, E Mogaji, A Ambika palgrave macmillan, 2023 | 4 | 2023 |
| Customer-centric service ecosystem for emerging markets V Jain, A Ambika, JN Sheth The Palgrave Handbook of Service Management, 393-410, 2022 | 3 | 2022 |
| Self-augmentation and consumer experiences: an exploratory study: an abstract A Ambika, V Jain, R Belk Academy of Marketing Science Annual Conference-World Marketing Congress, 45-46, 2021 | 3 | 2021 |
| Creative meta-skills: construct, dimensions and implications for marketing professionals K Das, Y Mungra, A Ambika, A Dhir Australasian Marketing Journal 32 (2), 98-112, 2024 | 2 | 2024 |
| Customer Centric Support Services in the Digital Age JN Sheth, V Jain, E Mogaji, A Ambika Springer, 2024 | 1 | 2024 |
| An Exploration of Technology-Mediated Self-Augmentation Experiences A Ambika PQDT-Global, 2022 | 1 | 2022 |
| Artificial Intelligence in Customer Service JN Sheth, V Jain, E Mogaji, A Ambika | 1 | |
| The components of perceived quality and their influence on online re-purchase intention R Kumar, V Jain, JK Eastman, A Ambika Journal of Consumer Marketing 42 (1), 38-55, 2025 | | 2025 |
| The Role of Augmented Reality Experiences in Consumers' Purchase Intention Toward New Products A Ambika, V Jain, R Belk, D Kasilingam, R Krishna Journal of Consumer Behaviour, 2024 | | 2024 |
| Discovering Interdependent Digital Self: A Multidimensional Perspective: An Abstract V Jain, R Belk, A Ambika, M Pathak-Shelat Academy of Marketing Science Annual Conference, 213-214, 2020 | | 2020 |
Dr. Varsha JainAGK Chair Professor of Marketing, MICA Ahmedabad, India確認したメール アドレス: micamail.in