January 2016 onwards : Professor, Marketing Area, IIMK
2011 to 2016: Associate Professor, Marketing Area, IIMK
2006 to 2011: Assistant Professor, Marketing Area, IIMK
Conferences, Seminars & Talks
Sudhir, S., & Unnithan, A. B. (2016): Rumour Sharing in the Market Place - A Manifestation of Anxiety, Arousal and Valence, Third International Communication Management Conference, MICA, Ahmedabad ,18-20, February 2016
Sudhir, S., & Unnithan, A. B. (2015). Modeling the Spread of Product Related Rumors in the Marketplace – An Agent Based Simulation. In International Conference on Contemporary Thinking in Marketing. Mumbai, INDIA: S. P. Jain Institute of Management & Research (SPJIMR).
Sudhir, S., & Unnithan, A. B. (2015). Relationship Management and Information Sharing Motivations of Rumor Sharing in the Marketplace. In 6th IIMA Conference on Marketing in Emerging Economies, 2015. Ahmedabad, INDIA: Indian Institute of Management Ahmedabad.
Sudhir, S., & Unnithan, A. B. (2014). Rumors in the Marketplace: What Drives Them? In AMA Summer 2014 Summer Marketing Educators Conference. San Francisco, CA, USA: American Marketing Association.
Sudhir, S., & Unnithan, A. B. (2014). Rumor Sharing Behavior in the Marketplace: A Study on Motivations. In 36th ISMS Marketing Science Conference. Atlanta, GA, USA: INFORMS.
Sudhir, S., & Unnithan, A. B. (2012). Customer Motivations to Share Product Related Rumours. In 6th Great Lakes NASMEI Marketing Conference. Chennai, INDIA: Great Lakes Institute of Management.
Other Professional Appointments
Dean, Academic Affairs and Development (2018 onwards)
Chairperson, Management Development Programmes, IIM Kozhikode (2014-2016)
Chairperson , IIMK Kochi Campus (2013-2014)
Chairperson, Post Graduate Programme, IIM Kozhikode (2011-2013)
Chairperson, Executive Post Graduate Programmes, IIM Kozhikode (2010-2011)
Professor and Director, SNGIST, N Paravoor, Kochi (2004-2006)
Member, Distance Eduction Council, New Delhi (2011-2012)
Recent Consulting / Other Assignments
2015 Consumer Perception, Preferences & Patronage of Milma and Competitive Channel Dynamics
Research Areas
Response categories in likert scales and measurement invariance
Body Esteem. Appearance Anxiety and Consumption motives
Significant Publications
Subin Sudhir, Anandakuttan B. Unnithan, (2019) "Role of affect in marketplace rumor propagation", Marketing Intelligence & Planning, https://doi.org/10.1108/MIP-07-2018-0254
Subin Sudhir, Anandakuttan B. Unnithan, (2018) "Marketplace rumor sharing among young consumers: the role of anxiety and arousal", Young Consumers, https://doi.org/10.1108/YC-05-2018-00809
Sudhir, S., & Unnithan, A. B. (2018). The Role of Theoretical Breadth and Student Engagement in the Use of Case Methods in Marketing Pedagogy. e-Journal of Business Education and Scholarship of Teaching, 12(2), 78-91.
Ranjitha, G. P., & Unnithan, A. B. (2018). Self and Identity of Being an Ideal Woman: An Exploratory Qualitative Study. IIM Kozhikode Society & Management Review, 7(1), 33-44.
Sudhir Subin, Unnithan AB, Measuring Consumer Motivations to Share Rumors: Scale Development, International Journal of Online Marketing, 4(3), 57-73, July-September 2014
Field Case Study ‘Popular vehicles and services Limited : The Challenge of Growing a Family Business’ with Prof. Biju Varkkey, and Prof. Joshy Jacob , case study registered with IIM Ahmedabad (2013
Varaprasad G, Sridharan R and Unnithan AB (2014) , Customers Perspectives of Internet Banking Adoption in Developing Economies, Chapter in the edited book Analytical Approaches to Strategic Decision Making ed. Madjid Tavana, IGI Global
Muthukumar R, Varaprasad G, Sridharan R and Unnithan AB, An Empirical Study to Identify the Factors Influencing the Customer Satisfaction of ATMs in India , International Journal of Strategic Decision Sciences, 4(4), 25-40, October-December 2013
Varaprasad, G., Sridharan, R., & Unnithan, A. B. (2013). Internet banking adoption in a developing country - an empirical study. International Journal of Services and Operations Management, 14(1), 54
Varaprasad, G., Sridharan, R., & Unnithan, A. B. (2013). Internet Banking Adoption by the Customers of Private Sector Banks in India. International Journal of Strategic Decision Sciences, 4(1), 40–51
Varaprasad G, Chandran, K. S., Sridharan, R., & Unnithan, A. B. (2013). An Empirical Investigation on Credit Card Adoption in India. International Journal of Service Science, Management, Engineering, and Technology, 4(1), 13–29
Working Papers
1. Susceptibility to Television Advertising: Some Evidence on Unidimensionality and Validity
Anandakuttan B Unnithan (2011) Abstract
2. Rumor sharing in the marketplace: What motivates the consumer?
