BENGALURU — Demonstrating doctoral research rigor in consumer behavior and brand marketing, Mr. Madan Gowda KJ, a scholar from the Fellow Programme in Management (FPM, Batch 2023) at ISBR Business School, successfully delivered his FPM Synopsis External Presentation on September 07, 2026. His research investigates the market dynamics of “masstige” (mass-prestige) brands, analyzing how symbolic consumption orientation influences consumer purchase intent.
FPM Synopsis External Presentation: Event Overview
| Parameter | Details |
| Academic Programme | Fellow Programme in Management (FPM) |
| Scholar & Batch | Mr. Madan Gowda KJ (Batch 2023 / FPM07-2023) |
| Milestone Event | FPM Synopsis External Presentation |
| Date of Presentation | Monday, September 07, 2026 |
| Research Title | A Study on the Determinants of Consumers’ Purchase Intention Towards Masstige Brands: The Mediating Role of Symbolic Consumption Orientation |
| Research Guide | Dr. Anand Shankar Raja M (Associate Professor, ISBR Business School) |
| External Examiner | Dr. Sandeep Singh (CHRIST Deemed to be University) |
| Research Advisory Committee | Dr. Lakshmi K.S (Professor) & Dr. Preshth Bhardwaj (Professor & Head, Centre for Excellence in Retailing & Analytics) |
Key Highlights of the FPM Synopsis External Presentation
1. Research Scope & Masstige Brand Dynamics
The study, titled “A Study on the Determinants of Consumers’ Purchase Intention Towards Masstige Brands: The Mediating Role of Symbolic Consumption Orientation,” addresses the evolving consumer preference for premium yet accessible products. By examining symbolic consumption as a mediator, the research provides empirical insights into how status, self-expression, and brand perception shape consumer decision-making in modern retail markets.
2. Scholarly Guidance & Expert Review
- Research Leadership: The doctoral thesis is guided by Dr. Anand Shankar Raja M, Associate Professor at ISBR Business School.
- External Examination: External Examiner Dr. Sandeep Singh from CHRIST (Deemed to be University) provided scholarly observations and constructive recommendations to strengthen the study’s conceptual clarity and empirical foundation.
- Research Advisory Committee Review: The session was evaluated by RAC members Dr. Lakshmi K.S (Professor) and Dr. Preshth Bhardwaj (Professor & Head, Centre for Excellence in Retailing & Analytics), who offered actionable feedback to refine the research methodology and theoretical contribution.
Advancing Doctoral Research at ISBR
The constructive feedback gathered during the FPM Synopsis External Presentation will support Mr. Madan Gowda KJ as he refines his methodology and progresses toward the advanced stages of his doctoral research. This milestone highlights the ISBR Research Centre’s ongoing commitment to fostering industry-relevant and academically rigorous management studies.
