Amith Dev & Mohan, B. C. (2025). An integration of information communication technologies and entrepreneurial ventures: a bibliometric analysis and future research directions. Journal of Small Business and Enterprise Development, 32(6), 1376-1400

Naik, C., & Mohan, B. C. (2024). Factors influencing paddy farmers' choice of marketing channels: study of a nationally representative survey from India. Journal of Agribusiness in Developing and Emerging Economies.

Dhaigude, S. A., & Mohan, B. C. (2024). Customer Experience in Social Commerce: Thematic and Intellectual Structure Mapping Using Bibliometric Analysis. International Journal of Human–Computer Interaction, 1-25.

Naik, C., & Mohan, B. C. (2023). Role of agricultural marketing channels in price realization: an empirical analysis of selected crops in India. Journal of Agribusiness in Developing and Emerging Economies.

Dhaigude, S. A., & Mohan, B. C. (2023). Customer experience in social commerce: A systematic literature review and research agenda. International Journal of Consumer Studies, 47(5), 1629-1668.

Dhaigude, S. A., & Mohan, B. C. (2023). Logistics service quality in online shopping: A bibliometric analysis. Journal of Internet Commerce, 22(1), 157-188.

Haritha, S., & Mohan, B. C. (2022). Cognitive Dissonance in Online Shopping in an Emerging E-tailing Market. Transnational Marketing Journal, 10(3), 719-737.

Deshbhag, R. R., & Mohan, B. C. (2020). Study on influential role of celebrity credibility on consumer risk perceptions. Journal of Indian Business Research.

Anitha P, & Mohan, Bijuna. (2020) Cognitive, Affective and Conative Concepts as an Antecedent to Parental and Child Purchase Influence Strategies-Observational Evidences, International Journal of Business Innovation and Research 1(1):1.

Ranjith, V. K. Bijuna CM, Lakshmi Priya (2020) “The Employment Characteristics, Job Satisfaction and Turnover intention of Indian Dentists" ,  Indian Journal of Public Health Research & Development, July 2020, Vol. 11, No. 7

Shamal, S., & Mohan, B. C. (2019). Consumer Acceptance of Branded Fortified Foods and Beverages in India: Towards a Conceptual Framework. Indian Journal of Marketing, 49(10), 7-22.

Deshbhag, R., & Mohan, B. (2018). Influence of Celebrity Credibility on Consumer Product Evaluation and Attitude Formation–A Conceptual Framework. J. Mgt. Mkt. Review, 3(4), 193-197.

Anitha P, & Mohan, Bijuna (2018). Impact of Advertising on Children’s Influence Strategies and Purchase Intention, Journal of Economic and Management Perspectives, 12 (2), 679-683.

Shamal, S., & Mohan, B. C. (2017). Consumer behaviour in fortified food choice decisions in India. Nutrition & Food Science, 47(2), 229-239.

Moorthi, Y. L. R., & Mohan, B. C. (2017). Brand value proposition for bank customers in India. International Journal of Bank Marketing, 35(1), 24-44. 

Anitha P, & Mohan, B.B. (2017). Effect of Peer Group Influence on Parental Purchases - Towards an Integrated Conceptual Frame Work, International Journal of Applied Business and Economic Research, Vol. 15

Haritha S, & Mohan, B.C. (2017). Influence of Involvement on Cognitive Dissonance in Online Shopping– A Critical Literature Review, International Journal of Applied Business and Economic Research, Vol. 15

Mohan, B. C., & Sequeira, A. H. (2016). The impact of customer-based brand equity on the operational performance of FMCG companies in India. IIMB Management Review, 28(1), 13-19.

Brand Equity And Business Performance– Towards A Conceptual Framework , Indian Journal of Marketing, Vol.43February 2013

Exploring the Interlinkages between Brand Equity and Business Performance- Towards a Conceptual Framework, Managerial Marketing eJournal, Vol.4,No. 41, 2012

Customer-Based Brand Equity in the Fast Moving Consumer Goods Industry in India, The International Journal of Management, Vol.1, Issue 4, pp. 1-19, 2012.

The impact of customer based brand equity on the operational performance of FMCG companies in India, International Conference on Business and Analytics and Intelligence, IIM Bangalore, 2013

An application of David A Aaker’s brand identity planning model- A case study approach in the International Conference on Economics, Business Management and Marketing (EBMM 2009) at Nanyang Technological University,  Singapore on Oct9-Oct 11, 2009.