Dr Abhishek Pathak

Senior Lecturer

University of Dundee School of Business, School of Business

Marketing & Management, School of Business

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+44 (0)1382 384867


Abhishek Pathak is a Senior Lecturer in Marketing and has received PhD from the Nanyang Technological University, Singapore. He is a physician by training and has worked in corporate hospitals in various clinical and managerial capacities for over a decade. In his corporate roles in the healthcare sector, he has headed the operations of Oncology division and has overseen the commissioning of a Greenfield health city project.

Given his diverse academic background, Abhishek’s research interests overlap medicine, psychology and marketing areas. His research focuses on sound symbolism in the perception of taste & luxury dimensions, multisensory marketing, packaging in the F & B sector, implicit perception of brand attributes, counterfeit brand logos and applied linguistics in branding.


Areas of expertise

  • Sound symbolism in food & luxury products
  • Cross-modal multisensory experience
  • Multisensory Marketing
  • Implicit processing
  • Packaging design and effectiveness in F & B space
  • Eye tracking studies (Tobii glasses)
  • Applied linguistics in branding
  • Sonic branding

Research themes

  • Health, Welfare and Education
View full research profile and publications


BU22008 – Customer Experience in a Digital World (module leader)

BU12006 – Fundamentals of Marketing (module leader)

BU51015 – Marketing as a Creative Practice (module leader)

BU51025 - Search Marketing (module organiser)

BU520250 – International Marketing Strategy (module organiser)