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


1-3 Perth Road


Abhishek Pathak is a Lecturer in the Management & Marketing division. He received his PhD from the Nanyang Technological University, Singapore under the guidance of Prof Gemma Calvert (a pioneer of Neuro-marketing).  Abhishek 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 and luxury, Multisensory integration in the F & B packaging, Implicit perception of brand name attributes, Implicit & explicit perception of counterfeit brand logos and Applied linguistics in brand names or taglines.

His research has been presented at platforms such as SCP & Pangborn and has been covered in media outlets like WARC, Admap, Insight+, Storm, Xpadite, Sparks to name a few. He is currently working with the research teams of some of the well-known flavour and fragrances companies in Asia.

Abhishek is currently seeking research collaborators and PhD students who are interested in similar research areas. If you are interested in his research stream, please don’t hesitate to contact.


Summary of research expertise

  • Sound branding
  • Multi sensory experience
  • Luxury branding Brand names
  • Counterfeit brand logos
View full research profile and publications


Fundamentals of Marketing
Marketing as a creative practice
Marketing Strategy (using simulation games like MarkStrat & SimVenture)