Our Faculty

Ipshita Ray

Associate Professor

Lubin School of Business


  • @New York City


PhD , University of Connecticut , Storrs, CT , 2001
Marketing Communications

MA , University of Connecticut , Storrs, CT , 1997
Marketing Communications

MA , Jadavpur University , Calcutta, India , 1995

BA , Jadavpur University , Calcutta, India , 1993

Awards and Honors

  • Advertising Education Foundation, 2008


Cestare, T. The Tribes We Lead: Understanding the Antecedents and Consequences of Brand Evangelism within the context of social communities. Journal of Brand Management.

Ray, I. Emotional Versus Functional Attributes of Delight- and Satisfaction- Mediated Effects on Customer Loyalty. Journal of Strategic Marketing.

Ray, I. Psychological Sense Of Social Community Engagement: Research, Application And Managerial Implications. Journal of Consumer Psychology.

RAY, I. (2015, August 10). Customer Retention and the Bottom line: Examining the Role of Customer Share of Wallet (SOW) as a Moderator of Affect- and Trust- Mediated Effects.. Journal of International Management Studies. Vol 10 (Issue 2) , pages 1-24. http://jimsjournal.org

Ray, I. Share of wallet (SOW) as a Moderator of Affect- and Trust-Mediated Effects on Store Loyalty. International Journal of Retail & Distribution Management.

Ray, I. "Emotional Versus Functional Attributes of Delight- and Satisfaction-Mediated Effects on Customer Loyalty". Journal of Strategic Marketing.

Ray, I., Holbrook, M. & , . (2013, October (4th Quarter/Autumn)). Customer Retention and the Bottom Line: Examining the Role of Customer Share of Wallet (SOW) as a Moderator of Affect- and Trust- Mediated Effects.

Ray, I., Kirk, C. & Wilson, B. K. (2013, June). The impact of brand value on firm valuation: The moderating influence of firm type. Journal of Brand Management. (Issue doi:10.1057) , pages 1-13. http:// www.palgrave-journals.com/doifinder/10.1057/bm.2012.55

Ray, I. (2013, June). The Impact of Brand Value on Firm Valuation: The Moderating Influence of Firm Type. Journal of Brand Management. Vol 20 (Issue 6) , pages 488-500. http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2272532

Ray, I., Moskowitz, H., Gofman, A. & Gabay, G. (2012, September 24). Extending RDE to Evaluating Potential Social Anxiety Factors. Alex Gofman and Howard Moskowitz (Eds.), Rule Developing Experimentation: A Systematic Approach to Understand & Engineer the Consumer Mind. Sharjah, UAE: Bentham Science Publishing. , pages 221-241 . http://www.benthamscience.com/ebooks/contents.php?JCode=9781608052844

Gofman, A., Ray, I. & Moskowitz, H. Applying Advanced Consumer Research Methodologies to Evaluating Potential Social Anxiety Factors and their Counteragents. Journal of Public Policy and Marketing.

Ray, I. & Moskowitz, H. Measuring Interest and Price for Sensory Experience within the S-O-R Framework: Application to Hotels. Journal of Public Policy and Marketing.

Moskowitz, H., Gabay, G., Ashman, H. & Ray, I. Rule Developing Experimentation: A Systematic Approach to understand and Engineer the Consumer Mind. Bentham Science Publishers.

Kirk, C., Ray, I. & Wilson, B. The Impact of Brand Value on Firm Valuation: The Moderating Influence of Firm Type. Journal of Brand Management.

Gabay, G., Onfrey, S., Ray, I. & Moskowitz, H. Using Experimental Design and Mind-Set Segmentation to Increase Donations for Diabetes. International Journal of Nonprofit and Voluntary Sector Marketing.

Ray, I. Effect of Discrete Emotions on Evaluations of an Advertisements Pragmatic Value, Attitude toward Ad and Memory..


Ray, I. (2016, September 23). Annual Academy of Business Research Summer Conference. Measuring the Impact of Customer Retention Strategies on ROI: The Role of Customer Share as a Moderator in a Dual Process Model. Academy of Business Research, Atlantic City

RAY, I. (2015, September 24). Atlantic Marketing Association Annual Conference. “Emotional versus functional attributes of delight- and satisfaction-mediated effects on customer loyalty ”. Atlantic Marketing Association, Savannah, GA

Ray, I. (2014, March 23). The Annual Academic Forum Conference. The Role of Positive Affect as a Predictor of Store Loyalty Outcomes: Understanding the Hedonic versus Utilitarian Antecedents and Consequences. The Academic Forum, Baltimore, MD


  • American Marketing Association
  • Association of Consumer Research
  • Atlantic Markting Association
  • Atlantic Markting Association
  • Academy of Business Research , September 2016


  • Graduate Student Relations [Committee Chair]
    Desc: As Chair of the Graduate Student Relations committee, I implemented a new initiative to improve faculty-student relations in more informal settings. Student feedback was gathered in a social setting when I organized a marketing department “Faculty Friday” at 121 Fulton. Over 30 graduate students attended this event and many marketing department faculty.
    Committee's Key Accomplishments: The feedback I received helped design several skill-oriented workshops starting in Spring 2017. Students loved the intention behind the event and said that the faculty cared collectively and wanted to listen to their ideas and feedback and that was a very meaningful outcome. The accounting department is doing a similar event in Spring 2017 and I will continue to push this initiative amongst all disciplines.
  • Lubin Seidenberg Strategic Planning Committee [Attendee, Meeting]
    Desc: Attended a collaborative meeting with faculty and staff from Seidenberg and Lubin to ideate and come up with strategies to better serve our students in the field of analytcis, programming - merging the best of business with IS and technology.
    Committee's Key Accomplishments: Was part of sub committee work to identify new and old courses in which faculty from both colleges can constructively collaborate. Cathy Dwyer and Vishal Lala were also part of this sub committee.
  • Lubin Strategic Planning Offsite Retreat [Attendee, Meeting]
    Desc: Was an active participant in the all day off-site retreat and contributed specific ideas and suggestions for strategic planning.
  • Publicis Data Science Competition [Faculty Advisor]
    Desc: I ran our Second Annual Business Data Science Case Competition with Publicis. The event drew close to 80 applicants and was a huge success. I organized very event in the semester long competition. I also wrote all the promotion material used for the web and print publications. I personally read close to 85 resumes and screened them very carefully based on the criteria provided by the sponsors. I conducted one on one interviews with close to 48 students and then mentored these finalists all the way to the final presentations.
    Committee's Key Accomplishments: The second competition was an even bigger success than the first one and several students are being interviewed for full time and internship positions at Publicis on a rolling basis.
  • Publicis Pace Partnership [Faculty Advisor]
    Desc: For over a year now, I have been meeting with and working with various members of the Publicis leadership to formalize a working partnership between our two organizations. Worked with Publcis to get detailed written feedback on ALL our graduate courses. This feedback was subsequently shared with our grad faculty so they could use it to enhance and strengthen the analytics component in each course.
    Committee's Key Accomplishments: I worked with top management from June till September to work on a detailed plan for collaborations between our two organizations. This helped me put together a 2-year plan for Lubin which I later formalized into a draft for a contract between the two organizations. Even though the contract has not been returned to us as yet, ALL components of the proposed partnership have already been executed this past year. o 3 Workshops were held by Publicis on • Brand Insight Measurement (Chirag) • Research techniques and Data Mining (Siddharth Prashanth) • Data Visualization using Tableau (Stephanie Aiuto) o Executive Lecture Series by their Chief Analytics and CRM Officer, Javid Arrain • Research Methodology (Oct 25, and Nov1, attended by approximately 60 students each) • Measurement and Metrics (Nov 15, attended by 48 students)
  • GroupM Annual Business Analytics Case Competition [Faculty Advisor]
    Desc: I ran our Fifth Annual Business Analytics Case Compeition with GroupM. The event drew close to 70 applicants and was a tremendous success. I organized very event in the semester long competition. I also wrote all the promotion material used for the web and print publications. I personally read 80 resumes and screened them. I conducted one on one interviews with close to 40 students and then mentored these finalists all the way to the final presentations.
    Committee's Key Accomplishments: The competition was a tremendous success and three students were interviewed for full time positions at GroupM. Two were hired and the impact on Pace and Lubin's reputation as a result has been immeasurable.
  • Lubin Legends Showcase [Other]
    Desc: I single handedly organized the First Lubin Legends Showcase in Fall 2013. I received support from Sue Maxam Dean Braun's office to host the event.
    Committee's Key Accomplishments: We showcased 5 signature Lubin programs to 31 first year students. These included Ad Team, Student Managed Portfolio Program, Trips to Brazil, IDM lab, and Entrepreneurship Lab. All faculty advisors and student teams presented at this event. A total of approximately 68 people attended. With an eye on retention, the objective was to expose first year students to Lubin signature programs so they can see for themselves all the great career paths ahead of them.
  • Advisory Committee on Lubin Dean Reappointment [Committee Member]
    Desc: In March 2013, President Stephen Friedman and Provost Uday Sukhatme formed an Advisory Committee (Appendix I) to provide a comprehensive review of Neil Braun's management of the Lubin School. The procedure (Appendix II) for the evaluation of academic deans includes the following goals: • To document the achievements and progress of the academic unit under the Dean's leadership • To foster continuous improvement of programs and services by identifying strengths to build on as well as areas in need of improvement • To provide constructive feedback on the Dean's performance with regard to unit expectations • To inform the Dean of the views and needs of the unit's faculty and help the President/Provost make an informed reappointment decision
    Committee's Key Accomplishments: The Group held numerous meetings. In addition, the Advisory committee created several subcommittees to conduct interviews with associate deans, department chairs, and members of senior management. A survey was developed to solicit the viewpoints of the faculty, staff, students, and alumni in the Lubin community regarding the Dean's performance. Additional qualitative responses were solicited in the survey to provide specific examples to support the evaluation. Finally, the Advisory Committee met with DeanBraun to discuss the draft report and provide the opportunity for the Dean to express his viewpoints. Based upon this feedback, the committee made modifications, as appropriate, to this report.It was the consensus of the Lubin Dean's Evaluation Review Committee to unequivocally support the reappointment of Neil Braun to a second term as Dean of the Lubin School of Business. Based on the data collected, there was an overwhelming show of support from faculty, staff, alumni, and students.


  • Student Experience Action Team [Faculty Mentor]
    Desc: Created, designed and strategized the launch of a very important retention initiative targeted at Freshman and Sophomores called S.E.L.F for Student Experiential Learning Forum.
    Committee's Key Accomplishments: I have been working with the Office of Student Success and Sue Maxam on this project for two semesters now and implementing a pilot program in Spring 2017.
  • Admission and Retention [Committee CO-Chair for transition period Spring 2014]
    Desc: Organized committee meetings every two weeks with the help of Gerald Ardito, the new Chair, to cover urgent admission and retention related matters university wide. Worked with the new members on EORO and its assessment. Personally promoted EORO to faculty and hosted two successful EORO events in the Spring semester
  • Admission and Retention [Chairperson]
    Desc: I personally organized every single committee meeting held every two weeks to cover urgent admission and retention related matters university wide. I have personally worked with the Provost's office, Enrollment Management, Deans offices, OSA and Financial Aid with the goal of significantly improving our admission and retention numbers. I have worked with Sue Maxam, and Robina Schepp repeatedly on various enrollment and retention issues.
    Committee's Key Accomplishments: With support and help from the Provost's office, the Deans of Lubin, Dyson and Seidenberg, and the committee in general, and after countless hours of labor, we were able to successfully launch and grow the Each One Reach One (EORO) retention initiative. We identified ten activities that have proven to increase retention rates. I wrote the detailed descriptions of the activities, helped with content for the EORO website, personally recruited Lubin faculty to participate, and much more. I have made numerous presentations at faculty council meetings both Lubin and NY. I have personally promoted EORO and all its activities to individual faculty members one on one throughout the year. I also worked with Dean Russell O'Grady, Mike Verdino and University 101 instructors to promote EORO and as a result, now have a point person to help link faculty with first year students in Dean Russell O'Grady's office.


  • Let's Get Ready [Faculty Advisor]
    Desc: Faculty advisor to High School students from across Westchester County NY for the first Career Day Event. Advised a large group of students and led several team building exercises throughout the day. I also made a one hour presentation on leadership skills and the power of higher education.
    Committee's Key Accomplishments: Please see this email from the organizer: Thursday, August 6, 2015 10:08 AM Hello Ms. Ray, I would like to thank you for volunteering your time and expertise this past Saturday at Let's Get Ready's first Westchester Career Day. The event was a resounding success reaching over 100 students. I spoke with some of the students towards the end of the day, and all of them had nothing but wonderful things to say about the professionals and how helpful they were throughout the event! The success of the Career Day could not have been possible without your help. Once again, thank you for everything that you did in volunteering with us, as you helped to make the 2015 Westchester Career Day the best Career Day yet! Thank you, Mac Porter P.S. If you did not have a chance to sign up for our Adult Mentoring program at Career Day and would like to receive more information about the program, please email Kaitlin Fitzpatrick at kfitzpatrick@letsgetready.org. -- McDonald Porter, Blumenthal Summer Program Associate Let's Get Ready
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