Academic Information
Ph.D, UEM, Pursuing
Research Areas
Research Interests
My research interests lie in consumer behaviour and strategic marketing, with a particular focus on sustainable consumption, value co-creation, and ethical brand communication. I am interested in exploring how cultural and psychological factors, and purpose-driven branding influence consumer engagement, trust, and decision-making. My work also examines emerging themes such as green marketing, conscious consumption, financial and digital literacy, and technology-enabled marketing strategies, with an emphasis on bridging the attitude–behaviour gap and generating actionable insights for businesses and policy stakeholders.
Courses Taught
Positions Held
Publications
1. Exploring the Role of Virtual Reality in Promoting
Sustainable Tourism Practices amidst Covid-19
Pandemic Emerald Publishing, 2. Optimizing Returns and Mitigating Risks: AI-Driven
Dynamic Portfolio Rebalancing in India published in the ABDC-B Ranked Journal : Advances in Consumer Research, 3. Influence of Green Packaging on Consumer's Purchase Decision: An Exploratory Analysis Allied Publishers Pvt. Ltd Green Practices and Business Augmentation: Hosting the green Card . ISBN: 978-93-89934-67-0, 4.AI-Powered Content Personalization in Streaming Platforms Globsyn-Management-Journal-Vol-XVIII, 5. Strategic Integration of Sustainability in Corporate Governance: A Comprehensive Analysis of
Management Accounting, Auditing, and Ethical Practices
Singh Publication, Business Strategies in India: Emerging Issues and Prospects ISBN: 978-81-972787-6-1