Research

Research & Publications

Contributing to the frontiers of marketing knowledge through rigorous academic inquiry

Research Interests

Marketing

Consumer behaviour, private label brands, retail marketing, and marketing strategy in digital and physical environments.

Entrepreneurship

Social entrepreneurship, rural entrepreneurship, challenges and opportunities for entrepreneurs in hilly and rural areas of India.

Retail & Technology

Automation in retail, beacon technology, proximity marketing, and modern customer engagement strategies.

Private Label Brands

Consumer attitudes, acceptability, and performance factors of online and offline private label brands in India.

Technology Readiness & Acceptance

Technology readiness index, technology acceptance models, and consumer adoption of emerging retail technologies.

Influencer & Social Media Marketing

Nano-influencer credibility, consumer trust, social media platform perception, and purchase intentions.

Selected Publications

Why consumers trust nano-influencers? A study on credibility, engagement, and purchase intentions

International Journal of Process Management and Benchmarking·2026Journal Article

Development in rural entrepreneurship and future scope of research: a bibliometric analysis

Journal of Global Entrepreneurship Research·2024Journal Article

Perception evaluation of selected social media platforms

International Journal of Statistics and Applied Mathematics·2024Journal Article

Beacon Technology the Future of Retail: A Review of the Literature and SWOT Analysis

Review of Professional Management: A Journal of Management·2023Journal Article

Consumers' Readiness and Acceptance of Beacon Technology

Indian Journal of Marketing·2023Journal Article

An explorative study on problems and challenges of rural entrepreneurs in hilly rural areas

Asia-Pacific Journal of Management Research and Innovation·2022Journal Article

The differencing views of technology readiness and acceptance model: A literature review

Turkish Journal of Computer and Mathematics Education (TURCOMAT)·2021Journal Article

Hidden aspects of social entrepreneurs' life: a content analysis

Journal of Global Entrepreneurship Research·2019Journal Article

A Study of Consumers' Attitude Towards Online Private Label Brands Using the Tri-Component Model

Indian Journal of Marketing·2018Journal Article

'My store my brand' – a critical review of online and offline private label brands in India

International Journal of Indian Culture and Business Management·2018Journal Article

AUTOMATION IN RETAIL: MODERN WAYS OF CUSTOMER ENGAGEMENT

PalArch's Journal of Archaeology of Egypt/Egyptology·2020Journal Article

Factors affecting the performance of private label brands in Indian online market: An assessment of reliability and validity

Asian Journal of Management·2016Journal Article

Research Projects

Acceptability of Online Private Labels

Completed

Shineeks Publishers

2021

Study of Aromatic and Medicated Plants in Uttarakhand: Role in Employment Generation and Supply Chain Management

Completed

International Journal of Social Sciences and Management

2015