About Us

Ph.D. (Management), UGC-NET (Management), MBA, ICPFD (Aston Business School, Aston University, UK)

Marketing Management; Consumer Behaviour; Marketing Communication; International Marketing; Service Marketing; Internationalisation; Higher Education

Research & Social Connect:  

ORCiD        Google Scholar       WoS Researcher ID      Scopus ID       Research Gate       Linkedin       Twitter

• Assistant Professor-Marketing Area, Indian Institute of Foreign Trade (An Autonomous Institution Under Ministry of Commerce and Industry, Govt. of India), New Delhi, India from 23-03-2018 to Till Date. 
• Assistant Professor, Department of Business Management, Dr. Harisingh Gour Vishwavidyalaya (A Central University), Sagar, Madhya Pradesh, India from 27-05-2013 to 20-03-2018. 
• Full-Time Research Scholar, School of Management Studies, Motilal Nehru National Institute of Technology (An Institute of National Importance Declared by Govt. of India) – Prayagraj, Uttar Pradesh, India from 15-7-2010 to 26-05-2013. 

Visiting Assignment Undertaken

• Taught a course on ‘Consumer Behaviour’ to MBA students at National Institute of Food Technology and Entreprenueship Management (NIFTEM)- An Autonomous Institution Under Ministry of Food Processing Industries (MoFPI), Sonepat, Haryana, during (February-May), 2019. 

Administrative Responsibilities

• Program Director (PD) for Master in Business Administration (International Business)- Full Time Batch 2024-26, Delhi Campus, Under GSM Division, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Master in Business Administration (International Business)- Part Time Batch 2022-25, Delhi Campus, Under GSM Division, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Certificate Programme in Export and Import Management [Offline] (July - November 2024) Under MDP Division, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Certificate Programme in Export and Import Management [Hybrid] (January - May 2024) Under MDP Division, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Certificate Programme in Export and Import Management [Hybrid] (February - June 2023) Under MDP Division, Indian Institute of Foreign Trade, New Delhi.
• Program Director (PD) for Professional Training Programme (January - June 2023) Under MDP Division on ‘International Business Analytics and Marketing Intelligence’, Indian Institute of Foreign Trade, New Delhi.
• Program Director (PD) for Master in Business Administration (International Business)- Full Time, Batch 2022-24, Delhi Campus Under GSM Division, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Professional Training Programme Under MDP Division on ‘International Business Analytics and Marketing Intelligence’, Indian Institute of Foreign Trade, New Delhi. 
• Program Director (PD) for Master in Business Administration (International Business)- Full Time, Batch 2020-22, Delhi Campus Under GSM Division, Indian Institute of Foreign Trade, New Delhi. 
• Core Team Member, International Accreditations (AACSB, AMBA & EQUIS) & Rankings and Data Submisisons, Indian Institute of Foreign Trade, New Delhi.
• Member, Anti-Ragging Squad for academic year 2022-23 w.e.f. June 2022. 
• Faculty In-charge and Nodal Officer - Rankings and Data Submissions, Indian Institute of Foreign Trade, New Delhi. 
• University Level Nodal Officer for Association of Indian Universities (AIU) at Indian Institute of Foreign Trade, New Delhi since 18-08-2020. 
• Nodal Officer for All India Survey on Higher Education (AISHE) Conducted by Ministry of Education (MoE), Government of India Indian Institute of Foreign Trade, New Delhi since 18-08-2020.
• Member of Academic Council (Term 02 Year) as on date 08-07-2020 till 07-07-2022, Indian Institute of Foreign Trade (IIFT), New Delhi.
• Local Coordinator - MHRD-GIAN Scheme, Ministry of Education, Govt. of India at Indian Institute of Foreign Trade, New Delhi, since 19-02-2020.

PhD Supervision & Guidance

• PhD Supervisor of Ms. Devanshi Mehra, Full Time Doctoral Student in the Marketing area, IIFT, New Delhi since October, 2023.
• PhD Supervisor of Ms. Ayushi Gupta, Full Time Doctoral Student in the Marketing area, IIFT, New Delhi since April, 2022.
• PhD Supervisor of Mr. Lokesh Kumar, Part Time Doctoral Student in the Marketing area, IIFT, New Delhi since April, 2022.
• PhD Supervisor of Ms. Shivanee Chauhan, Part Time Doctoral Student in the Marketing area, IIFT, New Delhi since January, 2019.
• Doctoral Advisory Committee (DAC) Member of Ms Neeti Nagar, Doctoral Student in the Marketing area, IIFT, New Delhi since September, 2022.
• Doctoral Advisory Committee (DAC) Member Mr. Shovan Bhattacharya, Doctoral Student in Marketing area, Indian Institute of Foreign Trade, Kolkata since June 2021. 
• Doctoral Advisory Committee (DAC) Member of Ms. Priyanka Rajpal, Doctoral Student in Marketing area, Indian Institute of Foreign Trade, New Delhi since August 2018 - May 2020. 

International Visits/Assignments

• Aston Business School, Aston University, Birmingham, United Kingdom (UK) in August 2019. 
• Visit to United Arab Emirates (Dubai, Sharjah, Ajman, Ras- Al- Khaimah) on International Port Visit and Other Business Sites in January 2024. 
• Visit to Italy on International Conference in May 2024. 

International Positions

• Working Group (WG) Member, ISO/PC 335 - 'Guidelines for organizations to increase consumer understanding of online terms and conditions' at International Organization for Standardization (ISO), Geneva, Switzerland since June 2023. 
• Country Liaisoning and Research Collaborator on the ‘Global Gen Z Research Project’ led by Prof. Corey Seemiller, Wright State University, Ohio, USA. 

Research Papers (Published / Accepted for Publication)

• Tak, P., Panwar, S., & Gupta, A. (2024). Mobile Shopping App Adoption: A UTAUT Theory Perspective. International Journal of Indian Culture and Business Management. (Ahead of Print/Accepted).
• Bathla, A., Chawla, G., & Gupta, A. (2024). Design Thinking in Education:Reviewing the Past for Setting Future Research. Journal of Knowledge Economy. (Ahead of Print)
• Gupta, A., & Maheshwari, P. (2024). Mall Shopping Customer Experience in Tier-II Cities: A Generational Cohort Theory Perspective. International Journal of Indian Culture and Business Management. (Ahead of Print)
• Khanna P., Sehgal, R., Gupta, A., Dubey, A. M., & Srivastava, R. (2024). Over-the-top (OTT) Platforms: A Review, Synthesis and Research Directions. Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-03-2023-0122.
• Aggrawal, A., Srivastava, S., Gupta, A., & Singh, G. (2024). Food Wastage and Consumerism in Circular Economy: A Review and Research Directions. British Food Journal, 126 (6), 2561-2587. https://doi.org/10.1108/BFJ-04-2023-0272. 
• Bathla, A., Chawla, G., & Gupta, A. (2024). Benchmarking Design Thinking as a tool for Education: A Systematic Review and Future Research Agenda. Benchmarking- an International Journal. https://doi.org/10.1108/BIJ-09-2023-0603. (Ahead of Print)
• Bhattacharya, S., Sharma, R. P., & Gupta, A. (2024). Determinants of consumer perceptions of the ethics of online retailers: An investigation using confirmatory factor analysis. Vision-The Business Perspective Journal. 28 (4), 436-447, https://doi.org/10.1177/09722629211040880. 
• Garg, J., Singh, A. K., & Gupta, A. (2023). Human capital in knowledge-based firms: Re-creating value post-pandemic. Human Systems Management, 42(6), 593–607. https://doi.org/10.3233/hsm-220156
  
• Gupta, A., Kumar, A., & Melese, E. (2023). Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context. Young Consumers: Insight and Ideas for Responsible Marketers, 24(6), 786–806. https://doi.org/10.1108/yc-06-2022-1542. 
• Dwivedi, Y. K., Kshetri, N., Hughes, L., Rana, N. P., Baabdullah, A. M., Kar, A. K., Koohang, A., Ribeiro-Navarrete, S., Belei, N., Balakrishnan, J., Basu, S., Behl, A., Davies, G. H., Dutot, V., Dwivedi, R., Evans, L., Felix, R., Foster-Fletcher, R., Giannakis, M., . . . Yan, M. (2023). Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse. Information Systems Frontiers. https://doi.org/10.1007/s10796-023-10400-x.
• Kumar, J., Tapar, A., Gupta, A., & Rajan, J. (2023). Investigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid-19. Journal of Promotion Management. Ahead of Print. https://doi.org/10.1080/10496491.2023.2165211.
• Gupta, A., Dharwal, M., Kumar, J., & Dixit, S. (2022). Positioning the Taboo Product: PeeBuddy. FIIB Business Review. Ahead of Print. 
• Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022). Country of Origin and Online Retailing Ethics: The Mediating role of Trust and Satisfaction on Purchase Intention. International Journal of Emerging Markets. Ahead of Print. https://doi.org/10.1108/IJOEM-08-2021-1233. 
• Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022). Does E-retailer Country of Origin Influence Consumer Privacy, Trust, and Purchase Intention?. Journal of Consumer Marketing. Ahead of Print. https://doi.org/10.1108/JCM-04-2021-4611. 
• Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022). Consumer perceptions of online retailing ethics (CPEOR): A review, synthesis and future research agenda. International Journal of Electronic Retailing. Ahead of Print. https://doi.org/10.1504/IJEMR.2022.10048403. 
• Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: A review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311-348. https://doi.org/10.1108/ijqss-02-2021-0027.
• Kumar, J., Singh, A., & Gupta, A. (2022). Robin hood insurance broking: Driving growth with differentiation. Emerald Emerging Markets Case Studies, 12(1), 1–28. https://doi.org/10.1108/eemcs-10-2021-0325.
• Gupta, A., Kumar, J., Tewary, T., & Virk, N. K. (2021). Influence of cartoon characters on generation alpha in purchase decisions. Young Consumers, 23(2), 282-303. https://doi.org/10.1108/yc-06-2021-1342.
• Roy, S., Kesharwani, A., & Gupta, A. (2021). Demystifying user’s attachment of smartphone apps: A value orientation perspective. Journal of Internet Commerce, 20(4), 450–478. https://doi.org/10.1080/15332861.2021.1979301.
• Tandon, A., Gupta, A., & Katiyar G. (2021). Motivations of Social Entrepreneurs: Use of Self Determination Theory to Gain Insight into the Indian Scenario. International Journal of Business and Globalisation, 28 (4), 388-402. https://doi.org/10.1504/IJBG.2021.117353. 
• Khandelwal, U., Tripathi, V., & Gupta, A. (2021). A bibliometric analysis of green branding research from 2000 to 2019. Vision: The Journal of Business Perspective. (Ahead of Print). https://doi.org/10.1177/09722629211033916. 
• Rajpal, P., Shanker, R., Gupta, A., & Maheshwari, P. (2021). Modeling the drivers and outcomes of fashion and apparel online brand communities engagements. International Journal of Management Practice. (Ahead of Print). 
• Tiwari, P., Tiwari, S. K., & Gupta, A. (2021). Examining the impact of customers’ awareness, risk and trust in M-Banking adoption. FIIB Business Review. (Ahead of Print). https://doi.org/10.1177/23197145211019924. 
• Gupta, A., Kumar, J., Khan, M. C. R., & Dixit, S. (2021). Swiggy refurbish trust: Managing controversies and reputation meltdown through public relations. Vision-The Business Perspective Journal, 25 (3), 373-383. https://doi.org/10.1177/09722629211024518. 
• Chauhan, S., Akhter, A., & Gupta, A. (2021). Gamification in banking: A review, synthesis and setting research agenda. Young Consumers, 22 (3), 456-479.https://doi.org/10.1108/YC-10-2020-1229. 
• Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women’s purchase intention towards organic cosmetic products. International Journal of Economics and Business Research, 22(2/3), 256–277. https://doi.org/10.1504/ijebr.2021.116351. 
• Kumar, J., Gupta, A., & Dixit, S. (2020). Netflix: SVoD entertainment of next gen. Emerald Emerging Markets Case Studies, 10(3), 1–36. https://doi.org/10.1108/eemcs-04-2020-0108. 
• Kumar, J., Gupta, A., Tapar, A. V., & Khan, M. C. R. (2020). EXOS: does the retention of salesforce matter in entrepreneurial start-ups?. Emerald Emerging Markets Case Studies, 10(3). DOI:  https://doi.org/10.1108/EEMCS-03-2020-0085. 
• Tandon, A., Gupta, A., Goel, P., & Singh, V. K. (2020). Impact of digitisation on entrepreneurial ecosystems: An indian perspective. International Journal of Business and Globalisation, 25(2), 154–769. https://doi.org/10.1504/ijbg.2020.107887
• Gupta, A., Mishra, V., & Tandon, A. (2020). Assessment of Shopping Mall Customers’ Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study. American Business Review, 23(1), 70-93. DOI: https://doi.org/10.37625/abr.23.1.70-93.
• Rajpal, P., Gupta, A., & Shanker, R. (2020). Customer engagement with social media brand communities: An opinion based outlook. Asian Journal of Research in Business Economics and Management, 10(4), 8–32. 
• Algharabat R., Rana N. P., Alalwan A. A., Baabdullah A. & Gupta A. (2019). Investigating the Antecedents of Customer Brand Engagement and Consumer Based Brand Equity in Social Media. Journal of Retailing and Consumer Services, 53. DOI:https://doi.org/10.1016/j.jretconser.2019. 01.016. 
• Rahman, M., Rashid, M. C., Kumar, J., & Gupta, A. (2020). Does consumer demographics effects store loyalty in departmental stores. Academy of Marketing Studies Journal, 24(4), 1–18.
• Kumar, J., Gupta, A., M., Rashid, M. C., & Shyam, H. S. (2019). Impact of services quality in e-banking: Evidence from indian public banks. Academy of Marketing Studies Journal, 24(1), 1–20.
• Singh, R. K., Gupta, A., & Maheshwari, P. (2019). Hotel visitor’s satisfaction towards service quality: Insights from Semi-Urban city of madhya pradesh in india. Asian Journal of Multidimensional Research, 8(6), 78–89. https://doi.org/10.5958/2278-4853.2019.00219.
• Gupta, A. (2018). ICT Adoption: An Agenda for Research. Kindler, 18(1), 73-88. 
• Goswami, P., & Gupta, A. (2018). Small scale industries and factors affecting their performance: A literature review. Prestige International Journal of Management & Information Technology, 7(1), 126–150.
• Tandon, A., Gupta, A., & Tripathi, V. (2016). Managing shopping experience through mall attractiveness dimensions: An experience of indian metro cities. Asia Pacific Journal of Marketing and Logistics, 28(4), 634–649. https://doi.org/10.1108/apjml-08-2015-0127.
• Tandon, A., Gupta, A., & Tripathi, V. (2016). The viability of benefit segmentation in Tier-II cities of india - identifying benefits sought by indian customers. International Journal of Business Innovation and Research, 10(4), 501–518. https://doi.org/10.1504/IJBIR.2016.076764.
• Gupta, A., & Dhami, A. (2015). Measuring the impact of security, trust and privacy in information sharing: A study on social networking sites. Journal of Direct, Data and Digital Marketing Practice, 17(1), 43–53. https://doi.org/10.1057/dddmp.2015.32.
• Gupta, A., & Sahu, G. (2015). Exploring relationship marketing dimensions and their effect on customer loyalty - a study of indian mobile telecom market. International Journal of Business Innovation and Research, 9(4), 375–395. https://doi.org/10.1504/ijbir.2015.070176.
• Tripathi, V., Tandon, A., & Gupta, A. (2015). Experiencing flavourful fun: Delighting customers the RB way. Global Business Review, 16(2), 341–347. https://doi.org/10.1177/0972150914564440.