About Us

• MBA, Ph.D, UGC- NET (2010)

AWARDS AND ACHIEVEMENTS

• Awarded Best Research Paper Award (Third Prize)at International Conference on Listening to Consumers of Emerging Markets organised by Centre for Marketing in Emerging Economies, IIM Lucknow (Noida Campus) on January 9-11, 2014 sponsored by Emerald India. The award includes a Citation, Certificate and a cash Prize.
• Secured the Best paper Award at International Conference on Challenges and opportunities in Asian Economies - The Management Perspective, organized by Poornima Group of Colleges, Jaipur, February 8-9, 2013

Teaching Interests:

• Marketing Management
• International Marketing Management
• Conusmer Behaviour
• Brand Management

• Working as Assistant Professor with Indian Institute of Foreign Trade, New Delhi from March, 2018
• Worked as Assistant Professor with Asian Business School, Noida from December, 2017 to March, 2018
•  Worked as Assistant Professor with BCIPS- New Delhi (affiliated to G.G.S. Indraprastha University-Delhi)  from August, 2012 to January, 2017
• Worked as Lecturer with Poornima School of Management, Jaipur from July, 2010 to June, 2012

Visiting Assignment Undertaken:

•  Taught a course on “International Marketing” to MBA students at FORE School of Management, New Delhi, during June – September, 2019

• Arpaci, I., Tak, P., & Shekhawat, H. (2021). The moderating role of exhibitionism in the relationship between psychological needs and selfie-posting behavior. Current Psychology, 1-7. (Scopus, IF=2.051)
• Tak, P., & Gupta, M. (2021). Examining Travel Mobile App Attributes and Its Impact on Consumer Engagement: An Application of SOR Framework. Journal of Internet Commerce, 1-26. (ABDC-B)
• Tak, P. (2020). Antecedents of Luxury Brand Consumption: An Emerging Market Context. Asian Journal of Business Research, 10(2), 23-44 (ABDC-C)
• Sharma, T. G., Hamari, J., Kesharwani, A., & Tak, P. (2020). Understanding continuance intention to play online games: roles of self-expressiveness, self-congruity, self-efficacy, and perceived risk. Behaviour & Information Technology, 1-17. (ABDC-A)
• Sharma, T. G., Tak, P., & Kesharwani, A. (2020). Understanding Continuance Intention to Play Online Games: The Roles of Hedonic Value, Utilitarian Value and Perceived Risk. Journal of Internet Commerce, 19(3), 346-372. (ABDC-B)
• Tak, P. & Panwar, S., (2017)“Using UTAUT 2 Model to Predict Mobile App based shopping: Evidences from India”, Journal of Indian Business Research, Volume 9, Issue 3, pp. 248-264  (ABDC-C)
  
• Tak, P., Pareek, A. & Rishi, B., (2017) “Social Comparison of Luxury Fashion Brands: Impact of Ostentation and Media Habits” IUP Journal of Marketing Management, Volume 16, Issue 1, February 2017, pp. 29 – 46 
• Tak, P., & Pareek, A. (2016) “Consumer Attitude Towards Luxury Brands: An Empirical Study” IUP Journal of Brand Management, Volume 13, Issue 1, March 2016, pp. 7-19 
• Tak, P. and Panwar, S., (2014) “Virtual consumption: Role of Demographics and psychographic factors as determinants”, BVIMR Management Edge Volume 7, Issue 5, July-December 2014, pp. 104-111 (ISSN: 0976-0431)
• Singh, S. and Tak, P., (2013) “Psychological Motivations and Compulsive Buying: A Study of Consumers in Delhi”, Indian Journal of Marketing, Volume 43, Issue 9, September 2013, pp. 47-56. (ABDC-C)
• Pareek, A., and Tak, P., (2013) “Role of Entertainment on Shopping behaviour in malls of Jaipur”, Anveshak -  International Journal of Management, Volume 2, Issue 2, July 2013, pp. 201-209 

Conference Proceedings

• Tak, P. and Panwar S., (2017) “Understanding App-Based Shopping: An Empirical study using Extended Unified Theory of Acceptance and Use of Technology (UTAUT 2)Model” Marketing in Emerging Economies, pp. 400-406, published by IIM Ahmedabad (ISBN: 978-81-920800-6-2)
•  Pareek, A., Tak, P. and Saraswat., B.P., (2015)“Impact of consumer need for uniqueness and Fashion consciousness on Attitude towards Luxury brands” Insights for Sustainable Development in Emerging Economics, published by University of Ruhuna, Srilanka (ISBN: 978-955-1507-39-8)

• Tak, P., and  Pareek, A., (2015) “Motivations for Luxury Brand Consumption: An Emprical Study” Marketing in a changing and connected world, pp. 149-158 published by GGSIP, New Delhi (ISBN: 978-93-84898-84-7)
•  Rishi, B., Pareek, A., and Tak, P., (2014) “Social Comparison, Media Habits and Ostentation of Luxury Fashion Brands Consumption” Listening to consumers of Emerging markets, pp. 11-16 published by IIM Lucknow, Nodia Campus (ISBN: 978-81-928560-0-1)
• Sharma, T., Singla, M., and Tak, P., (2014) “Driving Mobile Word-of-Mouth Adoption” Listening to consumers of Emerging markets, pp. 377-381 published by IIM Lucknow, Nodia Campus (ISBN: 978-81-928560-0-1)

• Pareek, A., and Tak, P., (2013) Impact of Consumers’ Need for Uniqueness Dimensions on Purchase Intentions of Luxury Brands”,  Research in Marketing, published by IIT Delhi (ISBN: 978-1-63041-998-1)
• Sharma, T., Tak, P., and Kanugo., M., (2013) Examining Motivations and Constraints to Cricket Consumption on Twitter”, Research in Marketing, published by IIT Delhi (ISBN: 978-1-63041-998-1)

• Shekhawat, H., and Tak, P.,(2013) “Understanding individual intentions to use virtual consumption: The role of Extrinsic and Intrinsic motivations ” Creating sustainable business through innovative marketing, pp. 97-106 published by IMS Publication House, Noida (ISBN: 978-81-921148-4-2)
•   Pareek, A., Shekhawat, H., and Tak, P.,(2012) “Consumption Dreams and wish lists: Impact of Demographic & psychographic factors” New Age Marketing: Changing Paradigms, pp. 12-19 published by IMS Publication House, Noida (ISBN: 978-81-921148-1-1)
• Pareek, A., Tak, P., and Bhargava, S., (2011)“Customer perception of retailing formats: A study of Ajmer city” Technology ,Internationalization and Customer Experiences, pp. 269-275 published by Viva Books Private Ltd, New Delhi (ISBN : 978-81-309-1812-9)
•  Pareek, A., Bhargava, S., and Tak, P.,(2011) “Survival strategy for traditional retailers in the era of modern retailing” Technology ,Internationalization and Customer Experiences, pp. 269-275 published by Viva Books Private Ltd, New Delhi (ISBN : 978-81-309-1812-9)

AIMA

Indian Commerce Association