About Us

PhD – Marketing Management (Aug 2017)
    - From BITS Pilani, Pilani Campus, India
    - Thesis: Investigations into modelling online brand equity

UGC Net qualified (2013)

Researcher and Academician in the field of Marketing Management

Areas of research interest include 
    - Digital marketing: online brand equity/ valuation, social media analytics, shared online services
    - Consumer behaviour: heuristics based behaviour modelling, online customer impulse/ procrastination 

Teaching interest areas: 
    - Brand Management, Consumer Behavior 
    - International Marketing Management
    - Retail Management

Peer Reviewed Publications
    - Rana, A., Bhat, A., & Rani, L. 2015. A classificatory scheme for antecedents of the sources of “online brand equity.” Journal of Research in Interactive Marketing, vol. 9, issue 4. (ABDC-B category, Scopus indexed)

Book Chapters 
        - Rana, A., Bhat, A., & Rani, L. 2019. The cognitive structure of online brand choice: An exploratory study. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Springer International publishing) – ISBN 978-3-319-76429-0 (Chapter 142)

    - Rana, A., 2018. Online impulse buying: An investigation into consumer decision making. Behavior Engineering and Applications (Springer International publishing) – ISBN 978-3-319-76430-6 (Chapter 5)

    - Rana, A., Bhat, A., & Rani, L. 2018. Investigating path to purchase for online impulse buying: A decision net approach. AMA Winter Academic Conference Proceeding – Vol. 29 – ISBN 978-0-87757-367-8

International Conferences Attended & Proceedings Published 
    - 2018 American Marketing Association (AMA) Winter Academic Conference, New Orleans, LA (USA)
        Paper:  Investigating path to purchase for online impulse buying: A decision net approach
    - 7th IIMA Conference on Marketing in Emerging Economies, 2017, IIM Ahmedabad
        Paper: Interaction Effects of Sources of Online Brand Equity: An Investigation
    - 2017 Annual Conference of Emerging Markets Conference Board, IIM Lucknow
        Paper: Centrality of Some Salient Variables in Creating Online Brand Equity
    - 30th Annual Conference of British Academy of Management, Newcastle University, UK
        Paper: The Underlying Dimensions of Brand equity: Multidimensional Scaling Approach in the Indian Online Retail Segment
    - International Conference on Brand Management, IIT Delhi
        Paper: The Impact of e-Marketing Mix Elements on Brand Association: A Comparative examination in the Indian e-commerce segment
    - 3rd International Communication Management Conference (ICMC) 2016, MICA
        Paper: The Underlying Dimensions of Online Retails Brands: A Multidimensional Scaling Approach (published in conference booklet – Marketing Reborn)
    - 1st International Conference on Evidence-Based Management, BITS Pilani 
        Paper: Facebook Content Strategy of Industry Leaders in India: An Exploratory Analysis 
    - 3rd International Marketing Conference (MARCON 2014), IIM Calcutta
        Paper: An e-marketing perspective for M&A: A case of Flipkart- Myntra Merger
    - 10th AIMS International Conference, organized by IIM, Bangalore & Association of Indian Management Scholars (AIMS)
        Paper: Online Brand Equity: A Review and Agenda for Future Research

Papers accepted at International Conferences
    - 8th International Conference on Advances in Information Technology (IAIT2016), University of Macau, China 
        Paper: Investigating Point of Purchase and Path to Purchase for online impulse buying: A Decision net approach 
    - PAN IIM WMC Conference 2016, IIM Ahmedabad
        Paper: Consumer Heuristics for Online Travel Portal brands: IRCTC vs. Private brands

National Conferences Attended & Proceedings Published
    - COSMAR 2016, IISc Bangalore 
        Paper: Investigating online impulse buying

Papers accepted at National Conferences
    - Doctoral Research Conference ANVESH, NIRMA University, Ahmedabad 
        Paper: The Impact of E-Marketing Mix Elements on Brand Association: An Examination in the Indian Context 
    - COSMAR 2015, IISc Bangalore
        Paper: The Underlying Dimensions of Online Brand Choice

Workshops Attended 
    - Professional Development Workshop, BAM Conference, 2016
        Topic: Learning and teaching with or without PowerPoint – Odyssey or Oddity
    - Data Analytics and Using R for Statistical Analysis, BITS Pilani
Topic: R and analytics courses in marketing research
    - Basic Business Analytics, BITS Pilani
Topic: Business analytics introduction
    - 2nd IIM Ahmedabad Summer School, IIM Ahmedabad
Topic: Workshop on multivariate analysis