PHD Scholar (FPM)

• Jul 2021 - Present

My research interest areas include - Brand Personification and Brand Strategy, Integrated Marketing Communication Models, Marketing Management Strategy, Anthropomorphism and Animism Theory, Digital Marketing, New Technology Advancements in the Marketing and Branding domain. My PhD journey reflects my passion for knowledge development and not just knowledge distribution. This intellectual joyride will help me traverse topics of interest like Brand Anthropomorphism and Brand Personality Dimensions in varied contexts. I also look into how brands are becoming progressive or regressive activists and directing customer behaviour. Currently, brands are delving into new technologies like Artificial Intelligence (AI), Augmented Reality (AR), Machine Learning to reach, understand and retain their customers. Branding as a whole is conceived as a higher-order construct, and there is plenty of scope for path-breaking research in the areas mentioned above of study. My research focuses on building and testing marketing theories with practical relevance and academic rigour. I hope to emerge as a thought leader through my research contribution. I look forward to building meaningful connections and engaging in collaborations that pertain to my scope of research interests. Show less