About the Author

Vibhuti Tripathi is an Associate Professor and the Head in School of Management Studies at Motilal Nehru National Institute of Technology Allahabad, Prayagraj, India. She has 15 years of teaching experience and five years of industry experience. She has earned her MBA in (Marketing and Human Resource) from DAV, Indore (MP) and PhD from SMS, MNNIT Allahabad in the area of Organised Retail in 2007. Her primary research interests include applied studies in brand management, social marketing, digital marketing, organised retail, entrepreneurship and quality of work life. She is widely published in national and international journals indexed in SCI, SSCI and SCOPUS.

Dr. Pooja Rastogi is currently working as a Professor Marketing, School of Management, IMS Ghaziabad (University Courses Campus), NCR. She is also Consultant in Digital Branding and Marketing, Trainer MOOC’s. Dr. Rastogi has completed her Doctoral degree in Management from Motilal Nehru National Institute of Technology Allahabad, Prayagraj. She has 18 years plus experience in academics, where she has handled various roles of teaching, consulting, course developer and Dean. With a postgraduate diploma in Marketing & Entrepreneurship and a gold medal in the discipline she also holds a Digital Marketing PG Certification from MICA. An added certification in Strategy Execution from the prestigious Harvard Business School adds to the profile. She has conducted various FDP’s in the area of MOOC’s and her concerned discipline and has presented papers in premier educational institutions and published cases and research papers in SCOPUS, ABDC, Web of Science, National and international refereed journals and a patent in brand equity perception.

Dr. Rakesh Kumar is presently working as Assistant Professor in School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Prayagraj. He is involved in teaching and research from the last 10 years. He has received his PhD Degree from Department of Business Administration, University of Lucknow. His teaching interests includes Marketing Management, International Marketing, Market Research, Marketing of Services, Retail Management, Consumer Behavior, Business Statistics, Research Methodology. His research mainly focuses in the area of consumer psychology, social media marketing, sustainable consumption and entrepreneurship. He has published a number of papers in Scopus an ABDC listed Journals. He is also reviewer to many internationally renowned journals. He is a resource person and expertise in data analysis using MS Excel, SPSS, AMOS, and R & R Studio.