About Us

MGG Fellow 2024, German Institute of Development and Sustainability (IDOS)

PhD – BITS Pilani, Pilani Campus - Marketing Management (Aug 2017)

UGC Net qualified (2013)

Researcher and Academician in the field of Marketing Management

Areas of research interest include 
    - Consumer behavior: heuristics-based behavior modeling, Responsible Consumerism, Circular-Economy,
       online customer impulse/ procrastination
    - Digital marketing: online brand equity/ valuation, social media analytics, shared online services

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

IIFT Delhi, India: Assistant Professor - Marketing (May 2018 - Present)
IBS Hyderabad, India: Assistant Professor - Marketing (Feb 2017 – Apr 2018)

Administrative Roles
    Program Director for multiple programs, IIFT Delhi
     - MBA (International Business – 21-23) Full time Program
     - Certificate Programme in Export Import Mgmt. for Bharat Electronics Limited (BEL): Oct 2019 -June 2020
     - Certificate Programme in Export Import Mgmt. (Hybrid): July – October 2020

Industry and Government Funded Projects

- Brand promotion in Footwear and Leather Sector (Co-PI) - Ongoing

- Roadmap and strategies to promote export of dairy products for the organized Dairy Sector (Co-PI) - Completed

- Study on impact of Special Package on Export Apparels & Makeups (Co-PI) - Completed

- Potential Gains from India-EU Limited Trade Agreement: An Ex-ante Evaluation (Co-PI) - Completed

- Implications of Bhagwad Gita in contemporary management: An empirical study (Co-PI) - Completed

Peer Reviewed Publications

-Rana A, Mukherjee T, Adak S (2024), "Mobility during COVID-19 recovery: role of media and culture as social amplifiers", International Journal of Social Economics, Vol. ahead-of-print No. ahead-of-print. 

- Rana A, Mukherjee T, Adak S. Mobility patterns and COVID growth: Moderating role of country culture. Int J Intercultural Relationship. 2022 Jul; 89:124-151 (ABDC-A)

- Rana, A., Bhat, A. K., & Rani, L. (2022). E-Marketing Mix Variables to Create Online Brand Equity in the Indian Context. International Journal of E-Business Research (IJEBR), 18(1), 1-25. (Scopus Indexed)

- Rana, A. and Shankar, R. (2020), "Crisis or opportunity: Marks and Spencer’s tryst with Indian retail", The Case Journal Vol. 16 No. 6, pp. 671-690 (Scopus Indexed)

- 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, 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 

- 2022 Annual Conference of British Academy of Management, University of Manchester, UK  Paper: To Buy or not to Buy: A Literature Review of Consumer Procrastination Behaviour

- 2019 American Marketing Association (AMA) Summer Academic Conference, Chicago,IL, USA
  Paper: E-marketing mix framework for creating online brand equity

- 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