Education

• Ph.D. in Management
• MBA (Master of Business Administration)
• UGC-NET (Management) — Qualified 2010

Awards & Achievements

• Best Research Paper Award (Third Prize) — International Conference on Listening to Consumers of Emerging Markets, Centre for Marketing in Emerging Economies, IIM Lucknow (Noida Campus), January 9–11, 2014. Sponsored by Emerald India. (Includes citation, certificate and cash prize.)
• Best Paper Award — International Conference on Challenges and Opportunities in Asian Economies – The Management Perspective, Poornima Group of Colleges, Jaipur, February 8–9, 2013.

Teaching Interests

• Marketing Management
• International Marketing Management
• Consumer Behaviour
• Brand Management

Work Experience

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

Journals

• 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, 9(3), 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, 16(1), 29–46.
• Tak, P., & Pareek, A. (2016). Consumer Attitude Towards Luxury Brands: An Empirical Study. IUP Journal of Brand Management, 13(1), 7–19.
• Tak, P., & Panwar, S. (2014). Virtual consumption: Role of Demographics and psychographic factors as determinants. BVIMR Management Edge, 7(5), 104–111. (ISSN: 0976-0431)
• Singh, S., & Tak, P. (2013). Psychological Motivations and Compulsive Buying: A Study of Consumers in Delhi. Indian Journal of Marketing, 43(9), 47–56. (ABDC-C)
• Pareek, A., & Tak, P. (2013). Role of Entertainment on Shopping behaviour in malls of Jaipur. Anveshak - International Journal of Management, 2(2), 201–209.

Conference Proceedings

• Tak, P., & Panwar, S. (2017). Understanding App-Based Shopping: An Empirical study using Extended Unified Theory of Acceptance and Use of Technology (UTAUT 2) Model. In Marketing in Emerging Economies (pp. 400–406). IIM Ahmedabad. (ISBN: 978-81-920800-6-2)
• Pareek, A., Tak, P., & Saraswat, B. P. (2015). Impact of consumer need for uniqueness and Fashion consciousness on Attitude towards Luxury brands. Insights for Sustainable Development in Emerging Economies, University of Ruhuna, Sri Lanka. (ISBN: 978-955-1507-39-8)
• Tak, P., & Pareek, A. (2015). Motivations for Luxury Brand Consumption: An Empirical Study. Marketing in a Changing and Connected World, GGSIP, New Delhi. (ISBN: 978-93-84898-84-7)
• Rishi, B., Pareek, A., & Tak, P. (2014). Social Comparison, Media Habits and Ostentation of Luxury Fashion Brands Consumption. Listening to Consumers of Emerging Markets, IIM Lucknow, Noida Campus. (ISBN: 978-81-928560-0-1)
• Sharma, T., Singla, M., & Tak, P. (2014). Driving Mobile Word-of-Mouth Adoption. Listening to Consumers of Emerging Markets, IIM Lucknow, Noida Campus. (ISBN: 978-81-928560-0-1)
• Pareek, A., & Tak, P. (2013). Impact of Consumers’ Need for Uniqueness Dimensions on Purchase Intentions of Luxury Brands. Research in Marketing, IIT Delhi. (ISBN: 978-1-63041-998-1)
• Sharma, T., Tak, P., & Kanugo, M. (2013). Examining Motivations and Constraints to Cricket Consumption on Twitter. Research in Marketing, IIT Delhi. (ISBN: 978-1-63041-998-1)
• Shekhawat, H., & Tak, P. (2013). Understanding individual intentions to use virtual consumption: The role of Extrinsic and Intrinsic motivations. Creating Sustainable Business through Innovative Marketing, IMS Publication House, Noida. (ISBN: 978-81-921148-4-2)
• Pareek, A., Shekhawat, H., & Tak, P. (2012). Consumption Dreams and Wish Lists: Impact of Demographic & Psychographic Factors. New Age Marketing: Changing Paradigms, IMS Publication House, Noida. (ISBN: 978-81-921148-1-1)
• Pareek, A., Tak, P., & Bhargava, S. (2011). Customer perception of retailing formats: A study of Ajmer city. Technology, Internationalization and Customer Experiences, Viva Books Pvt. Ltd., New Delhi. (ISBN: 978-81-309-1812-9)
• Pareek, A., Bhargava, S., & Tak, P. (2011). Survival strategy for traditional retailers in the era of modern retailing. Technology, Internationalization and Customer Experiences, Viva Books Pvt. Ltd., New Delhi. (ISBN: 978-81-309-1812-9)

AIMA, Indian Commerce Association