लेखक: Varsha Jain

​ Prof. Jagdish N. Sheth holds the Charles H. Kellstadt Chair in Marketing at Emory University, Georgia, USA. He has published more than 300 research papers and 30 books across consumer behavior, multivariate methods, competitive strategy, relationship marketing, and emerging markets. His book, The Theory of Buyer Behavior (1969) with John A. Howard is a marketing classic. Dr. Sheth is a fellow of the American Psychological Association, American Marketing Association (AMA), and the Academy of Marketing Science. He was President of the Association for Consumer Research. Dr. Sheth is the recipient of all the top four academic awards bestowed by the AMA. Prof. Varsha Jain is an AGK Chair Professor of Marketing at MICA, India. She is an associate editor of four global “A” journals. She has authored over 120+ publications, including the European Journal of Marketing, the Journal of Advertising Research, the International Journal of Information Management, and so on. Prof. Jain received more than 24 national and international awards and gold medals in scholarship. The recent award includes; “Best Paper (Runner-up), special session, Winter American Marketing Association Annual Conference, 2023”, Associate Editor of the Year Award, 2022, Journal of Consumer Behaviour “First MICA AGK Annual Award for Excellence in Research 2020-2021” and the JCB Reviewer of the Year Award 2020”, Journal of Consumer Behavior. In her research career, she is visiting guest at Emory Business School, Atlanta, USA, and visiting scholar and guest at The Medill School, Northwestern University, USA. Dr Emmanuel Mogaji has a Ph D in Marketing, and he is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, London. Emmanuel”s primary areas of interest are ABCDE of Marketing Communications – Advertising | Branding | Communications | Digital | Ethics. He has studied attitude towards brands and advertisement through various media such as print and social. He is a Fellow of the Higher Education Academy (HEA), which demonstrates his teaching philosophy and commitment to encouraging experiential learning. He is the author of Brand Management: An Introduction Through Storytelling, published by Palgrave, Introduction to Advertising: Understanding and Managing the Advertising Process published by Routledge, Marketing in Healthcare-Related Industries published by IAP and Emotional Appeals in Advertising Banking Services published by Emerald. He has also co-edited 5 books on higher education, green and fashion marketing. He tweets @e_mogaji. Ms. Anupama Ambika is a lecturer in Marketing at the Institute of Management Technology, Dubai, UAE. Her research interests are at the intersection of technology and consumer behavior, and she has published her research in leading marketing and consumer behavior journals. She has more than ten yearsof industry experience with multinational companies including IBM and Capgemini.