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Gupta, Ashish Kumar



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  • Ashish Gupta is an Assistant Professor, in Marketing at Jindal Global Business School. Ashish studied at the Indian Institute of Management, Rohtak, where he obtained his Ph.D. in Marketing. He has received his B.Tech (Hons.) in Mechanical Engineering from the National Institute of Technology, Agartala.

    During his doctoral research, he looked at the phenomenon of brand hate from a cognitive appraisal theory perspective. His research interest includes behavioural pricing; the role of emotions in consumer decision-making; and the application of social network analysis in marketing. He has published articles in the field of consumer behaviour and service marketing.

    He also worked as a Technical Research Analyst at Data Tree Research, a campaign analytics Pune-based firm. He has worked on various consulting projects for corporate, Govt. of India and the Govt. of Haryana.

research overview

  • His research interests includes Emotions and Consumer Decision Making, Behavioural Economics and Nudge Theory, Social Network Analysis and its application in Marketing, Service Marketing and Pricing Strategy.

full name

  • Ashish Kumar Gupta

primary email

  • ashishk[dot]gupta[@]jgu[dot]edu[dot]in