Faculty Details

Prof. Plavini Punyatoya

Assistant Professor, Marketing
B. Tech; M. Tech (IIT Delhi); FPM (IIM Indore)
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Teaching Interests

Marketing Management, Marketing Research, Digital Marketing, Product & Brand Management, Integrated Marketing Communications, Innovation & New Product Development, Advanced Data Analysis

Research Interests

New product branding strategies, Global branding, Green marketing, Sustainable consumption behaviour, Online shopping, Internet advertising

Research & Publications


2018, JOURNAL: Factors driving consumer loyalty intention towards e-tailers: an integrated model , International Journal of Business Information Systems, , Vol. 27, No. 4, pp 466-492. (Inderscience, UK)

2018, JOURNAL: Factors affecting trust towards online retailers in India: an empirical study, International Journal of Business Innovation and Research (Forthcoming),Inderscience, UK

2017, JOURNAL: Investigating the influence of TQM, service quality and market orientation on customer satisfaction and loyalty in Indian banking sector, International Journal of Quality & Reliability Management,Vol 34, Issue 3, pp. 362-377. (Emerald)

2015, Journal: Impact of total quality management on customer satisfaction in Indian banking sector, International Journal of Productivity and Quality Management, Vol. 16, No. 2, pp. 127-147 (Inderscience)

2015, Journal: Effect of perceived brand environment-friendliness on Indian consumer attitude and purchase intention: An integrated model, Marketing Intelligence & Planning, Vol. 33, No. 3, pp. 258 - 275 (Emerald)

2014, Journal: Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention, Global Business Review, Vol. 15, No. 2, pp. 279-289 (Sage)

2014, Journal: Role of Brand Globalness in Consumer Evaluation of New Product Branding Strategy, Journal of Brand Management. Vol. 21, No. 2, pp. 171-188 (Palgrave Macmillan)

2014, Journal: Evaluation of branding strategies for global versus local brand: The role of concept consistency, International Journal of Business Excellence, Vol. 7, No. 1, pp. 112-128 (Inderscience)

2013, Journal: Effect of perceived brand foreignness on branding strategy evaluation for high and low involvement products, International Journal of Business and Emerging Markets, Vol. 5, No. 1, pp. 28-45 (Inderscience)

2013, Journal: Consumer evaluation of brand extension for global and local brands: The moderating role of product similarity, Journal of International Consumer Marketing, Vol. 25, No. 3, pp. 198-215 (Taylor & Francis)

2011, Journal: How effective are Internet Banner Advertisements in India, Journal of Marketing & Communication, Vol. 7, No. 1, pp. 4-10 (Ebsco-listed)

2011, Journal: Book Review [New Media: A Critical Introduction (2010) By Martin Lister, Jon Dovey, Seth Giddings, Iain Grant and Kieran Kelly, London: Routledge Publication]. , Indore Management Journal, Vol 3, No 1


2015, Book: Consumer evaluation of branding strategies for global vs local brands, LAP Lambert Academic Publishing, Germany

#Book Chapter

2011, Chapter: Barriers to Adapt Green Marketing Products and Strategies to Overcome Them, Book Chapter: In S. Anand, I. Kumar & A. Srivastava (Ed.), Challenges of the Twenty First century: A trans-disciplinary Perspective (pp. 298-309). New Delhi: Macmillan Publishers.


2018, Conference-Attended: Consumer responses to Corporate Social Responsibility, Venue: IIM Calcutta

2018, Conference-Attended: Sustainability in Organizations and Economies-SUSBUS 2018 (Track Chair), Venue: IIM Calcutta

2018, Conference-Attended: Innovation and sustainable disruptions: A study on consumer adoption intention, Venue: XUB

2017, Conference-Attended: Consumer Response to CSR Communication Strategies: Role of Fit and Information Source, Venue: Melbourne, Australia

2017, Conference-Attended: The effects of social media communication on consumers' brand evaluation: An empirical investigation , Venue: XUB

2016, Conference-Attended: Consumer reactions to Corporate Social Responsibility: Effect of Brand-Cause Congruence, Organizational motives, and Communication strategies, Venue: XIM, Bhubaneswar

2012, Conference-Attended: Evaluation of New Product Branding Strategies: The Role of Perceived Brand Globalness, Venue:

2011, Conference-Attended: Attitude towards Mobile Advertising: A Study of Indian Consumers, Venue:

2011, Conference-Attended: Effect of Brand Globalness on Consumer Response to New versus Extended Brand name: Moderating Role of Product Involvement, Venue:

2011, Conference-Attended: Interactive Influence of Brand Globalness and Product Involvement on New Product Branding, Venue:

2010, Conference-Attended: Patterns in Internet banner Advertising and its Likely Impact on Consumers, Venue:

2010, Conference-Attended: Barriers to Adapt Green Marketing Products and Strategies to Overcome them, Venue:

2010, Conference-Attended: Identifying the Consumers of Mobile Marketing: A Segmentation Study, Venue:

Work Experience

More the 3 years at International Management Institute (IMI) as Assistant Professor
2 years 10 months at XIMB as Assistant Professor