Prof. Plavini Punyatoya

Associate Professor, Marketing
B. Tech; M. Tech (IIT Delhi); FPM/PhD (IIM Indore)
Phone:
Email:plavini@ximb.ac.in
Home Page:

Teaching Interests

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

Research Interests

New product branding strategies, Global branding, Green marketing, Sustainable consumption behavior, Online shopping, Internet advertising, social media marketing, service innovations

Achievements and Awards

• Won Best Paper Award at ICBE2018 conference, held at Seoul National University, Seoul, South Korea

• Won Best Paper Award at XUB Sustainability Summit 2018, held at Xavier University, Bhubaneswar

• Won Best Paper Award at XUB Sustainability Summit 2016, held at XIM, Bhubaneswar.

• Won Best Paper Award based on her Doctoral Research in Advanced Research Paper- Marketing Track at 5th IIMA Doctoral Colloquium 2012 held at IIM, Ahmedabad.

• Won one of the Best Paper Awards based on her Doctoral Research at 11th Doctoral Consortium COSMAR 2011, held at IISc, Bangalore.

• One of her Paper is among the only nine papers selected for presentation and only one in marketing area at IMR Doctoral Conference 2011 held at IIM, Bangalore.

• Won Ajay Kohli-Best Paper Award in Marketing Track, at ICDCM Conference 2010, held at XIM, Bhubaneswar.

Administrative Responsibilities

At XIM, Bhubaneswar
• Member, Student Counselling & Mentoring Committee, XIMB (2016-Present)
• Secretary, Complaints Committee for Sexual Harassment, XIMB (2017-2018)
• Member, Complaints Committee for Sexual Harassment, XIMB (2018-Present)

Member in Editorial Board

Ad-hoc Reviewer
• Journal of Brand Management (Palgrave Macmillan)
• Marketing Intelligence & Planning (Emerald)
• Asia pacific Journal of Marketing and Logistics (Emerald)
• International Journal of Quality and Reliability Management (Emerald)
• International Journal of Business Innovation and Research (Inderscience)
• International Journal of Management and Business Studies
• Indore Management Journal
• African Journal of Marketing Management
• Vilakshan : XIMB Journal of Management
• Journal of Case Research

Book Reviewer
• Reviewed book titled ‘Marketing Research: text and cases’, McGraw? Hill Publications

Research & Publications

#Journal

2019, JOURNAL: Effects of cognitive and affective trust on online customer behavior, Marketing Intelligence & Planning, Vol. 37 No. 1, pp. 80-96. (ABDC - 'A' category)

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. (ABDC-'C' category)

2018, JOURNAL: Factors affecting trust towards online retailers in India: an empirical study, International Journal of Business Innovation and Research, Vol 17, No 3, pp. 342–360. (ABDC-'C' category)

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. (ABDC-'B' category)

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 (ABDC-'A' category))

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) (ABDC-'A' category)

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

#Book

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

#Book Chapter

2018, Chapter: Consumer Response to CSR Communication Strategies, Book:Energy, Peace and Global Governance, Xavier University Press, Bhubaneswar, India

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.

Conference/Seminar

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

2018, Conference-Attended: International Conference on Business and Economics 2018, Venue: Seoul National University, Seoul, South Korea

2018, Conference-Attended: International Conference on Business and Economics 2018 (Track Chair), Venue: Seoul National University, Seoul, South Korea

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

2015, Seminars-Talks: Marketing and Sustainability, Venue: Venue:Madhusudan Institute of Cooperative Management ; Sponsor:Directorate of Textiles, Govt of Odisha

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:

Training/Workshop/FDP

2018, Training-Attended: ‘Case Writing Workshop’, conducted on June 4, 2018. (Part of Global Jesuit Case Series Workshop), Venue: XIM

2018, Training-Attended: ‘Case Method Teaching Seminar’, conducted by Harvard Business Publishing on April 5, 2018, Venue: XIM

Work Experience

2012-2015: At International Management Institute (IMI) as Assistant Professor
2015-2018: At XIMB as Assistant Professor
2019-Continuing: At XIMB as Associate Professor