Faculty
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DR. KAVITA SRIVASTAVA

Ph.D. (IIT Kanpur)
Associate Professor (Marketing),
Department of Management Studies
Email: ksrivastava@rgipt.ac.in, srivastava.kavita@gmail.com
Office: 0120-2472630

EDUCATION

PhD: IIT Kanpur (Consumer Behavior)
Masters in Psychology from Kanpur University
UGC NET in Psychology conducted by University of Grant Commission, New Delhi

POSITION HELD

November 2016 to Present - Associate Professor, RGIPT, DoMS, Jais

July 2009 to November 2016 - Assistant Professor, RGIPT, DoMS, NOIDA

Feb 2009 to June 2009 - Research Associate, Department of Industrial & Management Engineering, IIT Kanpur, India

RESEARCH AREA

Brand Management, Cognitive Psychology, Consumer Behaviour, Green Marketing, Services Marketing

MEMBERSHIP

Life time membership of AIMS International

PUBLICATION

  1. Srivastava, K., and Sharma, N. K. (2016) “Consumer Perception of Brand Personality: An Empirical Evidence from India" Global Business Review, Vol. 17 (2).
  2. Srivastava, K., and Singh. S (2014) “A Case Study on Uttar Pradesh Tourism” in Singh, S. C. Abraham, S. and Gupta, S., (Eds), Travel, Tourism and Hospitality: Emerging Perspective and Paradigm, New Delhi Publisher; ISBN: 9382484965.
  3. Srivastava, K., and Sharma, N. K. (2013) “Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention”, Services Marketing Quarterly, Vol. 34 pp-. 274–291
  4. Srivastava, K., and Sharma, N. K. (2013) “Consumer Attitude toward Brand Extension: A comparative study of FMCG, Durable goods and services” Journal of Indian Business Research Vol. 5 (3), pp. 177-197.
  5. Srivastava, K., and Sharma, N.K. (2011) “Consumer Attitude toward Brand Extension Incongruity: Moderating Role of Need for Cognition and Need for Change” Journal of Marketing Management, Vol. 28 (5-6).
  6. Srivastava, K., and Sharma, N.K. (2011) “Exploring the Multidimensional Role of Involvement and Perceived Risk in Brand Extension” International Journal of Commerce and Management Vol. 21 (4) pp. 410-427.
  7. Srivastava, K., Shukla, A. and Sharma, N.K. (2010) “Online Flow Experiences: The Role of Need for Cognition, Self-Efficacy, and Sensation Seeking Tendency” International Journal of Business Insight and Transformation Vol. 3 No 2 pp 93-100.
  8. Srivastava, K., Mishra S., & Pandey S. (2008). Organizational Excellence: Total Quality Management.  SCMS Journal of Indian Management, Vol. 5, No. 4, 16-25.
  9. Srivastava, K., & Sharma, N K. (2008). Moderating Role of Buying Impulsiveness in Brand Extension Evaluation. In Aneet, Singh Ramanjeet, and Jain Arun Kumar (eds.) Research in Management and Technology (pp. 98-108).New Delhi: Deep & Deep Publication. ISBN: 978-81-8450-082-0.
  10. Sharma, N. K., & Srivastava, K. (2008). Brand Extension: Strategy for New Product     Introduction. Indian Journal of Marketing, Vol. 38, No. 8, 33-39.
  11. Srivastava, K., & Sharma, N. K. (2007). Role of Need for Change and Need for Cognition in Impulse Buying Behavior. In P. Verma, P. Bala Bhaskaran and P. M. Madhani (eds.) Globalization: Opportunities & Challenges (pp.189-201) New Delhi: Wisdom Publication. ISBN: 81-89547-39-9.

Conference Papers

  1. Srivastava, K. (2014) “Consumer Involvement with Services: A Replication of Involvement Scale in Service Sector”. International Conference on Research and Sustainable Business held in IIT Roorkee during 8-9 March, 2014.
  2. Srivastava, K. (2013) “Perceptual Mapping of English News Paper Dailies”. Eleventh AIMS International Conference on Management held in IMT Ghaziabad on 21-24 December, 2013.
  3. Srivastava, K. (2012) “The Relationship between Corporate Brand Image, Service Quality, Customer Satisfaction and Repurchase Intention”. International conference titled “Excellence in Research and Education” organized by IIM Indore during 10-13 May, 2012.
  4. Srivastava, K. (2012) “A Structural Equation Approach to Measure Consumer Involvement with Banking Service”.  National Conference on “Emerging Challenges for Sustainable Business” organized by IIT Roorkee during 1-2 June, 2012.
  5.  Srivastava, K., & Sharma, N. K. (2008) “Consumers, Need for Change and Their Preferences for New Product Extensions”. International Conference on Global Competition and Competitiveness of Indian Corporate, Indian Institute of Management Lucknow, May 29 - 31.
  6.  Srivastava, K., & Sharma, N K. (2007) Moderating Role of Impulsive Buying Tendency in Brand Extension Evaluation. Presented at International Conference on Research In Management & Technology organized by Gian Jyoti Institute of Management & Technology Mohali, Chandigarh, March 23-24,
  7. Srivastava, K., Mishra S., & Pandey S. Organizational Excellence in the Third World Context. Presented at National Conference on Managing Change for Organizational Excellence, Gian Jyoti Institute of Management & Technology Mohali, Chandigarh, December 1- 2, 2007.
  8. Srivastava, K., & Sharma, N. K. (2007) Role of Schema Congruity in Brand Extension Evaluation. Presented at XVII Annual Conference of the National Academy of Psychology, Indian Institute of Technology Kanpur, December 17- 19.
  9. Srivastava, K., & Sharma, N. K (2007) Role of Need for Change and Need for Cognition in Impulse Buying Behavior. Presented at International Conference on Management IBSA-ICON-07 organized by ICFAI Business School, Ahmedabad, December 27- 29.

Workshop

  1. CMEE Workshop on Teaching Marketing Research organized by IIM Lucknow Noida Campus on 18-20 November, 2015.
  2. Workshop on “Structure Equation Modeling: An Advanced Research Technique for Data Analysis” organized by BITS NOIDA on 7th and 8th December, 2012.
  3. One day course on Organization Structure, Systems and Culture for TQM organized by IIT Kanpur on 14th January, 2012.
  4. Program on MRP system, held at Indian Institute of Technology Kanpur on 3rd October, 2009.