• Faculty

    • Faculty Profile

    Dr Kavita Srivastava

    Marketing Management
    Associate Professor
    Ph D 2009 Indian Institute of Technology Kanpur
    M A 2001 Chhatrapati Shahu Ji Maharaj University, Kanpur
    B A 1996 Chhatrapati Shahu Ji Maharaj University, Kanpur
    2016 – Till Date Associate Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
    2009 – October 2016 Assistant Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
    February 2009 – June 2009 Research Associate, Indian Institute of Technology Kanpur
    • Brand Management,
    • Consumer Behavior
    • Green Marketing
    • Services Marketing
    • Neuromarketing
    1. Kadam, S., and Srivastava, K., (2019) “India’s heads for a Gas based Economy: Citi Gas distribution is emerging as an important Driver” Dew Journal, Vol 28 (8)
    2. Srivastava, K., (2017) Confirmatory Factor Analysis: A Technique to test Measurement Theory ANALYTICUS Business Newsletter April-June 2017.
    3. Srivastava, K., and Chawla D. (2017), “Demographic and Psychographic Antecedents of Ecologically Conscious Consumer Behavior: An Empirical Investigation” Int. J. Indian Culture and Business Management, Vol. 14, No.4, 480-496
    4. Srivastava, K., and Sharma, N. K. (2016) “Consumer Perception of Brand Personality: An Empirical Evidence from India" Global Business Review, 17 (2), 375-388
    5. 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.
    6. 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,  34 (4), 274–291 (Tylor and Francis Group: Routledge)
    7. 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 5 (3), 177-197 (Emerald)
    8. 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, 28(5-6), 652-675 (Tylor and Francis Group: Routledge)
    9. 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 21 (4), 410-427 (Emerald)
    10. 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, 3 (2), 93-100.
    11. Srivastava, K., Mishra S., & Pandey S. (2008). Organizational Excellence: Total Quality Management.  SCMS Journal of Indian Management, 5 (4), 16-25.
    12. 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.
    13. Sharma, N. K., & Srivastava, K. (2008). Brand Extension: Strategy for New Product     Introduction. Indian Journal of Marketing, Vol. 38, No. 8, 33-39.
    14. 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.
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