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SOUTH ASIAN UNIVERSITY

A University Established by SAARC Nations

SOUTH ASIAN UNIVERSITY

A University established by SAARC Nations

Dr. Ashish Gupta

Associate Professor (SG)
PhD (Marketing)

Contact Details

ashishgupta(at)sau.int
South Asian University (SAU), New Delhi, India (An International University established by the Governments of SAARC Nations)
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Profile

Dr. Ashish Gupta is presently working as a Full-time Faculty (Senior Associate Professor) in the Marketing Area at the Faculty of Management, South Asian University (SAU), New Delhi, (An International University established by the Government of 08 SAARC Nations). Previously, he worked with the Indian Institute of Foreign Trade (IIFT), New Delhi (One of the Premier Business Schools in India), An Autonomous Institution of the Ministry of Commerce and Industry, Government of India. His research interests are in Marketing, Consumer Behaviour and General Management (Higher Education, Business Education, etc.). He has over 15 years of experience in teaching, research, and consulting in Marketing and Management.

              He has more than 65+ research papers including case studies to his credit published in international journals with high impact factor indexed in ABDC, SSCI and SCOPUS like International Marketing Review; International Journal of Advertising; Marketing Intelligence and Planning; Journal of Consumer Marketing; Journal of Retailing and Consumer Services; Asia Pacific Journal of Marketing & Logistics; British Food Journal; Services Marketing Quarterly; Benchmarking- An International Journal; International Journal of Emerging Markets; Journal of Internet Commerce; Journal of Promotion Management; International Journal of Quality and Service Sciences; Young Consumers; Emerald Emerging Markets Cases etc.

             He has edited several books in the field of business management, published by leading global publishers such as Springer, Palgrave Macmillan, Emerald, World Scientific, and Routledge. He has delivered several invited talks at workshops, faculty development programmes, and executive development programmes. He regularly contributes to editorials in leading media outlets such as Brand Equity (Economic Times), Economic Times - Education, Business Line (The Hindu), Outlook Business, The Mint, and Adgully.

                Dr. Gupta has presented more than 75+ research papers at international and National conferences, including the American Marketing Association and the Academy of Marketing. He conducted/completed several workshops, FDPs, and MDPs on marketing, case-based teaching, research paper writing, and writing research grant proposals, among other topics. Dr. Gupta is actively engaged in funded research projects in the areas of Internationalisation of Business Education, Sustainability, and Internationalisation of SMEs, sponsored by the ICSSR, the Ministry of Education, and the Ministry of MSMEs, Govt. of India, respectively. Recently, he was invited to serve as a distinguished speaker at the AI India Summit 2026 in New Delhi and the Export Promotion Council of Handicrafts in India Handicrafts and Gifts Fair at India Exposition Mart, Greater Noida, Uttar Pradesh. He is a member of the Sectional Committee, SSD 11 on ‘Retail, E-Commerce & E- Payment Services’ International Standard Organisation (ISO), Bureau of Indian Standards (BIS), Ministry of Consumer Affairs, Food & Public Distribution, Government of India. 

Qualifications

Ph.D. (Business Management) Specialization in Marketing Domain; UGC-NET (Management); MBA; ICPFD (Aston Business School, Aston University, UK)

Research Interests

Marketing Management; Consumer Behavior; Marketing Communication; International Marketing; Service Marketing; Internationalization; Higher Education; Business Education



Recent Publications

Research Papers (Published / Accepted for Publication in Journals)
  • Gupta, A., Gupta, A., and Behl, A. (2026). Gamification for international marketing across cross-cultural consumer journeys: The role of regulatory fit and self-construal. International Marketing Review. Accepted [ABDC-A; ABS-3; SCOPUS-Q1; Impact Factor – 4.6] 
  • Gupta, A., Gupta, A., and Behl, A. (2026). Engaging customers through gamification in global markets: Insights and implications from cross-cultural perspectives. FIIB Business Review. https://doi.org/10.1177/231971452614455  [ABDC-B; SCOPUS-Q1; Impact Factor – 2.8]
  • Tak, P., Panwar, S., & Gupta, A. (2026). Mobile Shopping App Adoption: A UTAUT Theory Perspective. International Journal of Indian Culture and Business Management. Ahead of Print. [ESCI - Web of Science; UGC – CARE; Impact Factor- 1.0] 
  • Yadav, I., Tak, P., and Gupta, A. (2026). Decoding Live-streaming Commerce and Customer Engagement: A Review and Research Directions. FIIB Business Review. https://doi.org/10.1177/23197145261426224  [ABDC-B; SCOPUS-Q1; Impact Factor – 2.8]
  • Mehra, D., Gupta, A., Gupta, S., Melewar, T., Gee, L. (2026). Ethics in Influencer Marketing: A Review, Synthesis and Research Directions. International Journal of Advertising. https://doi.org/10.1080/02650487.2026.2627108  [ABDC-A; ABS-2; SCOPUS-Q1; Impact Factor – 5.9] 
  • Verma, S., Gupta, A., & Borde, P. (2026). Dark Triad Traits in Higher Education: A Review, Synthesis and Research Directions. Global Knowledge, Memory and Communication. https://doi.org/10.1108/GKMC-04-2025-0273  [ABDC-B; SCOPUS; ESCI; Impact Factor – 2.4]
  • Singh, V., Yadav, M., & Gupta, A. (2025). CBDC in a Privacy Sensitive World: Extending UTAUT with Digital Financial Literacy and Anonymity Insight. Journal of Financial Services Marketing. https://doi.org/10.1057/s41264-025-00338-3 [ABDC-B; ESCI; SCOPUS-Q1; Impact Factor – 4.3] 
  • Chawla, G., Gupta, A., Kaurav, R. P S., & Bathla, A. (2025). Setting Quality Standards for Management Education: Lessons from Internationalization in Indian Business Schools. International Journal of Quality & Reliability Management. https://doi.org/10.1108/IJQRM-11-2024-0387 [ABDC-B; ESCI; SCOPUS; Impact Factor – 3.20]
  • Verma, S., Gupta, A., & Kashive, N. (2025). Exploring elderly’s resistance towards mHealth Apps: The role of distrust, technology optimism and health consciousness. Services Marketing Quarterly. https://doi.org/10.1080/15332969.2025. 2503084 [ABDC-B; ESCI; SCOPUS; Impact Factor – 2.60]
  • Bathla, A., Chawla, G., Gupta, A. & Mahrane, H. (2025). Beyond the Boardroom: Design Thinking and Leadership for Value Creation in Business Ecosystem. Cogent Business & Management. 12 (1), 1-20 https://doi.org/10.1080/23311975.2025.2491680 [ESCI; SCOPUS; Impact Factor – 3.0]
  • Khanna P., Sehgal, R., Gupta, A., Dubey, A. M., & Srivastava, R. (2025). Over-the-top (OTT) Platforms: A Review, Synthesis and Research Directions. Marketing Intelligence & Planning, 43 (2), 323-348. https://doi.org/10.1108/MIP-03-2023-0122. [ABDC-A; SSCI; SCOPUS; Impact Factor – 3.60]
  • Verma, S., Kashive, N., & Gupta, A. (2025). Examining predictors of generative-AI acceptance and usage in academic research: a sequential mixed-methods approach. Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-07-2024-0564. [ABDC-B; ESCI; SCOPUS; Impact Factor – 4.80]
  • Tak, P., Panwar, S., & Gupta, A. (2024). Mobile Shopping App Adoption: A UTAUT Theory Perspective. International Journal of Indian Culture and Business Management. (Ahead of Print/Accepted). [ESCI - Web of Science; UGC – CARE; Impact Factor- 1.0]
  • Gupta, A., & Maheshwari, P. (2024). Mall Shopping Customer Experience in Tier-II Cities: A Generational Cohort Theory Perspective. International Journal of Indian Culture and Business Management. (Ahead of Print/Accepted). [ESCI - Web of Science; ABS-1; UGC – CARE; Impact Factor- 1.0]
  • Bathla, A., Chawla, G., & Gupta, A. (2024). Design Thinking in Education: Reviewing the Past for Setting FutureResearch. Journal of Knowledge Economy. (Ahead of Print/Accepted). [ESCI - Web of Science; UGC – CARE; Impact Factor- 4.0]
  • Kumar, J., Dixit, S., Gupta, A., & Dharwal, M. (2024). Positioning the Taboo Product: Pee Buddy. FIIB BusinessReview, 13(5), 517-527. https://doi.org/10.1177/23197145231151737. [ABDC-C; SCOPUS; ESCI; UGC CARE; Impact Factor - 2.6]
  • Bhattacharya, S., Sharma, R. P., & Gupta, A. (2024). Determinants of consumer perceptions of the ethics of online retailers: An investigation using confirmatory factor analysis. Vision-The Business Perspective Journal. 28 (4),436-447, https://doi.org/10.1177/09722629211040880. [ABDC-C; SCOPUS; ESCI; Impact Factor- 2.8]
  • Aggrawal, A., Srivastava, S., Gupta, A., & Singh, G. (2024). Food Wastage and Consumerism in Circular Economy: A Review and Research Directions. British Food Journal, 126 (6), 2561-2587. https://doi.org/10.1108/BFJ-04-2023-0272. [ABDC-B; SCI; SCOPUS; Impact Factor - 3.3]
  • Bathla, A., Chawla, G., & Gupta, A. (2024). Benchmarking Design Thinking as a tool for Education: A Systematic Review and Future Research Agenda. Benchmarking- an International Journal. https://doi.org/10.1108/BIJ-09-2023-0603. (Ahead of Print). [ABDC-B; ESCI; SCOPUS; Impact Factor – 5.6]
  • Bhattacharya, S., Sharma, R. P., & Gupta, A. (2024). Consumer perception regarding the ethics of online retailing: a review, synthesis, and future research directions. International Journal of Electronic Marketing and Retailing,15(2), 181–202. https://doi.org/10.1504/ijemr.2024.136981 [ABDC-C; SCOPUS]
  • Garg, J., Singh, A. K., & Gupta, A. (2023). Human capital in knowledge-based firms: Re-creating value post-pandemic. Human Systems Management, 42(6), 593–607. https://doi.org/10.3233/hsm-220156. [ABDC-C; ESCI;SCOPUS; Impact Factor – 2.3]
  • Gupta, A., Kumar, A., & Melese, E. (2023). Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context. Young Consumers Insight and Ideas for Responsible Marketers, 24(6), 786–806. https://doi.org/10.1108/yc-06-2022-1542. [ABDC-B; ESCI; SCOPUS; UGC-CARE; Impact Factor – 3.0]
  • Dwivedi, Y. K., Kshetri, N., Hughes, L., Rana, N. P., Baabdullah, A. M., Kar, A. K., Koohang, A., Ribeiro-Navarrete,S., Belei, N., Balakrishnan, J., Basu, S., Behl, A., Davies, G. H., Dutot, V., Dwivedi, R., Evans, L., Felix, R., Foster-Fletcher, R., Giannakis, M., . . . Yan, M. (2023). Exploring the Darkverse: A Multi-Perspective Analysis of thenegative societal impacts of the Metaverse. Information Systems Frontiers, 25(5), 2071–2114.https://doi.org/10.1007/s10796-023-10400-x. [ABDC-A; SSCI; SCOPUS; Impact Factor – 6.90] [ContributionSection 2.5]
  • Kumar, J., Tapar, A. V., Gupta, A., & Ranjan, J. (2023). Investigating the Role of Consumer Personality Orientations and Use of Threat in Social Cause Advertising during Covid 19. Journal of Promotion Management, 29(6), 791–823. https://doi.org/10.1080/10496491.2023.2165211. [ABDC-B; SSCI; SCOPUS]
  • Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022). Country-of-origin and online retailing ethics: the mediating role of trust and satisfaction on purchase intention. International Journal of Emerging Markets.https://doi.org/10.1108/ijoem-08-2021-1233. [ABDC-B; SSCI; SCOPUS; Impact Factor – 2.7]
  • Munjal, P., Shanker, R., Gupta, A., & Maheshwari, P. (2022). Modelling drivers and outcomes of fashion and apparel social media brand communities’ engagement. International Journal of Management Practice, 16(1), 59. https://doi.org/10.1504/ijmp.2023.127680. [SCOPUS; ABS-1; UGC-CARE]
  • Bhattacharya, S., Sharma, R. P., & Gupta, A. (2022a). Does e-retailer’s country of origin influence consumer privacy, trust and purchase intention? Journal of Consumer Marketing, 40(2), 248 259.https://doi.org/10.1108/jcm-04-2021-4611. [ABDC-A; SSCI; SCOPUS; Impact Factor – 2.7]
  • Kumar, J., Singh, A., & Gupta, A. (2022). Robin hood insurance broking: driving growth with differentiation. Emerald Emerging Markets Case Studies, 12(1), 1–28. https://doi.org/10.1108/eemcs-10-2021-0325. [SCOPUS]
  • Chauhan, S., Akhtar, A., & Gupta, A. (2022). Customer experience in digital banking: a review and future research directions. International Journal of Quality and Service Sciences, 14(2), 311–348. https://doi.org/10.1108/ijqss-02-2021-0027. [ABDC-B; ESCI; SCOPUS; Impact Factor – 2.6]
  • Gupta, A., Kumar, J., Tewary, T., & Virk, N. K. (2021). Influence of cartoon characters on generation alpha in purchase decisions. Young Consumers Insight and Ideas for Responsible Marketers, 23(2), 282–303.https://doi.org/10.1108/yc-06-2021-1342. [ABDC-B; ESCI; SCOPUS; UGC-CARE; Impact Factor – 3.5]
  • Roy, S., Kesharwani, A., & Gupta, A. (2021). Demystifying User’s attachment of Smartphone Apps: A value orientation perspective. Journal of Internet Commerce, 20(4), 450–478.https://doi.org/10.1080/15332861.2021.1979301. [ABDC-B; SSCI; SCOPUS; UGC-CARE; Impact Factor – 4.3]
  • Tandon, A., Gupta, A., & Katiyar, G. (2021). Motivations of social entrepreneurs: use of self-determination theory to gain insight into the Indian scenario. International Journal of Business and Globalisation, 28(4), 388.https://doi.org/10.1504/ijbg.2021.117353. [SCOPUS; UGC-CARE]
  • Khandelwal, U., Tripathi, V., & Gupta, A. (2021). A Bibliometric Analysis of Green Branding Research from 2000 to2019. Vision the Journal of Business Perspective, 28(1), 87–97. https://doi.org/10.1177/09722629211033916.[ABDC-C; ESCI; SCOPUS; UGC-CARE; Impact Factor – 2.8]
  • Gupta, A., Kumar, J., Dixit, S., Khan, M. C. R., & Dharwal, M. (2021). Swiggy refurbishes trust: Managing reputation meltdown through public relations. Vision the Journal of Business Perspective, 25(3), 373–383. https://doi.org/10.1177/09722629211024518. [ABDC-C; ESCI; SCOPUS; UGC-CARE; Impact Factor – 2.8]
  • Chauhan, S., Akhtar, A., & Gupta, A. (2021). Gamification in banking: a review, synthesis and setting research agenda. Young Consumers Insight and Ideas for Responsible Marketers, 22(3), 456–479. https://doi.org/10.1108/yc-10-2020-1229. [ABDC-B; ESCI; SCOPUS; UGC-CARE; Impact Factor – 3.5]
  • Tewary, T., Gupta, A., Mishra, V., & Kumar, J. (2021). Young working women’s purchase intention towards organic cosmetic products. International Journal of Economics and Business Research, 22(2/3), 256.https://doi.org/10.1504/ijebr.2021.116351. [ABDC-C; SCOPUS; UGC-CARE]
  • Tiwari, P., Tiwari, S. K., & Gupta, A. (2021). Examining the impact of customers’ awareness, risk and trust in M-Banking adoption. FIIB Business Review, 10(4), 413–423. https://doi.org/10.1177/23197145211019924. [ABDC-C; SCOPUS; ESCI; UGC CARE; Impact Factor - 2.6]
  • Kumar, J., Gupta, A., & Dixit, S. (2020). Netflix: SVoD entertainment of next gen. Emerald Emerging Markets Case Studies, 10(3), 1–36. https://doi.org/10.1108/eemcs-04-2020-0108. [SCOPUS; UGC-CARE]
  • Kumar, J., Gupta, A., Tapar, A. V., & Khan, M. C. R. (2020). EXOS: does the retention of salesforce matter in entrepreneurial start-ups? Emerald Emerging Markets Case Studies, 10(3), 1–14. https://doi.org/10.1108/eemcs-03-2020-0085. [SCOPUS; UGC-CARE]
  • Tandon, A., Gupta, A., Goel, P., & Singh, V. K. (2020). Impact of digitisation on entrepreneurial ecosystems: an Indian perspective. International Journal of Business and Globalisation, 25(2), 154. https://doi.org/10.1504/ijbg.2020.107887. [SCOPUS; UGC CARE]
  • Gupta, A., Mishra, V., & Tandon, A. (2020). Assessment of Shopping Mall Customers’ Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study. American Business Review, 23(1),70–93. https://doi.org/10.37625/abr.23.1.70-93. [ABDC-A; SCOPUS; ESCI; UGC CARE]
  • Rajpal, P., Gupta, A., & Shanker, R. (2020). Customer engagement with social media brand communities: An opinion-based outlook. Asian Journal of Research in Business Economics and Management, 10(4), 8–32. [UGC-CARE]
  • Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2019). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consume Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016.
  • Rahman, M., Rashid, M. C., Kumar, J., & Gupta, A. (2020). Does consumer demographics effects store loyalty in departmental stores. Academy of Marketing Studies Journal, 24(4), 1–18. [ABDC-B; SCOPUS; UGC-CARE]
  • Kumar, J., Gupta, A., M., Rashid, M. C., & Shyam, H. S. (2019). Impact of services quality in e-banking: Evidence from Indian public banks. Academy of Marketing Studies Journal, 24(1), 1–20. [ABDC-B; SCOPUS; UGC-CARE]
  • Singh, R. K., Gupta, A., & Maheshwari, P. (2019). Hotel visitor’s satisfaction towards service quality: Insights from Semi-Urban City of Madhya Pradesh in India. Asian Journal of Multidimensional Research, 8(6), 78.https://doi.org/10.5958/2278-4853.2019.00219.2. [UGC-CARE]
  • Gupta, A. (2018). ICT Adoption: An Agenda for Research. Kindler, 18(1), 73-88.
  • Goswami, P., & Gupta, A. (2018). Small scale industries and factors affecting their performance: A literature review. Prestige International Journal of Management & Information Technology, 7(1), 126–150.
  • Tandon, A., Gupta, A., & Tripathi, V. (2016). Managing shopping experience through mall attractiveness dimensions. Asia Pacific Journal of Marketing and Logistics, 28(4), 634–649. https://doi.org/10.1108/apjml-08-2015-0127. [ABDC-A; SCOPUS; SSCI; UGC CARE; Impact Factor- 3.9]
  • Tandon, A., Gupta, A., & Tripathi, V. (2016). The viability of benefit segmentation in Tier-II cities of India -identifying benefits sought by Indian customers. International Journal of Business Innovation and Research, 10(4),501–518. https://doi.org/10.1504/IJBIR.2016.076764. [ABDC-C; SCOPUS; UGC CARE]
  • Gupta, A., & Dhami, A. (2015). Measuring the impact of security, trust and privacy in information sharing: A study on social networking sites. Journal of Direct Data and Digital Marketing Practice, 17(1), 43–53.https://doi.org/10.1057/dddmp.2015.32. [SCOPUS; UGC-CARE]
  • Gupta, A., & Sahu, G. (2015). Exploring relationship marketing dimensions and their effect on customer loyalty - a study of Indian mobile telecom market. International Journal of Business Innovation and Research, 9(4), 375.https://doi.org/10.1504/ijbir.2015.070176. [ABDC-C; SCOPUS; UGC CARE]
  • Tripathi, V., Tandon, A., & Gupta, A. (2015). Experiencing flavourful fun: delighting customers the RB way. Global Business Review, 16(2), 341–347. https://doi.org/10.1177/0972150914564440. [ABDC-C; ESCI; SCOPUS; UGCCARE; Impact Factor – 2.3]
  • Gupta, A., & Tiwari, S. K. (2015). Understanding impact of e-service quality on customer satisfaction in e-tailing services. Amity Journal of Management, 3(2), 33–36. [UGC-CARE]
  • Sharma, A., Gupta, A., & Bharti, S. K. (2014). Factors determining service quality aspects of banking sector in India (with special reference to Delhi NCR- a pilot study). International Journal of Trade and Commerce, 3(1), 55–62.
  • Tandon, A., Tripathi, V., & Gupta, A. (2014). The transformation of value and evolution of customer experience: an exploration of the typologies, facets and significance. International Journal of Indian Culture and Business Management, 8(4), 425. https://doi.org/10.1504/ijicbm.2014.062479. [ESCI - Web of Science; UGC – CARE; Impact Factor- 1.0]
  • Sharma, A., Bharti, S. K., & Gupta, A. (2014). Customer behavioural nuances in banking sector: A study of Delhi NCR region. Tecnia Journal of Management Studies, 8(1), 63–66.
  • Gupta, A., & Sahu, G. (2013). Factors influencing adoption of relationship marketing practices for overall growth of firm: an ISM-based model validation. International Journal of Electronic Customer Relationship Management, 7(1),21-44. https://doi.org/10.1504/ijecrm.2013.054074. [ABDC-C; SCOPUS; UGC-CARE]
  • Tandon, A., & Gupta, A. (2013). The orchid: Building sustainable advantages through green hospitality. Asia Pacific Marketing Review, 2(1), 109–116. [UGC-CARE]
  • Gupta, A., & Sahu, G. P. (2012). A literature review and classification of relationship Marketing research. International Journal of Customer Relationship Marketing and Management, 3(1), 56–81.https://doi.org/10.4018/ijcrmm.2012010104. [SCOPUS; UGC-CARE]
  • Gupta, A., & Sharma, A. (2012). Mobile banking: A tool of financial inclusion. EDUCATOR-The FIMT Journal, 2(1),21–30.
  • Gupta, A., Dubey, A. M., Mishra, M., & Sahu, G. P. (2012). E-Governance in India: Transformation in approach. Uttaranchal Business Review, 1(1), 133–142. https://uu-img.s3.ap-south-1.amazonaws.com/2018/01/01-Dec-2011.pdf. [UGC-CARE] 
  • Gupta, A. (2012). Rural retail revolution: The rise of rural market. South Asian Journal of Marketing &Management Research, 1(3), 34–53. http://www.indianjournals.com/IJOR.ASPX?target=ijor:sajmmr&volume=1&issue=3&article=003.
  • Gupta, A. (2011). The impact of negative emotional advertising appeals on cognitive message processing style of Indian consumer with specific focus on FMCG product’s appeals - a study based on survey of housewives of Mathura city, UP. Journal of Commerce and Management Thought, 2(2), 210–220. [UGC-CARE]
  • Gupta, A. (2011). Consumer perception towards shopping experience with malls in Agra city (UP) India-An exploratory study. ACME Journal of Management, 9(6), 40–57.

Pedagogical Cases and Teaching Material

  • Kumar, J., Dixit, S., Gupta, A., & Dharwal, M. (2024). Positioning the Taboo Product: Pee Buddy (Teaching Case).FIIB Business Review, 13(5), 517-527. https://doi.org/10.1177/23197145231151737. [ABDC-C; SCOPUS; ESCI;UGC CARE; Impact Factor - 2.6]
  • Kumar, J., Singh, A., & Gupta, A. (2022). Robin hood insurance broking: driving growth with differentiation(Teaching Case). Emerald Emerging Markets Case Studies, 12(1), 1–28. https://doi.org/10.1108/eemcs-10-2021-0325. [SCOPUS]
  • Gupta, A., Kumar, J., Dixit, S., Khan, M. C. R., & Dharwal, M. (2021). Swiggy refurbishes trust: Managing reputation meltdown through public relations (Teaching Case). Vision the Journal of Business Perspective, 25(3),373–383. https://doi.org/10.1177/09722629211024518. [ABDC-C; ESCI; SCOPUS; UGC-CARE; Impact Factor –2.8]
  • Kumar, J., Gupta, A., & Dixit, S. (2020). Netflix: SVoD entertainment of next gen (Teaching Case). Emerald Emerging Markets Case Studies, 10(3), 1–36. https://doi.org/10.1108/eemcs-04-2020-0108. [SCOPUS; UGC-CARE]
  • Kumar, J., Gupta, A., Tapar, A. V., & Khan, M. C. R. (2020). EXOS: does the retention of salesforce matter in entrepreneurial start-ups? (Teaching Case). Emerald Emerging Markets Case Studies, 10(3), 1–14.https://doi.org/10.1108/eemcs-03-2020-0085. [SCOPUS; UGC-CARE]

Publications - Chapters in Scholarly Books

  • Kumar, J., Gupta, A., Dharwal, M., & Govindrajan, H. U. (2024). Savant Electronics Sustainability or Corporate Social Responsibility. In Singh, K., Yadav, J., & Abraham, R. (Eds.) Technology-Driven Evolution of the Corporate Social Responsibility Ecosystem (1st ed., p. 209-242). IGI Global Publishing, USA. https://www.igi-global.com/book/technology-driven-evolution-corporate-social/335103
  • Kumar, J., Dixit, S., Maurya, A., & Gupta, A. (2022). Social media marketing and purchase behavior of millennials: A systematic literature review. In G. Singh, A., Maurya, & R. Goel (Eds.), Integrating New Technologies in International Business: Opportunities and Challenges (1st ed., p. TBA). CRC Press, Routledge, UK.https://www.routledge.com/Integrating-New-Technologies-in-International-Business-Opportunities-and/Singh-Maury a-Goel/p/book/9781771889575
  • Tiwari, S., & Gupta, A. (2021). Does green consumption matters? An insight from emerging market. In P. Tiwari,S. Avikal, A. R. Singh, & Ram M. (Eds.), Sustainability in Industry 4.0: Challenges and Remedies (1st ed., pp.119–132). CRC Press, Routledge, UK. https://www.routledge
  • Bharti, S. K., Gupta, A., & Tandon, A. (2020). Understanding the impact of the service quality on customer satisfaction and loyalty: Evidence from indian banking industry. In A. Gupta, B. Yadav, & V. Rokade (Eds.),Changing Paradigms in Financial Services Marketing (1st ed., pp. 121–136). Manakin Press Pvt. Ltd., New Delhi.https://manakinpress.com/product/changing-paradigms-in-financial-services-marketing/
  • Gupta, A., Tandon, A., & Barman, D. (2019). Employee engagement – evolution, approaches and perspectives. In N. Sharma, N. S. Chaudhary, & V. K. Singh (Eds.), Management Techniques for Employee Engagement in Contemporary Organizations (1st ed., pp. 1–19). IGI Global Publication, USA. https://doi.org/10.4018/978-1-5225-7799-7.ch001.
  • Tiwari, S., Gupta, A., & Tiwari, P. (2018). Transforming communication -Consumer’s perception towards 4Gservices: A study on reliance Jio users in Agra region. In R. S. Mishra, V. Mishra, & V. (Eds.), Digital India and Cashless Economy (1st ed., pp. 165–174). Bharti Publications, India. https://www.flipkart.com/digital-india-cashless-economy/p/itmfc4bfruftzmxj
  • Gupta, A., & Tandon, A. (2018). Branding for bottom of pyramid: A case of branded footwear consumer in indian rural setting. In Y. K. Dwivedi, N. P. Rana, E. L. Slade, M. A. Shareef, M. Clement, A. Simintiras, & B. Lal (Eds.),Emerging Markets from a Multidisciplinary Perspective - Challenges, Opportunities and Research Agenda (pp. 255–272). Springer International Publishing AG, Switzerland. https://doi.org/10.1007/978-3-319-75013-2_20
  • Tandon, A., Gupta, A., & Jain, R. (2017). Beyond the metropolitan environ: Understanding the dimensions of mall attractiveness for Indian shoppers in tier II and tier III cities. In Book of Abstracts 2017 IIM Indore-NASMEI Summer Marketing Conference (1st ed., p. 166). Emerald Group Publishing (India).
  • Dwivedi, Y. K., Rana, N. P., Tajvidi, M., Lal, B., Sahu, G. P., & Gupta, A. (2017). Exploring the role of social media inE-Government: An analysis of emerging literature. In ICEGOV ’17: Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance (pp. 97–106). Association for Computing Machinery(ACM), New York, USA. https://doi.org/10.1145/3047273.3047374.
  • Gupta, A. (2017). Management education in competitive era: Emerging issues and challenges. In B. Yadav, A.Thakur & P. Goswami (Eds.), Managing Challenges for Higher Education (pp. 60–67). Horizon Books (A Division of Ignited Minds Edu Tech Pvt. Ltd., New Delhi).
  • Tiwari, S., Gupta, A., & Tiwari, P. (2016). Measuring the effect of service quality on tourist satisfaction with hotel industry in Sagar city of Madhya Pradesh. In S. S. Bhakar, A. Maheshwari, C. Gulati, & S. Rajput (Eds.), Mastering Supply Chain Intricacies for Market Leadership (pp. 135–144). Bharti Publication, New Delhi.
  • Gupta, A. (2015). Corporate governance: Success mantra for businesses in 21st century. In S. P. Srivastava, T. Prusty, & A. Kumar (Eds.), Business Ethics & Corporate Governance in India CSR & Reporting Practices in India(pp. 35–47). Dominant Publishers & Distributors Pvt. Ltd, New Delhi
  • Gupta, A., Jain, M., & Singhai, R. (2015). Management education: A reflection on current status and growth story of india. In Engineering, Management and Medical Association of Sagar, Madhya Pradesh (Ed.), Restructuring Higher and Technical Education (pp. 17–20). Engineering, Management and Medical Association of Sagar, Madhya Pradesh.
  • Kochhar, P., Gupta, A., & Tandon, A. (2015). Analysing technological environment for effective inventory management: A study of semi – organized retail outlets in Uttar Pradesh (India). In G. Goel, T. Nandan, T. Singh,P. Ghosh, & V. Tripathi (Eds.), Advances in Management and Technology: Mapping Strengths with Opportunities(pp. 275–279). McGraw Hill Education, India.
  • Gupta, A., & Sharma, A. (2014). Achieving social impact in health and hygiene through social entrepreneurship. InP. S. Pandian & E. V. Rigin (Eds.), Contemporary Practices in Business Management (pp. 1–22). VHNSN College(Autonomous) Virudhunagar, Tamilnadu, India.
  • Gupta, A., & Yadav, M. (2011). Corporate need corporate governance: Cases from indian market. In R. Srivastava, V. Agarwal, & S. Singh (Eds.), Organization in New Millennium Challenges and Opportunities (pp. 159–164).McMillan Publisher, New Delhi.
  • Gupta, A., Sahu, G. P., & Dwivedi, P. (2011). Ethics in marketing: Need of the hour for fair market practices. InKrishna Institute of Engineering and Technology, Ghaziabad, India (Ed.), Ethics in Business: In the Era ofCutthroat Competition (pp. 1–9). Krishna Institute of Engineering and Technology, Ghaziabad, India.
  • Gupta, A., & Yadav, M. (2011a). Children’s role in family purchase decision: A study from Indian market. In V. R. Danamaraju, P. Gulia, P. Sihag, & M. Bhati (Eds.), Handbook of Management and Behavioural Science (pp. 261–268). Society of Management and Behavioural Sciences and Wisdom Publication, New Delhi.
  • Gupta, A., & Yadav, M. (2011c). Paradigm shift of the Indian Market-Growth of retail market in India. In R. S. Gulia, O. Singh, & S. Awasthi (Eds.), Handbook of Management and Behavioural Science (pp. 20–28). Society of Management and Behavioural Sciences and Wisdom Publication, New Delhi.
  • Gupta, A., & Singh, R. (2011). Green Marketing-Today’s mantra for success. In P. Verma (Ed.), Global Impact of Indian Management (pp. 330–336). Excel Book Publisher, New Delhi. 

Externally Funded Research Grants and Sponsored Research Projects

  • Principal Investigator (PI) for the project titled “Smart Farming for Achieving Sustainable and Climate Resilient Agriculture: A Study on Small and Medium land holding Farmers in North India”, sponsored by Indian Council of Social Science Research (ICSSR), Ministry of Education, Government of India, March 2023, Funding: INR 12,50,000 (USD 15240 Approx).
  • Principal Investigator (PI) for the project titled 'Comprehensive Study Regarding Impact on the Agarbatti (incense) Industry of the Restrictions Imposed on the Import of the Agarbatti (incense)', sponsored by Khadi and Village Industries Commission (KVIC), Ministry of Micro, Small & Medium Enterprises Government of India, September 2022, Funding: INR 12,50, 000 (USD 15240 Approx).
  • Co-Principal Investigator (Co-PI) for the project titled “Internationalization of Indian Higher Education Institutions(HEIs): Identification of the Strategic, Structural and Policy Dimensions, Challenges, and Solutions for Management Institutions”, sponsored by Indian Council of Social Science Research (ICSSR), Government of India, March 2022, Funding: INR 3,50, 000 (USD 4600 Approx).

Recent Books

Books Written / Edited / Adapted

  • Gupta, A., & Tewary, T. (Eds.). (2025). Smart Farming for Sustainable and Climate-Resilient Agriculture: Changing Landscapes in the Age of Technology. Emerald Publishing, UK. https://bookstore.emerald.com/sustainable-and-smart-farming-eco-systems-hb-9781836080930.html. Listed in Scopus Indexed Book Series Title: Emerald Studies in Politics and Technology. 
  • Chawla, G., & Gupta, A. (Eds.). (2025). Internationalization of Higher Education: Exploring Strategic, Structural and Policy Dimensions in Business Education. Palgrave McMillan, Springer Nature Singapore Pte Ltd., Singapore https://link.springer.com/book/9789819689934 [Indexed in SCOPUS] 
  • Aggarwal, S., & Gupta, A. (Eds.). (2024). Contemporary Cases in Management: Perspectives from Emerging Markets. Routledge Publishing, Taylor and Francis, UK. https://www.routledge.com/Contemporary-Cases-in-Management-Perspectives-from-Emerging-Markets/Aggarwal-Gupta/ p/book /9781032945972 ?srsltid=AfmBOoohy EYVK 6qkhvB 95E5xSNQs4mITzvGjX_PLoLnwCquwK3Nx0gM
  • Gupta, S., Gupta, A., & Kumar, J. (Eds.). (2023). Building Resilience in Global Business During Crisis: An Emerging Market Perspective. Routledge Publishing, Taylor and Francis, UK. https://www.routledge.com/Building-Resilience-in-Global-Business-During-Crisis-Perspectives-from-Emerging-Markets/Gupta-Gupta-Kumar/p/book/9781032719863.
  • Sharma, R., Shishodia, A., & Gupta, A. (Eds.). (2023). Fostering Sustainable Development in the Age of Technologies. Emerald Publishing, UK.https://www.emerald.com/insight/publication/doi/10.1108/9781837530601.
  • Gupta, A., Gupta, S., & Kumar, J. (Eds.). (2023). Managing and strategizing global business during crisis: Resolve, resilience, return, re-imagination and reform. Routledge Publishing, Taylor and Francis, UK.https://www.routledge.com/Managing-and-Strategising-Global-Business-in-Crisis-Resolve-Resilience/Gupta-Kumar-Gupta/p/book/9781032280431.
  • Dana, L. P., Gautam, O., Gupta, A., & Sharma, N. (Eds.). (2023). Indian SMEs and startups: Growth through innovation and leadership. World Scientific Publishing Co. Pte. Ltd., Singapore. https://doi.org/10.1142/13239.
  • Gupta, A., Tewary, T., & Gopalakrishnan, B. N. (Eds.) (2022). Sustainability in the gig economy: perspectives, challenges and opportunities in industry 4.0. Springer Nature Singapore Pte Ltd.https://link.springer.com/book/9789811684050.
  • Gupta, A., Yadav, B., & Rokade, V. (Eds.)(2020). Changing paradigms in financial services marketing. Manakin Press. https://www.amazon.in/dp/B07WK5VFK7?ref=myi_title_dp

Awards & Honours

  • Distinguished Member, Academic Advisory & Mentorship Council at MarkHub24, Since May 2026. 
  • Member – Finnish Academy of Marketing (FAM), Finland, since March 2026. 
  • Honorary / Distinguished Member of the Scientific Committee – Marketing Area, ServiceSetu Academics, registered as the ServiceSetu Foundation under Section 8 of the Companies Act 2013 since October 2025. 
  • Certificate of Appreciation as ‘Outstanding Reviewer’ by Asian Journal of Management Cases (AJMC), Sage Publishing on December 17, 2024. 
  • Won Best Case Study award in the IEM-UEM International Case Conference, 2023 (IUICC-2023), organised by the Department of Management, Institute of Engineering & Management and University of Engineering & Management, Kolkata & Jaipur. Conference Theme: Redefining Business Practices, September 1-2, 2023.
  • Won FBR Impactful Research Award 2023, FIIB Business Review (ABDC-C, ABS-1, and SCOPUS Indexed Journal) dated 24-06-2023. 
  • Best Research Paper Award in the International Conference on Business Analytics in collaboration with Infinite Sum Modelling, USA, on 6th March 2021, organised by Jaipuria Institute of Management, Noida, Uttar Pradesh. 

Last Updated : 02 Jul 2026