Dr. Niharika

Assistant Professor

Dr. Niharika has earned a Ph.D. in Marketing from the Delhi School of Management, Delhi Technological University, Delhi. Her doctoral research, titled “Emotional Branding and Buying Behaviour: A Study on Indian Fast Moving Consumer Goods”, explores the interplay of consumer emotions, behaviour, and branding. She holds an MBA with a dual specialization in Marketing and Human Resource Management, as well as a Bachelor of Business Administration, both from Birla Institute of Technology, Mesra. With over eight years of teaching experience at the postgraduate and undergraduate levels, Dr. Niharika has has published multiple papers in prestigious journals indexed in SCOPUS, ESCI, ABDC, and UGC-CARE and has presented her work at numerous national and international conferences. Her interest areas include Consumer Behavior, Advertising, and Branding, etc.