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Dr. Ashish Gupta

Dr. Ashish Gupta

Assistant Professor

B.Tech. (NIT, Agartala)

Ph.D. (IIM, Rohtak)

Ashish Gupta is an Assistant Professor, in Marketing at Jindal Global Business School. Ashish studied at the Indian Institute of Management, Rohtak, where he obtained his Ph.D. in Marketing. He has received his B.Tech (Hons.) in Mechanical Engineering from the National Institute of Technology, Agartala.

During his doctoral research, he looked at the phenomenon of brand hate from a cognitive appraisal theory perspective. His research interest includes behavioural pricing; the role of emotions in consumer decision-making; and the application of social network analysis in marketing. He has published articles in the field of consumer behaviour and service marketing.

He also worked as a Technical Research Analyst at Data Tree Research, a campaign analytics Pune-based firm. He has worked on various consulting projects for corporate, Govt. of India and the Govt. of Haryana.

  • Pandey, S. K., Gupta, A. K., & Sharma, D. P. (2020). Perceived risk reduction strategies for organic food customers. Journal of Food Products Marketing26(5), 344-357.
  • Gupta, A., & Pandey, S. (2021). Should we engage variety-seeking customers? Journal of Asia Business Studies16(6), 885-903.
  • Sharma, D. P., Pandey, S. K., Gupta, A. K., & Sharma, R. (2022). Prioritizing Servqual Dimensions to Improve Trade Show Performance. Event Management26(2), 319-334. 
  • Emotions and Consumer Decision Making
  • Behavioural Economics and Nudge Theory
  • Social Network Analysis and its application in Marketing
  • Service Marketing
  • Pricing Strategy
  • Marketing Management
  • Pricing Strategy
  • Marketing Strategy
  • Marketing Research and Marketing Analytics
  • Quantitative Research Methodology
  • Consumer Behaviour
  • Computer Application in Theory Building
  • Negotiation & Selling Skill