Vibha Trivedi works as a Teaching and Research Intellectual Pursuit (TRIP) Fellow in O.P. Jindal Global University, India. She has submitted her doctoral thesis in the Marketing area at Jindal Global Business School. In her doctoral research, she conducted an experiment to examine the role of online deals on consumer repurchase intention. She also holds an MBA in International Business from University of Lucknow and is UGC-NET qualified. Her current areas of research interest include e-retailing, symbolic brands, customer experiences and repurchase intention. Her research has been published in a journal of international repute, and has also been accepted for presentation in international conferences. She has been recognised with “Best Student Researcher” award by O.P. Jindal Global University in 2018. Prior to joining Ph.D., she has also served as a faculty in business schools.