Experience
Dr. Ankita Sahai is a faculty in the area of Marketing and Strategy at the Indian Institute of Management Rohtak. She has completed her PhD in Marketing Management from the Indian Institute of Management Indore in 2023. Her thesis explores the antecedents and consequence of a novel construct: perceived destination coolness. Her research has been presented/published in conferences and consortiums of repute like the AMA Winter Academic Conference, EMCB, ICIS, ANZMAC, INFORMS, ICOHT, INDAM, NASMEI, PAN-IIM, and AIM-AMA Sheth Foundation Conference, among others.
Prior to joining the PhD programme, she worked at the Indian Institute of Science (IISc) Bangalore for around 2 years in an academic research profile. She has also worked in industry for close to two years, at 3M India Ltd., in a channel and sales management profile. She has a PGDM in Marketing & Finance from BIMHRD, Pune, and received a Bachelor of Arts in Advertising, Sales Promotion, and Sales Management from Patna Women’s College, Patna University.
Teaching Areas
Dr. Sahai’s current teaching areas include Marketing Management, Consumer Behavior, Integrated Marketing Communication, Product Management, Brand Management, and Business Research Methods.
Research Interest
Dr. Sahai’s research interests lie in the areas of tourism marketing, social media marketing, and branding. Currently, she is focusing on topics like destination perception, coolness, customer experience, customer switching behavior, and mindfulness.
Publication
Academic Conferences:
- Sahai, A., & Mishra, A. (2022). “Impact of destination attributes and destination experiential values on tourist’s perceived destination coolness”. Presented at the Emerging Markets Conference Board (EMCB) 2022 Conference, May 30-31, 2022, School of Economics and Business, University of Ljubljana, Slovenia, Europe
- Sahai, A., & Mishra, A. (2022). “Antecedents and Consequences of Perceived Destination Coolness”. Selected for presentation in 2022 AMA Winter Academic Conference, Feb. 18-20, 2022, Las Vegas, USA
- Sahai, A., Jain, A., & Nargundkar, R. (2022). ““I am on Insta, are you?” A Comprehensive Framework of User Switching Behaviour of Social Networking Sites: Switching from Facebook to Instagram”. Selected for presentation in 2022 AMA Winter Academic Conference, Feb. 18-20, 2022, Las Vegas, U.S.A.
- Sahai, A. (2021). “A Literature Review on Sonic Branding”. Presented at the 15thGreat Lakes NASMEI Marketing Conference, Dec. 21-22, 2021, Chennai.
- Sahai, A., Jain, A., & Nargundkar, R. (2021). “Antecedents of User Switching Behavior for SNS: A Push-Pull-Mooring Framework Perspective”. Presented at International Conference in Information Systems (ICIS Treo) 2021, Dec. 12, 2021, Austin, U.S.A.
- Sahai, A., & Mishra, A. (2021) “Exploring the antecedents of perceived coolness of tourism destinations”. Presented at 8th International Conference on Hospitality & Tourism Management (ICOHT) 2021, Nov. 4-5, 2021, Sri Lanka.
- Sahai, A. (2021.) “Exploring the Antecedents of Customer Redemption Behavior of Digital Coupons on Social Media”. Selected for presentation in 2021 INFORMS Conference on Service Science, Aug. 10–12, 2021, U.S.A.
- Sahai, A., & Nargundkar, R., (2020). “Convergence of Tourists’ Motivations for Wellness, Spiritual, Yoga, Meditation, and Religious and Pilgrimage Tourism: A Literature Review on Wellness, Spiritual, Yoga, Meditation, and Religious and Pilgrimage Tourism”. Selected for presentation in INDAM 2020, Jan. 2-4, 2020, IIM Trichy.
- Sahai, A., & Nargundkar, R., (2019). “Shopping at the airports: A study of the antecedents of traveler’s shopping behavior at the airport". Selected for presentation in 13th Great Lakes NASMEI Marketing Conference, Dec 16-20, 2019, Chennai
- Sadh, A., & Sahai, A. (2019) “Micro Celebrity: A Meta-Analysis and Classification”. Presented at PAN-IIM 2019, Dec 11-14 2019, IIM Rohtak, Delhi.
- Sahai, A. (2019). “Diffusion of Innovation: Barriers and Facilitators of Mobile Fitness Apps in India”. Presented at NASMEI Summer Marketing-IS Conference, Jul, 26-28, 2019, IIM Indore.
- Sahai, A. (2019). “Mindful Consumption of Fashion Products among Undergraduates in India”. Presented at 7th AIM-AMA Sheth Foundation Conference, Jan 4-7 2019, MICA, Ahmedabad.
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