Dr. Rekha Attri

Dr. Rekha Attri has a rich experience of more than seventeen years as an academician, a researcher, and a trainer. She was awarded her Ph.D. from the University of Petroleum and Energy Studies (UPES), Dehradun and her research topic was to study the customer-based brand equity of oil marketing companies. Her core strength lies in the areas of Brand Management.

She has been the course leader for Sales Marketing and Business Development, Consumer Behaviour, Distribution, Channel Management and Customer Relationship Management. She has worked on consulting assignments and has conducted workshops and FDPs for the faculty members of government institutes, the sales team of Tata Steel.

Her areas of consulting and research interest include Performance Management for Self and Organization, Brand Management & Personal Branding, Service Quality, Spiritual Intelligence and Emotional Intelligence at Work, Time Management Skills, Business Communication & Interpersonal Skills, Change Management, Creativity at Workplace, She has reviewed the book on Brand Management and Rural Marketing for Oxford Publication India Ltd. She has also developed content for Australian Technical & Management College.

Presently, Dr. Rekha Attri is working as Professor, at Jaipuria Institute of Management, India's amongst top management institutes in Indore, Madhya Pradesh.

Conduct of MDPS & FDPS

As a team member of the management development cell at Core Business School conducted workshops and FDPs for the faculty members of government engineering and polytechnic institutes in Madhya Pradesh, for the sales force of the distributors of Tata Steel and at WM Logistics. The topics covered during the FDPs, MDPs, and workshops were as follows:

• Performance Management for Self and Organization, 2015 (FDP for Govt. Engineering & Polytechnic Institute faculty in Madhya Pradesh)
• Brand Management & Personal Branding
• Service Quality
• Spiritual Intelligence and Emotional Intelligence at Work
• Time Management Skills, 2015 (WM Logistics)
• Business Communication & Interpersonal Skills
• Sales Motivation, PNP Infotech, 2nd September 2017
• Creating Customer Delight, Employees of Airport Authority of India Western & Central India, 29th June 2018
• Change Management, 26th June 2016, National Academy of Customs, Excise and Narcotics (NACEN)
• Creativity @ Workplace, Agriculture College, 15th May 2020
• Creating Positive Impact, Power Grid Corporation of India, July 2020

Ph.D. (Marketing)

Academic Experience: 18 Years

Achievements and Awards:

Pan Jaipuria Best faculty Award in 2022
Best Faculty for Teaching Excellence AY 2021-22
Research Excellence Award for AY 2023-24

Research works:

Papers Published in Peer Reviewed Journals (ABDC, SCOPUS, and WoS)

Roy S. and Attri R. (2024). "I bond, I engage, I visit: Investigating the effects of Vloggers Tourist Engagement and Its Outcome on Tourist Attitudes," Journal of Travel Research. https://doi.org/10.1108/JSM-01-2024-0005.

Attri R., Roy S., and Choudhary S. (2024). "In-store augmented reality experiences and its effect on consumer perceptions and behavior," Journal of Services Marketing. DOI https://doi.org/10.1108/JSM-01-2024-0005.

Attri, R., Kushwaha, P. (2024). "Electric Vehicles in India: Identifying the Adoption Predictors," Prabandhan: Indian Journal of Management, 17(6), 46-62.

Saeed, N., Akhtar, N., Attri, R., Yaqub, M.Z. (2024). "How violation of consumers' expectations causes perceived betrayal and related behaviors: Theoretical perspectives from expectancy violation theory," Journal of Retailing and Consumer Services, 81, 103961.

Akhtar, N., Siddiqi, U.I., Gugnani, R., Islam, T., Attri R. (2024). "The potency of audiovisual attractiveness and influencer marketing: The road to customer behavioral engagement," Journal of Retailing and Consumer Services, 79, 103807. https://doi.org/10.1016/j.jretconser.2024.103807.

Deepa R., Srinivasan S., Ashish Malik A., Jitender J., & Attri R. "Impact of AI-focused technologies on social and technical competencies for HR managers - A systematic review and research agenda," Technological Forecasting & Social Change, Vol 202, pp. 123301. https://doi.org/10.1016/j.techfore.2024.123301.

Pathak, K., Prakash, G., Jain, M., Agarwal, R., & Attri, R. (2024). "Do eco labels matter for green business strategy and sustainable consumption? A mixed method investigation on green products," Business Strategy and the Environment, 1-21. https://doi.org/10.1002/bse.3687.

Tan, F., Zhang, Q., Mehrotra, A., Attri, R., & Tiwari, H. (2024). "Unlocking venture growth: Synergizing big data analytics, artificial intelligence, new product development practices, and inter-organizational digital capability," Technological Forecasting and Social Change, 200, 123174. https://doi.org/10.1016/j.techfore.2023.123174.

Kumar, J., Katiyar, G., Mehrotra, A., Attri, R., & Vishnoi, S.K. (2024). "Connecting BOP consumers and retailers: What drives small-time retailing through social media?" Journal of Retailing and Consumer Services, 77, 103679. https://doi.org/10.1016/j.jretconser.2023.103679.

Alam, F., Tao, M., Rastogi, R., Mendiratta, A., & Attri, R. (2024). "Do social media influencers influence the vaccination drive? An application of source credibility theory and uses and gratification theory," Technological Forecasting and Social Change, 198, 122973. https://doi.org/10.1016/j.techfore.2023.122973.

Bansal, A., Lakshman, C., Romano, M., Nijjer, S., Attri, R. (2023). "Leaders' knowledge systems in strategizing communication in high-uncertain and low-uncertain crises: balancing operational and relational outcomes," Journal of Knowledge Management. DOI https://doi.org/10.1108/JKM-09-2023-0859.

Attri, R. (2023). "What do they search? Investigating the e-word of mouth search behaviour of tourists," International Journal of Hospitality & Tourism Systems, 16(1), 74. Link.

Attri, R., & Jasrotia, S. (2022). "A grounded theory approach to determine the factors affecting tourism decisions," Journal of Cultural Marketing Strategy, 6(2), 123-139. https://www.ingentaconnect.com/contentone/hsp/jcms/2022/00000006/00000002/art00004?crawler=true&mimetype=application/pdf.

Roy, S., & Attri, R. (2022). "Physimorphic vs. typographic logos in destination marketing: Integrating destination familiarity and consumer characteristics," Tourism Management, 92, 104544. https://doi.org/10.1016/j.tourman.2022.104544.

Kushwaha, P.S., Mahajan, R., Attri, R., & Misra, R. (2020). "Study of attitude of B-School faculty for learning management system implementation: An Indian case study," International Journal of Distance Education Technologies (IJDET), 18(2), 1-21. https://doi.org/10.4018/IJDET.2020040104.

Mulchandani, K., Mulchandani, K., & Attri, R. (2019). "An assessment of advertising effectiveness of Indian banks using Koyck model," Journal of Advances in Management Research, 16(4), 498-512. https://doi.org/10.1108/JAMR-08-2018-0075.

Attri, R., & Bhagwat, J. (2023). "Influencer marketing in data-driven world," Management Dynamics, 23(1), 21-48. https://doi.org/10.57198/2583-4932.1316.

Case Studies

Salwan, P., Pandey, S., Attri, R. (2024). Google and Jio: Tapping Growth Opportunities Through Strategic Alliance, Asian Journal of Management Cases, 1-19. https://doi.org/10.1177/09728201231214890.

Attri, R. (2023). La Pinekonez: Navigating Challenges of Homestay Business, Emerald Emerging Markets Case Studies, 14(2), 1-21.

Attri, R. (2023). Wakefit Innovations: Overcoming Challenges of Online Sales of Furniture & Furnishings, Emerald Emerging Markets Case Studies, 13(2), 1-27. https://doi.org/10.1108/EEMCS-11-2022-0401.

Attri, R., & Bairagi, R. (2023). Marketing Organic Products: Challenges and Opportunities for a Sustainable Living, Emerald Emerging Markets Case Studies, 13(1). https://doi.org/10.1108/EEMCS-09-2022-0321.

Attri, R., & Bairagi, R. (2022). Guthali – Challenges in Marketing Indian Handicrafts and Handloom, Emerald Emerging Markets Case Studies, 12(1). https://doi.org/10.1108/EEMCS-09-2021-0298.

Attri, R., & Bairagi, R. (2020). Triumph Motorcycles: Vrooming for Increased Market Share in India, The Case Journal, 16(3), 307-326. https://doi.org/10.1108/TCJ-12-2019-0122.

Conference Papers

Attri, R., and Pandey, S. (2023). Exploring the Enablers of B2B E-commerce Adoption by Small Retailers: A Grounded Theory Approach. IFIP WG8.6, IIM-Nagpur, Maharashtra [15-16 December 2023].

Attri, R. (2022). Marketing Organic Products: Challenges and Opportunities for a Sustainable Living. International Conference on Management Cases (ICMC) – 2022, BIMTECH, Greater Noida, Uttar Pradesh [1-4 December 2022].

Attri, R. (2021). Guthali - Challenges in Marketing Indian Handicrafts and Handloom. International Conference on Management Cases (ICMC) – 2021, BIMTECH, Greater Noida, Uttar Pradesh [3-5 December 2021].

Attri, R. (2020). Enduring Business Challenges - Chronicle of a Foodpreneur. ICMC, BIMTECH, Greater Noida, Uttar Pradesh [4-6 December 2020].

Papers Published in Non-Peer Reviewed Journals

Attri, R., and Bhagwat, J. (2020). Influence of brand's societal stewardship on brand advocacy and repurchase intention, Psychology and Education, 57(9), 637-644. http://psychologyandeducation.net/pae/index.php/pae/article/view/320

Attri, R., and Bairagi, R. (2020). Chronicle of a foodpreneur, Psychology and Education, 57(9), 2369-2374. http://psychologyandeducation.net/pae/index.php/pae/article/view/609

Attri, R., and Bakhshi, P. (2020). Age and financial inclusion, International Journal of Application or Innovation in Engineering & Management (IJAIEM), 9(5), 118-134.

Attri, R., Kushwaha, P., & Bairagi, R. (2019). Women skill development at RVTI-Indore: Opportunities and challenges, Journal of Exclusive Management Science, 8(1). https://jems.net.in/index.php/january-vol-8-issue-1/

Devda, S.S., Attri, A., & Attri, R. (2019). Need gap analysis of online taxi aggregation business, IUJ Journal of Management, 7(2), 87-92. http://journal.iujharkhand.edu.in/Dec-2019/Need-Gap-Analysis-of-Online-Taxi-Aggregation-Business.pdf