• Faculty

    • Faculty Profile

    Dr Kavita Srivastava

    Associate Professor
    Marketing Management

    Dr Kavita Srivastava is an Associate Professor in Dept of Management Studies. She holds a PhD Degree from IIT Kanpur.  She has more than 10 years of research and teaching experience. Her area of research includes consumer behavior, brand management, green marketing and services marketing. She has published research papers in ABDC ranking journals. She has also participated in international and national conferences and workshops.

    Education
    Ph D 2009 Indian Institute of Technology Kanpur
    M A 2001 Chhatrapati Shahu Ji Maharaj University, Kanpur
    B A 1996 Chhatrapati Shahu Ji Maharaj University, Kanpur 
    Experience
    2016 – Till Date Associate Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
    2009 – October 2016 Assistant Professor, Rajiv Gandhi Institute of Petroleum Technology, Jais, Amethi
    February 2009 – June 2009 Research Associate, Indian Institute of Technology Kanpur

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    Research Interests
    • Brand Management,
    • Consumer Behavior
    • Green Marketing
    • Services Marketing
    • Neuromarketing
    Research Projects
    • Readiness and interest of Indian refineries for adopting AI/ML technology for operations.
      Department of Science and Industrial Research

    • Impact Assessment of various Skill Development Programs on the Socio-Economic Development of the Scheduled Tribes in the Sonbhadra District of Uttar Pradesh
      Indian Council of Social Science Research

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    Journal Publications

    Kadam, S. and Srivastava, K. “Impact of Covid-19 Nation-wide lockdown on Indian Natural Gas Market” (Accepted for Publication in Oil, Gas & Energy Quarterly; in “C” ABDC journal) 

    Kadam, S., and Srivastava, K., (2019) “India’s heads for a Gas based Economy: Citi Gas distribution is emerging as an important Driver” Dew Journal, Vol 28 (8)

    Srivastava, K., (2017) Confirmatory Factor Analysis: A Technique to test Measurement Theory ANALYTICUS Business Newsletter April-June 2017.

    Srivastava, K., and Chawla D. (2017), “Demographic and Psychographic Antecedents of Ecologically Conscious Consumer Behavior: An Empirical Investigation” Int. J. Indian Culture and Business Management, Vol. 14, No.4, 480-496

    Srivastava, K., and Sharma, N. K. (2016) “Consumer Perception of Brand Personality: An Empirical Evidence from India" Global Business Review, 17 (2), 375-388

    Srivastava, K., and Singh. S (2014) “A Case Study on Uttar Pradesh Tourism” in Singh, S. C. Abraham, S. and Gupta, S., (Eds), Travel, Tourism and Hospitality: Emerging Perspective and Paradigm, New Delhi Publisher; ISBN: 9382484965.

    Srivastava, K., and Sharma, N. K. (2013) “Service Quality, Corporate Brand Image, and Switching Behavior: The Mediating Role of Customer Satisfaction and Repurchase Intention”, Services Marketing Quarterly,  34 (4), 274–291 (Tylor and Francis Group: Routledge)

    Srivastava, K., and Sharma, N. K. (2013) “Consumer Attitude toward Brand Extension: A comparative study of FMCG, Durable goods and services” Journal of Indian Business Research 5 (3), 177-197 (Emerald)

    Srivastava, K., and Sharma, N.K. (2011) “Consumer Attitude toward Brand Extension Incongruity: Moderating Role of Need for Cognition and Need for Change” Journal of Marketing Management, 28(5-6), 652-675 (Tylor and Francis Group: Routledge)

    Srivastava, K., and Sharma, N.K. (2011) “Exploring the Multidimensional Role of Involvement and Perceived Risk in Brand Extension” International Journal of Commerce and Management 21 (4), 410-427 (Emerald)

    Srivastava, K., Shukla, A. and Sharma, N.K. (2010) “Online Flow Experiences: The Role of Need for Cognition, Self-Efficacy, and Sensation Seeking Tendency” International Journal of Business Insight and Transformation, 3 (2), 93-100.

    Srivastava, K., Mishra S., & Pandey S. (2008). Organizational Excellence: Total Quality Management.  SCMS Journal of Indian Management, 5 (4), 16-25.

    Srivastava, K., & Sharma, N K. (2008). Moderating Role of Buying Impulsiveness in Brand Extension Evaluation. In Aneet, Singh Ramanjeet, and Jain Arun Kumar (eds.) Research in Management and Technology (pp. 98-108). New Delhi: Deep & Deep Publication. ISBN: 978-81-8450-082-0.

    Sharma, N. K., & Srivastava, K. (2008). Brand Extension: Strategy for New Product     Introduction. Indian Journal of Marketing, Vol. 38, No. 8, 33-39.

    Srivastava, K., & Sharma, N. K. (2007). Role of Need for Change and Need for Cognition in Impulse Buying Behavior. In P. Verma, P. Bala Bhaskaran and P. M. Madhani (eds.) Globalization: Opportunities & Challenges (pp.189-201) New Delhi: Wisdom Publication. ISBN: 81-89547-39-9.

    Conference Publications

    Choudhary, E. and Srivastava, K. “Collaborative Consumption: A more Sustainable way to Utilize Resources” Organized by IIT Roorkee during 26-27 March 2023

    Pal D., and Srivastava, K, (2022) “Sustainable Branding: A changing Perspective, Organize by IIM Shillong Titled GLOGIFT 21 CONFERENCE Twenty First Global Conference on

    Flexible Systems Management Indian Institute of Management Theme: Flexibility, Resilience and Sustainability during 21-23 April 2022

    Chaurasia M., and Srivastava, K. (2022) “Assessing The Impact Of Advertisement On Consumer Purchase Intention For Prestigious Apparel Brands: Mediating Role Of Masstige” presented in the International Conference on 'Shaping the Future of Management Education for Sustainable Emerging Economies' (SFME 2022) organized by DoMS IITRoorkee. 

    Pal D., and Srivastava, K, (2020) "Social Marketing of Non-Government Organization" proceedings of 4th International Conference on Marketing, Technology and Society IIM Kozhikode- ISBN : 978-93-5419-748-2

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    • IIT Kanpur Fellowship for PhD
    • UGN-NET
    • National Scholarship from UP Board from 1994 to 1999
    Reviewer for Journals
    • European Journal of Marketing
    • Cogent Business and Management
    • Cogent Social Science 
    Ph D
    Sambhaji Kadam India’s Gas-Based Economy: Drivers, Challenges & Policy Thrust Ongoing
    Radha Krishan Tripathy A Study on Waste to Energy Sustainability in India Through the Adoption of Public-Private Partnership Ongoing
    Ekta Choudhary Drivers and Deterrents of Collaborative Consumption Ongoing
    Bijay Kumar Challenges to Commercialize CBG in India  Ongoing
    Divyanshi Pal Multisensory Brand Experience in Retailing Ongoing
    Neha Dixit Behavioural Biases in Financial Decision making Ongoing
    Shani Shev Financial Well Being Ongoing

     

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