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.
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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
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.
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
Reviewer for Journals