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Dr KERENA ANAND

MBA, PhD
SCHOOL OF BUSINESS AND MANAGEMENT

Articles in Journals

Sl.No. Title Name of Journal Date of Publication Volume No/Issue No/Page No
1 Tanishq: Brand Activism Gone Wrong? Vision 16-Jan-2023 0 / 0 / 0-0

Additional information

Category Case Studies
Sole Authored /Co Authored Co-Author
Author Name (s) KERENA ANAND,SIVAKANTHA SETTY,SWATHI SHREE,RACHEL DEBBY F
Title of Article Tanishq: Brand Activism Gone Wrong?
Name of Journal Vision
Volume No 0
Issue No 0
Page No 0-0
URL https://journals.sagepub.com/home/vis
Date of Publication 16-Jan-2023
2 Parle Products: The Journey of Budget Brand Toward Premiumization Business Perspectives and Research 01-Jun-2020 / / 1-23

Additional information

Category Article in Research Journal
Sole Authored /Co Authored Co-Author
Author Name (s) RAGHAVENDRA A N,SIVAKANTHA SETTY,KERENA ANAND
Title of Article Parle Products: The Journey of Budget Brand Toward Premiumization
Name of Journal Business Perspectives and Research
Volume No
Issue No
Page No 1-23
URL https://www.scopus.com/sourceid/21100865028
Date of Publication 01-Jun-2020
3 Old Monk: The Resurrection of a Heritage Brand Business Perspectives and Research 03-Feb-2020 / / 1-8

Additional information

Category Article in Research Journal
Sole Authored /Co Authored Co-Author
Author Name (s) KERENA ANAND,SIVAKANTHA SETTY,DILIP CHANDRA S
Title of Article Old Monk: The Resurrection of a Heritage Brand
Name of Journal Business Perspectives and Research
Volume No
Issue No
Page No 1-8
URL https://www.scopus.com/sourceid/21100865028
Date of Publication 03-Feb-2020
4 Brand Activism and Millennial: An Empirical Investigation into the Perception of Millennial Towards Brand Activism? Problems and Perspectives in Management 02-Dec-2019 17 / 04 / 163-175

Additional information

Category Article in Research Journal
Sole Authored /Co Authored Co-Author
Author Name (s) SIVAKANTHA SETTY,KERENA ANAND,NAGENDRA B V
Title of Article Brand Activism and Millennial: An Empirical Investigation into the Perception of Millennial Towards Brand Activism?
Name of Journal Problems and Perspectives in Management
Volume No 17
Issue No 04
Page No 163-175
URL https://www.scopus.com/sourceid/19700170105
Date of Publication 02-Dec-2019

Participation in Seminars/Conferences/Symposium

Sl.No. Type of Program Role Name of Program Title of Paper Date Organising Institution Level
1 Conference Presenter International Conference on Business Intelligence and Data Analytics (BIDA 2024) titled Prioritisation of Challenges in OTT Video Platforms: A Multi-Criteria Decision Making Approach 06/04/2024 RV Institute of Management (RVIM) International
2 Conference Presenter National Conference on Best Practices in Business Management (NCBPBM 2024) Fashion Clothing Involvement Among Evolving Gender-Oriented Customers 26/03/2024 Xavier Institute of Management and Entrepreneurship, Chennai National
3 Conference Presenter New Approaches Towards Development of Business and the Economy The Impact of Free Samples on Luxury Perfume Brands: Examining the Purchase Intention 07/03/2024 Jyothi Nivas College National
4 Conference Presenter Media Meet 2023 "Personalization in Education Technology Services: Enhancing User Engagement and Sustainability through Tailored Learning Experiences" 07/09/2023 Christ University International
5 Conference Presenter Media Meet- International Conference 2023 Securing the Future: OTT Platform Strategies for Sustainable Growth 07/09/2023 Christ University International
6 Conference Presenter Innovation, Technology and Sustainability: Shaping the Future of Business and Society Role of Brand Activism in Brand Management and its Impact on Customer Purchase Intention 16/03/2023 Welingkar Institute of Management Development and Research International
7 Conference Presenter International Conference on Emerging Trends in Business & Management Determinants of Customer Churn in the Over-the-top video platforms: A Conceptual Model 24/02/2023 SSN School of Management International
8 Conference Presenter Marketing Paradigm Post Covid 19 Patriotic Advertising and Millennials in India: An Empirical Investigation 20/01/2022 Christ University National
9 Conference Presenter Marketing Paradigm Post Covid 19 Compulsive Buying Behaviour of Gamers Post Pandemic through InGame Purchases 20/01/2022 Christ University National
10 Conference Presenter COGNOSCO Tanishq: Brand Activism Gone Wrong? 20/11/2020 Christ University National
11 Conference Presenter COGNOSCO Kangana Ranaut: Brand Ambassador or Brand Destroyer 20/11/2020 Christ University National
12 Conference Presenter International Conference on Future of Work, Workforce & Workplace Green Marketing as a Sustainable Strategy: Study on understanding factors influencing Consumer Buying Behaviour on Green Products 13/01/2020 Welingkar Institute of Management Development & Research International
13 Conference Presenter Seventh AIMS International Conference on Management Empirical Investigation into Customer Perception Towards Brand Premiumisation 02/01/2020 IIM Kozhikode International
14 Conference Presenter Eighth National Conference On Case Studies OLD MONK: The Resurrection of a Heritage Brand 16/08/2019 Christ University National
15 Conference Presenter Eighth National Conference On Case Studies Parle Products: The Journey of Budget Brand towards Premiumization 16/08/2019 Christ University National
16 Conference Presenter IIMI-NASMEI Summer Marketing IS Conference 2019 Brand Activism and Millennials: An Empirical Investigation into the Perception of Millennials towards Brand Activism 26/07/2019 IIM Indore International
17 Conference Presenter IIMI-NASMEI Summer Marketing IS Conference 2019 Selling the Past: The Impact of Brand Heritage on Customer Perceived Value 26/07/2019 IIM Indore International

MPhil/PhD Guided/Adjudicated

Sl.No. Title Name of Student Institution Month Year
1 The Impact of Personalization on Users Continuance Intention for Education Technology Services in Blended Learning Environment ANKITA PRITI ROY Christ University October 2022
2 Accelerating the Omnichannel Retail Strategies to Enhance the Unified Shopping Experience of the Customers Sinduja L Christ University December 2020
3 Impact of Brand Activism on Customer Perception in Fashion Industry Vikram R Christ University June 2021

Research Project

Sl.No. Name of the Research Project Investigator(s) Sponsors Internal/External
1 Brand Activism and Millennials: An Empirical Investigation into the Perception of Millennials towards Brand Activism SIVAKANTHA SETTY, KERENA ANAND Internal

Workshop/FDP/Training programme Attended

Sl.No. Name of the Workshop/FDP/Training programme Name of Oraganiser Level Date
1 AI Assisted Manuscript Writing RV Institute of Management National 19/04/2024
2 Short Term Training Program on Data Analysis using MS Excel, IBM SPSS and R University of Hyderabad-UGC-Human Resource Development Centre International 14/06/2021

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