Prof. Geetika Varshenya ( Assistant Professor )

Prof. Geetika Varshenya
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Prof. Geetika Varshneya an alumnus of Indian Institute of Management Rohtak has an extensive research, teaching, and industrial exposure. Prior to joining the Fellow Programme in Management (equivalent to Ph.D.) in the Marketing area at IIM Rohtak, she worked with corporates for more than four years. She obtained her Master’s degree in Fashion and Apparel from the National Institute of Fashion Technology Bangalore. She holds a B. Tech degree in Textile Technology. She has contributed to several reputed National and International conferences organized by prominent international associations like INFORMS. Her research papers have appeared in several leading International journals such as Journal of Retailing and Consumer Services, Journal of Strategic Marketing, Marketing Intelligence & Planning and Journal of Fashion Marketing and Management. She has also contributed to several case studies; some of the cases written by her have been published in the Emerald Emerging Markets Case Studies and IIM Ahmedabad Case Centre. Her research interests broadly include farm/non-farm livelihoods and market-oriented value enhancement.

Area of Interest

Farm and non-farm livelihoods, Market-Oriented Value Enhancement, Marketing Research and Analytics, Retailing, Consumption of Organic Products, Ethical Consumerism, Experiential Marketing and Rural Marketing.


Peer Reviewed International Journal

  • Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research.
  • Experiential value: Multi--item scale development and validation’, Journal of Retailing and Consumer Services.
  • Consumer emotions: Determinants and outcomes in a shopping mall’, Journal of Retailing and Consumer Services.
  • Experiential value: Literature review and future research directions’, Marketing Intelligence & Planning.

Faculty Qualification

  • Ph.D. : Marketing-IIM Rohtak-2017
  • Post-Graduation : M.Tech-NIFT-2009
  • Graduation : B.Tech-PTU-2007

Conference Attended

International Conference:

  • Marketing Science conference, Fudan University, Shanghai (China), held on 16-18 June, 2016. 2. EMCB Conference 2017, IIM Lucknow (India), held on 5-7 January, 2017.

National Conference :

  • IMR Doctoral Students Conference (IMRDC) 2016-2017, IIM Bangalore (India), held on 11-12 Jan, 2017

Faculty Care Center Association

CARE-Well-being and Livelihoods.