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    Research Profile | Dr. Ruchi Garg
    by Tech Shu June 9, 2021

    A researcher foresees and integrates practical and theoretical gaps to create impactful contributions to society, business, and theory.

    —Ruchi Garg, Assistant Professor of Marketing

    Ruchi Garg, was a doctoral scholar & research fellow of Management Development Institute (MDI), Gurgaon,in the area of marketing and is currently Assistant Professor of Marketing at BML Munjal University and teaches marketing management, brand management, integrated marketing communications and qualitative research. She has also qualified UGC-JRF exam in management. Her research articles have been carried in several national and international publications in the fields of marketing, relationship marketing, business ethics and general management. She has in-depth knowledge and expertise in the fields of consumer-brand relationships, brand love, experiential marketing & mixed method research, which continue to intrigue her.

    She has recently received a BMU Best Researcher Award. Along with her contribution in teaching and research areas, she has completed consulting projects with Niti Aayog, Lakshya Food Ltd., Haryana State University and continues to engage with the industry leaders & policymakers through her consulting and research work.

    She conducted her research and consulting project titled ‘Enhancing the effectiveness and efficiency of Pradhan Mantri Jan Aushadhi Yojana’ with Niti Aayog to identify the gaps and to propose strategies to overcome the bottlenecks. Another of her remarkable project is‘If I feel it, I desire it…: Harnessing Visual-Induced Tactile Imagery for Enhancing Purchase Intention’, which was accepted in The Marketing Review (TMR) journal.

    This paper contributes by answering the question: How to fulfil the consumer’s need to touch and feel in e-commerce? It is a conceptual paper that applies Cross-Modal Mental Imagery by generating tactile sense through stimulating visual sense by using Sensory-Aided Descriptions. It offers insights for marketing managers to consider during the process of designing online product presentations.

    Prior to this, Ruchi also co-authored a paper on driving customer appeal through the use of emotional branding. Hershey, IGI global which threw light on how customers appeal is impacted the quality of emotional connect.

    Ruchi’s current ongoing consultancy works include a research project with FMCG Lakshaya Foods and prestigious projects with Niti Aayog.

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