Yukti Sharma
Marketing
Postdoctoral Research Fellow (IIM Calcutta), PhD in Marketing (Jamia Hamdard), M.Com (Delhi School of Economics), B.Com (Hons) (Delhi University)
+91431 250 5062
yuktisharma@iimtrichy.ac.in
Yukti Sharma is an Assistant professor in the marketing area at IIM Tiruchirappalli. She completed Post-Doctoral Research Fellowship at IIM Calcutta, expanding on her doctoral work in Marketing at the Subsistence Marketplace. Her research spans Food Marketing, Luxury Brand Marketing, Subsistence Marketplaces, and Developmental Research, with publications in leading journals such as the European Journal of Marketing, Journal of Consumer Marketing, Marketing Intelligence & Planning, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Journal of Marketing Theory and Practice, and Health Marketing Quarterly.
Before joining IIM Tiruchirappalli, she taught at the Goa Institute of Management, SPJIMR, MDI, and the University of Delhi. Her teaching interests include Retail Marketing, Advertising Management, Integrated Marketing Communication, Marketing Research, and Experimental Research Method.
Journal Articles
Silal, P., and Sharma, Y. | Year – 2024
Silal, P., & Sharma, Y. (2024). E-government and economic
governance for global environmental performance: An exploration of
sustainability typologies and transitions. Technological Forecasting and Social Change (ABDC: A), 206, 123563. |
Eesley, D. T., Sharma, Y., Singh, R., and Sindhav, B. | Year – 2023
Eesley, D. T., Sharma, Y., Singh, R., & Sindhav, B. (2023). Customer development-product
development dilemmas in startup firms: a qualitative investigation into
founder's involvement. Journal
of Research in Marketing and Entrepreneurship(ABDC: B), 25(3). |
Sharma, Y., and Jaikumar, S. | Year – 2023
Sharma, Y., & Jaikumar, S. (2023). Educational approaches to
enable marketplace metacognition and social intelligence in subsistence
consumers. Journal of
Consumer Marketing (ABDC: A), 40 (1): 44-55. |
Sharma, Y., and Silal, P. | Year – 2023
Sharma, Y. , & Silal, P. (2023). Mapping the effect of healthy
and unhealthy food and beverages marketing: two decades of bibliometric
analysis. European
Journal of Marketing (ABDC: A*), 57 (1):149-184. |
Sharma, Y., Silal, P., Kumar, J., and Singh, R. | Year – 2022
Sharma, Y.,
Silal, P., Kumar, J., & Singh, R. (2022). From Pandemic to Prada:
Examining online luxury-brand self-narrative. Marketing Intelligence and Planning (ABDC: A), 40
(4): 527-541. |
Jaikumar, S. and Sharma, Y. | Year – 2021
Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means:
Debt trap of conspicuous consumption in an emerging economy. Journal of
Marketing Theory and Practice (ABDC: B), 29 (2):233-249. |
Sanyal, S.N., Mazumder, R., Singh, R., and Sharma, Y. | Year – 2021
Sanyal, S.N., Mazumder, R., Singh, R., & Sharma, Y. (2021). Uncertainty and affluent teenagers’ luxury buying-decision: The role of
avoidance-related indecisiveness. Journal of Retailing and Consumer Services (ABDC: A), 58 (1): 102305. |
Jaikumar, S., Sharma, Y., and Silal, P | Year – 2020
Jaikumar, S., Sharma, Y., & Silal, P (2020). Impact of education on
health-beliefs in an emerging economy: Understanding the role of urbanisation
and social capital. Health
Marketing Quarterly (ABDC: B), 37 (4):316-332. |
Singh, R., Sharma Y., and Kumar, J. | Year – 2020
Singh, R., Sharma Y., & Kumar, J. (2020). A road less traveled in nostalgia marketing: Impact of spiritual wellbeing
on effect of nostalgic advertisements. Journal of Marketing Theory and Practice (ABDC: B), 29 (3): 289-307. |
Sharma, Y., Nasreen, R., and Kumar, A. | Year – 2019
Sharma, Y., Nasreen, R., & Kumar, A. (2019). Role of social network
in defining the impact of marketing - mix on satisfaction from food items at
subsistence marketplace. Indian
Journal of Marketing (ABDC: C), 49 (2):7. |