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Prof. Vikas Arya

Professor - Marketing

Prof. Vikas Arya, 31, is at an advanced state of completing his doctorate in Digital Brand Management from DIT University, Dehradun-Uttarakhand. He submitted his thesis in May 2019, and expects to be called for his thesis defence by the 2nd week of August 2019. Earlier, Prof. Arya did his MBA from the Institute of Management & Development, New Delhi during 2011-13, prior to which he obtained his bachelors’ and masters’ degrees in psychology. Immediately prior to joining RSB, he was associated with the University School of Business-Chandigarh University, Punjab, as an Assistant Professor. During his stint in Chandigarh University, he successfully organized an International Conference on Sustainable Development & Social Innovation in Business as a co-convener. The conference was hosted by Chandigarh University in association with Arkansas State University, New York, USA, and Emerald Publishing, India during 25th – 26th February 2019, where more than 250 authors presented their research works.

Prof. Arya is Editor of special issue of FOUR International Journals listed in Scopus & ABDC-C categories. He has an impressive track record in research, having one ABDC-A category publication in IJIM (Impact Factor 5.2), two papers in ABDC-B category, one paper in ABS-2nd Rank, and two papers in ABDC-C category. In all he has eight publications in Scopus indexed journals. He has attended more than thirty five National and International Conferences (Mostly at IITs/IIMs) along with more than ten workshops/FDPs, and presented his research paper based on EMOJIs at Copenhagen Business School, Denmark during 2017.

He is an expert on data analysis using SPSS, AMOS, ADANCO, SMART_PLS and he has imparted training on “Research & Data Analysis” and “How to Write a Paper for Category Publication” in a workshop organized at national level. His core research & teaching interests are in Consumer Behaviour, Brand Management, Marketing Communication, Destination Branding, Digital Mobile Apps marketing and, Brand Building using virtual platforms. For his significant research contribution, he recently received the “Best Young Researcher” award from Global Education and Corporate Leadership Awards -2018. To enhance his knowledge in the digital space, he also attended an Executive Education Programme on Strategic Management of Digital Technology organised by the Indian Institute of Management Bangalore in 2016.

Before switching to academics, he served in Industry for about four-and-a-half years, during which he worked for Digital Marketing agencies, Education industry, and Press & Media companies.

Research Papers Published/Accepted in Journals


  1. Vikas Arya, Dr. Deepa Sethi, Dr. Justin Paul (2018), “Does Digital Footprint act as a Digital Asset? - Enhancing Brand Experience through Remarketing” published in International Journal of Information Management, ISSN: 0268-4012, listed A in Scopus, Indexed A in ABDC., Impact Factor 4.7, https://www.sciencedirect.com/science/article/pii/S0268401218313562
  2. Vikas Arya, Sahiba Sharma, Dr. Deepa Sethi, Dr. Hemraj Verma, Atul Shiva (2018). “Ties that bind Tourist: Embedding Destination Motivators to Destination Attachment: a study in the context of Kumbh Fair, India” published in Asia Pacific Journal of Tourism Research, Taylor & Francis, ISSN: 174416507, listed A in Scopus, Indexed B in ABDC, https://doi.org/10.1080/10941665.2018.1528992
  3. Vikas Arya, Dr. Hemraj Verma, Dr. Deepa Sethi (2018), “Are emojis fascinating brand value more than textual language? Mediating role of brand communication to SNS & brand attachment: An Insight from India” published in Corporate Communication: an International Journal, Emerald publication, ISSN: 1356-3289, listed B in Scopus, Indexed B in ABDC, https://doi.org/10.1108/CCIJ-03-2018-0036
  4. Dr. Rajbir Singh Sethi, Vikas Arya, Dr. Anshuman Sharma (2018), “Reverberations of Prior Purchase Experience, Sales Promotion Skepticism and Pre-Purchase Sale Promotion Benefits on Online Purchase Intention” published in Journal of Advance Research in Dynamical & Control Systems, Elsevier, Volume 10, 09-Special Issue, pp-426-232, listed in Scopus, http://jardcs.org/abstract.php?archiveid=4307
  5. Vikas Arya,Dr. Hemraj Verma, Dr. Deepa Sethi, Dr. Rajat Agarwal (2018), “Brand Authenticity and Brand Attachment: How Online-Communities Built on Social Networking vehicles moderate the consumers’ brand attachment” published to IIM Kozhikode Society & Management Review, SAGE Publication. ISSN: 22779752, Ranke 2nd in ABS, https://doi.org/10.1177/2277975219825508
  6. Vikas Arya,Dr. Hemraj Verma, Dr. Deepa Sethi, Rajbir Singh Sethi, Dr. Anshuman Sharma (2018), “Does Interaction with Customers on Social Networking Sites Matter to Building Brand Attachment? Embedding Brand Warmth & Brand Competence to the relationship” accepted for publication to International Journal of Public Sector Performance Management, Inderscience. Print ISSN: 1741-1041, Online ISSN: 1741-1041, listed in Scopus, Indexed C in ABDC.
  7. Vikas Arya, Dr. Hemraj Verma, (2018), “Does Social Networking Sites fascinate Brand Attachment Demeanor? Role of Brand Attachment to Shape the Consumers’ Behavior” Published in SCMS Journal of Indian Management, Volume 15, Number 1, January-March 2018, 96-109, ISSN: 0973-3167, listed in Scopus.
  8. Vikas Arya, Dr. Hemraj Verma, (2017), “Social Networking Sites and Brand Attachment: New Bond to Influence Consumers” accepted for publication in Pragyaan: Journal of Management Volume 15, Issue 1, ISSN: 0974-5505, indexed in UGC list.
  9. Vikas Arya, Dr Simran Kaur, (2013), “Current Role of Entrepreneurship in Global-Green Market” published in International Journal of Management (IJM), Volume 4, Issue 5, September-October-2013, pp. 01-05, ISSN 0976-6502 (Print), ISSN 0976-6510 (online), listed in Google Scholar & EBSCO.

Research Papers Published in Conference Proceeding


  1. Dr. Deepa Sethi, Vikas Arya, Dr. Debashis Chaterjee (2019), “Turn that frown upside down: A contextual account of non-verbal communication to build patient’s allegiance and their credibility towards doctors”, presented and published in the proceedings in an International Conference on Global Health and Medical Tourism (GIoHMT), held at Indian Institute of Management, Kozhikode, during 7th to 10th March 2019, ISBN: 9788192623986
  2. Vikas Arya, Dr. Deepa Sethi (2018), “Does the Brand value build on online communities influence customers to buy green products? Role of brand credibility as a mediator and trust on the brand as a moderator to this relationship”, presented and published in the proceedings of first PAN-IIT International Management Conference (PANIITIMC-18) at Roorkee during 29th November to 2nd December 2018, ISBN: 9789353119355.
  3. Vikas Arya, Dr. Hemraj Verma (2018), “The Relationship between Authenticity and Brand Attachment and Its Impact on Consumer Buying Behaviour” published in proceedings of Conference on brand management, organized by IIT-Delhi, Published by Emerald, ISBN: 9781786354112.
  4. Karuna Prakash, Vikas Arya, Dr. Hemraj verma (2018), “Does digitalization in hospitals improve employees’ organizational commitment? The mediating role of work-life balance & internal branding to this relationship” published in Proceedings of International Conference on Research and Business Sustainability, organized by IIT-Roorkee & Sheffield Hallam University, UK, ISBN: 9789386238382.
  5. Vikas Arya, Dr. Hemraj Verma, Dr Deepa Sethi, Rajbir Singh Sethi (2018), “Does Digital Footprint act as a digital asset? Contribution of mediating moderation of digital footprint to design the brand attachment through brand experience” published in Proceedings of 5th IIM World Management Conference on Marketing in Emerging Economics, ISBN: 9789352916351.
  6. Rajbir Singh Sethi, Vikas Arya, (2018), “Do Millennials rely on online promotional campaign to make their purchase? Effect of digital promotions in shaping online purchase intention” published in Proceedings of 5th IIM World Management Conference on Marketing in Emerging Economics, ISBN: 9789352916351.
  7. Vikas Arya, Dr. Hemraj Verma (2016-2017), “Correlation of Brand Authenticity with Brand Attachment and Its Influence on Consumer Buying Behaviour” published in Proceedings of 7th IIMA Conference on Marketing in Emerging Economics, ISBN: 9788192080062.
  8. Vikas Arya (2014), “Digital Branding: New Tool to Create the Buying Covet in Consumer’s Mind”, Published in a book “Re-Visioning Business Management and Psychology – Ecologies of Local and Global Context”, Edited by Dr. Sunil Kumar with ISBN 9789381505793.

Editor of Special issue


  1. International Journal of Business and Globalisation (ISSN: 1753-3635; Scopus-Elsevier, listed in Australian Business Dean Council (ABDC), Issue will be published in 2019.
  2. World Review of Entrepreneurship Management and Sustainable (ISSN: 1746-0581; Scopus-Elsevier, listed in Australian Business Dean Council (ABDC), Issue will be published in 2019.
  3. International Journal of Technology Transfer and commercialisation (ISSN: 1741-5284; C listed in Australian Business Dean Council (ABDC), Issue will be published in 2019.
  4. World Review of Science, Technology and Sustainable Development, ISSN:1741-2242; C; Scopus-Elsevier, listed in Australian Business Dean Council (ABDC), Issue will be published in 2019.

Session delivered in Workshops / Seminar


  1. Delivered two days session in a 7-days Faculty Development Program on “How To Publish in High Impact Journals” organized by RAMA University-Kanpur, Uttar Pradesh, India during 18th -24th May 2019.
  2. Delivered a session in a workshop on “Impactful Research Writing” by Emerald Publishing, India in an International Conference on Sustainable Development & Social Innovation in Business, organized by Chandigarh University in association with Arkansas State University, New York, USA during 25th – 26th February 2019.
  3. Delivered a session on “Research Paper writing and application of Statistical tools for data analysis” during a half-day workshop organized by University School of Business, Chandigarh University, Punjab, India during 4th August 2018.
  4. Delivered a session on “Mediation and Moderation using Process (by A. Hayes 2015)” during Faculty Development Programme (FDP) on “Data Analysis using SPSS and Structural Equation Modelling using AMOS 24.0”, Process and NodeXL at DIT University, Dehradun, India during 18th – 24th December 2017.

Research Papers Presented in National / International Province


  1. Vikas Arya, Dr. Deepa Sethi (2019), “How relevant the engagement of customers’ on social commerce mobile apps with brand equity? The integration of supply chain advancement in the context of experiential IoT” presented in an International Conference on Sustainable Development & Social Innovation in Business, held at Chandigarh University in association with Arkansas State University, New York, USA during 25th – 26th February 2019.
  2. Dr. Anshuman Sharma, Zaheer Ahmad Khan, Vikas Arya (2019), “Exploring the Mediating Effect of Responsive Market Orientation between the Relationship of Entrepreneurial Orientation and Firm Performance” presented in an International Conference on Sustainable Development & Social Innovation in Business, held at Chandigarh University in association with Arkansas State University, New York, USA during 25th – 26th February 2019.
  3. Sahiba Sharma, Vikas Arya, Atul Shiva (2019), “Cultural Intelligence and Task Performance of Global Virtual Teams: A Study On Egoless Behaviour Towards Outgroup Members” presented in an International Conference on Sustainable Development & Social Innovation in Business, held at Chandigarh University in association with Arkansas State University, New York, USA during 25th – 26th February 2019.
  4. Vikas Arya, Deepa Sethi, Atul Shiva (2019) “Is the Engagement of Customers’ on Social-Commerce Mobile Apps with brand equity relevant? The Integration of supply Chain advancement in the context of Experiential IoT” presented in an International Conference on Sustainable Development & Social Innovation in Business, held at Chandigarh University in association with Arkansas State University, New York, USA during 25th – 26th February 2019.
  5. Dr. Anshuman Sharma, Dr. Haider Abbas, Vikas Arya, Atul Shiva (2019), “Is the repeat purchase of smartphone users’ prompt because of Brand generated Equity? Embedding the role of Brand Image & Brand Loyalty to the same”, presented in Annual Conference of the Emerging Markets Conference Board held at IMT-Ghaziabad during 6th to 8th January 2019.
  6. Dr. Deepa Sethi, Vikas Arya (2018), “Engagement in Online Communities: Role of virtual platform to globalize the local culture and crafting the distance of communication among people”, presented in a Conference on Society and Management: Indian Culture vis-à-vis Western Culture, organized by Indian Institute of Management, Kozhikode during 7th to 8th December 2018.
  7. Vikas Arya, Dr. Hemraj Verma, Dr. Deepa Sethi (2017). “Role of Emojis –as a Moderator & Brand Communication as a Mediator in the Relationship between Consumer Engagement on Social Networking Sites and Brand Attachment” presented to the 33rd EGOS Colloquium 'The Good Organization' held at Copenhagen Business School, Copenhagen, Denmark during July 6th – 8th, 2017.
  8. Vikas Arya, Arti Gupta (2016), “Correlation of Spiritual Work Environment with organizational Internal Branding and It’s impact on Employee Retention- an empirical study on Patanjali”, in the conference on Strengthening for the Values & Ethics for Sustainable Growth: Role of Indian Philosophical Traditions, organized by Management Development Institute (MDI) – Gurgaon during 22nd -23rd September 2016.
  9. Vikas Arya, Dr. Hemraj Verma (2016), “Impact of Social Networking Media on Brand Attachment and its correlation with Consumer Buying Behaviour” presented in International Conference on Managing Responsible Research in the Human Science and Information Management, organized jointly by London School of Management Education- London and Punjab University-Chandigarh during 12th-13th August 2016.
  10. Deepak Bangwal, Vikas Arya (2016), “Green HRM – A step toward business and environmental sustainability” in Annual International Conference on Sustainability held at Indian Institute of Management (IIM) - Shillong, India during 17th-19th March 2016.  
  11. Vikas Arya, Dr. Hemraj Verma (2016), “Study of Digital Marketing Strategies Targeting Indian Millennials” in an International Conference on Management of Infrastructure held at CoMES – University of Pertrolium and Energy Studies (UPES) - Dehradun, India during 4th-6th February 2016.
  12. Vikas Arya, Shilpa Sawant, Dr. Hemraj Verma (2016) “Brand Management & The Role of Social Media in Designing The Brand Strategies for Corporate” in National Seminar on Make in India: Strategies for Sustainable Growth and Development held at IMS Unison University- Dehradun during 8th- 9th January 2016.
  13. Vikas Arya, Deepak Bangwal (2016) “Entrepreneurship Education Model in the Modern Management Education System for Sustainability of Business” in International Conference on Indigenous Models of Sustainability, Good Governance and Spiritual Transformation organized by ISOL-New Delhi held at Indian Institute of Management (IIM) - Bangalore during 4th- 6th January 2016.
  14. Vikas Arya (2014) “Digital Branding: New Tool to Create the Buying Covet in Consumer’s Mind” Presented at conference proceeding in 12th International Conference of Management and Behavioural Science (ICMB), organized by SMBS – Indian & Canada at Hotel Fortune Select Metropolitan, Jaipur, Rajasthan (India) during 2nd – 3rd August 2014. And
  15. Vikas Arya, Dr. Dusyant Singh “Management vis-à-vis Temporal & Spatial Global Development Holistically” in 8th AIMS International Conference on Management held at IIM-Ahmedabad during 1st – 4th January 2011.
  16. Vikas Arya, Dr. Dusyant Singh “Global Culture: An Absolute Way of Synchronized Development Globally” in the 13th International Business Horizon INBUSH-Amity University, India during 23rd – 25th February 2011.
  17. Vikas Arya, Dr. Dusyant Singh “Management vis-à-vis Temporal & Spatial Global Development Holistically” in 8th AIMS International Conference on Management held at IIM-Ahmedabad during 1st – 4th January 2011.
  18. Vikas Arya “Mobile Heart Beat Detector: MH-Beat (Glittering Life)” in National Seminar on Impact of Polluted Environment and Global Warming on Agriculture held at B.S.M. P.G. College, Roorkee during 3rd – 5th December 2010.
  19. Vikas Arya, Dr Dusyant Singh “Pregna Stop-Based on Nano Technology” in 96th Indian Science Congress held at North Eastern University, Shillong, India during 3rd – 7th January 2009.
  20. Vikas Arya, Dr Dusyant Singh “Tele-Medicine: A Review Paper” in 96th Indian Science Congress held at North Eastern University, Shillong, India during 3rd – 7th January 2009.
  21. IDA Connect Workshop on “Computer Interfaced Science Experiments” organized by University Grant Commission in World-DIDAC India at New Delhi, India during 11th September 2014. 
  22. Conference on Mobile Web Initiative in India (W3C) at Habitat Center, New Delhi, India during March 2012.
  23. 3rd International Conference on “Integrating Spirituality & Organizational Leadership” organized jointly by IIT-Roorkee & ISO Foundation at Gurukul Kangri, Haridwar, India- February 2011.
  24. National Conference on Call of Time-United Nature “To Bring Harmony Between Nature & Human Nature” at Vigyan Bhavan, New Delhi, India-January 2011.
  25. “96th Indian Science Congress” held at Kerala University, Thiruvananthapuram, India during 3rd – 7th January 2010.
  26. “95th Indian Science Congress” held at North Eastern Hill University, Shillong, India during 3rd – 7th January 2009.
  27. Workshop on “Meteorites and Asteroids and Process Control” organized by BAS at Bangalore, India 2009.
  28. Participated in Technical Program - Shastra at IIT-Madras, India during 2008 & 2009.
  29. International Astronautical Congress” held at Hyderabad, India during 24th -28th September 2007.
  30. “94th Indian Science Congress” held at Annamalai University, Tamilnadu, India during 3rd – 7th January 2007.
  31. Participated in “The Incredible Machine” held during Technical Program Shastra-2006 at IIT-Madras.
  32. “Process Control Workshop” held during Technical Program Shastra-2006 at IIT-Madras.
  33. “93rd Indian Science Congress” held at N.G. Ranga Agricultural University, Hyderabad, India during 3rd - 7th January 2006.
  34. “90th Indian Science Congress” organized by ISRO held at Jana Bharti Campus, Bangalore University, India during 3rd – 7th January 2003.

Attended Conferences/ workshop(s)


  1. Faculty Development Programme (FDP) on “Data Analysis using SPSS and Structural Equation Modelling using AMOS 24.0”, Process and NodeXL” at DIT University – Dehradun during 18th – 24th December 2017.
  2. Faculty Development Programme (FDP) on “Data Analysis using SPSS and Structural Equation Modelling using AMOS 24.0” at DIT University – Dehradun during 28th September – 2nd October 2016.
  3. Faculty Development Program (FDP) on “Skilling up Faculty with Research Methodology in Business Science” at Gitrarattan International Business School (GIBS) – New Delhi during 29th June – 8th July 2016.
  4. Faculty Development Programme (FDP) on “Structural Equation Modelling with AMOS & Qualitative Research” at JRE Group of Institutions – Greater Noida during 15th – 21st June, 2016.
  5. Faculty Development Programme (FDP) on “Research Methodology and Data Analysis using Excel, SPSS and Eviews” at Moti Lal Nehru College, University of Delhi during 2nd – 8th May, 2016. 
  6. Faculty Development Programme (FDP) “Innovative Approaches in Management Teaching” at Indian Institute of Management (IIM) - Kozhikode-India during 16th - 21st November 2015.
  7. QIP workshop on “Make in India: Importance of Operations and Supply Chain Management” organized by Department of Management & Studies, Indian Institute of Technology-Roorkee on 6th February 2016.