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Top Branding and Advertising College in India | NMIMS SOBA
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Educational Qualification:

  • M Com, PGDBA, Ph D

Areas of Specialization

  • Broadly: Marketing Consumer behaviour, Customer engagement, Branding

Teaching Experience 

  • Teaching & Industry – 14 years
  • Academic Experience (10 + years)
  • Industry Experience (4 + years)

Interest Areas

  • Collaborative Consumption
  • Marketing Management
  • Consumer behaviour
  • Customer engagement
  • Branding Research

Research

  • Interested in understanding advertisement and purchase intent, sharing economy, brand management

Conferences/Workshops/Seminars attended-

  • Participated and got selected for MISQ Scholarly Development Academy, second cohort and successfully completed in 2023
  • 3rd BSIM Conference on 4th – 5th April 2023, at NSE Centre for Behavioral Science, Indian Institute of Management, Ahmedabad
  • Muglai, S. (2021) “Investing the factors impacting Advertisement Value and its impact on Purchase Intent” at MICA (Jan. 2021).
  • Muglai, S. (2020) “Influence of Online Professional Home Services Apps on Customer Engagement” at Chimanbhai Patel Institute of Management and Research (CPIMR) in 2020.
  • Doctoral Scholars’ School 2019 (September 2019) at Indian Institute of Management Ahmedabad
  • 7th IIMA Conference on Marketing in Emerging Economies, on January 11-13, 2017 at Indian Institute of Management Ahmedabad

Publications : Working paper – Factors Influencing Ridesharing. A Behavioral Reasoning Theory and Vulnerability Theory Approach

Journal Article-

  • Muglai S., Pandya B. “Impact on Online Ad Value among the Indian Millennials towards YouTube”, Shodh Sarita Journal, January-March, 2021, Issue 29, Vol. 8, (UGC Care Journal), ISSN – 2348 – 2397
  • Muglai S., Pandya B. “Parallel Mediation Effect of Customer Interaction and Level of Involvement, in Predicting the Impact of Online Advertising Value on Cognitive Processing” Kala Sarovar Journal, (UGC Care Journal) March 2021, ISSN – 0975 – 4520

Published Conference proceedings-

  • Muglai, S. (2020) “Influence of Online Professional Home Services Apps on Customer Engagement”, Studies in Indian Place Names (UGC Care Journal), ISSN: 2394- 3114 Vol-40, Special Issue-08 (2020)

Email: shernaz.muglai@nmims.edu