Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Book Chapter
Sustainable Leadership for Institutional Environmental Stewardship: A Behavioral and Systems Approach for Transforming Organizations
Asif, S., Minz, N. K., & Mathur, A. · IGI Global Scientific Publishing, 2026
Environmental sustainability has become a strategic priority for organizations, yet a persistent gap remains between the sustainability commitments companies state and the environmental outcomes they actually deliver. This chapter proposes Sustainable Stewardship…
Book Chapter
Reimagining Organizational Behavior Through AI-Human Synergy: Trust, Motivation, and Adaptive Leadership in Intelligent Workplaces
Asif, S., Mathur, A., & Minz, N. K. · IGI Global Scientific Publishing, 2026
AI is no longer just an automation tool sitting in the background; it has become a cognitive collaborator that reshapes how teams decide, lead, and feel about their work. This chapter asks the question that algorithms alone cannot answer: how…
Conference
Bridging the Human-AI Readiness Gap in Marketing: Introducing the HACR Framework
Asif, S., & Lalwani, S. · Market Research Society of India (MRSI), 2025
As artificial intelligence spreads through marketing, the hardest obstacle is turning out to be the team, not the technology. Despite heavy investment in advanced platforms, many organisations still struggle to weave AI into everyday decisions and workflows, and…
Book Chapter
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
Asif, S. · IGI Global Scientific Publishing, 2025
Luxury has always sold itself on scarcity and distance, the sense that not everyone can have it. Social media works the opposite way, putting high-end brands in front of vast audiences every day. This chapter asks what that constant visibility…
Book
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
Kaushik, T., Girotra, R., Singh, S., Asif, S., & Yadav, S. · Bloomsbury Publishing India, 2023
The United Nations’ seventeen Sustainable Development Goals set a clear destination, but reaching them inside real businesses and communities is far harder than naming them. This edited book takes that implementation gap as its starting point, asking how…
Book Publication
Herd Consumption Behaviour of Indian Youth Towards Luxury Fashion Brands: The Mediating Role of FoMO
Indian youth are known to spend heavily on luxury branded products, often well beyond what they strictly need. This study asks why that collective splurging happens,…
Book Publication
Energy Audit Report of G.D. Goenka University
Institutional and commercial buildings consume large amounts of energy, much of it lost in ways that stay invisible without systematic measurement. Where exactly do those losses…
Book Publication
Relationship Between Personality Trait, Emotional Intelligence, and Academic Performance of University Students
Personality, emotional intelligence, and academic performance are often studied separately, but this research asks how they relate to one another, and to gender, among university students…
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