Signals · Research
Publications
Peer-reviewed research on marketing strategy, consumer behavior, and business transformation. Academic insights translated into executive action.
Journal
A Study of Consumer Buying Behavior for Branded Apparels in Gurgaon City
Asif, S., & Kaushik, T. · Global Journal of Advanced Research, 2017
What shapes the way people in Gurgaon buy branded clothing, and how much do promotional offers sway that decision? This study sets out to understand the buying behaviour of regular purchasers of branded apparel in the city, looking closely at…
Journal
Herd Consumption Behaviour of Indian Youth Towards Luxury Fashion Brands: The Mediating Role of FoMO
Asif, S. · Journal of Xidian University, 2020
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, proposing that the fear of missing out, or FoMO, is the underlying factor driving…
Journal
Energy Audit Report of G.D. Goenka University
Asif, S., Sharma, P., & Gorakhnath, I. · Central European Management Journal, 2022
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 occur, and which fixes return the most savings for the least capital outlay across…
Journal
Relationship Between Personality Trait, Emotional Intelligence, and Academic Performance of University Students
Asif, S., Gorakhnath, I., & Sharma, P. · Elementary Education Online, 2021
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 drawn from different socioeconomic backgrounds. The underlying question is…
Journal
Impact of Internet of Things (IoT) on Supply Chain Management and Its Benefits in Tourism Industry
Asif, S., Saini, N., Singh, K., & Yadav, S. · Journal of Harbin Institute of Technology, 2021
Connected devices are reshaping how industries link physical objects to digital systems, and tourism is no exception. This paper examines what the Internet of Things means for supply chain management in the tourism industry, where the link between connected…
Book Publication
Bridging the Human-AI Readiness Gap in Marketing: A Conceptual Synthesis and the HACR Framework
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…
Book Publication
The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age
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…
Book Publication
Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem
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…
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