Dr VEDHA BALAJI
MBA, MPhil, PhD
PROFESSOR
MBA, MPhil, PhD
PROFESSOR
Articles in Journals
| Sl.No. | Title | Name of Journal / Vol. No. / Issue No. / Page Nos | ISSN No. | Date Published |
| 1 | Organic Food products: A Study on Perceptions of Indian Consumers | Indian Journal of Marketing / 47 / 1 / 26 - 40 | 0973-8703 | 01-Jan-2017 |
| 2 | Local Solutions to Global Problems: Pro Nature Organic Foods Private Limited, Bangalore: An Experimental Study | Test Engineering and Management / 82 / 1 / 508 - 524 | 0193-4120 | 04-Jan-2020 |
| 3 | Exploring Factors of Consumer Perception and Attitude towards Organic Food Consumption in India | Indian Journal of Ecology / 48 / 16 / 33 - 37 | 0304-5250 | 03-Aug-2021 |
| 4 | Exploring Effect of Instagram Influencer Likeability and Personality Traits on Self-concept and Impact on Consumer Buying Intention towards Cosmetic Products | Indian Journal of Ecology / 48 / 16 / 56 - 63 | 0304-5250 | 03-Aug-2021 |
| 5 | Mamaearth: from a mother?s dilemma to a multi-crore brand | Emerald Emerging Markets Case Studies / 13 / 4 / 1 - 28 | 2045-0621 | 13-Feb-2024 |
| 6 | Navigating brand equity in personal care: Examining the influence of direct-to-consumer brands and the mediating power of brand image | International Journal of Management and Sustainability / 13 / 2 / 404 - 422 | 2306-9856 | 30-Jan-2024 |
| 7 | Marketing odyssey for a digitally native brand: a case study of Sunbird Straws | THE CASE JOURNAL / ahead-of-print No. / ahead-of-print No. / - | 1544-9106 | 10-May-2024 |
| 8 | Green Manufacturing and Performances in Apparel Export Industry: Mediating Role of Green Innovation | Journal of Environment Research, Engineering and Management / 80 / 3 / 99 - 110 | 1392-1649 | 01-May-2024 |
| 9 | Navigating brand equity in personal care: Examining the influence of direct-to-consumer brands and the mediating power of brand image | international journal of management and sustainability / 13 / 2 / 404 - 422 | 2306-0662 | 16-Apr-2024 |
| 10 | The Effect of Customer Satisfaction on Use Continuance in Bank Chatbot Service | International Journal of Computational and Experimental Science and Engineering / 10 / 4 / 1069 - 1077 | 2149-9144 | 03-Nov-2024 |
Participation in Seminars/Conferences/Symposium
| Sl.No. | Name of the Conference /Seminar /Symposium | Type of Program | Title of the Article | Role | Venue/Place | Date |
| 1 | Case Teaching and writing - Pedagogy in MBA curric | Case Teaching and writing - Pedagogy in MBA curric | PARTICIPANT) | IBS, Hyderabad | 09/05/2013 | |
| 2 | India Organic - Strategies to Surge Ahead | India Organic - Strategies to Surge Ahead | PARTICIPANT) | International Competence Centre for Organic Agriculture (ICCOA) | 09/05/2013 | |
| 3 | "Organic Farming for Alleviation of Rural Poverty" | "Organic Farming for Alleviation of Rural Poverty" | PARTICIPANT) | Association for Promotion of Organic Farming (APOF), Bangalore | 09/05/2013 | |
| 4 | "Emerging Marketing Opportunities" | "Emerging Marketing Opportunities" | PARTICIPANT) | Dayananda Sagar College of Engineering, Bangalore. | 09/05/2013 | |
| 5 | "Leveraging Business Education through Quality Edu | "Leveraging Business Education through Quality Edu | PARTICIPANT) | Bhagvan Mahaveer Jain College, Bangalore. | 09/05/2013 | |
| 6 | "Consumer Knowledge for Marketing Decisions - Theo | "Consumer Knowledge for Marketing Decisions - Theo | PARTICIPANT) | Indian Institute of Science, Bangalore | 09/05/2013 | |
| 7 | "Marketing of Services - Challenges & Strategies" | "Marketing of Services - Challenges & Strategies" | PARTICIPANT) | Hotel Atria, Bangalore. | 09/05/2013 | |
| 8 | national Workshop on Research and Publication | national Workshop on Research and Publication | PARTICIPANT) | Centre for Research & Centre for Education beyond Curriculum | 17/09/2013 | |
| 9 | Advanced Data Analysis for Marketing Decisions | Advanced Data Analysis for Marketing Decisions | PARTICIPANT) | Indian Institute of Management, Ahmedabad | 17/09/2013 | |
| 10 | CONFERENCES | Building a Globally Competitive Brand for Indian Tourism - The Road Ahead | PRESENTER) | Indian Institute of Management, Kozhikode | 21/11/2014 | |
| 11 | CONFERENCES | Building Castles in Thin Air - Un-credit worthiness of Credit Cards | PRESENTER) | Indian Institute of Management, Kozhikode | 21/11/2014 | |
| 12 | National Conference on Business Challenges and Str | National Conference on Business Challenges and Str | PARTICIPANT) | Institute of Management, Christ University | 08/10/2015 | |
| 13 | CONFERENCES | The Akshaya Patra Foundation - Empowering Children | PRESENTER) | Institute of Management, Christ University, Kengeri | 16/03/2015 | |
| 14 | SEM for Beginners | SEM for Beginners | PARTICIPANT) | Centre for Applied Reserach and Educational Service | 08/10/2015 | |
| 15 | QIP | QIP | PARTICIPANT) | Institute of Management, Christ University | 16/03/2015 | |
| 16 | CONFERENCES | A Study on Consumer Demography and Preference towards Organic Food Products - Application of Discriminant Analysis | PRESENTER) | Indian Institute of Management, Ahmedabad | 07/12/2015 | |
| 17 | International Conference on Current Scenario of Digital Marketing, E Commerce, Management & Social Sciences - 2019 | CONFERENCES | PARTICIPANT) | IMRF Institute for Education & Research DRPF/ IIM AustraliaIMRF Mysore Chapter, Mysore, Karnataka | 14/06/2019 | |
| 18 | Transformational Strategies for Business Sustainablity | CONFERENCES | Local Solutions for Global Problems: Pro Nature Organic Foods Pvt Ltd - An Experimental Study | PRESENTER) | Bangalore | 04/10/2019 |
| 19 | National Conference on Emerging Trends in Business | CONFERENCES | ) | Bangalore | 27/02/2020 | |
| 20 | National Conference on Emerging Trends in Business | CONFERENCES | ) | Bangalore | 27/02/2020 | |
| 21 | Dilemma to DEcision | CONFERENCES | PANELIST) | Macquarie Business School, Sydney -Australia and School of Business, CHRIST University, Bangalore- IndiaOnline | 24/10/2020 | |
| 22 | Negotiation Landscape in Covid - 19 World: Work and Career Perspective | SEMINARS | PARTICIPANT) | Webinar | 28/08/2020 | |
| 23 | Unleash the Power of Mind for Unlimited Success | SEMINARS | PARTICIPANT) | Webinar | 24/07/2020 | |
| 24 | Professional Excellence and Politics in Institutions & Organisations | SEMINARS | PARTICIPANT) | Webinar | 28/05/2020 | |
| 25 | MBA Partnership Qualifications with UK -Impact pf Globalization on Higher Education | SEMINARS | PARTICIPANT) | Webinar | 23/05/2020 | |
| 26 | Challenges and Opportunities for a Sustainable Future | CONFERENCES | Exploring Factors of Consumer Perception and Attitude towards Organic Food Consumption in India | PRESENTER) | Virtual | 07/11/2020 |
| 27 | Virtual International Conference on Building Positive Organisations: Challenges & Opportunities for a Sustainable Future | CONFERENCES | Exploring Effects of Instagram Influencer Likability and Personality Traits of Self-Concept and its Impact on Consumer Buying Intention towards Cosmetic Products | PRESENTER) | Virtual | 07/11/2020 |
| 28 | Virtual National Marketing Conference | CONFERENCES | ) | Virtual | 20/01/2022 | |
| 29 | International Conference on Sustainable Marketing -Delivering Value 2022 | CONFERENCES | A Study On Key Success Factors Of Micro Influencer Marketing In The Fashion Apparel Industry In Bangalore | PRESENTER) | University of Engineering and Management, KolkataVirtual | 22/04/2022 |
| 30 | 5th iCoME International Conference on Management and Entrepreneurship | CONFERENCES | The Impact of AR and VR Advertisements on Consumer Behaviour | PRESENTER) | School of Business and Management, Christ Deemed to be University in collaboration with Petra Christian UniversityBangalore | 21/07/2022 |
| 31 | International Conference on Emerging Trends in Business & Management | CONFERENCES | The Influence and Impact of AI Powered Intelligence Assistance for Banking Services | PRESENTER) | SSN School of ManagementKalavakkam, Tamilnadu | 24/02/2023 |
| 32 | POMS India International Conference 2022 | CONFERENCES | Perception of the working mothers towards value added product for a better retailer value chain | PRESENTER) | IIM KozhikodeIIM Khozhikode | 21/12/2022 |
| 33 | 5th International Conference on Management & Entrepreneurship | CONFERENCES | Te Impact of AR & VR Advertisements on Consumer Behaviour | PRESENTER) | Bangalore | 21/07/2022 |
| 34 | All India Management Association : 3rd Case Writing Competition and Conference 2023 | CONFERENCES | PARTICIPANT) | All India Management AssociationOnline | 13/04/2023 | |
| 35 | ISDSI Global Conference | CONFERENCES | Enhancing Digitally Native Brands And Its Branding - A Systematic Literature Review Using Scientific Procedures and Rationale [SPAR] | PRESENTER) | IIM RanchiRanchi | 26/12/2023 |
| 36 | 2nd National Level Student Research Conference | CONFERENCES | 2nd National Level Student Research Conference | COLLABORATION_WITH_UG_PG_STUDENTS) | Dayananda Sagar College of Arts, Science and CommerceBangalore | 14/03/2025 |
| 37 | WIUT International Case Conference [ICC] 2025 | CONFERENCES | WIUT International Case Conference [ICC] 2025 | PARTICIPANT) | Westminster University in TaskentTashkent | 15/05/2025 |
| 38 | Xenova'26 | CONFERENCES | The effectiveness of OTT advertising on consumer purchase intention | CO_PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 39 | Xenova'26 | CONFERENCES | Impact of subscription fatigue on prefernce for free digital content and discontinuous intention among OTT platforms in India | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 40 | Xenova'26 | CONFERENCES | A quantitative analysis of consumer responses to AI-generated and human-generated advertisements | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 41 | Xenova'26 | CONFERENCES | Impact of service experience on repeat purchase behaviour in India's quick commerce market | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 42 | Xenova'26 | CONFERENCES | The impact of behavioural nudges on impulse buying in Indian e-commerce platforms | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 43 | Xenova'26 | CONFERENCES | Comparative effects of ASMR and traditional video advertising on consumer attention and purchase intention in beverage marketing | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
| 44 | Xenova'26 | CONFERENCES | Examining the mediating role of data privacy concerns in the relationship AI personalization and consumer trust and purchase intention | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 27/02/2026 |
Invited Talks
| Sl.No. | Titel of the Program | Name of the Program | Date | Name of the Institution |
| 1 | Social Media Marketing | Refresher Course in Commerce and Management | 06/12/2017 | UGC-Human Resource Development Centre, University of Mysore |
| 2 | Course Learning Objectives and Outcomes | Mastering Innovative Online Course Development | 11/04/2024 | CHRIST [Deemed to be Organisation] |
MPhil/PhD Guided/Adjudicated
| Sl.No. | Title | Name of Student | Institution | Role | Status | Month Year |
| 1 | . | ANU SARAH DANIEL | Christ University | SUPERVISOR | Ongoing | January 2021 |
| 2 | INFLUENCE OF DIRECT-TO-CONSUMER PERSONAL CARE BRAND ATTRIBUTES ON BRAND EQUITY: MEDIATING ROLE OF BRAND IMAGE | MODI SHAILAVI RAJESHKUMAR | Christ University | SUPERVISOR | Awarded | August 2025 |
| 3 | ROLE OF PARENT BRAND ATTRIBUTES IN ENHANCING THE ACCEPTANCE OF BRAND EXTENSION | AYUSHI AGRAWAL | Christ University | SUPERVISOR | Ongoing | September 2024 |
| 4 | Influence of D2C Personal Care Brand Attributes on Brand Equity: Mediating Role of Brand Image | Modi Shailavi Rajeshkumar | Christ University | SUPERVISOR | Notification Issued |
Research Project
| Sl.No. | Name of the Research Project | Investigator(s) | Sponsors | Internal/External |
| 1 | A study on characteristics and perceptions of consumers in Bangalore towards organic food products | VEDHA BALAJI | Internal |
Workshop/FDP/Training programme
| Sl.No. | Name of the Workshop/FDP/Training programme | Name of Organiser | Level | Role | Date |
| 1 | Case Studies, Simulation and Gamification | Teaching Learning Enhancement Cell, CHRIST University, | Institutional | Invited Resource Person/Trainer | 21/02/2025 |
| 2 | Teaching Transformations:Leveraging Case Studies and Androgogy Strategies | School of Commerce, Finance and Accountancy, | Institutional | Invited Resource Person/Trainer | 26/08/2024 |
| 3 | Faculty Development Programme in General Management | IIM Ahmedabad, | International | Participant | 08/04/2024 |
| 4 | Mastering Innovative Online Course Development | Centre for Digital Learning, | Institutional | Participant & Presenter | 08/01/2024 |
| 5 | ATAL FDP on Lean Six Sigma for Higher Education Institution | Christ [Deemed to be University], | National | Participant | 11/12/2023 |
| 6 | FDP on Design Thinking | Christ [Deemed to be University], | International | Participant | 12/12/2022 |
| 7 | FDP-I 2022 | CEDBEC & IQAC Christ [Deemed to be University], | Institutional | Participant | 06/07/2022 |
| 8 | Empowering Commerce Teachers for NEP 2020 | MANGALORE UNIVERSITY COMMERCE TEACHERS ASSOCIATION (MUCTA)® ST AGNES COLLEGE (AUTONOMOUS), MANGALURU GOVERNMENT FIRST GRADE COLLEGE, KAVOOR MANGALA ALUMNI ASSOCIATION (MAA)®, | National | Invited Resource Person/Trainer | 14/10/2021 |
| 9 | Enriching the learning experience through experiential learning | AICTE, SCMS School of Technology and Management | National | Participant | 12/07/2021 |
| 10 | The Art of Doing Research | Jyothi Engineering College, Thrissur, India; CHRIST ( Deemed to be University), Bangalore, India and Pelita Bangsa University, Indonesia , Jyothi Engineering College, Thrissur, India; CHRIS | International | Participant | 12/07/2021 |
| 11 | Quality Improvement Program on Hybrid Teaching | Staff Development College,CHRIST (DEEMED TO BE UNIVERSITY), | Participant | 02/03/2021 | |
| 12 | International Research Development Program on 'Conceptual Research Model and Analysis using Structural Equation Modelling' | Sri Ramakrishna Institute of Technology, SRIT Business School | International | Participant | 07/09/2020 |
| 13 | An Introduction to Consumer Neuroscience & Neuromarketing | Copenhagen Business School, | International | Participant | 01/09/2020 |
| 14 | Marketing Analytics | University of Virginia, | International | Participant | 30/04/2020 |
| 15 | Quality Improvement Program | Academic Staff College, | Participant | 22/04/2020 | |
| 16 | Data Analytics and Visualization using Tableau | School of Business and Management, CHRIST (Deemed to be University), | Institutional | Participant | 28/02/2020 |
| 17 | Quality Improvement Program | Academic Staff College, | Participant | 20/05/2019 | |
| 18 | MDP on Marketing for sales and business development professionals | Institute of Management, | Institutional | Participant | 18/01/2019 |
| 19 | Strong Certification | Institute of Management, | National | Participant | 13/11/2018 |
| 20 | Faculty Development Program on Structural Equation Modelling using AMOS | CART, | Institutional | Participant | 10/09/2018 |
| 21 | Revisiting Management: Thoughts and Practices | Academic Staff College, | Participant | 21/05/2018 | |
| 22 | MDA on Marketing for Sales and Business Development Professionals | Institute of Management, | National | Participant | 12/01/2018 |
| 23 | MDP on Strategic Foresight with Scenarios | Institute of Management, | National | Participant | 05/01/2018 |
| 24 | Data Analysis using R Statistical Software | Institute of Management, | Institutional | - | 23/11/2015 |
| 25 | Data analysis using R statistical software | Institute of Management, | Institutional | Participant | 23/11/2015 |
| 26 | Quality Improvement on Experiential Learning | Christ University - Academic Staff College, | - | 13/04/2015 | |
| 27 | Presentation Skills & Public Speaking Program | Institute of Management, Christ University, | Institutional | - | 06/04/2015 |
| 28 | Presentation Skills & Public Speaking Program | SJ Life Skills, | Institutional | - | 06/04/2015 |
| 29 | Faculty Development Programme - Management Simulation | Institute of Management, Christ University, | National | - | 28/02/2015 |
| 30 | Quality Improvement Program | Institute of Management, Christ University, | - | 26/05/2014 | |
| 31 | "Learning for Results: Education a Question?" | CEDBEC,Christ University, Bangalore, | Institutional | - | 04/08/2011 |
| 32 | Cross Functional Decision Making & Business Impact | EnParadigm Knowledge Solutions, CIIE, IIM Ahmedabad, | National | - | 24/05/2011 |
| 33 | "Decision Making using Microsoft Excel & SPSS" | Christ College -Institute of Management, | Institutional | - | 15/12/2007 |
| 34 | "Research Methods and Techniques" | SRN Adarsh College, Bangalore, | Regional | - | 08/12/2007 |
| 35 | "Enabling Entrepreneurship" | AWAKE at RVIMS, Bangalore., | Regional | - | 15/08/2003 |
| 36 | FDP Programme sponsored by AICTE | Garden City College of Science & Management, Bangalore, | Institutional | - | 12/06/2000 |
Awards/Achievements/Others
| Sl.No. | Name of the Awards/Achievements/Others | Description | Organisation | Month/ Year |
| 1 | Member - Board of Studies, Mount Carmel Institute of Management | Review of the Marketing and Retail Specialisation papers of their two year full-time PGDBM Course (AICTE approved). | Christ University Institute of Management | 02 June 2014 |
| 2 | End-term question paper setter | Examination question paper and provide the answer scheme for - Consumer Consumer Behaviour and Relationship Marketing- End Semester Examinations for PGDM, October 2017. | Mount Carmel College | 28 August 2017 |
| 3 | Case [Reference no. 318-0058-1]: INDIA?S AKSHAYA PATRA FOUNDATION: SCALABILITY ISSUES OF ITS SCHOOL MEAL PROGRAM | The case study briefs about the emergence and the growth of Akshaya Patra Foundation (APF), an Non Governmental Organization (NGO) of The International Society for Krishna Consciousness (ISCKON). The case details how APF reached out to different geographies by providing hygienic midday meals to school children. The case tries to analyze to what extent Akshaya Patra Foundation(APF) addressed the crucial issue of malnourishment and poor attendance at school. | The Case Centre USA | 15 March 2018 |
| 4 | Teaching note [Reference no. 318-0058-8]: INDIA?S AKSHAYA PATRA FOUNDATION: SCALABILITY ISSUES OF ITS SCHOOL MEAL PROGRAM | Teaching Note: 1. To understand the public-private partnership model of a religious body. 2. To study the operational processes at APF. 3. To study the key success factors of the APF. 4. To analyze if the midday meal scheme of APF can be scaled up and extended to other geographies. | The Case Centre, USA | 15 March 2018 |
Consultancy
| Sl.No. | Faculties | Theme of Consultancy | Type |
| 1 | MAREENA MATHEW,,SHRIKUMAR M,VEDHA BALAJI | ACCOUNTING AND FINANCE | |
| 2 | VEDHA BALAJI,,MAREENA MATHEW,SHRIKUMAR M | Business Management for Women Executives | |
| 3 | JUSTIN JOY,,ANIL REYNOLD DSOUZA,MAREENA MATHEW,NISHA SHANKAR,SATHIYA SEELAN B,VEDHA BALAJI | Women skill Enhancement programme | |
| 4 | JUSTIN JOY,,ANIL REYNOLD DSOUZA,MAREENA MATHEW,NISHA SHANKAR,SATHIYA SEELAN B,VEDHA BALAJI | Women Skill Enhancement Programme | |
| 5 | VEDHA BALAJI | Women skill Enhancement programme | |
| 6 | NISHANT KUMAR,,MANISH KUMAR SRIVASTAVA,VEDHA BALAJI | Gamification as a business strategy | |
| 7 | VEDHA BALAJI | KMF-Nandhini | TRAINING_AND_ORGANIZATIONAL_DEVELOPMENT |
| 8 | VEDHA BALAJI | 24/7.ai | CORE_CONSULTANCY |
| 9 | VEDHA BALAJI | KMF Nandhini 1 | TRAINING_AND_ORGANIZATIONAL_DEVELOPMENT |
| 10 | JUSTIN JOY,,ANIL REYNOLD DSOUZA,MAREENA MATHEW,NISHA SHANKAR,VEDHA BALAJI | Womenable-Women Leadership Program | TRAINING_AND_ORGANIZATIONAL_DEVELOPMENT |