Dr KERENA ANAND
MBA, PhD
ASSOCIATE PROFESSOR
MBA, PhD
ASSOCIATE PROFESSOR
Articles in Journals
| Sl.No. | Title | Name of Journal / Vol. No. / Issue No. / Page Nos | ISSN No. | Date Published |
| 1 | Brand Activism and Millennial: An Empirical Investigation into the Perception of Millennial Towards Brand Activism? | Problems and Perspectives in Management / 17 / 04 / 163 - 175 | 1810-5467 | 02-Dec-2019 |
| 2 | Old Monk: The Resurrection of a Heritage Brand | Business Perspectives and Research / / / 1 - 8 | 2278-5337 | 03-Feb-2020 |
| 3 | Parle Products: The Journey of Budget Brand Toward Premiumization | Business Perspectives and Research / / / 1 - 23 | 2278-5337, 2394-9937 | 01-Jun-2020 |
| 4 | Tanishq: Brand Activism Gone Wrong? | Vision / 0 / 0 / 0 - 0 | 2411-5150 | 16-Jan-2023 |
| 5 | A Multi - criteria Decision - Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms | Data Mining and Information Security / 1385 / / 603 - 618 | 2367-3370 | 02-Oct-2025 |
| 6 | A Fuzzy Logic Approach for Prioritizing Customer Retention Strategies in OTT Video Platforms | Springer Nature / 1445 / / 47 - 61 | 9789-8196-7139-7 | 02-Jan-2026 |
| 7 | Prioritization of Challenges in EdTech Platform to Enhance User Continuance Intention: A Multi-criteria Decision Making Approach | Springer Nature, Data Mining And Information Security / / / - | 1573-7497 | 03-Oct-2025 |
| 8 | Prioritizing Risks in AI-Enabled EdTech Platforms: An Analytic Hierarchy Process Approach Prioritizing Risks in AI-Enabled EdTech Platforms: An Analytic Hierarchy Process Approach | Springer Nature / / / - | 1573-7497 | 03-Aug-2025 |
| 9 | Prioritizing Risks in IoT-Enabled EdTech Platforms: A Fuzzy AHP Approach to Maximize User Satisfaction | Springer Nature / / / - | 1573-7497 | 07-Feb-2026 |
Books/ Book Chapter/Case Study
| Sl.No. | Title | Author Names(s) | ISBN No. | Month Year |
| 1 | Smart Innovation, Systems and Technologies | KERENA ANAND,BINCY ANN BABU, ELANGOVAN N, JACOB JOSEPH K | 978-981-97-7716-7 | / |
| 2 | Smart Innovation, Systems and Technologies | KERENA ANAND,BINCY ANN BABU, ELANGOVAN N, JACOB JOSEPH K | 978-981-97-7716-7 | / |
| 3 | Lecture Notes in Networks and Systems | ELANGOVAN N,JACOB JOSEPH K, KERENA ANAND | 978-981967139-7 | / |
| 4 | Lecture Notes in Networks and Systems 1385 LNNS | ELANGOVAN N,BINCY ANN BABU, JACOB JOSEPH K, KERENA ANAND | 978-981966045-2 | / |
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 | IIMI-NASMEI Summer Marketing IS Conference 2019 | CONFERENCES | Brand Activism and Millennials: An Empirical Investigation into the Perception of Millennials towards Brand Activism | PRESENTER) | IIM IndoreIIM Indore | 26/07/2019 |
| 2 | IIMI-NASMEI Summer Marketing IS Conference 2019 | CONFERENCES | Selling the Past: The Impact of Brand Heritage on Customer Perceived Value | PRESENTER) | IIM IndoreIIM Indore | 26/07/2019 |
| 3 | Eighth National Conference On Case Studies | CONFERENCES | OLD MONK: The Resurrection of a Heritage Brand | PRESENTER) | Bangalore | 16/08/2019 |
| 4 | Eighth National Conference On Case Studies | CONFERENCES | Parle Products: The Journey of Budget Brand towards Premiumization | PRESENTER) | Bangalore | 16/08/2019 |
| 5 | Seventh AIMS International Conference on Management | CONFERENCES | Empirical Investigation into Customer Perception Towards Brand Premiumisation | PRESENTER) | IIM KozhikodeCalicut, Kerala | 02/01/2020 |
| 6 | International Conference on Future of Work, Workforce & Workplace | CONFERENCES | Green Marketing as a Sustainable Strategy: Study on understanding factors influencing Consumer Buying Behaviour on Green Products | PRESENTER) | Welingkar Institute of Management Development & ResearchMumbai | 13/01/2020 |
| 7 | COGNOSCO | CONFERENCES | Tanishq: Brand Activism Gone Wrong? | PRESENTER) | Online | 20/11/2020 |
| 8 | COGNOSCO | CONFERENCES | Kangana Ranaut: Brand Ambassador or Brand Destroyer | PRESENTER) | Online | 20/11/2020 |
| 9 | Marketing Paradigm Post Covid 19 | CONFERENCES | Patriotic Advertising and Millennials in India: An Empirical Investigation | PRESENTER) | Bangalore | 20/01/2022 |
| 10 | Marketing Paradigm Post Covid 19 | CONFERENCES | Compulsive Buying Behaviour of Gamers Post Pandemic through InGame Purchases | PRESENTER) | Bangalore | 20/01/2022 |
| 11 | Innovation, Technology and Sustainability: Shaping the Future of Business and Society | CONFERENCES | Role of Brand Activism in Brand Management and its Impact on Customer Purchase Intention | PRESENTER) | Welingkar Institute of Management Development and ResearchOnline | 16/03/2023 |
| 12 | International Conference on Emerging Trends in Business & Management | CONFERENCES | Determinants of Customer Churn in the Over-the-top video platforms: A Conceptual Model | PRESENTER) | SSN School of ManagementKalavakkam, Tamil Nadu | 24/02/2023 |
| 13 | Media Meet 2023 | CONFERENCES | "Personalization in Education Technology Services: Enhancing User Engagement and Sustainability through Tailored Learning Experiences" | PRESENTER) | Bangalore | 07/09/2023 |
| 14 | Media Meet- International Conference 2023 | CONFERENCES | Securing the Future: OTT Platform Strategies for Sustainable Growth | PRESENTER) | Bangalore | 07/09/2023 |
| 15 | National Conference on Best Practices in Business Management (NCBPBM 2024) | CONFERENCES | Fashion Clothing Involvement Among Evolving Gender-Oriented Customers | PRESENTER) | Xavier Institute of Management and Entrepreneurship, Chennai | 26/03/2024 |
| 16 | New Approaches Towards Development of Business and the Economy | CONFERENCES | The Impact of Free Samples on Luxury Perfume Brands: Examining the Purchase Intention | PRESENTER) | Jyothi Nivas College | 07/03/2024 |
| 17 | International Conference on Business Intelligence and Data Analytics (BIDA 2024) | CONFERENCES | titled Prioritisation of Challenges in OTT Video Platforms: A Multi-Criteria Decision Making Approach | PRESENTER) | RV Institute of Management (RVIM) | 06/04/2024 |
| 18 | Glimpses of India's Trade and Commerce - 2030 | CONFERENCES | The Impact of Affiliate Marketing on Skin Care Products' Purchase Intention | PRESENTER) | SRM Institute of Science and Technology, ChennaiChennai | 22/03/2024 |
| 19 | 2nd International Conference on Artificial Intelligence: Theory and Applications (AITA 2024) | CONFERENCES | Prioritizing Risks in Al-Enabled EdTech Platforms: An Analytic Hierarchy Process Approach | PRESENTER) | IBS Bangalore | 09/08/2024 |
| 20 | International Conference On New Age Technologies And Digital Transformation For Sustainable Market Development (NTSMD-2024) | CONFERENCES | Choice of value added fruits and vegetables and its role in waste reduction- A study on online shoppers | PRESENTER) | 26/07/2024 | |
| 21 | Eleventh International Conference on Business Analytics and Intelligence | CONFERENCES | Optichanneling Omnichannel Retail Strategies by Integrating AIoT | PRESENTER) | Indian Institute of Management Bangalore | 09/12/2024 |
| 22 | International Conference on Data Mining and Information Security | CONFERENCES | A Multi- Criteria Decision Making Approach for Prioritising Customer Churn Factors in OTT Video Platforms | PRESENTER) | Eminent College of Management and Technology and Universitas Al Asyariah Mandar, Indonesia | 07/10/2024 |
| 23 | SRC-2025 | CONFERENCES | Impact of Sugar Sweetened Beverages and Consumer Willingness to Shift Towards Healthier Alternatives in India | PRESENTER) | Dayananda Sagar College of Arts, Science and CommerceBangalore | 14/03/2025 |
| 24 | Xenova ' 25 | CONFERENCES | A Study on Influencer Marketing for Small Food Startups: Leveraging Consumer Perceptions and Trends to Drive Engagement and Growth | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 07/03/2025 |
| 25 | Xenova ' 25 | CONFERENCES | Farmers' Markets in India: Understanding Consumer Preferences and Attitude Towards In-Market Consumer Engagement Activities | PRESENTER) | CHRIST (Deemed to be University) | 07/03/2025 |
| 26 | Xenova ' 25 | CONFERENCES | The Shift in India's Coffee Culture: How Consumer Preferences are Reshaping India's Coffee Market? | PRESENTER) | CHRIST (Deemed to be University)Bangalore | 07/03/2025 |
| 27 | Udbhavana-2026 | CONFERENCES | Understanding the Impact of Review Valence, Review Volume, Visual Content, and Source Credibility on Purchase Intention: Testing the Moderating Effect of Source Credibility | PRESENTER) | CMS Business School, JAIN (Deemed-to-be University | 12/03/2026 |
| 28 | Udbhavana-2026 | CONFERENCES | The Mediating Role of Perceived Ease of Use and Trust of UPI in Shaping Willingness to Buy Among Indian Digital Shoppers | PRESENTER) | CMS Business School, JAIN (Deemed-to-be University | 12/03/2026 |
| 29 | Udbhavana-2026 | CONFERENCES | The Impact of Algorithmic Personalization on Subscriber Loyalty in the Over-the-Top (OTT) Streaming Market | PRESENTER) | CMS Business School, JAIN (Deemed-to-be University | 12/03/2026 |
| 30 | XENOVA"- '26 | CONFERENCES | Factors influencing consumer decision overload in Indian quick- commerce platforms and its impact on purchase intention | PRESENTER) | CHRIST (Deemed to be University) | 27/02/2026 |
| 31 | XENOVA" - '26 | CONFERENCES | What do shoppers actually look at on snack packs? Exploring FOP (Front) vs BOP (Back) cues for snacks (Urban 18 - 30) | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 32 | XENOVA"- '26 | CONFERENCES | Augmented Reality (AR) / Virtual Try-On Tools and their Impact on Reducing Returns & Increasing Purchase Confidence in Fashion and jewellery | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 33 | XENOVA" - '26 | CONFERENCES | Parasocial relationship and consumer trust: How micro and macro influencers differ in driving purchase intentions | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 34 | XENOVA" - '26 | CONFERENCES | Exploring trust and buying intention in social commerce among Gen Z | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 35 | XENOVA" - '26 | CONFERENCES | Role of Sustainability Self-Identity in Shaping Purchase Intentions for Eco-Friendly Personal Care Products Among Gen Z Consumers | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 36 | XENOVA" - '26 | CONFERENCES | A comparative study of digital convenience based purchasing and experiential marketing on Gen Z consumers' purchase intentions in the skincare industry | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
| 37 | "XENOVA" - '26 | CONFERENCES | Mediating role of perceived ease of use and trust in UP in shaping willingness to buy among Indian digital shoppers | PRESENTER) | CHRIST (Deemed to be University) | 26/02/2026 |
Invited Talks
| Sl.No. | Titel of the Program | Name of the Program | Date | Name of the Institution |
| 1 | Quality Improvement Programme on Transformative Teaching Toolkit for Management Educators | Enhancing Case Writing Skills: Crafting Engaging Learning Experiences | 14/11/2024 | Christ University |
MPhil/PhD Guided/Adjudicated
| Sl.No. | Title | Name of Student | Institution | Role | Status | Month Year |
| 1 | The Impact of Personalization on Users Continuance Intention for Education Technology Services in Blended Learning Environment | ANKITA PRITI ROY | Christ University | SUPERVISOR | Ongoing | October 2022 |
| 2 | Accelerating the Omnichannel Retail Strategies to Enhance the Unified Shopping Experience of the Customers | Sinduja L | Christ University | SUPERVISOR | Ongoing | December 2020 |
| 3 | Impact of Brand Activism on Customer Perception in Fashion Industry | Vikram R | Christ University | SUPERVISOR | Ongoing | June 2021 |
| 4 | A Study of Marketing Mix Strategies for Wooden Handicraft Products Adopted by Channapatna Marketers | Garden City University | EXAMINER | |||
| 5 | Indulgent Buying Behaviour: An Investigative Study on the Effect of Integrated Consumer Decision-Making Perspective | Vijayalakshmi O J | Christ University | SUPERVISOR | Ongoing | |
| 6 | Active User Engagement and Subscription Continuation intention in OTT Platform | Bincy Ann Babu | Christ University | RAC_DC | Ongoing | |
| 7 | Psychological Determinants of Consumer Order Cancellation Behavior in Online Shopping. | Chandan A | RAC_DC | Ongoing | ||
| 8 | A comparative study of digital brand communication tools used by athleisure brands, as indicators of customer engagement and fashion trends. | Pratik Ghosh | RAC_DC | Ongoing | ||
| 9 | Consumer Driven Marketing channel to reduce wastage in Agri-Marketing | Anu Sarah Daniel | RAC_DC | Ongoing | ||
| 10 | Green Purchase Intention for Sustainable Luxury Cosmetics: Investigating the Role of Awe and Eco-Guilt | Ardra T Dayanand | RAC_DC | Ongoing | ||
| 11 | A Strategic Market Access and Innovation Framework for Startups: From Idea Validation to Global Market Survival | Dilip S | Alliance University | EXAMINER | ||
| 12 | Strategic Governance of Open Innovation Ecosystems: A Comparative Study of Partnership, Financing, and Market Access for Startup Scaling in India and Australia | Mohamed Adil | Alliance University | EXAMINER |
Workshop/FDP/Training programme
| Sl.No. | Name of the Workshop/FDP/Training programme | Name of Organiser | Level | Role | Date |
| 1 | Academic Partner International Visitor Program | Macquarie Business School, Sydney Australia, Macquarie University, Sydney Australia | International | Invited Resource Person/Trainer | 26/08/2024 |
| 2 | Demystifying AI and Case Study writing for Business Educators | SBM- Christ University, | Institutional | Participant | 01/06/2024 |
| 3 | AI Assisted Manuscript Writing | RV Institute of Management, RV Institute of Management | National | Participant | 19/04/2024 |
| 4 | Short Term Training Program on Data Analysis using MS Excel, IBM SPSS and R | University of Hyderabad-UGC-Human Resource Development Centre, University of Hyderabad | International | Participant | 14/06/2021 |
Awards/Achievements/Others
| Sl.No. | Name of the Awards/Achievements/Others | Description | Organisation | Month/ Year |
| 1 | Independent Assessor for Social and Development Projects | Karnataka Evaluation Authority | 02 August 2021 | |
| 2 | Best Case Award | Ninth Annual Conference on Case Studies in association with Emerald Publishing | Centre for Case Research and Development, SBM-Christ University | 20 November 2020 |