डॉ. बी. आर. अम्बेडकर विश्‍वविद्यालय दिल्ली
Dr. B. R. Ambedkar University Delhi
Established by The Government of NCT of Delhi

• PhD, MBA, B.Sc

• Working as Associate Professor with School of Management, Dr. B.R. Ambedkar University, Delhi since 20^th November, 2024.  
• Worked as Associate Professor & Head of the Department, Law, with Maharaja Surajmal Institute, Janakpuri since August, 2023 to November, 2024.
• Worked as Associate Professor, Business Research Methods & Marketing with SGT University, Gurugram from January, 2021 to July, 2021.
• Worked as an Assistant Professor, Marketing with Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi -75 from August, 2011 to January, 2021.

• Marketing Management
• Digital Marketing
• Technology Adoption
• Consumer Behaviour
• Business Research Methods

• Got Best Paper Award for presenting the paper titled, “Understanding Gen Z Intentions to Adopt Sustainable Fashion: A Qualitative Perspective Employing Consumption Value Theory” in paper in National seminar on Fintech, Digitalization and Sustainability: India’s Vision for 2047 on19th January, 2024 orgaised by RDIAS, Rohini.
• Got Best Paper Award for presenting the paper titled, ‘Digital Marketing Communication: Differentiating Users from Non-Users’ in National Conference on Contemporary Reforms in Management, Economy and Applied Business on February 09, 2018, organized by Shri Guru Gobind Singh College of Commerce, University of Delhi. 
• Got Best Paper Award for presenting the paper titled, ‘Digital vs. Traditional Channels of Communication: Customer Profiling in Indian Passenger Car Market’ in International Conference on Paradigm Shift in World Economies: Opportunities & Challenges on April 07-08, 2017 by RDIAS, Rohini, New Delhi.
• Got Best Paper Award for presenting the paper titled, ‘Digital Marketing in Indian Car Market: Understanding the Value Proposition’ in International Conference on “Development of Economies through Business Process Reengineering in Digital Era”   (IC – DETBPRDE - 2016) scheduled on April 22 – 23, 2016 in collaboration with Ministry of MSME, Government of India

Books Published

• Charan, A. & Dahiya, R. (2018). Advertising and Brand Management, Ane Books Publication      (ISBN: 978-93-8546-289-4).
• Charan, A. & Dahiya, R. (2015). Marketing Management, First Edition, Galgotia Publication                  ( ISBN: 81-8218-063-5 )
• Charan, A. & Dahiya, R. (2014). Marketing: An Indian Perspective First Edition, Galgotia Publication    (ISBN: 81-8218-053-8 ) [second revised edition in 2015).
• Singh, M. Dahiya, R. & Singh, H. (2024). Crime, Criminology and Forensics: Rebuilding the Nation’s Criminal Justice System, Bloomsbury Publishing India Ltd. (ISBN: 978-93-61313-54-7)

Research Papers

• Dahiya, R., Usmani, A., & Kumar, A. (2025). Understanding the effects of gender equality on company's performance: a global mid‐cap companies' perspective. Journal of Public Affairs, 25(2), e70028 (Scopus Indexed, ABDC B Category, WOS)
• Singh, M., & Dahiya, R. (2024). Understanding the Adoption of Mobile Wallets Amongst Rural Indian Women. Purushartha-A journal of Management, Ethics and Spirituality, 16(2), 48-64 (Scopus Indexed, ISSN No. 0975-024X)
• Usmani, A., Malhotra, L., Sehrawat, M., Dahiya, R., & Singh, M. (2024). Exploring Relationship of High-performance Work System with Knowledge Workers' Work engagement through Direct and Indirect Effects. European Economic Letters, 14(1), 1925-1938. (ABDC-C Category, ISSN No. 2323-5233).
• Singh, M., Dahiya, R., Tomar, M. S., & Sangwan, P. (2024). Corporate Social Responsibility Practices of Global Automakers in Asia: Application of Carroll Model with Multi-Case Study Method. Journal of Informatics Education and Research, 4(1). (ABDC-C Category, ISSN No. 1368-1383).
• Rekha & Sachar, D. (2021). Discriminant Analysis Application to Understand the Usage of Digital Channels while Buying a Car. South Asian Journal of Marketing, 2(1), 51-71 (Emerald Publication, ISSN No. 2719-2377).
• Rekha, Usmani, A. & Pachauri, P. (2021). A Research Paper on Digital Transformation in Car Buying Process: Understanding Usage Intentions with the Technology Acceptance Models. Turkish Journal of Computer and Mathematics Education, 12(9), 2486-2498. ( ISSN No. 1309-4653). 
• Jain, P. & Rekha (2020). Impact of Modern ICTs’ Usage on Agricultural Productivity: An Application of Modified TAM. Test Engineering and Management 82 (1), 5784-5793 (Scopus Indexed, ISSN No. 0193-4120). 
• Rekha & Jain, P. (2019). Consumer Management in Internet Age: A Study of Indian Car Buyers Digital Communication Adoption by Applying Competing Models. FIIB Business Review, 8(4), 279-291 (ABDC-C Category, Sage Publications, Scopus Indexed, ISSN No. 2319-7145). 
• Rekha & Gayatri (2019). Measuring Consumers' Attitude towards Digital Marketing Communication: Examining the Antecedents and Consequences in India's Passenger Car Market. Nice Journal of Business, 14 (1&2), 73-86 (ISSN No. 0973- 449X)
• Dahiya, R., & Gayatri. (2018). Digital Marketing Communication and Car Buying: Differentiating Users from Non-Users. IIMS Journal of Management Science (Journal of IIM, Shillong), 9(3),155-170 (ISSN No. 0976-030X)
• Dahiya, R., & Gayatri. (2018). A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market. Journal of Global Marketing, 31 (2), 73-95. (ABDC-B Category, Taylor & Francis, Scopus Indexed, UGC Serial No. 28351, ISSN No. 08911762).
• Rekha & Mishra, A. (2018). Barriers to Digital Media Adoption: An Indian Car Buyers' Perspective. IUP Journal of Management Research, 17(2), 42-63. (UGC Serial No. 46843 ISSN. 09725342)
• Rekha & Jain, P. (2018). Consumers’ Attitude towards Mobile Marketing: an empirical investigation. Pacific Business Review, 11(4), 49-63 (Web of Science, Thomson Reuters ESCI Indexed, ISSN No. 0974-438X)
• Dahiya, R., & Gayatri. (2017). Investigating Indian Car Buyers’ Decision to Use Digital Marketing Communication: An Empirical Application of Decomposed TPB. Vision- – The Journal of Business Perspective, 21(4), 385-396 (ABDC-C Category, Sage Publication, Scopus Indexed, UGC serial No. 44716 ISSN. 97226297).
• Rekha, Mishra, A. & Chuhan A.K. (2017). Impact of Value Proposition of Digital Marketing Communication on Car Buyers’ Attitude: An Application of Neil Rackham’s Model.  Paradigm- the Research Journal of the Institute of Management Technology (IMT), 21(2), 175-191. (Sage Publications, ISSN No. 0971-8907).
• Rekha & Mishra, A. (2017). Identifying the Indian Car Buyer Segments Using Digital Channels of Communication: An Application of Cluster Analysis. Indian Journal of Marketing, 47(9), 23-35. (ABDC C Category, Scopus Indexed, UGC Serial No. 20802, ISSN No. 0973-8703).
• Jain, P. & Rekha (2017). Impact of Demographic Factors: Technology Adoption in Agriculture. SCMS Journal of Indian Management, 14(3), 93-102. (UGC Serial No. 62718, ISSN No. 09733167)
• Dahiya, R. (2015). Cracking the Digital Code: A Study of Indian Car Market. IUP Journal of Marketing Management, 14(2), 26-46. (ISSN No. 0972-6845)
• Rekha, D., & Mishra, A. (2016). Digital Marketing in Indian Car Market: Is Demographic Dividend Paying off?. Amity Research Journal of Tourism, Aviation and Hospitality, 1(2), 94-107. (ISSN No. 2456-0308)
• Charan, A., & Dahiya, R. (2015). Digital Marketing and Consumer Behaviour: An Empirical Study in Indian Car Market with Special Reference to Delhi and NCR. Anveshak International Journal of Management, 4(2), 60-83.  (ISSN No. 2278-8913)
• Dahiya, R. (2014). Impact of digital marketing practices on consumer behavior in Indian car market. Abhigyan, 32(2), 24-37. (UGC Serial No. 63679, ISSN No. 0970- 2385)
• Dahiya, R. (2014). Digital Marketing in Indian Car Market: An Application of Theory of Planned Behavior. IMS Manthan (The Journal of Innovations), 8(2), 63-70. (ISSN No. 0974-7141 )
• Dahiya, R. (2013). Indian Youth and Internet: An Empirical Study. Journal of Marketing & Communication, 9(2), 19-28.
• Dahiya, R. & Usmani, A. (2013). Failure of Power Branding: A Case of HUL. Anveshak, International Journal of Management, 2(2), 73-79. (ISSN No. 2278-8913)
• Dahiya, R. (2013). Digital Marketing: Say Goodbye to Kotler’s 4 P’s. JIMS8M: The Journal of Indian Management & Strategy, 18(2), 33-37. (Web of Science, ISSN No. 0973-9335)
• Dahiya, R., Dahiya, V., & Usmani, A. (2012). Perception of Investors towards Mutual Funds: An Application of Perceptual Mapping. Sandesh, Mastnath Journal of Management, 7(1-4), 23-29.
• Dahiya, R. (2011). Our Census Our Future Our Caste. Effulgence – Biannual Management Journal, 9(2), 30-36. (UGC Serial No. 42844, ISSN No. 09728058)
• Dahiya, R. (2010). Google Exits China. Delhi Business Review, 11(2), 117-119. (ISSN No. 0972-222X)

Papers Published in Conference Proceedings/Edited Book

• Dahiya,R. & Dahiya, V. (2017). Digital Vs. Traditional Channels of Communication: Customer Profiling in Indian Passenger Car Market. Presented at International Conference on Paradigm Shift in World Economies: Opportunities & Challenges, Rohini, Delhi, 7-8 April.
• Mishra, A. & Dahiya, R. (2017). Role Potrayal of Women in Print media: Content Analysis of Female centric Magazines. Presented at Seminar on Emerging Trends in HR, Dwarka, Delhi.
• Dahiya, R. (2016). Digital Marketing in Indian Car Market: Understanding the Value Proposition. Presented at International Conference on Development of Economies through Business Process Reengineering in Digital Era, Rohini, Delhi, 22 – 23 April.
• Dahiya, R. & Gayatri (2015). Employing TPB Model to Study the Attitude towards Digital Marketing in Indian Car Market. Presented at National Conference on New Age Business Strategies in Emerging Global Markets, Rohini, Delhi, 27-28 November.
• Dahiya, R. & Dahiya, V. (2014). Green Marketing: A Sneak Peek into PepsiCo India’s Initiatives. Presented at National Conference on Innovative Entrepreneurship to Minimize Carbon Footprint, Janakpuri, Delhi, 19 April.
• Dahiya, R. & Usmani, A. (2013). Impact of Digital Marketing on Consumer Behavior in Indian Car Market. Presented at national Conference on Paradigm Shift in Innovative Management Theory and Practices, Delhi.
• Dahiya, R. & Dahiya, V. (2013). E-marketing: Changing the Rules of Marketing. Presented at National Conference on Innovation: The key to Sustainable Prosperity, Delhi.
• Dahiya, R. & Usmani, A. (2013). Innovation: The key to Sustainable Prosperity. Presented at National Conference on Strategic Leadership in Public Sector, Delhi.
• Dahiya, R. & Saxena, D. (2010). Eco-friendly Innovations in Construction. Presented at National Conference on Environmentally sustainable development: A Bag of Green Profits, Delhi.

• Presented a paper in 14th International Research Conference on Thriving through Sustainability on 22^nd and 23^rd February, 2024 organized by Faculty of Tourism and Hospitality Management, Croatia.
• Presented a paper in International Conference on World Peace: An Essential Ingredient for the Survival of Humanity and Planet on 7^th January, 2024, organized by DSSR, Delhi.
• Presented a paper in National seminar on Fintech, Digitalization and Sustainability: India’s Vision for 2047 on19th January, 2024 organized by RDIAS, Rohini.
• Presented a paper in 6^th International Management Conference on Advances in Management through Research Innovation and Technology (16-18 December, 2020) organized by FIIB, New Delhi.
• Presented a paper in National Conference on Emerging Trends in Management Practices 2019 (11-12 April, 2019) orgainzed by RDIAS Rohini, Delhi. 
• Presented a paper in AIM-AMA Sheth Foundation Doctoral Consortium 2019 (7th January, 2019) organized by MICA, Gujarat.
• Presented a paper in National Conference on Contemporary Reforms in Management, Economy and Applied Business (9th February, 2018) organized by Shri Guru Gobind Singh College of Commerce, University of Delhi. 
• Presented a paper in 6th International Annual International Commerce Conference (11th January, 2018) organized by Department of Commerce, University of Delhi.
• Presented a paper in NASMEI Summer Marketing Conference on Creating Customer Value (29th July, 2017) organized by IIM Indore.
• Presented a paper on 2nd Global Leadership Research Conference 2017 on Innovation, Sustainability and Change: Major Challenges and Solutions (23-24 February, 2017) organized by Amity University, Noida.
• Presented a paper in International Tourism & Hospitality Conference (2-3 September, 2016) organized by Amity University, Noida.
• Presented a paper in National Conference on Sustainable Business Practices for Emerging Global Markets (27-28 November, 2015) organized by Vivekananda Institute of Professional Studies Delhi.
• Attended International Conference on Coping with Uncertainty (20 - 21 March, 2014) organized by Maharaja Agrasen Institute of Management Studies, Delhi.
• Attended a Seminar on Digital Media Marketing: A Time Waster or an Important Communication Tool (23rd March, 2013) organized by Jagan Institute of Management Studies, Delhi.
• Attended International Seminar on Global Slowdown or recession: India Vis avis Rest of the world (4-5th January, 2010) organized by Delhi School of Professional Studies and Research, Delhi.