Sonal Purohit

About

Sonal Purohit, Ph.D is an Associate Professor in the marketing area at SIBM, a premier business school in India. She has served in several prestigious institutions in India over a period of twelve years and taught marketing subjects in postgraduate courses. She has research publications in reputed journals such as the Journal of Travel Research, Journal of Business Research, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, and Journal of Consumer Behavior, among others. Her research interests include artificial intelligence, technology adoption, services marketing, and bottom-of-the-pyramid marketing.

Employment

• Mudra Institute of Communications Ahmedabad Post Doctoral Fellow
  2022 - 2023
• Chandigarh University Associate Professor
  2019 - 2022
• EMPI Business School Assistant Professor
  2018 - 2018
• Banasthali University Assistant Professor
  2013 - 2016
• Symbiosis International University Associate Professor

Education

• Indian Institute of Management Ahmedabad Faculty Development Program
  2016 - 2016
• Maharaja Ganga Singh University MBA

Projects & Funding

Projects & funding information is unavailable.

Publications (37)

• Redefining Brand Engagement in the Metaverse: Innovativeness and Psychological Inspiration Through the Lens of Flow Theory
  International Journal of Electronic Commerce 2026 DOI: 10.1080/10864415.2026.2686039
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• Partnering in a Fractured World: How Political Awareness and Activism Shape International Business Choices
  Thunderbird International Business Review 2026 DOI: 10.1002/tie.70142
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• Cool Brands or Brand Coolness: A Systematic Literature Review and Future Research Agenda
  Journal of Consumer Behaviour 2026 DOI: 10.1002/cb.70116
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• The Antecedents and Consequences of Consumer Guilt: A Systematic Review and Agenda for Future Research
  Journal of Consumer Behaviour 2026 DOI: 10.1002/cb.70091
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• How International Firms Adapt to Geopolitical Catastrophes: Entrepreneurial Orientation and Political Awareness as Strategic Enablers
  Thunderbird International Business Review 2026 DOI: 10.1002/tie.70094
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• Reimagining case-based learning: The role of live video cases in developing core competencies
  2026 DOI: 10.2139/ssrn.6837404
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• Navigating Brand Conscientiousness in the Metaverse: A Qualitative Study to Analyse the Ethical Dimensions for Virtual Stakeholders
  Journal of Business Ethics 2026 DOI: 10.1007/s10551-026-06409-2
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• Impact of shareholder yield on financial distress: using competition and firm size as moderators
  Journal of Economic and Administrative Sciences 2025 DOI: 10.1108/jeas-08-2024-0276
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• The impact of AI on investor behavior in sustainable finance
  E-Finance: Transformative Strategies for Sustainable Development in the Digital Era 2025
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• How Can Religion Shape Pro-Environmental Behavior in a Materialistic World? Contrasting Idealism With Realism Religious Epics
  Journal of Consumer Behaviour 2025 DOI: 10.1002/cb.2464
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