Ministry of Education
Preeti Tak
VIDWAN ID: 232902

Dr Preeti Tak

Female
Assistant Professor
IIFT KOLKATA
Delhi
Expertise: Management
ORCID 0000-0002-3953-4443 Scopus 57216743918 Google Scholar 3CYN7REAAAAJ
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11 Publications
0 Projects
594 Scopus Citations
515 CrossRef
8 Years 6 Months Total Experience
Publications
11 Total
Articles
11
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Scopus Scopus
594 Citations
7 h-index
CrossRef CrossRef
515 Citations
7 h-index
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Assistant Professor
Mar 2018 – Present
IIFT KOLKATA
Social Sciences
Management

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Scholarly Work

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Antecedents of Brand Loyalty in the Context of Events

University Indian Institute of Foreign Trade
Year 2025
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Scholarly Publications

Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse

Open Access
Journal Article
Information Systems Frontiers. Year: 2023. Volume: 25 , Issue: 5 , Pages: 2071-2114 .
Authors: Yogesh K. Dwivedi; Nir Kshetri; Laurie Hughes; Nripendra P. Rana; Abdullah M. Baabdullah; Arpan Kumar Kar; Alex Koohang; Samuel Ribeiro-Navarrete; Nina Belei; Janarthanan Balakrishnan; Sriparna Basu; Abhishek Behl; Gareth H. Davies; Vincent Dutot; Rohita Dwivedi; Leighton Evans; Reto Felix; Richard Foster-Fletcher; Mihalis Giannakis; Ashish Gupta; Chris Hinsch; Animesh Jain; Nina Jane Patel; Timothy Jung; Satinder Juneja; Qeis Kamran; Sanjar Mohamed AB; Neeraj Pandey; Savvas Papagiannidis; Ramakrishnan Raman; Philipp A. Rauschnabel; Preeti Tak; Alexandra Taylor; M. Claudia tom Dieck; Giampaolo Viglia; Yichuan Wang; Meiyi Yan
DOI 10.1007/s10796-023-10400-x Crossref Crossref: 193 Scopus Scopus: 201

From gameful affordances to lasting engagement: deepening customer-brand connections in mobile environments

Open Access
Journal Article
Asia Pacific Journal of Marketing and Logistics. Year: 2026.
Authors: Tripti Ghosh Sharma; Ankit Kesharwani; Preeti Tak; Sanjit K. Roy; Ameet Pandit
DOI 10.1108/APJML-10-2025-2144

Antecedents of visitors’ brand loyalty: An investigation of India International Trade Fair

Journal Article
Journal of Convention & Event Tourism. Year: 2024. Volume: 25 , Issue: 5 , Pages: 378-407 .
Authors: Kamna Virmani; Preeti Tak
DOI 10.1080/15470148.2024.2403550

Using UTAUT 2 model to predict mobile app based shopping: evidences from India

Journal Article
Journal of Indian Business Research. Year: 2017. Volume: 9 , Issue: 3 , Pages: 248-264 .
Authors: Tak, P.; Panwar, S.
DOI 10.1108/JIBR-11-2016-0132 Crossref Crossref: 128 Scopus Scopus: 180

Psychological motivations and compulsive buying : A Study of Consumers in Delhi

Journal Article
Indian Journal of Marketing. Year: 2013. Volume: 43 , Issue: 9 , Pages: 47 .
Authors: Singh, S.; Tak, P.
DOI 10.17010/ijom/2013/v43/i9/38351

Decoding Live-streaming Commerce and Customer Engagement: A Review and Research Directions

Journal Article
FIIB Business Review. Year: 2026. Pages: 23197145261426224 .
Authors: Ila Yadav; Preeti Tak; Ashish Gupta
DOI 10.1177/23197145261426224

Examining Travel Mobile App Attributes and Its Impact on Consumer Engagement: An Application of S-O-R Framework

Journal Article
Journal of Internet Commerce. Year: 2021. Volume: 20 , Issue: 3 , Pages: 293-318 .
Authors: Tak, P.; Gupta, M.
DOI 10.1080/15332861.2021.1891517 Crossref Crossref: 74 Scopus Scopus: 84

The moderating role of exhibitionism in the relationship between psychological needs and selfie-posting behavior

Journal Article
Current Psychology. Year: 2021. Volume: 42 , Issue: 5 , Pages: 3610-3616 .
Authors: Arpaci, I.; Tak, P.; Shekhawat, H.
DOI 10.1007/s12144-021-01732-5 Crossref Crossref: 10 Scopus Scopus: 7
Showing 1 to 8 of 11 publications