Ministry of Education
Sharma Yukti
VIDWAN ID: 624913

Ms Sharma Yukti

Female
Assistant Professor (Grade-I) | Department of Marketing
Indian Institute of Management Tiruchirapalli
Tamil Nadu
Expertise: Humanities, Multidisciplinary
Scopus 57219152565 Google Scholar 66cjbCIAAAAJ
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11 Publications
0 Projects
122 Scopus Citations
116 CrossRef
1 Year 7 Months Total Experience
Publications
11 Total
Articles
11
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Scopus Scopus
122 Citations
6 h-index
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116 Citations
6 h-index
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Assistant Professor (Grade-I)
Feb 2025 – Present
Indian Institute of Management Tiruchirapalli | Department of Marketing
Arts and Humanities
Humanities, Multidisciplinary

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Scholarly Work

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Scholarly Publications

Customer development-product development dilemmas in startup firms: a qualitative investigation into founder's involvement

Journal Article
Journal of Research in Marketing and Entrepreneurship. Year: 2023. Volume: 25 , Issue: 3 , Pages: 455-476 .
Authors: Eesley, D.T.; Sharma, Y.; Singh, R.; Sindhav, B.
DOI 10.1108/JRME-02-2022-0014 Crossref Crossref: 3 Scopus Scopus: 3

From pandemic to Prada: examining online luxury-brand self-narratives

Journal Article
Marketing Intelligence & Planning. Year: 2022. Volume: 40 , Issue: 4 , Pages: 527-541 .
Authors: Sharma, Y.; Silal, P.; Kumar, J.; Singh, R.
DOI 10.1108/MIP-05-2021-0153 Crossref Crossref: 8 Scopus Scopus: 8

A road less traveled in nostalgia marketing: impact of spiritual well-being on effects of nostalgic advertisements

Journal Article
Journal of Marketing Theory and Practice. Year: 2021. Volume: 29 , Issue: 3 , Pages: 289-307 .
Authors: Singh, R.; Sharma, Y.; Kumar, J.
DOI 10.1080/10696679.2020.1836975 Crossref Crossref: 22 Scopus Scopus: 24

Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness

Journal Article
Journal of Retailing and Consumer Services. Year: 2021. Volume: 58 , Pages: 102305 .
Authors: Sanyal, S.N.; Mazumder, R.; Singh, R.; Sharma, Y.
DOI 10.1016/j.jretconser.2020.102305 Crossref Crossref: 19 Scopus Scopus: 19

E-government and economic governance for global environmental performance: An exploration of sustainability typologies and transitions

Journal Article
Technological Forecasting and Social Change. Year: 2024. Volume: 206 .
Authors: Prakrit Silal; Yukti Sharma
DOI 10.1016/j.techfore.2024.123563 Crossref Crossref: 13 Scopus Scopus: 12

Mapping the effect of healthy and unhealthy food and beverages marketing: two decades of bibliometric analysis

Review
European Journal of Marketing. Year: 2023. Volume: 57 , Issue: 1 , Pages: 149-184 .
Authors: Yukti Sharma; Prakrit Silal
DOI 10.1108/EJM-09-2021-0717 Crossref Crossref: 16 Scopus Scopus: 16

Impact of education on health-beliefs in an emerging economy: Understanding urban vs. rural differences and the moderating effect of social capital

Journal Article
Health Marketing Quarterly. Year: 2020. Volume: 37 , Issue: 4 , Pages: 316-332 .
Authors: Saravana Jaikumar; Yukti Sharma; Prakrit Silal
DOI 10.1080/07359683.2021.1947077 Crossref Crossref: 4 Scopus Scopus: 5

Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers

Journal Article
Journal of Consumer Marketing. Year: 2023. Volume: 40 , Issue: 1 , Pages: 44-55 .
Authors: Sharma, Y.; Jaikumar, S.
DOI 10.1108/JCM-10-2019-3454 Crossref Crossref: 5 Scopus Scopus: 3
Showing 1 to 8 of 11 publications