Dr. Sarina Asif

Assistant Professor (Senior Scale)

Interest Area(s)

  • Marketing
  • Consumer Behaviour
  • Innovation & Entrepreneurship
Dr. Sarina Asif is an Assistant Professor in the School of Management & Commerce at K.R. Mangalam University, specialising in Marketing and Entrepreneurship. With a Ph.D. in Management (Marketing) from GD Goenka University and over 11 years of academic experience, she is involved in teaching, research, academic leadership, and curriculum development. She guides doctoral scholars, contributes to interdisciplinary projects, and has played key roles in accreditation, international collaboration, and institutional innovation. Her research contributions include 15+ publications in Scopus and UGC-CARE indexed journals, 2 authored/edited books, 6 book chapters, and 2 registered patents, with a focus on consumer behaviour, digital and green marketing, entrepreneurial ecosystems, sustainability, and AI in business.
  • Ph.D. Management, Year of passing: 2020, GD Goenka University, Haryana. Title of thesis: “Influence of Luxury Brands on Teenagers’ Buying Intention – A Study in Four Metro Cities of India.”
  • NTA-NET Qualified (Commerce), June 2019.
  • Master of Commerce (M.Com.), Year of passing: 2015; Christ Church P.G. College, Kanpur, India (secured 61.47%).
  • Bachelor of Commerce (B.Com.), Year of passing: 2013; Christ Church P.G. College, Kanpur, India (secured 64.31%).
11 Years

Dr. Asif’s research spans consumer behaviour, luxury brand influence, digital and green marketing, entrepreneurial ecosystems, sustainability, services marketing, and the application of AI and big data in marketing.

Her doctoral thesis, “Influence of Luxury Brands on Teenagers’ Buying Intention – A Study in Four Metro Cities of India,” examined the buying intention of luxury branded apparel among Indian teenagers with respect to gender, annual family income, and nativity, and the variables influencing that intention. The study was descriptive in nature, with data processed through IBM SPSS 23 and AMOS 26.

  • PhD Guide for four doctoral scholars (two awarded their PhD)
  • Vice-President (University Level), Institution’s Innovation Council (IIC-MIC)
  • Member, Board of Studies, K.R. Mangalam University
  • 2 registered patents (Design & Utility)
  • Invited Speaker, 33rd Annual MRSI Seminar 2025, Market Research Society of India
  • NPTEL Online Certification (Elite) – Strategic Services Marketing, IIT Roorkee/SWAYAM, 94% consolidated score (2026)
  • Star Performer of the Year, 2022
  • Secretarial Team Member, 2nd Women Achievers Awards 2022 by PNGI
  • Co-convener, Blood Donation Camp with Rotaract Club; organised NSS events
  • Asif, S. (2025, September). Bridging the Human-AI Readiness Gap in Marketing: A Conceptual Synthesis and the HACR Framework. 33rd Annual MRSI Seminar, Market Research Society of India, Gurugram. [Invited Speaker]
  • Asif, S. (2025, April). Exploring the Key Factors Influencing Entrepreneurial Intentions: A Comprehensive Review. ITSBT-25, K.R. Mangalam University (in collaboration with University of Sydney).
  • Asif, S. (2025, April). Exploring Trust and Security Perceptions in Online FMCG Purchases. ITSBT-25, K.R. Mangalam University.
    Asif, S. (2023, December). Entrepreneurial Dynamics in the Metaverse. Sir Cary Cooper-Woxen Inclusion Conference (WIN-23), Woxen University, Hyderabad.
  • Asif, S. (2023, December). Bibliometric Analysis of Innovation Strategies in Entrepreneurship and Business Management. International Conference on Vision 2030, K.R. Mangalam University.
  • Asif, S. (2023, December). An Impact of Higher Education Institutions in Boosting Entrepreneurship Ecosystem. WIN-23, Woxen University.
  • Asif, S. (2023, December). Challenges Faced by Consumers in E-Commerce Shopping: A Review. International Conference on Vision 2030, K.R. Mangalam University.
  • “Teenagers’ Attitude Towards Luxury Apparel: Gender Perspective,” National Conference on Managing Change in Evolving Economic Scenario, MDI Gurgaon, December 2017
  • “Analysis of Mistakes & Corrections Take-Away Made in India,” 3rd International Case Conclave – ELIXIR, GD Goenka University, September 2016
  • “Impact of Celebrity Endorsement on Cosmetic Brands,” International Conference on Management – ICON, GD Goenka University, 2016
  • Generative AI in Teaching Workshop, K.R. Mangalam University, February 2024
  • Experiential Learning: Case Study Workshop, K.R. Mangalam University, November 2023
  • Workshop on Emerging Trends in Research Methodologies, Maharishi Markandeshwar University, June 2020
  • Workshop on Questionnaire Making, GD Goenka University, August 2018
  • Annual Research Conclave: A Step Towards Collaborative Research, GD Goenka University, February 2018

Authored & Edited Books 

  • Asif, S., & Minz, N. K. (Eds.). (2025). Innovate to Dominate: AI and Sustainability in Business. Book Rivers. ISBN: 978-93-6884-718-2. 
  • Kaushik, T., Girotra, R., Singh, S., Asif, S., & Yadav, S. (2023). Sustainability, Resilience and Enterprise: Creating an Equitable Social Ecosystem. Bloomsbury Publishing India. ISBN: 978-9356405288. 

Book Chapters 

  • Asif, S., Minz, N. K., & Mathur, A. (2026). Sustainable Leadership for Institutional Environmental Stewardship: A Behavioral and Systems Approach for Transforming Organizations. IGI Global. DOI: 10.4018/979-8-3373-7877-0.ch005 
  • Asif, S., Mathur, A., & Minz, N. K. (2026). Reimagining Organizational Behavior Through AI-Human Synergy: Trust, Motivation, and Adaptive Leadership in Intelligent Workplaces. IGI Global. 
  • Asif, S., Mathur, A., & Minz, N. K. (2026). AI in Strategic Talent Acquisition. In Cases on AI-Driven Talent Economy and Human Capital. IGI Global. DOI: 10.4018/979-8-3373-3867-5.ch003 
  • Asif, S. (2025). The Role of Digital Food Marketing in Shaping Consumer Behavior and Sustainability in Emerging Economies. In Innovative Trends Shaping Food Marketing and Consumption (pp. 57–70). IGI Global. 
  • Asif, S. (2025). The Social Media Effect on Luxury Consumption: Redefining Consumer Behavior in the Digital Age. In Effective Marketing and Consumer Behavior Tactics for High-End Products (pp. 283–294). IGI Global. 
  • Asif, S. (2025). Leveraging Big Data and Predictive Analytics in Marketing Strategies. In Innovate to Dominate: AI and Sustainability in Business (Ch. 3, pp. 29–41). Book Rivers. 

Patents 

  • Bhardwaj, I., Mathur, A., Chaudhary, S., Asif, S., Virk, N. K., & Bharti, V. (2025). IoT-Enabled Customer Feedback System. Design No. 452152-001, Class 14-02. Indian Patent Office. 
  • Bharti, S., Meshram, A. R., Banerjee, S., Asif, S., Saini, N., & Rana, P. (2022). Guest Room Information Management System and Method. Application No. 202211032194 A. Indian Patent Office. 

Journal Articles / Working Papers 

  • Asif, S., & Minz, N. K. (2024). Waste to Wealth: Entrepreneurial Strategies for Sustainable Waste Management. 
  • Pooja, & Asif, S. (2024). Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials. 
  • Verma, H., & Asif, S. (2024). Unveiling the Dynamics of Startup Ecosystems: Key Drivers of Entrepreneurial Success. 
  • Asif, S., Sharma, P., & Gorakhnath, I. (2022). Analyzing the Role of Digital Marketing, Green Marketing, and CSR Policy in Brand Development: A Study of Retail Companies in India. Journal of Positive School Psychology. 
  • Garg, S., Asif, S., Yadav, S., & Kaushik, T. (2022). The Influence of Online Marketing on Start-ups. International Journal of Health Sciences. 
  • Asif, S., Sharma, P., & Gorakhnath, I. (2022). Energy Audit Report of G.D. Goenka University. Central European Management Journal. 
  • Asif, S., Saini, N., Singh, K., & Yadav, S. (2022). Impact of Internet of Things (IoT) on Supply Chain Management and Its Benefits in Tourism Industry. Journal of Harbin Institute of Technology, 54(6). 
  • Saini, N., & Asif, S. (2022). Analysis of Marketing Strategies Adopted by Travel Agencies to Promote Community-Based Tourism: A Case Study of Garhwal Region, Uttarakhand. Kanpur Philosophers, 9(5), 18–28. 
  • Asif, S., & Kaushik, T. (2022). Consumer Buying Behavior for Branded Apparel in Gurgaon: Post-Pandemic Trends and Shifting Preferences. GJAR, 9(4), 25–32. 
  • Asif, S., & Kaushik, T. (2021). Teenagers’ Attitude Towards Luxury Apparel: Gender Perspective. Asian Journal of Multidimensional Research. 
  • Asif, S., Gorakhnath, I., & Sharma, P. (2021). Relationship Between Personality Trait, Emotional Intelligence, and Academic Performance of University Students. Elementary Education Online, 20(4), 3577–3613. 
  • Asif, S. (2021). Study of Internet Banking Usage: Elderly vs Youth. Elementary Education Online, 20(6), 3086–3101. 
  • Asif, S. (2020). Herd Consumption Behaviour of Indian Youth Towards Luxury Fashion Brands: The Mediating Role of FoMO. Journal of Xidian University, 14(11), 1650–1658. 
  • Asif, S., & Kaushik, T. (2017). A Study of Consumer Buying Behavior for Branded Apparels in Gurgaon City. Global Journal of Advanced Research, 4(10), 1–8. 

Doctoral Thesis 

  • Asif, S. (2020). Influence of Luxury Brands on Teenagers’ Buying Intention: A Study in Four Metro Cities of India. GD Goenka University.