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IIMB Management Review

Journal of Indian Institute of Management Bangalore

IIM Bangalore offers Degree-Granting Programmes, a Diploma Programme, Certificate Programmes and Executive Education Programmes and specialised courses in areas such as entrepreneurship and public policy.

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About IIMB

The Indian Institute of Management Bangalore (IIMB) believes in building leaders through holistic, transformative and innovative education

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Tanvi Gupta

tanvi

 

Name: Tanvi Gupta
Batch/Specialisation: Marketing
Email: tanvi.gupta14@iimb.ernet.in
LinkedIn: https://www.linkedin.com/in/tanviguptamr/

Qualifications/Degrees:

  • PGPCM – Mudra Institute of Communications Ahmedabad (MICA), 2009-11.  Awarded Director’s Award for Academic Excellence (Gold Medal).

Research Areas: Cognitive semiotics, Cross-cultural psychology, Visual branding, Emotions

Journal Publication:

  • Gupta, S, Gupta, T and Shainesh, G. “Navigating from Program Loyalty to Company Loyalty,” IIMB Management Review, 2018.

Conference presentations:

  • Gupta, T and Lyndem, P K. “Evil Eye: The Business of Anticipated Malicious Envy in India.” A documentary film presented at the Association for Consumer Rsearch (ACR) Film Festival 2016 during October 27-29 at Berlin, Germany. The film can be viewed here: https://vimeo.com/156953282 (password: evileye)

  • Gupta, T and Lyndem, P K. “Two Shades of Green: Unravelling the Composition, Antecedents and Consequences of Benign and Malicious Envy on Brand Attitude.” Working paper presented at the Association for Consumer Research (ACR) Conference 2016 during October 27-29 at Berlin, Germany.

  • Gupta, S., Gupta, T. and Shainesh, G. “Involvement with Experience: Activating the Impact of Brand Experiences on Brand Attitude and Loyalty.” Presented at the Emerging Markets Conference 2015 during January 20-22, 2015 at IMT Dubai.

  • Gupta, S, Gupta, T and Shainesh, G. “Navigating from Program Loyalty to Company Loyalty,” International conference of Athens Institute for Education and Research, 27-30 June, 2016, Athens, Greece.

Professional Appointments/Work Experience:

  • Senior Research Executive, Millward Brown, Bangalore. April 2011 – May 2014.
    Quantitative and qualitative marketing research including brand tracking, advertising research, brand equity and semiotics.