IIT Madras

Department of
Management Studies
Contact Us
Dr. Varisha Rehman
Faculty Profile

Dr. Varisha Rehman

Professor
Ph.D. — Indian Institute of Information Technology (IIIT), Allahabad
M.B.A. — (International Business), Aligarh Muslim University
B.Com (Hons.) — Aligarh Muslim University
Cleared UGC-NET
varisha[at]iitm[.]ac[.]in +91-44-2257 4572 Office: DoMS 207

Research Interests

[Image of marketing branding concepts]
  • Food Marketing
  • Advertising and Branding
  • Brand Crisis
  • Bottom of the Pyramid Market

Experience

  • Assistant Professor: Department of Management Studies (DoMS), IIT – Madras (Since September 2013).
  • Assistant Professor (Marketing): Galgotias University (October 2012 – September 2013).

Selected Publications

  • Khatoon, Sajira., & Rehman, Varisha. (2021). Negative Emotions in Consumer Brand Relationship: A Review and Future Research Agenda. International Journal of Consumer Studies.
  • Chandrasekar Kalpana & Rehman Varisha (2021). Responsibility finds a way: A Typology and Framework Development Approach towards Public Sector Crisis Management. International Journal of Strategic Communication.
  • Selvanayagam, Karthik & Rehman Varisha (2021). Building “Pyramid of Oneness” - Delineating Differences among Human Brands, Celebrities and Person-Brands. Advances in Consumer Research.
  • Manohar, S., Rehman V. and Sivakumaran B. (2021). Role of unfamiliarity and information on consumers’ willingness to try new healthy foods. Food Quality and Preference.
  • Rehman,V. (2019). Revisiting the fairness paradigm Synthesis of literature and application of the self-concept theory. Society and Business Review.
  • Selvanayagam, K. and Rehman V. (2019). Materialism, Television and Social Media - Analysis of the Transformation of Post-Colonial Indian Market. Journal of Historical Research in Marketing.
  • Rehman, V. (2018). Attitudinal change in children: An insight from three decade of advertising campaigns in India. Journal of Marketing Communications.
  • Selvanayagam, K. and Rehman V. (2018). A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions. Advances in Consumer Research.
  • Manohar, S. and Rehman V. (2018). Brand resurrection in an emerging economy. Journal of Marketing Communications.
  • Manohar, S. and Rehman V. (2018). Consumers' Choice of Functional Foods: A Case Study of Millets in India. Journal of International Business Education.
  • Manohar S. and Rehman V. (2017). Drivers to Nurturance: Application and Extension of FWB in India. Journal of International Food & Agribusiness Marketing.
  • Rehman, V. (2017). Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era. Global Business Review.
  • Rehman V. and Vaish A. (2015). Exploring the impact of need to evaluate on advertisements: a study of small city Indian consumers. International Journal of Indian Culture and Business Management.
  • Rehman, V. and Vaish, A. (2013). Content Fusion in Traditional and New Media: A Conceptual Study. Journal of Internet Commerce.

Conference Presentations

  • Chandrasekar Kalpana and Rehman V. (2020). Micro, Meso and Macro exploration of the Public Sector Crisis Management. 6th Management Colloquium, IIT Kharagpur.
  • Chaudhary Ayush and Rehman V. (2019). Integration of Geddesian Town Planning Theory into Marketing. AMS World Marketing Congress, Edinburgh.
  • Chaudhary Ayush and Rehman V. (2019). Understanding the BoP market from the interdisciplinary lens of town planning theory and SoR model. INFORMS Marketing Science, Rome.
  • Chaudhary, Ayush and Rehman V. (2019). What Works Better for BoP and ToP consumers? International Conference on Evidence Based Management, BITS Pilani (Best Paper Award).
  • Selvanayagam K. and Rehman V. (2019). A Conceptual Framework of the Role of Shame during Violation of Trust. ACR Asia Pacific Conference, IIM Ahmedabad.
  • Chaudhary Ayush and Rehman V. (2019). Applying the Geddesian Triad Theory of Town Planning... ACR Asia Pacific Conference, IIM Ahmedabad.
  • Chaudhary Ayush and Rehman V. (2018). Integration of Stimulus Organism Response (SOR) Model with Geddesian Town Planning Theory. PAN IIM Conference, IIM Bangalore.
  • Manohar S. and Rehman, V. (2018). How effective is information in persuading people to taste different types of unfamiliar healthy foods? Emerging Markets Conference Board, Johannesburg.
  • Manohar S. and Rehman, V. (2018). Inculcating healthy food choices in India. JAMS-Thought Leaders Conference, ISB Hyderabad.
  • Udayakumar, B. and Rehman V. (2018). Understanding the Dynamics of Subsistence Marketplace Interactions. CERE, IIM Indore.
  • Chaudhary Ayush, Kumar R., Baskaran K. and Rehman V. (2018). An Alternate Perspective of New Product Development for the Bottom of the Pyramid Market. CERE, IIM Indore.
  • Manohar S. and Rehman, V. (2018). Does the information influence choice of new healthy food In males and females? ISMS Marketing Science Conference, Philadelphia.
  • Manohar S. and Rehman, V. (2018). Do people rely on information for food choice? 11th European ACR Conference, Ghent.
  • Manohar S. and Rehman, V. (2018). Do Variety Seekers rely on information for their food choice? AMS World Marketing Congress, Portugal.
  • Manohar S. and Rehman, V. (2018). Is there an effect of health benefits and taste expectations on the willingness to try a new food? Global Marketing Conference, Tokyo.
  • Manohar S. and Rehman, V. (2017). Role of Food Neophobia and Type of Unfamiliarity in Influencing Willingness to Try Novel Healthy Foods. IIM Indore-NASMEI Summer Marketing Conference.
  • Selvanayagam K. and Rehman V. (2017). Who Did What When? - Brand Equity & Corporate Response. INDAM, IIM Indore.
  • Manohar S. and Rehman, V. (2016). Controversies of Dairy brand in India. Conference on Brand Management, New Delhi.
  • Manohar S. and Rehman, V. (2016). The role of Brand credibility in influencing the health conscious consumers’ intention to purchase convenience food. Conference on Brand Management, New Delhi.
  • Rehman V. (2016). Identification of Gaps in Antecedents and Consequences of Consumer Behavior. AMS World Marketing Congress.
  • Rehman, V. (2015). Do we exactly know entertainment? Demystifying the lines of Entertainment Marketing. AMS Annual Conference.
  • Rehman, V. (2015). Media Mix: A Dilemmatic Confluence between Traditional and New Media Channels. 4th European Business Research Conference, London.
  • Manohar S. and Rehman, V. (2015). Role of CSR in affecting food choices in India. Global Summit on CSR, New Delhi.
  • Rehman V. (2013). Music, Emotions and Colors: Imperative Content Dimensions of Advertising. 5th Annual American Business Research Conference, New York.