{"id":66104,"date":"2026-01-16T11:34:05","date_gmt":"2026-01-16T06:04:05","guid":{"rendered":"https:\/\/doms.iitm.ac.in\/wordpress\/?page_id=66104"},"modified":"2026-03-03T17:16:27","modified_gmt":"2026-03-03T11:46:27","slug":"varisharehman","status":"publish","type":"page","link":"https:\/\/doms.iitm.ac.in\/index.php\/people\/faculty\/varisharehman\/","title":{"rendered":"varishaRehman"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"66104\" class=\"elementor elementor-66104\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f33c38d e-flex e-con-boxed e-con e-parent\" data-id=\"f33c38d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-9ab6c38 elementor-widget elementor-widget-html\" data-id=\"9ab6c38\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div id=\"doms-fac-hero-v2-root\" class=\"doms-fh2-iso-scope\">\r\n\r\n    <link href=\"https:\/\/fonts.googleapis.com\/css2?family=Manrope:wght@400;500;600;700&family=Playfair+Display:ital,wght@0,400;0,700;1,400&display=swap\" rel=\"stylesheet\">\r\n\r\n    <style>\r\n        \/* --- 1. 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!important; }\r\n            \r\n            .doms-fh2-name { font-size: 30px !important; }\r\n            .doms-fh2-contact-row { flex-direction: column !important; gap: 15px !important; }\r\n        }\r\n    <\/style>\r\n\r\n    <div class=\"doms-fh2-card\">\r\n        \r\n        <div class=\"doms-fh2-img-col\">\r\n            <img decoding=\"async\" src=\"https:\/\/doms.iitm.ac.in\/wp-content\/uploads\/2026\/02\/2U2A0826-scaled-e1771330965954.jpg\" \r\n                 alt=\"Dr. Varisha Rehman\" style=\"filter:none\"\r\n                 class=\"doms-fh2-img\">\r\n        <\/div>\r\n\r\n        <div class=\"doms-fh2-info-col\">\r\n            \r\n            <span class=\"doms-fh2-role-badge\">Faculty Profile<\/span>\r\n\r\n            <h1 class=\"doms-fh2-name\">Dr. Varisha Rehman<\/h1>\r\n            <span class=\"doms-fh2-designation\">Professor<\/span>\r\n\r\n            <div class=\"doms-fh2-edu\">\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>Ph.D.<\/strong> \u2014 Indian Institute of Information Technology (IIIT), Allahabad\r\n                <\/div>\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>M.B.A.<\/strong> \u2014 (International Business), Aligarh Muslim University\r\n                <\/div>\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    <strong>B.Com (Hons.)<\/strong> \u2014 Aligarh Muslim University\r\n                <\/div>\r\n                <div class=\"doms-fh2-edu-item\">\r\n                    Cleared UGC-NET\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div class=\"doms-fh2-contact-row\">\r\n                \r\n                <a href=\"mailto:varisha@iitm.ac.in\" class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M3 8l7.89 5.26a2 2 0 002.22 0L21 8M5 19h14a2 2 0 002-2V7a2 2 0 00-2-2H5a2 2 0 00-2 2v10a2 2 0 002 2z\"\/><\/svg>\r\n                    varisha[at]iitm[.]ac[.]in\r\n                <\/a>\r\n\r\n                <span class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M3 5a2 2 0 012-2h3.28a1 1 0 01.948.684l1.498 4.493a1 1 0 01-.502 1.21l-2.257 1.13a11.042 11.042 0 005.516 5.516l1.13-2.257a1 1 0 011.21-.502l4.493 1.498a1 1 0 01.684.949V19a2 2 0 01-2 2h-1C9.716 21 3 14.284 3 6V5z\"\/><\/svg>\r\n                    +91-44-2257 4572\r\n                <\/span>\r\n\r\n                <span class=\"doms-fh2-contact-item\">\r\n                    <svg class=\"doms-fh2-icon\" fill=\"none\" viewBox=\"0 0 24 24\" stroke=\"currentColor\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M19 21V5a2 2 0 00-2-2H7a2 2 0 00-2 2v16m14 0h2m-2 0h-5m-9 0H3m2 0h5M9 7h1m-1 4h1m4-4h1m-1 4h1m-5 10v-5a1 1 0 011-1h2a1 1 0 011 1v5m-4 0h4\"\/><\/svg>\r\n                    Office: DoMS 207\r\n                <\/span>\r\n\r\n            <\/div>\r\n\r\n        <\/div>\r\n\r\n    <\/div>\r\n<\/div>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c3a5eee e-flex e-con-boxed e-con e-parent\" data-id=\"c3a5eee\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-efe719a elementor-widget elementor-widget-html\" data-id=\"efe719a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<div id=\"doms-profile-body-varisha-root\" class=\"doms-pb1-iso-scope\">\r\n\r\n    <div class=\"doms-pb1-container\">\r\n        \r\n        <div class=\"doms-pb1-tabs\">\r\n            <button class=\"doms-pb1-tab active\" onclick=\"openTabVarisha(event, 'tab-varisha-interests')\">Interests & Experience<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabVarisha(event, 'tab-varisha-publications')\">Publications<\/button>\r\n            <button class=\"doms-pb1-tab\" onclick=\"openTabVarisha(event, 'tab-varisha-conferences')\">Conferences<\/button>\r\n        <\/div>\r\n\r\n        <div class=\"doms-pb1-content-area\">\r\n\r\n            <div id=\"tab-varisha-interests\" class=\"doms-pb1-panel active\">\r\n                <h2 class=\"doms-pb1-heading\">Research Interests<\/h2>\r\n                \r\n                \r\n\r\n[Image of marketing branding concepts]\r\n\r\n\r\n                <ul class=\"doms-pb1-list\">\r\n                    <li>Food Marketing<\/li>\r\n                    <li>Advertising and Branding<\/li>\r\n                    <li>Brand Crisis<\/li>\r\n                    <li>Bottom of the Pyramid Market<\/li>\r\n                <\/ul>\r\n\r\n                <h2 class=\"doms-pb1-heading\" style=\"margin-top: 40px;\">Experience<\/h2>\r\n                <ul class=\"doms-pb1-list small-text\">\r\n                    <li><strong>Assistant Professor:<\/strong> Department of Management Studies (DoMS), IIT \u2013 Madras (Since September 2013).<\/li>\r\n                    <li><strong>Assistant Professor (Marketing):<\/strong> Galgotias University (October 2012 \u2013 September 2013).<\/li>\r\n                <\/ul>\r\n            <\/div>\r\n\r\n            <div id=\"tab-varisha-publications\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Selected Publications<\/h2>\r\n                <div class=\"doms-pb1-scroll-box\">\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li>Khatoon, Sajira., & Rehman, Varisha. (2021). Negative Emotions in Consumer Brand Relationship: A Review and Future Research Agenda. International Journal of Consumer Studies.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Selvanayagam, Karthik & Rehman Varisha (2021). Building \u201cPyramid of Oneness\u201d - Delineating Differences among Human Brands, Celebrities and Person-Brands. Advances in Consumer Research.<\/li>\r\n                        <li>Manohar, S., Rehman V. and Sivakumaran B. (2021). Role of unfamiliarity and information on consumers\u2019 willingness to try new healthy foods. Food Quality and Preference.<\/li>\r\n                        <li>Rehman,V. (2019). Revisiting the fairness paradigm Synthesis of literature and application of the self-concept theory. Society and Business Review.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Rehman, V. (2018). Attitudinal change in children: An insight from three decade of advertising campaigns in India. Journal of Marketing Communications.<\/li>\r\n                        <li>Selvanayagam, K. and Rehman V. (2018). A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions. Advances in Consumer Research.<\/li>\r\n                        <li>Manohar, S. and Rehman V. (2018). Brand resurrection in an emerging economy. Journal of Marketing Communications.<\/li>\r\n                        <li>Manohar, S. and Rehman V. (2018). Consumers' Choice of Functional Foods: A Case Study of Millets in India. Journal of International Business Education.<\/li>\r\n                        <li>Manohar S. and Rehman V. (2017). Drivers to Nurturance: Application and Extension of FWB in India. Journal of International Food & Agribusiness Marketing.<\/li>\r\n                        <li>Rehman, V. (2017). Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era. Global Business Review.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Rehman, V. and Vaish, A. (2013). Content Fusion in Traditional and New Media: A Conceptual Study. Journal of Internet Commerce.<\/li>\r\n                    <\/ul>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            <div id=\"tab-varisha-conferences\" class=\"doms-pb1-panel\">\r\n                <h2 class=\"doms-pb1-heading\">Conference Presentations<\/h2>\r\n                <div class=\"doms-pb1-scroll-box\">\r\n                    <ul class=\"doms-pb1-list small-text\">\r\n                        <li>Chandrasekar Kalpana and Rehman V. (2020). Micro, Meso and Macro exploration of the Public Sector Crisis Management. 6th Management Colloquium, IIT Kharagpur.<\/li>\r\n                        <li>Chaudhary Ayush and Rehman V. (2019). Integration of Geddesian Town Planning Theory into Marketing. AMS World Marketing Congress, Edinburgh.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>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).<\/li>\r\n                        <li>Selvanayagam K. and Rehman V. (2019). A Conceptual Framework of the Role of Shame during Violation of Trust. ACR Asia Pacific Conference, IIM Ahmedabad.<\/li>\r\n                        <li>Chaudhary Ayush and Rehman V. (2019). Applying the Geddesian Triad Theory of Town Planning... ACR Asia Pacific Conference, IIM Ahmedabad.<\/li>\r\n                        <li>Chaudhary Ayush and Rehman V. (2018). Integration of Stimulus Organism Response (SOR) Model with Geddesian Town Planning Theory. PAN IIM Conference, IIM Bangalore.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2018). Inculcating healthy food choices in India. JAMS-Thought Leaders Conference, ISB Hyderabad.<\/li>\r\n                        <li>Udayakumar, B. and Rehman V. (2018). Understanding the Dynamics of Subsistence Marketplace Interactions. CERE, IIM Indore.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2018). Does the information influence choice of new healthy food In males and females? ISMS Marketing Science Conference, Philadelphia.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2018). Do people rely on information for food choice? 11th European ACR Conference, Ghent.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2018). Do Variety Seekers rely on information for their food choice? AMS World Marketing Congress, Portugal.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>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.<\/li>\r\n                        <li>Selvanayagam K. and Rehman V. (2017). Who Did What When? - Brand Equity & Corporate Response. INDAM, IIM Indore.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2016). Controversies of Dairy brand in India. Conference on Brand Management, New Delhi.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2016). The role of Brand credibility in influencing the health conscious consumers\u2019 intention to purchase convenience food. Conference on Brand Management, New Delhi.<\/li>\r\n                        <li>Rehman V. (2016). Identification of Gaps in Antecedents and Consequences of Consumer Behavior. AMS World Marketing Congress.<\/li>\r\n                        <li>Rehman, V. (2015). Do we exactly know entertainment? Demystifying the lines of Entertainment Marketing. AMS Annual Conference.<\/li>\r\n                        <li>Rehman, V. (2015). Media Mix: A Dilemmatic Confluence between Traditional and New Media Channels. 4th European Business Research Conference, London.<\/li>\r\n                        <li>Manohar S. and Rehman, V. (2015). Role of CSR in affecting food choices in India. Global Summit on CSR, New Delhi.<\/li>\r\n                        <li>Rehman V. (2013). Music, Emotions and Colors: Imperative Content Dimensions of Advertising. 5th Annual American Business Research Conference, New York.<\/li>\r\n                    <\/ul>\r\n                <\/div>\r\n            <\/div>\r\n\r\n        <\/div>\r\n    <\/div>\r\n\r\n    <script>\r\n        function openTabVarisha(evt, tabName) {\r\n            var i, tabcontent, tablinks;\r\n            \r\n            \/\/ Hide all tab panels within this specific root\r\n            const root = document.getElementById('doms-profile-body-varisha-root');\r\n            tabcontent = root.getElementsByClassName(\"doms-pb1-panel\");\r\n            for (i = 0; i < tabcontent.length; i++) {\r\n                tabcontent[i].style.display = \"none\";\r\n                tabcontent[i].classList.remove(\"active\");\r\n            }\r\n\r\n            \/\/ Remove active class from all tab buttons\r\n            tablinks = root.getElementsByClassName(\"doms-pb1-tab\");\r\n            for (i = 0; i < tablinks.length; 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Experience Publications Conferences Research Interests [Image of marketing branding concepts] Food Marketing Advertising and Branding Brand Crisis&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":15092,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-66104","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/comments?post=66104"}],"version-history":[{"count":19,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66104\/revisions"}],"predecessor-version":[{"id":75184,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/66104\/revisions\/75184"}],"up":[{"embeddable":true,"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/pages\/15092"}],"wp:attachment":[{"href":"https:\/\/doms.iitm.ac.in\/index.php\/wp-json\/wp\/v2\/media?parent=66104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}