Dr. Sarina Asif

Assistant Professor – Management & Commerce

Interest Area(s)

  • Marketing
  • Consumer Behaviour
  • Innovation & Entrepreneurship
Dr. Sarina Asif completed her Ph.D. from GD Goenka University, Haryana, in Feb 2020. Her dissertation is entitled “Influence of Luxury Brands on Teenagers Buying Intention- A Study in Four Metro Cities of India.” She completed her Master’s in Commerce in 2015 and her Bachelor’s in Commerce in 2013 from Christ Church P.G. College, Kanpur. She has cleared UGC-NET (Commerce) in 2019. She has 10 publications and 1 patent publication.
  • Ph.D. Management, Year of passing: 2020, GD Goenka University Haryana, Title of the thesis: ‘Influence of Luxury Brands on Teenagers Buying Intention- A Study in Four Metro Cities of India’.
  • 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: 2014; Christ Church P.G. College, Kanpur, India (secured 64.31%).

8 Years

  • Dr. Sarina has thesis is entitled ” Influence of Luxury Brands on Teenagers Buying Intention- A Study in Four Metro Cities of India.” In her Ph.D. thesis, the first objective was to examine the buying intention of luxury branded apparel with respect to gender and annual family income among Indian teenagers. The second objective was to examine the buying intention of luxury branded apparel with respect to nativity among Indian teenagers. The third objective was to examine the different variables influencing the buying intention of” luxury branded apparel. The research was descriptive in nature and the collected data was processed through IBM SPSS 23 and AMOS 26.
  • Star Performer of the Year 2022
  • Secretarial Team Member of 2nd Women Achievers Awards 2022 by PNGI
  • Co-convener of Blood Donation Camp in association with Rotaract club
  • Organized NSS events
  • “Teenagers’ Attitude Towards Luxury Apparel: Gender Perspective”, National Conference on Managing Change in Evolving Economic Scenario, December 2017
  • “Analysis of Mistakes & Corrections Take-Away Made in India”, 3rd International Case Conclave- ELIXIR, September 2016
  • “Impact of Celebrity Endorsement on Cosmetic Brands”, 3rd International Conference on Management- ICON, February 2026
  • Workshop on “Emerging Trends in Research Methodologies” organized by Maharishi Markandeshwar (Deemed to be University) in June 2020.
  • Workshop on “Questionnaire Making” organized by GD Goenka University in August 2028.
  • Annual Reasearch Conclave on “A Step Towards Collaborative Research” organized by GD Goenka University in February 2018.
  • Sharma, P., Gaba, J. & Asif, S. (2022). Energy Audit Report of G.D. Goenka University. Central European Management Journal, 6(3), 1970-1977.
  • Garg, S., Asif, S., & Yadav, S. The influence of online marketing on start-ups.
  • Asif, S., Sharma, P., & Gorakhnath, M. 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, 2204-2216.
  • Asif, S., Saini, M. 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), 2022.
  • 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., Gorakhnath, M. I., & Sharma, P. (2021). Relationship Between Personality Trait, Emotional Intelligence And Academic Performance Of University Students. Ilkogretim Online, 20(4), 3577-3613.
  • Asif, S. (2021). Study Of Internet Banking Usage: Elderly Vs Youth. Ilkogretim Online, 20(6), 3086-3101.
  • Asif, S. (2020). Herd consumption behaviour of indian youth towards luxury fashion brands: The mediating role of fomo. Xi’an Dianzi Keji Daxue Xuebao/Journal of Xidian University, 14, 707-728.
  • Asif, S. (2020). Herd consumption behaviour of indian youth towards luxury fashion brands: The mediating role of fomo. Xi’an Dianzi Keji Daxue Xuebao/Journal of Xidian University, 14, 707-728.
  • Asif, S., & Kaushik, T. (2017). A study of consumer buying behavior for branded apparels in Gurgaon City. Global Journal of Advanced Research, 4(10), 367-377.
  • Guest Room Information Management System and Method, Application Number: 202211032194 A, Publication Date: May 10, 2022