M.Sc.,MBA, Ph.D

Brand management

Marketing of services

Promotion effectiveness & Consumer Behaviour 

Journal Articles/Conferences/Book Chapters

• Sahay, E.,Mukherjee, S. (2023). Organic Consumption through Framing Effect in Green Messages: A Cross-Sectional Study in India. Iranian Journal of Management Studies (in print). (SCOPUS and ESCI indexed).

doi 10.22059/IJMS.2022.339043.674975

• Chapter 3. Shivani, S., Sahay, E., Mukherjee, S., Fatima, S. (2022). Attitude towards female role portrayal in Advertising and its Impact on Brand Image & Purchase Intention: Linkages with feminine Role Orientation. In Salunkhe, U, Murthy, D. N., Rajan, B., Patil (Eds.), Stakeholder wellbeing and value creation” Management Series 12. Transnational Press, London.(Scopus)

ISBN: 978-1-80135-171-3

• Sahay, E., Mukherjee, S. (2022). A bibliographic analysis of research on framing effect (with an emphasis on goal framing) between 1974 to 2021. Journal of Positive School Psychology, 6(4), 2021-2037 (Scopus).
• Sahay, E., Mukherjee, S. (2021). Understanding Communication Needs of Organic Food Consumers in India: A Grounded Theory Approach. Turkish Online Journal of Qualitative Inquiry, 12(6), 8909-8924. (Scopus).
• Sahay, E., Mukherjee, S. (2019). A review on organic consumption in young India: A push by leveraging Subjective Norms through effective communication in the age of social media. International Journal of Research Culture Society, 3(1), 94–98. (UGC-CARE)
• Sahay, E. & Mukherjee, S. (2018). A Review of Ethical Consciousness (EC) and Organic food Choice: A Ripe opportunity to communicate with the market. International Journal of Research Culture Society, 2(1), 44–49. (UGC-CARE)
• Mukherjee, S., Shivani, S. (2016). Marketing mix influence on service brand equity and its dimensions; Vision-The journal of Business Perspective(Sage Publications) ,  MDI Gurgaon;  20 (1), 9-23 (Scopus & ABDC)
• Mukherjee, S. (2016).Antecedents and Impact of Consumer Trust in Business to Business markets. Amity Journal of  Marketing (AJM), 1(1),41-58
• Mukherjee, S. (2013) Influence of physical evidence on service brand image dimensions and brand equity. Indian Journal of Marketing, 43(6), 5-28, ISSN 0973-8703.(Scopus, ABDC)
• Mukherjee, S. (2013).  Service Marketing Mix and Brand Equity: The servicescape advantage; Asian Journal of Research in Business Economics and Management (Asian Research Consortium)
• Mukherjee, S., & Shivani, S. (2011). Influencing the Human Elements: The Industrial Branding Rationale. Vidwat: The Indian Journal of Management, 4 (2).
• Shivani, S., Mukherjee, S., Mukherjee, S. K., & Sharan, R. (2006). Socio-cultural influences on Indian entrepreneurs: The need for appropriate structural interventions. Journal of Asian Economics, 17(1), 5-13. (Scopus, SSCI)
• S.Mukherjee,S.N.Sahdeo, Chapter title: Branding an industrial product:The potential untapped, Book name: Core sector management for global competitiveness Publisher :Excel books, New Delhi,Year:2010, ISBN:978-81-7446-832-1.
• Mukherjee, S.,  Shivani, S. (2006) Green Marketing: Corporate Social Responsibility and the Opportunity Ahead, “Growth, Journal of Management Training Institute SAIL, 34 (1)
•  Shivani, S., Mukherjee, S. (2005), Socio cultural Influences on Indian Entrepreneurship: A gender based study of Salient Entrepreneurial traits, The Alternative, 5(1).

Conferences

• Choudhary N., Sinha, A.P., Mukherjee, S. 2022, May, 30-31. Service Innovation in Fostering Customer Satisfaction and Loyalty: A critical Review. International conference on sustainability: Research Education and Practice, BIT Mesra, Jharkhand, India.
• Choudhary N., Sinha, A.P., Mukherjee, S. 2022, August, 24-25. Imperatives of Service Innovation On Customer Satisfaction And Loyalty: Perspective Of Indian Retail Banking Sector. International Marketing Conference-II, IIM Shillong, Meghalaya, India. 
• Choudhary N., Sinha, A.P., Mukherjee, S. 2022, October, 28-29. Exploring Employee Involvement in Service Innovation: Study of Indian Retail Banking Sector. International Conference on Contemporary Issues in Emerging Markets (CIEMC 2022), IIM Bodh Gaya, Bihar, India.
• Sahay, E., Mukherjee, S., 2022, January, 27-28. Stakeholder Well-Being through Value Creation. WeSchool’s 3rd International Conference, Mumbai, India
• Sahay, E., Mukherjee, S., Shivani, S. 2017, January, 11-13. Biased (Stereotypical) Female Portrayal in Advertisements: A Study of Impact on Brand Image and Purchase Intention among Young Consumers. 7^th International Conference on Marketing in Emerging Economies. IIM Ahmadabad, Gujarat, India
• Mukherjee, S. 2014, December 12-13. Influence of perceived service quality on consumer trust and Loyalty: A study             with reference to SME’s.  ICBPEM International Marketing Conference. NIT Rourkela, Odisha, India.
• Mukherjee, S., Shivani, S. 2012, December, 28-30. Marketing Mix Influence on Brand Image and Brand Equity: A Study of the Retail Banking Sector. MARCON (International Marketing Conference.  IIM Calcutta, West Bengal, India.
• Mukherjee, S. 2012, November, 7. Controlling Advertising and Word of Mouth to Build on Service Brand Equity.  National Seminar on Management Challenges in the new Milieu-The Road Ahead.  ICFAI University, Ranchi, India
• Mukherjee, S. 2005, March, 10-11. Green Marketing: Issues and Concerns. National seminar on Green Productivity & Sustainable Development., BIT, Mesra, Ranchi, India.

ICSSR  (2025-2026)/

“Gamification for promoting Sustainable Consumption in Rural Households: A Pilot Study on Domestic Fuel and Ultra Processed Food”

Behavioural Economics-Psychology of Decision Making/ISBN: 978-93-6422-049-1

• PhD Guidance (BIT Mesra) - Dr. Evelina Sahay (awarded in 2023) /Topic: Framing effect in marketing Messages and its Impact on Purchase intention-A Quasi Experimental study on Organic food “

Journal: Amity journal of Marketing.( UGC approved journal, ISSN-2455-975X (print),ISSN-2456-1703 (on line),

Publisher-Amity journal of allied areas (ADMAA)