Ruchi Garg

Ruchi Garg is assistant professor at BML Munjal University, Gurgaon. She is pursuing her fellowship in management from Management development Institute, Gurgaon. Her research interests are Brand Love, Consumer brand relationship, sustainability communication and consumer behaviour.

Publications

Corporate Social Responsibility and Digital Marketing
Corporate Social Responsibility and Digital Marketing
Usha Chauhan, Ruchi Garg, Ritu Chhikara. © 2022. 17 pages.
The purpose of this chapter is to make a combination of two concepts CSR and digital marketing and to find out the various challenges faced by practitioners for effective CSR...
A Qualitative Insight Into the Personal Factors Impacting Online Impulse Behavior
A Qualitative Insight Into the Personal Factors Impacting Online Impulse Behavior
Harish Kumar, Ruchi Garg, Payal Kumar, Ritu Chhikara. © 2020. 13 pages.
The purpose of the chapter is to have a deeper understanding of impulse buying and find out the different personal factors that affect the impulse behavior of the consumer in the...
Corporate Social Responsibility and Digital Marketing
Corporate Social Responsibility and Digital Marketing
Usha Chauhan, Ruchi Garg, Ritu Chhikara. © 2019. 17 pages.
The purpose of this chapter is to make a combination of two concepts CSR and digital marketing and to find out the various challenges faced by practitioners for effective CSR...
Driving Customer Appeal Through the Use of Emotional Branding
Driving Customer Appeal Through the Use of Emotional Branding
Ruchi Garg, Ritu Chhikara, Tapan Kumar Panda, Aarti Kataria. © 2018. 366 pages.
The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now...
Consumer-Brand Relations: An Investigation Into the Concept of Brand Hate
Consumer-Brand Relations: An Investigation Into the Concept of Brand Hate
Ruchi Garg, Ritu Chikkara, Himanshu Suman, Shashan Pande, Rahul Sharan, Tapan Kumar Panda. © 2018. 12 pages.
This research adapted Stemberg's (2003) triangular theory of hate to explore consumer brand relationships. Authors discussed that the protean character of Consumer brand...