About

Dr. Rajeev Kumar

Assistant Professor, Fashion Management Studies (MFM)

Kangra Campus

About

Dr. Rajeev Kumar

faculty-1

rajeev.kumar1@nift.ac.in
Campus Coordinator (CC)
Literary Club

LinkedIn Profile

About

Dr. Rajeev Kumar is an Asst. Professor and Course Coordinator in the Department of Fashion Management Studies (FMS) at the National Institute of Fashion Technology (NIFT), Kangra. With nearly 16 years of academic, research, and industry experience, he specializes in fashion marketing, retail management, consumer behaviour, branding, research methodology, and strategic management. His professional experience spans leading higher education institutions, including NIFT Chennai, NIT Kurukshetra, FDDI, Maharshi Dayanand University, and Kurukshetra University.

Dr. Kumar's research focuses on brand anthropomorphism, brand coolness, sustainable fashion, consumer behaviour, and retail service quality. He has authored and co-authored 15 research papers in reputed national and international journals, including the ABDC B-listed Spanish Journal of Marketing, and has presented five papers at national and international conferences. He also serves as a reviewer for several internationally reputed journals.

Beyond research and teaching, Dr. Kumar actively strengthens industry–academia collaboration by organizing 20+ expert sessions featuring leaders from renowned fashion and retail organizations. He has delivered expert lectures for government agencies and training institutions, organized research methodology workshops, served as Campus Coordinator for the VisioNxt Project, and remains committed to mentoring students, curriculum innovation, and advancing excellence in fashion management education.

Journal Publications

1. Tiwari, A. A., Kumar, R., & Singh, B. (2026). Wow! You're so cool! Does anthropomorphism affect brand coolness perceptions? Spanish Journal of Marketing, Advance online publication. https://doi.org/10.1108/SJME-09-2024-0262
2. Kumar, R., & Dayma, A. (2025). Perceived sustainability of fashion brands and its relation to willingness to pay more. International Research Journal of Modernization in Engineering Technology and Science, 7(6), 2749–2756. https://doi.org/10.56726/IRJMETS79685
3. Rudra, E., Dayma, A., & Kumar, R. (2024). Exploring Gen-Z buying behaviour towards luxury fashion. International Research Journal of Modernization in Engineering Technology and Science, 6(6), 4077–4085. https://doi.org/10.56726/IRJMETS59655
4. Kumar, R. (2022). This cool brand is so lovable: How brand coolness generates brand love? Pranjana: The Journal of Management Awareness, 24(1–2), 35–49. https://doi.org/10.5958/0974-0945.2021.00005.4
5. Kumar, R. (2020). Online customer reviews and ratings: Influence in consumer decision-making process. Pranjana: The Journal of Management Awareness, 23(1), 12–20. https://doi.org/10.5958/0974-0945.2020.00002.3
6. Kumar, R. (2018). Pursuit of Indian economy to cashless or less cash society. ELK Asia Pacific Journal of Marketing and Retail Management, 9(1), 61–69.
7. Kumar, R. (2018). Visual merchandising and its relevance in offline retail stores. ELK Asia Pacific Journal of Marketing and Retail Management, 9(2), 61–71. https://doi.org/10.16962/EAPJMRM/ISSN.2349-2317/2018
8. Kumar, R. (2017). Assessment of web-service quality provided by selected e-commerce websites. ELK Asia Pacific Journal of Marketing and Retail Management, 8(2), 53–64.
9. Kumar, R., & Mittal, A. K. (2017). Assessment of customer satisfaction and behavioral intentions in terms of customer service quality perception towards technology-based banking services provided by selected commercial banks operating in India. IIMS Journal of Management Science, 8(2), 229–246. https://doi.org/10.5958/0976-173X.2017.00018.5
10. Kumar, R. (2017). A proposed scale of assessing mobile app service quality (MAPPSQL). ELK Asia Pacific Journal of Marketing and Retail Management, 8(1), 60–70.
11. Kumar, R., & Mittal, A. (2015). Customer satisfaction and service quality perception of technology-based banking services: A study on selected public sector banks in India. Global Journal of Management and Business Research: E Marketing, 15(5), 39–45.
12. Mittal, A., & Kumar, R. (2015). Customer service quality perception of technology-based banking services: An empirical study on selected private sector banks operating in India. Prajnan: Journal of Social and Management Sciences, 44(4), 367–386. https://doi.org/10.1177/0970844820150404
13. Kumar, R., & Maan, P. (2015). Measuring retail service quality in terms of customer perception of multi-brand retail stores: A study with special reference to Shoppers Stop in India. ELK Asia Pacific Journal of Marketing and Retail Management, 6(4), 55–66.
14. Kumar, R. (2014). Technology-based banking services prevailing in the Indian banking industry: An overview and recent trends. Research Journal of Social Science and Management, 3(11), 21–29.
15. Maan, P., & Kumar, R. (2013). Effectiveness of advertisements on consumer buying behavior. International Journal of Retailing and Marketing, 5(1), 102–111.

Conference Papers Presented:

Kumar, R., Rani, P., & Sinha, S. (2023, March). Innovative marketing strategies in the new normal. Paper presented at the Sustainable Business Practices Conference, Maharaja Agrasen University, Solan, Himachal Pradesh, India. (Published in the conference proceedings).
Kumar, R., & Mittal, A. (2015, March 21). Customer satisfaction and service quality perceptions of technology-based banking services (TBBS). Paper presented at the National Seminar on Strategies for Business Excellence in the Global Era, University School of Management, Kurukshetra University, Kurukshetra, India. Sponsored by the University Grants Commission (UGC).
Suri, R., & Kumar, R. (2011, March 4–5). Banking sector reforms in India. Paper presented at the International Seminar on India and China in the Global Economy, Department of Economics, Kurukshetra University, Kurukshetra, India. Sponsored by the University Grants Commission (UGC).