Name M. Nithya
Designation Faculty Associate
Area of Specialization Marketing
  • PhD (Pursuing at Anna university, Chennai)
  • MBA (Marketing & HR) – Thiagarajar School of Management, Madurai.
  • B Tech – Tamil Nadu Agricultural University, Coimbatore.

Cleared UGC-NET, awarded Junior and Senior Research Fellowship in Management – June 2011


Mob : 0091 – 8754442944

Email :

Research Areas Brand stretching, Co-branding, Brand switching behaviour, Asian perspective of consumer decision making.
Academic Positions
  • Assistant Professor at Gandhigram Rural university, Gandhigram
Significant Publications
  • “Factors influencing consumer’s attitude and choice behaviour of brand extension: an evidence from India” is accepted for publication in Australian Journal of Basic and Applied Science (Thompson Reuters, Scopus, ABDC Indexed).
  • “Consumer Evaluation of Brand Extension: The Role of Market Related Variables” in Research Journal of Social Science & Management, Vol-5, Issue – II, June 2015, pp : 103-110, ISSN: 2251-1571 (listed in Proquest).
  • “The Relationship Between Advertising Effort and Consumer Evaluation of Brand Extension: A mediator Analysis” in International Journal of Advanced Research in Management and Social Sciences, Vol-4, Issue – IV, April 2015, pp : 322-338, ISSN: 2278-6236 (listed in Cabell’s directory, UK).
  • “Does marketing support help brand extension success? A three-path mediation model from Indian perspective” in Asia Pacific Journal of Research, Vol-1, Issue – XXI, January 2015, pp : 111-126, ISSN: 2320-5504 (listed in proquest).
Papers presented at international conferences “Assessing prospective strategic alliance partners to sustain innovation” in an International conference on Sustainable innovation in global scenario on 15th December 2011 organized by Madras Christian College, Chennai.
Workshops Attended Workshop on “Executive excellence” by DOMS, Fatima College, Madurai.
Certification Course Attended
  • Rural Marketing” by Rural Marketing Association of India (RMAI)
  • Pass with Merit by the University of Cambridge in the ESOL entry level certificate.
FDP Attended
  • “Learning to do academic research for publishing in academic journals and for doctoral dissertations” at IIM Kozhikode
  • “Data Analysis for Management Research” at IIM Kozhikode
Short Term Training Program Attended
  • “Research Methodology, Techniques of writing, research articles and Ph.D thesis preparation” UGC sponsored at Anna University, Chennai
  • “How to do a good Ph.D thesis” at Anna University, Chennai