Gladys Stephen

Education

• Ph.D. - National Institute of Technology Tiruchirappalli
• M.B.A. Karunya University
• B.Tech Karunya University

Conferences, Seminars & Talks

Handled a session on 'Innovative Qualitative Research methods' in a Research Colloquium on Business and Social Sciences organized by Department of Management Studies, National Institute of Technology, Tiruchirappalli

Academic Positions

• Post Doctoral Fellow - Indian Institute of Technology Madras (2018-2019)
• Teaching Assistant - Applied Marketing Management, Consumer Behaviour- Executive MBA (2019) IIT Madras

Research Areas

• Responsible Consumption
• Integrated Marketing Communications - Brand placement
• Cause related Marketing

Awards

Won 'Gold Medal' for holding the top rank in MBA program at a University level.

Significant Publications

Investigating the role of audience movie-viewing motives on brand placement in movies- 2019, Journal of Global Scholars of Marketing Science (Accepted for Publication - ABDC-'B'

Natarajan, T., Jublee, D. I., Kasilingam, D. L., & Stephen, G. (2018). The moderating role of social themes in cause-related marketing advertisements. International Review on Public and Nonprofit Marketing, (ABDC-B)

Natarajan, T., Balasubramaniam, S. A., Stephen, G., Jublee, D. I., & Kasilingam, D. L. (2018). The influence of audience characteristics on the effectiveness of brand placement memory. Journal of Retailing and Consumer Services, 44, 134-149, (ABDC-A)

Thamaraiselvan Natarajan, Senthil Arasu Balasubramaniam, Gladys Stephen & J. Daniel Inbaraj (2018): Brand placements: prevalence and characteristics in Bollywood movies, 1995-2015, Journal of Media Business Studies, 15(1), 57-88, (Scopus Indexed)

Understanding consumers’ behavior towards sustainable consumption by using the SHIFT framework and Organismic Integration Theory (OIT) , Working Paper, 2022