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Professor Gunjan Saxena

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Gunjan Saxena

Professor


Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships (2023)
Journal Article
Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (in press). Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships. Management & Sustainability: An Arab Review, https://doi.org/10.1108/MSAR-07-2023-0037

Purpose Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands... Read More about Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships.

An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers (2023)
Thesis
Kinawy, R. N. Z. (2023). An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4260894

Building on social identity theory, this study develops and investigates a conceptual model that assesses the effect national identity has on the willingness to pay for local origin products. A systematic literature review highlighted the the... Read More about An empirical examination of the effect of national identity on willingness to pay for local origin products : a focus on Egyptian consumers.

Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study (2022)
Thesis
Ogunbiyi, V. O. (2022). Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4247304

This research focuses on the main causes of food waste and strategic approaches that can be applied in reducing food service sector waste in the context of the Garki district of Abuja, Nigeria. Food waste (FW) is a global concern which is intricately... Read More about Critical evaluation of the impact of multi- stakeholders’ practices on food waste management in the Garki districts of Abuja, Nigeria– a qualitative study.

Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage (2022)
Journal Article
Zaky, A., Mohamed, H., & Saxena, G. (2022). Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage. European Journal of Marketing, 56(12), 3313-3346. https://doi.org/10.1108/EJM-11-2020-0796

Purpose-This study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and relational and affords new ways of understanding the phenomenon.... Read More about Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage.

Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage (2022)
Journal Article
Zaky, A., Mohamed, H., & Saxena, G. (2022). Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage. European Journal of Marketing, 56(12), 3313-3346. https://doi.org/10.1108/EJM-11-2020-0796

Purpose: This study aims to conceptualise the panic buying behaviour of consumers in the UK during the novel COVID-19 crisis, using the assemblage approach as it is non-deterministic and relational and affords new ways of understanding the phenomenon... Read More about Conceptualising the panic buying phenomenon during COVID-19 as an affective assemblage.

Role of Sundarbans bagh bidhwa entrepreneurs in tourism (2022)
Journal Article
Rajoana, J., & Saxena, G. (2022). Role of Sundarbans bagh bidhwa entrepreneurs in tourism. Annals of Tourism Research, 97, Article 103486. https://doi.org/10.1016/j.annals.2022.103486

This study sheds light on the role bagh bidhwa (tiger widow) entrepreneurs play in engendering sustainable rural tourism in the Sundarbans area of Bangladesh. According to the data collected in 2017 by author from the Bangladesh Forest Department, an... Read More about Role of Sundarbans bagh bidhwa entrepreneurs in tourism.

Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming (2022)
Thesis
Afranie, S. B. (2022). Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4224464

Since the early 1980’s, in developed countries such as Japan and the United States of America, several technological applications have been used experimentally to boost food production and enhance farming practices, especially in areas which are not... Read More about Study of new technological implications to improve food productivity and security in Ghana : case insights into the use of drones in cocoa farming.

Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh (2020)
Journal Article
Saxena, G., Mowla, M. M., & Chowdhury, S. (2020). Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh. Journal of Sustainable Tourism, 1-27. https://doi.org/10.1080/09669582.2020.1745216

Abstract In this paper, we examine two dimensions of social interface as key contributors to spiritual capital in the coastal community of Cox’s Bazar in Bangladesh. These include an extended set of interactional networks or meaning-making processes... Read More about Spiritual capital (Adhyatmik Shompatti) – a key driver of community well-being and sustainable tourism in Cox’s Bazar, Bangladesh.

“From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women (2020)
Journal Article
Rangwala, S., Jayawardhena, C., & Saxena, G. (in press). “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women. European Journal of Marketing, https://doi.org/10.1108/EJM-02-2019-0135

Purpose – This study aims to explore consumption practices of new middle-class Indian women to explicate how they are challenging traditional social norms and redefining their identity through their consumption practices. Design/methodology/approa... Read More about “From caged birds to women with wings”: A perspective on consumption practices of new middle-class Indian women.

Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal (2019)
Journal Article
Ross, D., & Saxena, G. (2019). Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal. Annals of Tourism Research, 79, Article 102790. https://doi.org/10.1016/j.annals.2019.102790

This paper focuses on the creative ingenuity of tourism providers in storying and providing varied readings of archaeological sites that have been physically lost. In conceptualising providers' efforts in mobilising (in)tangible aspects of archaeolog... Read More about Participative co-creation of archaeological heritage: Case insights on creative tourism in Alentejo, Portugal.