Birla Institute of Technology, Mesra
Professor and Head , Management
Ph.D., MBA
Contact Address
Residence Address Ranchi
Permanent Address Department of Management BIT, Mesra , Ranchi - 835215 Jharkhand, India
Phone (Office) 916512275233
Phone Residence 916512532555
Email Id
   Joined Institute on : 1-Aug-1995

  Work Experience
Teaching : 23 Years

Research : 21 Years

Individual: 4 Years

  Professional Background

Worked as a Marketing professional in the industry (Publishing and Metal ) from 1991 to 1995

  Research Areas

1. Guided Doctoral work in the areas of Marketing Communication, Brand Management  & e- Governance.

2. Current rresearch areas include Marketing Communication, Brand Management,   Pedagogy for Technical Education


Journal Publications:

  1. Mishra P C, Shivani S , Kishore S (2018) , Information Technology as an enabler for Knowledge Management; A Study of Indian Coal Mining Industry, Journal of Global Information Technology Management, 21 (3), 208-225

  2. Mukherjee, S., & Shivani, S. (2016). Marketing mix influence on service brand equity and its dimensions. Vision20(1), 9-23.
  3. Kumari, S., & Shivani, S. (2014). Female Portrayals in Advertising and Its Impact on Marketing Communication—Pieces of Evidence from India. Management and Labour Studies39(4), 438-448.
  4. Banerjee, D., & Shivani, S. (2015). Has modern retailing in India influenced the consumption expenditure behavior of urban socioeconomic classes. Indian Journal of Marketing45(6), 37-52.
  5. Kumari, S., & Shivani, S. (2015). Mapping the Portrayal of Females in Contemporary Indian Advertisements. Media Watch6(2), 173-187.
  6. Mukherjee, S., & Shivani, S. (2013). Influence of physical evidence on service brand image dimensions and brand equity. Indian Journal of Marketing43(6), 15-28.
  7. Mukherjee, S., & Shivani, S. (2013). Service marketing mix and brand equity the servicescape advantage. Asian Journal of Research in Business Economics and Management3(4), 236-246.
  8. Kumari, S., & Shivani, S. (2012). A study on gender portrayals in advertising through the years: A review report. Journal of Research in Gender Studies2(2), 54.
  9. “Hedonic Value Perception Of Retail Product: A Demographic Comparison for Apparel” Research Link ,Vol XI (4) June 2012.
  10. “Indian Rural Market: Making Way for Growth and Sustenance for Corporate", Asia pacific Journal of Management, Published by Asia pacific Institute of Management, New Delhi, February, 2012.
  11. “A Study of Consumer Perception & Determinants of Hedonic Value for Non Food Products in India”, Journal of Management development & Research, Volume II, Issue I, June 2012.
  12. Mukherjee, S., & Shivani, S. (2011). Influencing the human elements: The industrial branding rationale. Vidwat4(2), 9.
  13. Chattopadhyay, T., Dutta, R. N., & Sivani, S. (2010). Media mix elements affecting brand equity: A study of the Indian passenger car market. IIMB Management Review, 22(4), 173-185.
  14. Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing mix elements influencing brand equity and brand choice. vikalpa35(3), 67-84.
  15. Chattopadhyay, T., Shivani, S., Krishnan, M., & Pillania, R. K. (2009). Consumer imperfection in observation–is it a boon for manufacturers? The case of India's automobile sector. International Journal of Electric and Hybrid Vehicles2(1), 1-17.
  16. Chattopadhyay, T., Shivani, S., & Krishnan, M. (2009). Determinants of brand equity-A blue print for building strong brand: A study of automobile segment in India. African Journal of Marketing Management1(4), 109-121.
  17. Shivani, S., Mukherjee, S. K., & Sharan, R. (2006). Socio-cultural influences on Indian entrepreneurs: The need for appropriate structural interventionsJournal of Asian Economics, 17(1), 5-13.

Conference Proceedings:

  1. Stereotypical Female Portrayal in Advertisements: A study of Impact on Brand Image and Purchase Intention among Young Consumers,  7th IIMA Conference on Marketing in Emerging Economies, January11-13, 2017.
  2. Women Empowerment in Indian Advertising: An Exploratory Study, Conference on Human Development in Jharkhand: Emerging Perspective in the Era of Post Millennium Development Goal , (MDG), October 2015.
  3. A Content Analysis of Female Portrayals in Indian Magazine Advertisements, IAM Conference, 2013, IIM Ahmadabad, December 2013.
  4. Female Portrayals in Advertising and its Impact on Marketing Communication – Evidences from India, International Conference on Research in  Marketing (ICRM), Department of Management Studies, IIT Delhi, December 2013.
  5. A Study of Hedonism of Non Food product published in proceedings of international conference of emerging economies. IIM Ahmadabad, January, 2013.
  6. Marketing Mix Influence on Brand Image and Brand Equity: A Study of the retail banking sector, MARCON – 2012, International Marketing Conference at IIM Calcutta, December 28-30, 2012.
  7. Controlling Advertising and Word of Mouth to build service brand equity”, National Seminar on Management Challenges in the New Milieu- The Road Ahead, ICFAI University, Ranchi , November, 2012.
  8. Marketing mix elements affecting select dimensions of brand equity” was published in the conference proceedings for MARCON 2010 conference organized by IIM, Kolkata, 27th – 29th December, 2010.
  9. Media mix elements affecting select dimensions of brand equity” was published in the conference proceedings for the 4th Great Lakes – NASMEI Marketing Conference, Chennai, December 23-24, 2010.
  10. Consumer Imperfection in observation. Is it a boon for the manufacturers? The case of automobile sector in India,” was published in the conference proceedings for the 2nd Great Lakes NASMEI marketing conference, Chennai, December 22– 24, 2008.
  11. Approaches to Measurement of Brand Equity, Oxford Business and Economics Conference, Oxford University, London, June 21-23, 2008.
  12.  Structural Interventions For Favourable Sociocultural Influences on Indian Entrepreneurs, New York City. In Conference on Entrepreneurship and Human Rights Fordham Universty., August 5-8, 2005


  Current Sponsored Projects

1.Director of  Project on , " Attitude towards Female Role Portrayal in Advertising & it's Impact on Brand Image and Purchase Intention; Linkages with Feminine Role Orientation", sponsored by Indian Council for Social Science Research, New Delhi.

2. Institute coordinator for the Pedagogy Project of National Mission for Education through Information & Communication Technology,  Ministry of HRD, Govt of India.