Assistant Professor

Dr Ajitha Soundararaj

Department of Management


  1. Luxury Marketing and Counterfeiting
  2. Fashion Marketing and Brand Management
  3. New Technology Adoption and Consumer Behavior



Anna University


MS University


National Institute of Technology, Tiruchirappalli


  • 2018 - Guest lecturer –   invited to deliver a guest lecture titled “An Applications of Operations Research in the Luxury Market” - Alliance School of Business, Bangalore
  • 2018 - Industrial Trainer - Leadership Development program on “OWNERSHIP OF BUSINESS and 360-degree approach to problems”, handled two-hour session in a workshop titled “Conflict management under the concept of marketing and sales” for the CHENNAI GATE rice industry employees in the cadre of Area Manager, Regional Manager and Zonal Manager.
Reviewer of the following journals:
  • Journal of Brand Management – Springer publication (SSCI listed, ABDC – A category)
  • Journal of Retailing and Consumer Services – Elsevier publications (SSCI listed, ABDC – A category)
  • Personality and Individual Differences - Elsevier publications (SSCI listed, ABDC – A category)
  • Systemic Practice and Action Research (SSCI listed, ABDC – B category)
  • Asia-Pacific Journal of Marketing and Logistics – Emerald Publications (listed in SSCI and ABDC – B category)

Research Interest

Luxury Marketing and Counterfeiting
  • Luxury counterfeit consumption values and social consequences: materialism, conspicuous and social exclusion and inclusion (Analysis – Thematic / Template analysis) – Qualitative research
  • Rural consumers’ ignorance, online consumption experience, and counterfeiting – Evidence from rural India India – (Analysis – Thematic / Template analysis) - Qualitative research
  • The role of personal and social luxury value and buying addiction towards highly visibly consumed luxury cosmetic brands - (Analysis – SEM – Structural Equation Modeling) -  Quantitative research
  • The impact of Luxury value, Attitude and Brand commitment towards cosmetic products among consumers in India – (Analysis – PLS-SEM – Structural Equation Modeling) - Quantitative research
  • Socio-psychological perception towards luxury brand use among X and Y consumer generation. - Quantitative research
  • Consumer E-lifestyle and price sensitivity - Quantitative research
Collaborative research (New Technology Adoption)
  • Chatbots personalisation: Online Luxury fashion brand shopping experience
  • Upgradation of Retail Sector & the influence of Artificial Intelligence (Internet of Things, Blockchain)

Awards & Fellowships

  • 2019 - Awarded the title “Market Master” for winning the market place simulation game conducted by The University of Tennessee, Knoxville
  • 2017 - Received Overall Best Paper Award - North American Society for Marketing Education in India conference & IIM Indore
  • 2012 - University rank 1st - M.Phil. Programme (Gold medallist) – MS University
  • 2009 - University rank 3rd – BBA – GAC –MS University
  • 2010 - National Eligibility Test - UGC
  • 2012 – 2017 - Junior and Senior Research Fellowship (Ph.D) – UGC


  • Association for Consumer Research, USA (


International and National Conferences
  • 2019 - The Counterfeit Consumerism – Values and social Consequences, Association for Psychological Science, 3rd Biennial International Convention of Psychological Science Paris, France.
  • 2019 - The Moderating Role of demographic factors in using Mobile Shopping Applications on the Attitude and Intention to Use Chatbots for Mobile Shopping - Asia Pacific ACR (Association for Consumer Research) Conference, USA, Indian Institute of Management (IIM), Ahmedabad.
  • 2019 - Understanding the behavioural patterns of consumer to Use Internet of Things Technologies - 7th Academy of Indian Marketing (AIM) – American Marketing Association (AMA) & Sheth Foundation Conference, MICA, Ahmedabad.
  • 2018 - Physical vanity under psychosocial values and its relationships with purchase intention towards Luxury Cosmetic Brands: skin tone and age as a moderator variable.The Mystique of Luxury Brands Conference, hosted by The Luxury Branding Research Cluster – Curtin University, Social Science University, and Louken Group, Singapore.
  • 2018 - Understanding the Attitude and Intention to Use Chatbots for Mobile Shopping - PAN IIT India Management Conference (PANIITMC), Indian Institute of Technology (IIT), Roorkee.
  • 2017 - Does counterfeiting overrule the marketplace? - Consumption practices and Social consequences: exclusion and inclusion. IIM Indore – North American Society for Marketing Education in India (NASMEI) Summer Marketing Conference - Received Overall Best Paper Award with a cash prize.
  • 2018 - Luxury Counterfeit Consumption - Research Colloquium conducted by Research Forum, National Institute of Technology (NIT), Trichy.
  • 2012 - An investigation of the level of employee attrition and its impact on corporate industries – National conference on management practices at crossroads: ‘challenges and opportunities,’ Kongu Engineering College, Tamilnadu.
  • 2012 - An impact on employee attitude and diversion due to the dominance of the Internet in the 21st century - National seminar on new paradigms in management research, Kerala University.
  • 2011 - Understanding the employee attrition at Renault Nissan Automotive India Pvt. Ltd. (5 months internship as HR Trainee in RNAIPL).
  • 2010 - A Study on service tax and its implications on excise duty concerning M/S Roca bathroom products Pvt. Ltd., Chennai. (Murugappa Group).
  • 2009 - A Study on conflict management styles of the employees - IFE Logistics (India) Pvt. Ltd., Chennai.
  • Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands. - Ajitha, S., and V. J. Sivakumar. Journal of Retailing and Consumer Services 39 (2017): 103-113. [ABDC - ‘A’ ranked and Q1 journal, SSCI listed, Impact Factor – 2.919.]
Book Chapters
  • 2012 - The journey of traditional marketing to interactive marketing and its sustainability - International Conference on Sustainable Marketing Strategies Issues and Challenges / ISBN 978-93-82338-15-4
  • 2012- Employee distraction due to the usage of social networking sites in workplace”– Trends in Commerce and Management, / ISBN 978-81-8094-136-89(hb)

Contact Details