Dr Sharad Gupta

Department: Marketing & Strategy

Office/Location: 1.41b

Telephone: 6638

Email: sgupta@cardiffmet.ac.uk

Staff Overview

​​​​Dr Sharad Gupta is an alumnus of IIM Indore (FT 2023 Rank #89 in global top 100; AACSB, EFMD, & AMBA accredited), IIT BHU, and University of Delhi. He has 21 years of experience (including initial 10 years in Industry, with last designation as Senior Vice President).

He teaches primarily at post-graduate level and has taught across UG, PG, and executive programmes. In classes, he draws upon his experience in Insurance, Pharmaceuticals, and IT industries. He maintains strong industry links and uses pedagogies like problem-based learning, case-based learning, and project-based learning. His video tutorials can be subscribed at YouTube channel – Marketing Platter.

Sharad publishes in FT50, ABS, and ABDC listed journals. Apart from collaborating with researchers for high-impact publications, he also guides students and industry professionals for research-based publications and conference presentations. He serves as reviewer and editorial board member across management journals. He engages with international scholarly organisations like Academy of Marketing Science (USA), British Academy of Management (UK), and Academy of Indian Marketing (India), Sharad has recently become a member of the American Marketing Association (USA)​. He is a life member of All India Management Association.


​​Current teaching -

Advertising and Brand Management
Business Marketing
Marketing Management
Advertising, Branding, PR, and Sales Projects

Supervisions -

Advertising Projects
International Research Projects
Capstone Projects

He has previously also taught Marketing Analytics (5 years), Marketing Research (4 years), Consumer Behaviour (5 years), Digital Marketing (3 years), and Sales (3 years) at PG level. He is available for post-graduate supervision.


​​Dr. Gupta’s research interests include Mindfulness, Sustainability, and Online Promotions with primary emphasis on consumer behaviour and policy aspects. He actively collaborates for research and has collaborated with researchers from four continents of NA, Europe, Asia, and Australia. Many of his students have presented in international conferences and published in journals.

His works have been published/accepted in FT50, ABS and ABDC listed journals. He is regularly invited to review articles of ABS listed journals like Journal of Consumer Behaviour, Frontiers in Psychology, and others. He is Senior Editor – Sustainability at Global Business and Organizational Excellence (ABDC listed journal). He is also editorial board member for a few other journals.

He has presented at globally renowned conferences of Academy of Marketing Science (USA), Association for Consumer Research (USA), American Marketing Association (USA), British Academy of Management (UK), IIMs, IITs, etc.

Key Publications

​​Gupta, S., & Sheth J. N. (2023, accepted). “Mindful Consumption: its conception, measurement, and implications”. Journal of the Academy of Marketing Science. (FT 50 Journal).

​​Gupta, S., Lim, W. M., Verma, H. V., & Polonsky, M. J. (2023). “How can we encourage Mindful consumption? Insights from mindfulness and religious faith”. Journal of Consumer Marketing. 40(3). 344-358. https://doi.org/10.1108/JCM-11-2021-5011

​​Saini, D., Sharma, M., Gupta, S. & Verma, H. V. (2021). Effect of Social Media Influencers and Celebrity Endorsers on Brand Loyalty through Brand Image. Empirical Economics Letters, 20(Special Issue 3). 161-170.

​​Gupta, S., & Verma, H. V. (2020). Mindfulness, mindful consumption, and life satisfaction. Journal of Applied Research in Higher Education. 12(3). 456-74. https://doi.org/10.1108/JARHE-11-2018-0235

​​Gupta, S., & Verma, H. (2019). Mindful consumption behaviour: Scale development and validation. Asian Journal of Multidimensional Research (AJMR), 8(5), 271-278.

Other Projects and activities

  • Segmenting sustainable consumers
  • Augmented Reality, Website Quality and Brand Recall
  • Frugal consumption behaviour
  • Ad avoidance, Government messaging, and SDG 11

External Links