Associate Professor, Department of Management,
BITS Pilani, Pilani Campus
Her primary areas of research are: Sustainable consumption, online brand equity and consumer behavior, retail & consumer behavior, services marketing and e-business productivity. Her PhD work made empirical investigations into consumer attitudes in retail out-of-stock situations. Subsequently, research in following areas were undertaken:
- Sustainable consumption attitudes and behavior in children
- Online brand equity, it's sources and antecedents to sources
- Information and Communication Technology (ICT) and business productivity in SMEs.
- ICT and it's impact on micro-enterprises: retail and small dairy farmers
She has guided two full time PhD scholars in above mentioned areas. Her work also involves mentoring off-campus & on-campus PhD students in the capacity of their Doctoral Advisory Committee (DAC). Additionally, she is also a member of the Doctoral Research Committee at Department level.
Dr. Rani has been an Ad Hoc reviewer for Asia Pacific Journal of Marketing and Logistics since 2007 & on the Editorial board of Journal of Information Technology Case and Application Research.