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About Us

Harmeen Soch

Harmeen Soch is a Professor of Marketing at the Department of Management and Hospitality, I.K. Gujral Punjab Technical University, Kapurthala, India. Her research interests focus on customer relationship management, adoption of mobile technologies, scale development and validation, customer loyalty, service recovery and brand experience. She has published articles in various national and international journals like Journal of Asia Business Studies, Journal of Indian Business Research, Journal of Services Research, Global Business Review, Journal of Global Marketing and Journal of Air Transport Management.

Publications

Navigating the Metaverse: A Comprehensive Guide to Marketing, Branding, and Innovation

Delving into the dynamic intersections of augmented reality, artificial intelligence, blockchain, and spatial computing, this chapter offers strategic insights for brands seeking...