Sakhhi Chhabra

She has taught core and elective marketing subjects to postgraduate students and executives at prestigious MBA institutes. She has successfully published research papers, case studies and book chapters in renowned International and National Journals. She has presented her research work at various reputed conferences in India and abroad.

Publications

Assessing Loss Due to COVID-19 in the Homestay Sector and Comprehending Resilience Strategies
Assessing Loss Due to COVID-19 in the Homestay Sector and Comprehending Resilience Strategies
Sakhhi Chhabra, Ramkrishan Padhy. © 2024. 20 pages.
In this research, the authors estimate the revenue loss due to COVID-19 on homestays in 13 districts of Uttarakhand, India. They use novel techniques and unique variables to...
Why Does Privacy Paradox Exist?: A Qualitative Inquiry to Understand the Reasons for Privacy Paradox Among Smartphone Users
Why Does Privacy Paradox Exist?: A Qualitative Inquiry to Understand the Reasons for Privacy Paradox Among Smartphone Users
Sakhhi Chhabra. © 2022. 20 pages.
In this exploratory study, the main aim was to find, ‘why do people disclose information when they are concerned about their privacy?’. The reasons that provide a plausible...
Conceptual Review of Technology Enabled Marketing
Conceptual Review of Technology Enabled Marketing
Sakhhi Chhabra. © 2022. 16 pages.
Technology is changing rapidly, which is constantly changing the status quo in people's lives. It is difficult for marketers to understand these accelerating changes and act...
Understanding Doppelgänger Brand Image: The Darker Side to Emotional Branding
Understanding Doppelgänger Brand Image: The Darker Side to Emotional Branding
Sakhhi Chhabra. © 2020. 9 pages.
With ubiquitous digital growth in the last two decades, consumers' belief of authenticity has become robust. Empowered consumers voice their opinion boldly through internet...
Understanding Doppelgänger Brand Image: The Darker Side to Emotional Branding
Understanding Doppelgänger Brand Image: The Darker Side to Emotional Branding
Sakhhi Chhabra. © 2018. 9 pages.
With ubiquitous digital growth in the last two decades, consumers' belief of authenticity has become robust. Empowered consumers voice their opinion boldly through internet...