Prof. Amit Anand Tiwari, Ph.D., served as Assistant Professor of Marketing at IIM Rohtak. He earned his doctorate from IIM Lucknow and brings over a decade of combined academic and industry experience.
 

His research focuses on cultural products and industries, specializing in Service-dominant logic, brand coolness, and information disorder. His work has appeared in leading academic journals, including the Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Sports Management etc.

Tiwari A. A. & Murty V. (2025). “Symbolic Interactionism and the Metamorphosis of Sports Brands: IPL’s Journey from Niche to Mass Cool.” Journal of Sports Management     
                                                                                                                    
Gupta, S., Deodhar, S. J., Tiwari, A. A., Gupta, M., & Mariani, M. (2024). How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement. Journal of Business Research, 176, 114613.      
                                                                                                                      
Tiwari, A. A., Gupta, S., Zamani, E. D., Mittal, N., & Agarwal, R. (2023). An Overarching Conceptual Framework for ICT-enabled Responsive Governance. Information Systems Frontiers, 1-22.
                                                                                                                           
Gupta, S., Jain, G., & Tiwari, A. A. (2022). Polarised social media discourse during COVID-19 pandemic: evidence from YouTube. Behaviour & Information Technology, 42(2), 227-248.     
       
Tiwari A. A., Chakraborty A., & Maity M. (2021). Technology product coolness and its implication for brand love. Journal of Retailing and Consumer Services, 58, 102258.

Singh B. & Tiwari, A.A. (2020). Customer stewardship behavior and stewardship fatigue: a conceptual framework. Marketing Intelligence & Planning, 38(3), 386-399.     
 

Tiwari A.A., Gupta, S., Zamani E.D., (2023). An overarching conceptual framework for ICT-enabled Responsive Governance. UKAIS 2023 Conference. Kent, UK.

Rastogi S., Chakraborty A., Tiwari A.A., (2022). Decoding Service Coolness. ANZMAC 2022, Perth, Australia, 5-7 December, *Proceedings* (pp. 491).

Gupta, S., Kaur, K., Tiwari, A.A. (2022). Inductive Model for social media-Engendered Beliefs in Conspiracy Theories. 20th AIMS International Conference on Management, IIM Kozhikode, India

Causes and Symptoms of Socio-Cultural Polarisation. Springer Singapore.             

Tiwari A.A., Murty V. and Gupta S. (2025) “Small Steps, Big Impact: VILLAGE WAYS and Responsible Tourism” Ivey case publishing

Gupta S., Kishore N., Tiwari, A.A. (2024) “Creditas: Cracking the Loan Code” Ivey publishing

Tiwari, A.A., Gupta S., Chakraborty A., (2024) “Gulabo Sitabo’s OTT release: A Blessing in Disguise” Ivey publishing

Murty V. Tiwari A.A., and Gupta S., (2024) “Radio Mewat (RM)-90.4: People’s Radio Station” Sage case publishing

Tiwari A.A. Gupta S. and Patil M. (2023) “Strategic Dilemma at SKF India Ltd, a global leader in bearing Industry” Ivey Publishing. 

Murty V., Tiwari A.A., and Gupta S. (2021) “Even Cargo: India's Women Only E-commerce logistics company” Ivey Publishing.