+91 7757029571 admissions@isbm.ac.in A Constituent of Peoples Empowerment Group - ISB&M
Our Global Alumni MDP 360 Virtual Tour

Biography

PhD IIT Roorkee (Pursuing)

Functional Area - Marketing

Official e-mail ID kartikeya.ashok@isbm.ac.in

Kartikeya Ashok is an Assistant Professor and Doctoral Researcher at the Department of Management Studies, IIT Roorkee, specializing in Marketing. With a strong foundation in academic research and teaching, he has served as a Teaching Assistant for NPTEL’s Retail Marketing Strategy course. He has been recognised for his scholarly contributions, including receiving the Second Best Paper Award at the Research Scholar Day at IIT Roorkee, and actively pursues research in sustainable mobility, electric vehicles, and emerging marketing paradigms.

Beyond academics, Kartikeya is an active campus leader and creative contributor, known for organizing national-level events, mentoring students, and promoting wellness and inclusive engagement. A published writer and award-winning poet, he brings a unique blend of analytical rigor and creative expression to his work. Passionate about collaborative growth and societal impact, he continues to drive positive change through research, teaching, and community engagement within and beyond academia.

• PhD in Marketing from DoMS, IIT Roorkee (Pursuing)

• UGC NET in Management and Commerce

• M.Com, University of Allahabad

• B.Com (Hons.), University of Delhi

• Customer Relationship Management

• Marketing Research

Journal

• Ashok, K., Tripathi, A., & Arora, S. (2025). What Drives and Inhibits Consumers from Adopting Electric Two Wheelers: A Behavioural Reasoning Theory Perspective. Management and Labour Studies, 50(2), 166–183.

Conferences

• Ashok, K., & Arora, S. (2026). Sustaining Electric Mobility Transitions: Exploring Post-Adoption Evaluations of Battery-as-a-Service among Indian Electric Vehicle Users. Presented at FOS GRIE Conference, Thiagarajar School of Management, Madurai, India.

• Ashok, K., & Arora, S. (2025). Mining App Reviews to Understand Emotions, Sentiments, and Pain Points of Electric Two-Wheeler Users in India. Presented at IFMR Graduate School of Business, Krea University, India.

• Ashok, K., & Arora, S. (2025). Riding Towards Happiness: Understanding Sustainable Well-Being of Electric Two-Wheeler Users Through the PERMA Framework. Presented at HOPE Conference 2025, Department of Management Studies, Indian Institute of Technology Roorkee, India.

• Ashok, K., & Arora, S. (2025). Will They Buy or Will They Not? Examining E2W Adoption in India’s Tier-2 Cities. Presented at Marketing Conference (Vipanan), IIM Visakhapatnam, India.

• Ashok, K., & Arora, S. (2023). Uncovering the Consumer Adoption Intention for Electric Vehicles: A Bibliometric Analysis (2013-2022). Presented at Marketing 5.0 Conference (Vipanan), Indian Institute of Management Visakhapatnam, India.

• Ashok, K., & Arora, S. (2023). The Dilemma Encircling Retrofitting of Internal Combustion Engine (ICE) Vehicles: A Policy Perspective. Presented at Management Doctoral Colloquium & VGSoM Research Scholars’ Day, Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, India.

Second Best Paper award at the Research Scholars Day at DoMS, IIT Roorkee.