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Faculty Profile

Purva Sharma

PhD, MBA, BBA

Associate Professor, Bachelor of Business Administration

Picture of Purva S

Email: purva.sharma@unfc.ca

Purva Sharma is an experienced academician with 14 years of academic and corporate experience. A commerce graduate, with a Master’s in Business Administration, she also has a PhD in Marketing and Corporate Strategy. Her professional journey as a marketing professor has included teaching diverse courses across undergraduate and graduate levels. 

Her pedagogical approach prioritizes interactive sessions, real-world business illustrations, and live projects to ensure optimal knowledge transfer to students. Her research focuses primarily on luxury brand management, consumer behavior, and branding strategies, with presentations of her research findings presented at numerous international conferences. 

A cornerstone of her teaching approach has been fostering inclusive learning environments that embrace students’ varied cultures, academic backgrounds, experiences, and learning preferences. She has effectively collaborated with peers, interdisciplinary teams, and internal and external stakeholders to align course and program curricula with current trends and future perspectives. 

In addition, she is also a soft skills and business communication expert. She has successfully designed and delivered comprehensive training sessions for a diverse global audience, spanning various age groups and organizational levels within multinational corporations.

Courses taught

Digital Business Fundamentals, Digital Marketing

Areas of academic interest

  • Marketing, consumer behavior, branding, and corporate strategies

Areas of specialization

Marketing and brand communications

Publications

Conference Presentations

  • Pradhan, S., Srivastava, A., and Sharma, P. (2019, January). Why purchase luxury products – A qualitative analysis of young consumers of India. Paper presented at Emerging Markets Conference Board: Driving Marketing Excellence through experiences in Emerging Economies, IMT Ghaziabad. 
  • Srivastava, A., Sharma, P., and Rao, V. (2020, January). Antecedents of purchase intention for luxury products – A study of young Indian consumers. Paper presented at 8th AIM-AMA Sheth Foundation Doctoral Consortium & Conference 2020 – Innovation Customer experiences in digital Age, Bimtech Ghaziabad. 
  • Srivastava, A., and Sharma, P. (2020, December). Examining the antecedents of luxury brands engagement: A study of the young Indian Consumer. Paper presented at 4th International Conference of Marketing, Strategy & Policy, Newcastle University, UK 
  • Srivastava, A., and Sharma, P. (2019, January). Role of Customers’ Perceived Values in Online Streaming Services. Paper presented at Emerging Markets Conference Board: Driving Marketing Excellence through experiences in Emerging Economies, IMT Ghaziabad.

Peer Reviewed Publications

  • Sharma, P., Srivastava, A., Sharma, V., Kaur, P., and Malibari, V. (2024) Understanding Consumer Repurchase Intentions Towards Luxury Retail Brands: Evidence from an Emerging Market. Journal of Retailing and Consumer Services. 76, 103570
  • Sharma, P., Pradhan, S., and Srivastava, A. (2021). Understanding the luxury purchase intentions of young consumers: A qualitative analysis. Asia-Pacific Journal of Business Administration. 13, ( 4). 452-476.

Publications Forthcoming

  • Sharma, P., and Srivastava, A. Sustainability, Green Value & Altruism: Path ahead for Luxury brands.
  • Sharma, P., and Srivastava, A. Gender Neutrality: A Gen Z concept for International Luxury brands.