She works in Consumer Behaviour, Technology, Branding, Tourism, Relationship Marketing, Market Research techniques etc.

• Ghosh, A., & Deb, M. (2022), Universal emotional arc structure in advertisements and their favorability. European Journal of Marketing. https://doi.org/10.1108/EJM-12-2020-0912
• Manchanda, M., & Deb, M. (2021). Effects of multisensory virtual reality on virtual and physical tourism during the COVID-19 pandemic. Current Issues in Tourism. https://doi.org/10.1080/13683500.2021.1978953
• Manchanda, M., Deb, M., & Lomo-David, E. (2021). Scrutinizing the efficacy of branded apps quality to counter counterfeiting and restore trust in M-Commerce. Quality Management Journal. https://doi.org/10.1080/10686967.2021.1920869
• Deb, M. (2021). The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-021-00278-3
• Deb, M., & Lomo-David, E. (2021). Determinants of word of mouth intention for a World Heritage Site: The case of the Sun Temple in India. Journal of Destination Marketing & Management, 19 (March Issue), 100533. https://doi.org/10.1016/j.jdmm.2020.100533
• Amawate, V., & Deb, M. (2021). Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator. Journal of Marketing Communications, 27(1), 31-52.
• Manchanda, M., & Deb, M. (published online during 2020). On m-Commerce Adoption and Augmented Reality: A Study on Apparel Buying Using m-Commerce in Indian Context. Journal of Internet Commerce, https://doi.org/10.1080/15332861.2020.1863023.
• Deb, M. (published online during 2020). An empirical investigation on heritage destination positioning and loyalty. Current Issues in Tourism, https://doi.org/10.1080/13683500.2020.1803806.
• Deb, M., Sharma, V. K., & Amawate, V. (published online during 2020). CRM, Skepticism and Patronage Intention—the mediating and moderating role of satisfaction and religiosity. Journal of Strategic Marketing, https://doi.org/10.1080/0965254X.2020.1733048.
• Deb, M., & Lomo-David, E. (2020). On the hedonic versus utilitarian message appeal in building buying intention in the luxury hotel industry. Journal of Hospitality and Tourism Management, 45, 615-621.
• Gumparthi, V. P., & Deb, M. (2019). Branding Dilemma and Global Expansion: The Case of Caliber Technologies. South Asian Journal of Management, 26(3), 162-183.
• Deb, M., & Amawate, V. (2019). Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism. VINE Journal of Information and Knowledge Management Systems, 50(2), 329-348.
• Deb, M. (2018). Store attributes, relationship investment, culture, religiosity and relationship quality. International Journal of Retail & Distribution Management, 46(7), 615-637.
• Deb, M., & Agrawal, A. (2017). Factors impacting the adoption of m-banking: understanding brand India’s potential for financial inclusion. Journal of Asia Business Studies, 11(1), 22-40.
• Deb, M., & Sinha, G. (2015). Impact of culture on religiosity, cosmopolitanism and ethnocentrism. Asia Pacific Journal of Marketing and Logistics, 28(1), 56-72.
• Singh, R., Deb, M., & Chaudhuri, H. R. (2014). Impact of firm's reputation and ethnocentrism on attitude towards foreign products. Marketing Intelligence & Planning, 32(5), 646-664.
• Deb, M., & Lomo-David, E. (2014). Evaluation of retail service quality using analytic hierarchy process. International Journal of Retail & Distribution Management, 42(6), 521-541.
• Deb, M., & Lomo-David, E. (2014). An empirical examination of customers’ adoption of m-banking in India. Marketing Intelligence & Planning, 32(4), 475-494.
• Deb, M. (2013). An integrated framework to serve the bottom of pyramid. International Journal of Business and Globalisation, 11(2), 171-186.
• Deb, M., & Lomo-David, E. (2013). Critical analysis of seller-customer bonding: Perception, retention, orientation and status. Journal of Management Policy and Practice, 14(1), 90-104.
• Deb, M. (2014). A strategic analysis of the various reforms of Khadi and Village Industries Commission: case-based approach. International Journal of Business and Globalisation, 12(4), 439-456.
• Deb, M. (2012). Evaluation of customer's mall preferences in India using fuzzy AHP approach. Journal of Advances in Management Research, 9(1), 29-44.
• Deb, M., & Chavali, K. (2010). Significance of trust and loyalty during financial crisis: A study on customer behavior of Indian banks. South Asian Journal of Management, 17(1), 43.
• Deb, M., & Chavali, K. (2009). A study of gender difference in investment behavior. Asia Pacific Business Review, 5(3), 45-55.
• Deb, M., & Chavali, K. (2009). A study on the significance of e-trust and e-loyalty in online banking. AIMS International Journal of Management, 3(3), 241-257.
• Deb, M., & Sinha, G. (2009). Importance of Service Quality to retain retail Customers. ICFAI Journal of Marketing Management, 6(1), 6-15.
• Deb, M., Anand, S., & Sinha, G. (2007). Water Resource Management by INon State Actors of India. Environment Management Practices—An Indian Outlook by Vedam Publications (Book Chapter). Edited by Prof B. S. Sahay.
• Deb, M., & Anand, S. (2007). Water Resource Management by INon State Actors of India. Environment Management Practices—An Indian Outlook by Vedam Publications (Book Chapter). Edited by Prof B. S. Sahay.

1. As Principal Investigator handled the “General Management Program” for Jubilant FoodWorks Ltd during February and April 2017 for a batch size of 110 participants.
2. As Co-Director, coordinated and taught in ITI MDP
3. Taught in V-Guard MDP
4. Taught in series of TATA Chemical MDPs
5. Taught in series of LIC MDPs
6. Taught in BEL MDP
7. Coordinated and taught in multiple Certifications Programs as Program Director (Co)
8. Taught in multiple Certification Programs as faculty

1. Highly Commended Award Winner: Emerald Literati Network Awards for Excellence (2018).
2. Awarded Best Paper Award in Globalizing Brand India: Opportunities and Challenges, (2015).
3. Awarded Best Professor in Marketing Management by World Education Congress 2013.
4. Highly Commended Award Winner: Emerald Literati Network Awards for Excellence (2013).
5. Best paper award: 4th Annual General Business Conference at Sam Houston State University, Houston, Texas (2012).
6. Best paper award: 7th AIMS International Conference on Management, IIM Bangalore (2009)
7. Best paper award: AIB at IILM, Delhi (2006) 8. Best paper award: World congress on lateral computing at IISc Bangalore (2004) 9. Qualified JRF/NET by UGC (University Grant Commission (2003).

1. July 2022-till date  Chairperson - Marketing area
2. January 2022 to January 2024 (for two years): First Appellate Authority (FAA) at IIM Kashipur
3. Member DISCOM since the past one year (approx.)
4. Member Alumni committee (past two years)
5. July 2020 - June 2022    Chairperson - Research 
6. 10 July 2019 - June 2020    Chairperson - Marketing area
7. 18 June 2018 - June 2020    Chairperson Library at IIM Kashipur
8. 18 June 2018 till date    Co-Chair Internal Complaint Committee at IIM Kashipur
9. 22 April 2013 to 15 June 2016    Chairperson Admissions at IIM Kashipur
10. December 2013 to March 2017    Presiding Officer Internal Complaint Committee at IIM Kashipur
11. November 2013 to June 2016    Co-Chair Student Affairs at IIM Kashipur
12. Organized a two-day International Conference on “Globalization of Brand India: Opportunities and Challenges” on 18th and 19th of April 2015 at India Habitat Center, Delhi

Courses in PGP

• Marketing Management-I
• Sales and Distribution Management
• Strategic Brand Management

Courses in FPM & EFPM

• Quantitative Research Methods
• Advances in Consumer Behaviour
• Advances in Brand Management

Courses in EPGP

• Marketing Management-I
• Product and Brand Management
• Sales and Distribution Management