Prof. Nitin Soni is an Assistant Professor in the Marketing area at IIM Sambalpur. He has over 16 years of work experience as an academician and entrepreneur.
His education qualifications include a Ph.D. in Marketing Management from IIM Raipur, a PGDM from Xavier Institute of Management Bhubaneswar (Gold Medallist), a PGDIT from IIIT-Bangalore, and a BE(Electrical Engineering).
As an academician, he has developed and taught seven elective courses and three core courses in Marketing Management at FORE School of Management New Delhi, IIM Raipur, and IBS Hyderabad. Before starting his career in business academia, he was an entrepreneur for 11 years.
He is an active researcher who has published his papers in different international journals and presented his work at international conferences such as AMA, ACRA, ACR, and JAMS. His research areas of interest include luxury consumption, consumers’ interactions with cutting-edge technology, consumer psychology with thinking about the future, and behavioral pricing.
Courses taught include Brand Management, Product Management, Integrated Marketing Communications, Marketing Analytics, Marketing Research, Consumer Behaviour, Business-to-Business Marketing, Marketing Management I and II.
Research
- Soni Nitin, Sahoo Priyanka, Kumar Sushant, Yaqub Muhammud Zafar, Singhal Abhishek Bhushan (2025), "Dark side of metaverse! Role of loneliness on depression using deindividuation theory and psychodynamic theory", Information Technology & People, Vol. ahead-of-print No. ahead-of-print.https://doi.org/10.1108/ITP-08-2024-0976, ABDC A, ABS 3
- Soni Nitin and Kumar Sushant (2024). “What drives new luxury consumption? Application of Schema Congruity Theory and Heuristic Systematic Framework,” Asia Pacific Journal of Marketing and Logistics, Vol. 36(9), 2213-2233, DOI: 10.1108/APJML-04-2023-0319, ABDC A
- Soni Nitin, Dawra Jagrook, Katyal Kanupriya (2023). “Maximization, Internal Reference Price, and Consumers’ Response to Promotions,” Marketing Intelligence and Planning, Vol. 41(4), 489-504, DOI: 10.1108/MIP-02-2022-0073, ABDC A
- Katyal Kanupriya, Dawra Jagrook, and Soni Nitin. (2022) “The Posh, the Paradoxical and the Phony: Individual Differences Between Consumers of Luxury, Masstige and Counterfeit Brands,” Journal of Business Research, Vol. 152, 191-204 DOI: 10.1080/08961530.2022.2108183, ABDC A
- Soni Nitin. (2022), “Luxury or Masstige: Role of Global and Local Identities, Luxuriousness Variances, Price Luxuriousness Inferences, and Consumer Flexibility,” Journal of International Consumer Marketing, Vol No. 152, 191-204 DOI: 10.1080/08961530.2022.2108183, Vol. 35(3), 333-350, ABDC B
- Soni, Nitin. and Dawra, Jagrook. (2020), “Judgments of acquisition value and transaction value: A consumer decision-making styles perspective”, Journal of Indian Business Research, Vol. 12(3), pp. 389-410, ABDC C
- Soni Nitin., and Dawra, J. (2018). Importance Given to Future Price. ACR Asia Pacific Advances.
