Vimi JHAM

Vimi JHAM

Dubai

Associate Professor in Marketing

Presentation

Vimi Jham is an Associate Professor of Marketing. She joined EM Normandie in 2025. She holds a Ph.D. in Business Management and from Aligarh Muslim University, awarded in 2008. Her thesis is on Relationship Marketing Practices in the Indian Banking sector. Her theoretical and applied research interests include artificial intelligence in marketing, consumer behaviour, customer satisfaction, ethics and sustainability, phygital aspects of retailing. Her papers have appeared in various leading journals, including, Journal of Service Theory and Practice, International Journal of Retail and Distribution Management, Services Marketing Quarterly, The International Review of Retail, Distribution and Consumer Research Thunderbird International Business Review, Richard Ivey Case Publication Canada, Harvard Business Review.

Professional experience

Since 2025: Associate Professor of Marketing, EM Normandie
2022-2025: Adjunct Faculty, Curtin University, Dubai
2022-2024: Adjunct Faculty, Universidad de las America’s, Mexico
2011-2022: Associate Professor of Marketing, IMT Business School, Dubai
2004-2011: Assistant Professor of Marketing, Institute of Management Technology, India
1998-2004: Lecturer of Marketing, Jaipuria Institute of Management, India
1995-1996: Lecturer, Times school of Marketing, India
1994-1995: Lecturer, Apeejay school of Marketing, India
1993-1994: Project Executive, Shaw Wallace and Company, India
1992-1993: Management Trainee Radico Khaitan Ltd., India
1991-1992: Coordinator Recruitments Unitell India

Department
Marketing
Subjects taught
Consumer Behaviour
Degrees
2008 : PhD in Business Management, Aligarh Muslim University

Publications

  • Jham, V 2008, 'Relationship Marketing Practices in the Indian Banking Sector', PhD in Business Management, Aligarh Muslim University.

    2008

    PhD Dissertation / Accreditation to Supervise Management Research

  • Sehgal, N, Malhotra, G & Jham, V 2025, 'Does Technology Readiness Matter? Investigating Employee Psychological Well-being through the Lens of Social Robot Anthropomorphism', Journal of Service Theory and Practice, vol. 35(1), pp. 138-164. ABS : 1 ; ABDC : A. 

    2025

    Academic articles

  • Jham, V, Malhotra, G & Seghal, N 2025, 'Green AI Partnerships: Investigating the Interplay of Anthropomorphism and Consumer-Brand Relationships', Service Marketing Quarterly, vol. 46, issue 1-2, pp. 57-82. ABS : 1 : ABDC : B.

    2025

    Academic articles

  • Sehgal, N, Jham, V & Malhotra, G 2023, 'Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity', Journal of Retailing and Consumer Services, vol. 75. ABS : 2 ; ABDC : A.

    2023

    Academic articles

  • Jham, V, Malhotra, G & Sehgal, N 2023, 'Consumer-brand Relationships with AI Anthropomorphic Assistant: Role of Product Usage Barrier, Psychological Distance and Trust', The International Review of Retail, Distribution and Consumer Research, vol. 33, issue 2, pp. 117-133. ABDC : B.

    2023

    Academic articles

  • Malhotra, G, Jham, V & Sehgal, N 2022, 'Does Psychological Ownership Matter? Investigating consumer green brand relationships through the lens of anthropomorphism', Sistainability, vol. 14, issue 20.

    2022

    Academic articles

  • Mishra, S, Jain, S & Jham, V 2021, 'Luxury Rental Purchase Intention Among Millennials- A Cross Nation study', Thunderbird International Business Review, vol. 63, issue 4, pp. 503-516. ABS : 2 ;  ABDC : B. 

    2021

    Academic articles

  • Jham, V 2019, 'Empirical investigation of antecedents of perceived recovery service quality: evidence from retail banking in United Arab Emirates', International Journal of Financial Services Management, vol. 9(4), pp. 369-385.ABDC : C.

    2019

    Academic articles

  • Jham, V & Waheed, K.A 2019, 'Majid Al Futtaim: Transforming Customer Experiences in shopping mall', Asian African Journal of Economics and Econometrics, ABDC : C. 

    2019

    Academic articles

  • Jham, V & Malhotra, G 2019, 'Relationship between ethics and buying “Service Innovation and Technology Management in Emerging Economy', International Journal of Services, Technology and Management, vol. 25, no. 1. 

    2019

    Academic articles

  • Jham, V 2018, 'Customer Satisfaction, Service Quality, consumer demographics and word of mouth communication perspectives: Evidence from retail banking in United Arab Emirates', Academy of Marketing Studies Journal, vol. 22, Issue 3. ABDC : B.

    2018

    Academic articles

  • Jham, V 2018, 'An Empirical investigation of student’s choice variables in selecting higher education institutions –evidence from UAE', International Academic Conference on Business, Entrepreneurship and Economics, Dubai, UAE, April.

    2018

    Academic communications

  • Jham, V 2018, 'Innovation design as a pedagogical tool, “Moving teacher mind set – Content to competency based learning"', World Education Experts, Dubai, UAE, March.

    2018

    Academic communications

  • Jham, V 2018, 'Role of Women in sustainable development in education sector', World Education Congress, Mumbai, India, July.

    2018

    Academic communications

  • Jham, V & Malhotra, G 2015, 'Role of Ethics in Consumer Buying Behavior: A structural equation modelling approach', Emerging Markets conference, Dubai, UAE.

    2015

    Academic communications

  • Jham, V 2014, 'Empirical investigation of bank usage by customers in the UAE', 3rd Asian Business Research Conference, INSEAD, Abu Dhabi, September 15-16.

    2014

    Academic communications

  • Jham, V, Mehta A & Genedren, E 2013, 'Al Ghurair: Contributing to Nation Building through Corporate social responsibility towards business', 3rd South Asian Management Research and Case Conference, Bangalore, India

    2013

    Academic communications

  • Jham, V 2012, 'Strategic Adoption of Multichannel banking by customers in the UAE banks', International conference on Technology Business and Management, Dubai, United Arab Emirates.

    2012

    Academic communications

  • Jham, V &  Garg, P 2009, 'Indian banks and ATM – An empirical study of consumer perception', National conference in management, Indore, India.

    2009

    Academic communications

  • Jham, V 2009, 'A study of relationship building skills in the Indian insurance industry', IJAS conference, American and Canadian conference, Toronto, Canada.

    2009

    Academic communications

  • Jham, V & Chotani, P 2009, 'Building Travelocity through CRM in the travel industry”, International conference for management in case studies, Ghaziabad, India, 2009

    2009

    Academic communications

  • Jham, V 2008, 'Knowledge Management: Integrating knowledge management and customer relationship management concepts', International Conference in Data Management, Institute of Management Technology, Ghaziabad. 

    2008

    Academic communications

  • Jham, V & Khan, K.M 2008, 'Model of Customer satisfaction in Retail Banking Industry', INFORMS Marketing Science conference, Vancouver, Pittsburgh, USA.

    2008

    Academic communications

  • Jham, V & Khan, K.M. 2007, 'Determinants of Performance in Retail Banking in India – Assessing Customer Satisfaction and Relationship Marketing – Performance Link', Indian Institute of Management, IIM Ahmadabad,2007

    2007

    Academic communications

  • Bhattacharyya, S & Jham, V 2007, 'Relationship Marketing through employee satisfaction”, A case study on Indian private banking sector, National case study development', Seminar held by All India Management Association, New Delhi, India.

    2007

    Academic communications

  • Jham, V 2007, 'Customer Centric Approach in the Banking industry, A conceptual model of relationship building', International Conference in Services Marketing, India.

    2007

    Academic communications

  • Jham, V 2005, 'Relationship between Customer Satisfaction and Performance in Indian Banks – an Empirical study', International Academy of Business and Economics (IABE), Las Vegas, USA.

    2005

    Academic communications

  • Jham, V 1999, 'Effect of International marketing on CRM in the Global context', National seminar on marketing, Jaipuria Institute of management, Lucknow, India.

    1999

    Academic communications

  • Jham, V & Puri, S 2013, 'Cases in customer centric marketing', IGI Global, USA.

    2013

    Research books

  • Garg, P & Jham, V 2023, 'Bajaj Electricals : Would blockchain revolutionize supplier payment?', The case Centre, no. 123-0017-1.

    2023

    Case studies

  • Jham, V 2022, 'Filli Café: Experience Tea and Talk', Asian Journal of Management Cases, Sage Publication.

    2022

    Case studies

  • Gandhi, M & Jham, V 2018, 'Nutrihealth: Transforming Wellness', Richard Ivey Case Publication Canada.

    2018

    Case studies

  • Jham, V 2017, 'Leading Change at Al Asafa in the Gulf', Emerald Emerging Markets Case Study Journal, Emerald publication, UK.

    2017

    Case studies

  • Jham, V & Mehta, A 2017, 'Yalla Momos: Targeting the Expatriate', Richard Ivey Case Publication Canada. 

    2017

    Case studies

  • Mehta, A & Jham, V 2017, 'Yalla Momos: Expansion Dilemma, Richard Ivey Case Publication Canada.

    2017

    Case studies

  • Jham, V & Waheed, A 2017, 'Kaya Skin Clinic: Creating a competitive advantage with customers', Richard Ivey Case Publication Canada.

    2017

    Case studies

  • Jham, V & Van Genderen, E 2015, 'MIDCOM: a strategic initiative in the Middle East and Africa", Emerald Emerging, Markets Case Studies, vol. 5, Issue 1, pp. 1-16.

    2015

    Case studies

  • Jham, V 2014, 'Club Millionaires: Poised for growth in United Arab Emirates, Emerald Emerging, Markets Case Studies, vol. 4, Issue 4, pp. 1-13.

    2014

    Case studies