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Dr Rohitkumar Trivedi

Associate Professor

Faculty/Dept/School School of Management
(Faculty of Management, Law and Social Sciences)
Telephone +441274 232210


Dr Rohit Trivedi is Associate Professor in Strategic Marketing and Director of Postgraduate Studies at School of Management, University of Bradford. Immediately prior to this, he was  Postdoctoral researcher with Chair of Marketing and Innovation at University of Hamburg (Germany) and Associate Professor of Marketing at MICA (Mudra Institute of Communications Ahmedabad,  India). He holds academic qualifications of M.Com, MBA, and PhD. 

Dr Trivedi has published research  papers in leading international peer-reviewed journals  including Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, International Journal of Hospitality Management, Journal of  Cleaner  Production, Cyberpsychology Behavior & Social Networking, Information Sciences, and International  Gambling Studies among others. He is also recipient of Best Research Paper Award in ‘8th International Entrepreneurship Forum’ organised by University of Essex, OECD and LEED. He is  currently serving on the  editorial board of Journal of Promotion  Management and The IUP Journal of  Entrepreneurship Development. Dr. Trivedi’s research interests are in the area of green marketing,  integrated marketing communication, big data in social science, entrepreneurship, consumer  action  and decision-making, and strategic marketing. 

Dr Trivedi teaches MBA, Masters and  Undergraduate students a variety of Marketing, Multivariate  data analysis and  Entrepreneurship subjects, namely: Principles of Marketing, Strategic Marketing,  Marketing Simulation, Business Research Methods, Advanced Quantitative Research Methodologies, Social Entrepreneurship, Marketing in South Asia, Retail Marketing and Product and Brand  Management. With this, he has also designed and conducted Management Development Programs  and Faculty Development Programs  attracting participation from various corporates including Google, Mahindra & Mahindra, Cadila Healthcare, Viacomm 18, Kansai Nerolac, Eureka Forbes, Hafele,  Emami, DDB Mudra, Omnicom Global and Morrisons. He  also successfully completed major consulting assignments with various companies and institutes of national and international repute like  TTK Prestige, DDB Mudra, UNICEF, Accusol Technologies LLC and Omnicom Global.

Dr Trivedi has been instrumental in  conceptualizing, developing and marketing of a leading research- based product in India ‘MICA Indian Marketing Intelligence’ (MIMI) developed at a cost of  approximately INR 3.5 million. MIMI provides software integrated interactive socio-economic, marketing and media-specific secondary data along with Market Potential Index for 630 districts of  India encompassing all the States and Union Territories separately for rural, urban and total Indian  market. Dr Trivedi received International Postdoctoral Fellowship in 2008 from SAARC (South Asian  Association for Regional Cooperation) for a cross-country  comparison project of entrepreneurship intention among youth of India, Malaysia and Singapore. 


Rohit primarily attempts to delineate consumer decision-making behavior by using explicit and implicit cognition measurements in quantitative settings. His ongoing research interests are in the area of green marketing, integrated marketing communication, big data in social science, entrepreneurship, consumer action and decision-making, and strategic marketing. He is currently engaged in contrasting and comparing insights between explicit and implicit cognition measurement tools to uncover biases in consumer actions and decision-making.


Teaching highlights

Teaching interests

  • Business research methodology
  • Multivariate data analysis
  • Applied quantitative research methods for marketing strategies
  • Strategic marketing
  • Marketing Simulation
  • Product management
  • Marketing in South Asia
  • Marketing simulation
  • Marketing Planning and Strategy
  • Retail Marketing


Peer Reviewed Journal
TitleConsumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effects (2021)
AuthorsTrivedi R.H.;Teichert T.
JournalPsychology and Marketing
TitleSelf identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high context versus low context cultures (2020)
AuthorsPatel J.;Trivedi R.;Yagnik A.
JournalJournal of Retailing and Consumer Services
TitleMapping hotel brand positioning and competitive landscapes by text-mining user-generated content (2020)
AuthorsHu, F.; Trivedi, Rohitkumar
JournalInternational Journal of Hospitality Management
TitleConsumer Reactions to Animal And Human Models in Print Ads (2019)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalJournal of Advertising Research
TitleEffectiveness of pull-based print advertising with QR codes: Role of consumer involvement and advertisement appeal (2019)
AuthorsTrivedi R.;Teichert T.;Hardeck D.
JournalEuropean Journal of Marketing
TitleMapping Hotel Brand Positioning and Competitive Landscapes by Text-mining User-generated Content (2019)
AuthorsHu, F.; Trivedi, R.
JournalInternational Journal of Hospitality Management
TitleThe effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender (2019)
AuthorsTrivedi R.;Teichert T.
JournalJournal of Business Research
TitleCausality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing (2018)
AuthorsTrivedi, Rohitkumar; Patel, J.D.; Acharya, N.
JournalJournal of Cleaner Production
TitleAttitudes, beliefs and impulsivity in online gambling addiction (2018)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalInternational Gambling Studies
TitlePerceived service quality, repeat use of healthcare services and inpatient satisfaction in emerging economy: Empirical evidences from India (2018)
AuthorsTrivedi, Rohitkumar; Jagani, K.
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
TitleHow to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics (2018)
AuthorsTeichert, T.; Hardeck, D.; Liu, Y.; Trivedi, Rohitkumar
JournalJournal of Advertising Research
TitleThe Janus-Faced Role of Gambling Flow in Addiction Issues (2017)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalCyberpsychology, Behavior, and Social Networking
TitleEntrepreneurial-intention constraint model: A comparative analysis among post-graduate management students in India, Singapore and Malaysia (2017)
AuthorsTrivedi, Rohitkumar
JournalInternational Entrepreneurship and Management Journal
TitleDoes university play significant role in shaping entrepreneurial intention? A cross-country comparative analysis (2016)
AuthorsTrivedi, Rohitkumar
JournalJournal of Small Business and Enterprise Development
TitlePro-environmental behaviour, locus of control and willingness to pay for environmental friendly products (2015)
AuthorsTrivedi, Rohitkumar; Patel, J.D.; Savalia, J.R.
TitleDoes explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product? (2015)
AuthorsVarsha, J.; Trivedi, Rohitkumar; Joshi, V.; Daswani, A.
JournalInternational Journal of Emerging Markets
TitleEvaluating the educational effectiveness of simulation games: A value generation model (2014)
AuthorsRanchhod, A.; Gurau, C.; Loukis, E.; Trivedi, Rohitkumar
JournalInformation Sciences
TitleAre we committed to teach entrepreneurship in business school?: An empirical analysis of lecturers in India, Singapore and Malaysia (2014)
AuthorsTrivedi, Rohitkumar