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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 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 Psychology & Marketing, Journal of Business Research, European Journal of Marketing, Journal of Advertising Research, International Journal of Hospitality Management, International Journal of Contemporary Hospitality Management, Technological Forecasting and Social Change, Journal of  Cleaner  Production, Cyberpsychology Behavior & Social Networking, Information Sciences, and Journal of Marketing Management among others. He is  currently serving as associate editor of International Journal of Emerging Markets. Dr. Trivedi’s research interests are in the area of sustainability,  integrated marketing communication, big data in social science, entrepreneurship, consumer  action  and decision-making, and firm innovation. 

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.


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 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

Teaching highlights


TitleUsing hotel reviews to assess hotel frontline employees’ roles and performances (2022)
AuthorsHu F.;Trivedi R.;Teichert T.
JournalInternational Journal of Contemporary Hospitality Management
TitleEffects of energy management practices on environmental performance of Indian small- and medium- sized enterprises (2022)
AuthorsPatel J.D.;Shah R.;Trivedi R.H.
JournalJournal of Cleaner Production
TitleMask wearing as a prosocial consumption behaviour during the COVID-19 pandemic: an application of the theory of reasoned action (2021)
AuthorsAckermann C.L.;Sun H.;Teichert T.;Tercia C.;Trivedi R.
JournalJournal of Marketing Management
TitleConsumer reactions to nudity in print advertising: Comparing same-gender and opposite-gender effects (2021)
AuthorsTrivedi R.H.;Teichert T.
JournalPsychology and Marketing
TitleMapping hotel brand positioning and competitive landscapes by text-mining user-generated content (2020)
AuthorsHu, F.; Trivedi, Rohitkumar
JournalInternational Journal of Hospitality Management
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 (2019)
AuthorsHu, F.; Trivedi, R.
JournalInternational Journal of Hospitality Management
TitleConsumer Reactions to Animal And Human Models in Print Ads (2019)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalJournal of Advertising Research
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
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
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
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
TitleAttitudes, beliefs and impulsivity in online gambling addiction (2018)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalInternational Gambling Studies
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
TitleThe Janus-Faced Role of Gambling Flow in Addiction Issues (2017)
AuthorsTrivedi, Rohitkumar; Teichert, T.
JournalCyberpsychology, Behavior, and Social Networking
TitleDoes university play significant role in shaping entrepreneurial intention? A cross-country comparative analysis (2016)
AuthorsTrivedi, Rohitkumar
JournalJournal of Small Business and Enterprise Development
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
TitlePro-environmental behaviour, locus of control and willingness to pay for environmental friendly products (2015)
AuthorsTrivedi, Rohitkumar; Patel, J.D.; Savalia, J.R.
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