Dr. Yupal Shukla

Brief Bio

Yupal Shukla is a distinguished marketing scholar with expertise in sustainability marketing, consumer behavior, and service management. He currently works as a doctoral candidate in marketing at the University of Memphis, USA, and has previously held academic positions at the University of Bologna, Italy, and Ganpat University, India. He also holds a Ph.D. degree from University of Bologna, Italy. Over the course of his academic career, Dr. Shukla has published over 30 peer-reviewed journal articles, with his work featured in top-tier journals such as Journal of Business Research, Psychology & Marketing, Journal of Consumer Behaviour, Journal of Service Marketing, and Journal of Service Management, among others.

His research spans topics including sustainable branding, customer experience, digital marketing, and consumer psychology in technology-enabled service contexts. He has also authored case studies published by Emerald Emerging Markets Case Studies and contributed to multiple international conference proceedings.

Dr. Shukla is the recipient of numerous awards, including the prestigious LIAM Glynn Scholarship from SERVSIG, the Young Service Researcher Award, and several best paper and highly commended awards at global conferences such as IRSSM. He has successfully secured competitive research grants totaling over $1 million and currently serves as a special issue editor for the Journal of Consumer Behaviour and Journal of Service Theory and Practice.