Agnijita Mukherjee

All India Management Association and Aligarh Muslim University.

The purpose of my dissertation is to explore how Brand Gender impacts Brands especially in the digital space. I intend to look at multiple sub areas in the process – like Brand Image, Brand Equity and Purchase Intentions for these brands. I would like to investigate how Brand Gender affects Brand Image and consequently affects Brand Equity and Purchase Intention. Apart from the thesis, my research interests include looking at the representation of women and gender in advertising and audio-visual content. I have completed my undergraduate degree and I am a gold medallist in B.Sc. Mass Communication and Videography from St. Xavier’s College, Kolkata, India (autonomous under the University of Calcutta). My postgraduate degree was an M.A. in Mass Communication from AJKMCRC, Jamia Millia Islamia, New Delhi, India.