Dr. Sahiba Sahny
Assistant Professor
Dr. Sahiba Sahny is a commerce stream alumna of Delhi School of Economics and holds a doctorate in consumer behaviour from Guru Nanak Dev University. Currently she is serving as an Assistant Professor at FIIB, specializing in General Management. In addition to her teaching responsibilities, she holds the position of Faculty Lead in the Internationalization department at the institute. Dr. Sahny's doctoral research revolves around the intriguing field of consumer behaviour, with a specific focus on fashion choices among individuals. Her primary goal was to gain insights into the drivers that influence status consumption and fashion consciousness among Millennials in India. The study also delves into the complex interplay between personality traits, interpersonal factors, and fashion preferences, providing a comprehensive understanding of consumer behavior in this context. A notable contribution of her research is the development of a reliable and valid scale for measuring Fashion Self-Congruity. This scale effectively measures the alignment between a person's fashion style and their self-concept, shedding light on the psychological aspect of fashion choices. Prior to joining FIIB, Dr. Sahny has demonstrated her teaching expertise in various subjects, including research methodology, project management, production and operations management, and core management concepts at esteemed institutions such as JIMS and Indian School of Business and Finance (ISBF).
1. Kaur, H., & Anand, S. (2021). Actual versus ideal self: An examination of the impact of fashion self congruence on consumer’s fashion consciousness and status consumption tendencies. Journal of Global Fashion Marketing, 12(2), 146–160.
2. Kaur, H., & Anand, S. (2018). Segmenting Generation Y using the Big Five personality traits: Understanding differences in fashion consciousness, status consumption and materialism. Young Consumers, 19(4), 382–401.
3. Anand, S., & Kaur, H. (2018). Fashion self-congruity: Scale development and validation. Journal of Fashion Marketing and Management, 22(2), 158–175.
4. Kaur, H., & Anand, S. (2020). Modelling Relationship between the Big Five Personality Traits, Fashion Consciousness and Status Consumption: The case of Indian Millennials. Test Engineering and Management, 83: March/April
1. Presented paper on "Fashion Self-Congruity- An Exploratory Factor Analysis." presented in 7th IIMA conference on Marketing in Emerging Economies, Indian Institute of Management, Ahmedabad (January, 2017)