Bio: "Dr. Paramdeep Kour is an Assistant Professor at the Model Institute of Engineering and Technology, Jammu in the Department of Bachelor of Commerce. She has 4 years of work experience at Central University of Jammu. Her research and publication interests include branding, consumer-brand relationship, and consumer behaviour. She has contributed to extension programs being offered at Directorate of Distance Education, University of Jammu. She has presented research papers in various national and international conferences within the country."