Sangwan, Vaishali (2025) From taboo to trust : the power of social media in building intimate wellness brands in India. Journal of Information Technology Teaching Cases. pp. 1-8. Sage Publications . ISSN 2043-8869 (In Press) Available at: https://doi.org/10.1177/2043886925137

Sangwan, Vaishali and Maity, Moutusy (2025) Perceived privacy concerns during embarrassing transactions: An emerging market retail perspective. Journal of Consumer Marketing. Emerald Group Publishing Ltd. . ISSN 0736-3761 Available at: https://doi.org/10.1108/JCM-07-2023-6168

Sangwan, Vaishali, Maity, Moutusy, Tripathi, Sanjeev and Chakraborty, Anirban (2024) From discomfort to desirable: The effect of embarrassment on prosocial consumption. Psychology & Marketing. Wiley . ISSN 0742-6046 (In Press) Available at: https://doi.org/10.1002/mar.22012

Sangwan, Vaishali and Maity, Moutusy (2024) Consumer embarrassment in an emerging market retail context: a qualitative investigation. Qualitative Market Research: An International Journal. Emerald Publishing . ISSN 1352-2752 (In Press) Available at: https://doi.org/10.1108/QMR-06-2022-0100

Sangwan, Vaishali and Maity, Moutusy (2024) Consumer embarrassment: A systematic literature review and research agenda. International Journal of Consumer Studies, 48 (2). ISSN 1470-6423 Available at: https://doi.org/10.1111/ijcs.13035