Metilda has an experience of 21 years in Industry as well as academia. She holds an Engineering Degree in Electronics and Communication from Karunya University and a MBA specialized in Marketing from Vellore Institute of Technology. Added to this is the rich experience in research with a Ph.D from Bharathiar University in the area of Marketing in specific Retail Supply Chain. She has her research papers published in reputed peer reviewed International and National Journals. She is also a reviewer for reputed International Journals. She has presented papers close to 70 papers in International and National conferences. She is a recognized supervisor under Anna University and she is guiding research scholars towards Ph.D Degree in Anna University and Bharathiar University where four scholars are awarded the degree. She has visited countries like Spain, Doha and Malaysia to present her research work. She is involved in consultancy projects and conducting MDP’s for reputed organizations including L & T, Roots Industries and many startup companies. Adding to the accolades she received the ‘BEST MANAGEMENT FACULTY AWARD’ from Coimbatore Management Association for the Year 2014 and the ‘BHARAT RATNA MOTHER TERESA GOLD MEDAL AWARD’ from GEPRA for the Year 2016. She is also received the “OUTSTANDING WOMEN IN MANAGEMENT” by Venus International Foundation for the year 2017 and the “BEST PROJECT GUIDE AWARD” for the year 2018 by CMA.
Effects of Customer Brand Engagement and Online Brand Experience: An Empirical Research R. Mary Metilda, A. Grace Antony Rose Eai Springer Innovations in Communication and Computing, 2021 In the era of technological dominance, modern communication tools and techniques have grown into a dynamic portion of many people’s everyday lives. Undoubtedly, people are uncovering themselves to more and more digital and social media. This is for various reasons, comprising them as customers, especially online customers, who quest for information about brands/products/services. Online sellers have reacted to this essential swing by increasing their use of digital marketing channels and other impeccable strategies to enhance the customer engagement towards their brand and, thus, ensure brand loyalty and brand satisfaction. The objective of this study is to hold the three levels of brand engagement, namely, ‘cognitive processing (COG), affection (AFF) and activation (ACT)’, and associate them with online brand experience (OBE) and learning performance factors including customer engagement behavior (CEB), brand loyalty and brand satisfaction. The present study will help to determine the outcome of each dimensions of customer brand engagement (CEB) in online experience, satisfaction and loyalty in online shopping websites/Apps. Structured questionnaire was prepared and the data was collected from 93 online consumers. A conceptual model was framed and tested through structural equation modeling with the help of SmartPLS 3.0. The statistical results obtained show the significant relationship of online brand experience (OBE) with brand loyalty, brand satisfaction, activation and customer brand engagement (CBE). The results also show that there is no relationship between affection and cognitive processing with online brand experience (OBE).
Managing internal resource for sustainability: A case of Indian family business Mary Metilda, Abraham Varughese, T Baker, R Nelson, Jay Barney, et al. International Journal of Innovative Technology and Exploring Engineering, 2019 Family Business plays an important role in any economy to enhance employment in low income strata of population. They are included in house hold enterprises where the resources of business and owner is inseparable. A few family baseness had grown from informal level to formal due to consistent growth while a few had extinct. The extinction and survival of small family business ignite a curiosity to identify reasons for it. The inseparability in resources between business and owner limit the growth trajectory and scope for availing finance from formal system. This compels the small family business to depend on own resources or to rise fund on personal risk.The population in this research is grocery traders as it is one of the prominent in family business as it can be started as a part of residence, all family members can contribute, need of less expertise and lower investment. This paper analyse how small family business manage resources in time when they are in need. The research is conducted in Coimbatore District in Tamilnadu and the sample size is 392. It is a longitudinal survey as the data is collected over a period of one year. The shops were classified on two parameters, floor area and daily sales and measures for comparison are Net Trading Cycle, Gross Margin Return on Investment ( GMROI) and Net Profit Ratio (NPR). Family business use Resource Bootstrapping and Bricolage (RBB) strategies to overcome resource scarcity or to reduce the cash outflow which include the use of own fund, premises, vehicles and family members. The Paper explain how the RBB strategies add to the value addition through reducing operating expenses.
