Dr. Heena Arora is currently serving as an Assistant Professor in Marketing at the Asian School of Business. She holds a Ph.D. in Brand Management from Kurukshetra University, Kurukshetra and brings a strong blend of experience across academia, research, and industry. Her research interests include brand management, advertising, neuromarketing, sensory marketing, and consumer behaviour. She is known for her engaging teaching pedagogy that transforms theoretical concepts into interactive learning experiences and actively encourages students to participate in research and academic discussions. Prior to joining the Asian School of Business, Dr. Arora served as an Assistant Professor at various reputed Institutions in Gurugram. She also worked as a Research Associate at a Management Institute and gained industry experience as a Content Manager at HAE Digital Marketing firm, Delhi. In addition, she contributed to industry research projects with a market research organization, working on assignments for leading brands such as Tata Power DDL and India Today. Dr. Arora has presented her research at several national and international conferences and has published papers in reputed journals indexed in ABDC, Scopus, Web of Science, and UGC-CARE. She has also developed consultancy proposals, presented an original case study at the AIMA Case Research Centre, contributed a book chapter published by Taylor & Francis, and holds a patent to her credit. She strongly believes in nurturing curiosity, critical thinking, and research orientation among students, with the aim of preparing them to become thoughtful professionals and responsible contributors to society.