Sangeeta Singh

Professor

Department of Strategy and Management

Email: sangeeta.singh@uia.no
Phone: +47 38142335
Mobile phone: +4746410567

Office 9I255 (Universitetsveien 19, 4630 Kristiansand, Norway)

Research groups

Financial and economic behavior

Areas of responsibility

Sangeeta Singh is Professor at the School of Business and Law at the University of Agder. She has a PhD in Marketing and an MBA in International Marketing from Kent State University (USA), and an MBA in Marketing Research and a Bachelor in Mathematics and Statistics from University of Allahabad (India)

Singh’s research interests are broadly in the field of consumer behavior, branding, and services. Her research has been published in Journal of Interactive Marketing, Journal of Services Research and International Marketing Review. She has also contributed to several book chapters.

Singh is a former Professor and Associate Dean at BI Norwegian Business School. In addition to teaching in Norway, she has given courses at universities in USA, France, Spain, Germany, Lithuania and China.

Singh teaches brand management and social media marketing, both of which are aligned with her research interests in brand storytelling in social media.

Research

Sangeeta´s research interests are broadly in the field of consumer behavior and specifically in branding, especially in social media.

Academic interests

Sangeeta teaches brand management and social media marketing, both of which are aligned with her research interests in brand storytelling in social media.

Tuition

Sangeeta is responsible for Brand Management and Advertising at the bachelors level and Creative Problem Solving at the masters.

Short biography

Before joining Uiversity of Agder, Sangeeta was employed at the Norwegian School of Business BI as a Professor in the Department of Marketing.

Meskó, Norbert; Kowal, Marta; Láng, András; Kocsor, Ferenc; Bandi, Szabolcs A. & Putz, Adam [Show all 95 contributors for this article] (2023). Exploring Attitudes Toward “Sugar Relationships” Across 87 Countries: A Global Perspective on Exchanges of Resources for Sex and Companionship. Archives of Sexual Behavior. ISSN 0004-0002. doi: 10.1007/s10508-023-02724-1. Full text in Research Archive Show summary
The current study investigates attitudes toward one form of sex for resources: the so-called sugar relationships, which often involve exchanges of resources for sex and/or companionship. The present study examined associations among attitudes toward sugar relationships and relevant variables (e.g., sex, sociosexuality, gender inequality, parasitic exposure) in 69,924 participants across 87 countries. Two self-report measures of Acceptance of Sugar Relationships (ASR) developed for younger companion providers (ASR-YWMS) and older resource providers (ASR-OMWS) were translated into 37 languages. We tested cross-sex and cross-linguistic construct equivalence, cross-cultural invariance in sex differences, and the importance of the hypothetical predictors of ASR. Both measures showed adequate psychometric properties in all languages (except the Persian version of ASR-YWMS). Results partially supported our hypotheses and were consistent with previous theoretical considerations and empirical evidence on human mating. For example, at the individual level, sociosexual orientation, traditional gender roles, and pathogen prevalence were significant predictors of both ASR-YWMS and ASR-OMWS. At the country level, gender inequality and parasite stress positively predicted the ASR-YWMS. However, being a woman negatively predicted the ASR-OMWS, but positively predicted the ASR-YWMS. At country-level, ingroup favoritism and parasite stress positively predicted the ASR-OMWS. Furthermore, significant cross-subregional differences were found in the openness to sugar relationships (both ASR-YWMS and ASR-OMWS scores) across subregions. Finally, significant differences were found between ASR-YWMS and ASR-OMWS when compared in each subregion. The ASR-YWMS was significantly higher than the ASR-OMWS in all subregions, except for Northern Africa and Western Asia.
Kowal, Marta; Sorokowski, Piotr; Dinić, Bojana M.; Pisanski, Katarzyna; Gjoneska, Biljana & Frederick, David A. [Show all 87 contributors for this article] (2023). Validation of the Short Version (TLS-15) of the Triangular Love Scale (TLS-45) across 37 Languages. Archives of Sexual Behavior. ISSN 0004-0002. doi: 10.1007/s10508-023-02702-7. Full text in Research Archive Show summary
Love is a phenomenon that occurs across the world and affects many aspects of human life, including the choice of, and process of bonding with, a romantic partner. Thus, developing a reliable and valid measure of love experiences is crucial. One of the most popular tools to quantify love is Sternberg’s 45-item Triangular Love Scale (TLS-45), which measures three love components: intimacy, passion, and commitment. However, our literature review reveals that most studies (64%) use a broad variety of shortened versions of the TLS-45. Here, aiming to achieve scientific consensus and improve the reliability, comparability, and generalizability of results across studies, we developed a short version of the scale—the TLS-15—comprised of 15 items with 5-point, rather than 9-point, response scales. In Study 1 (N = 7,332), we re-analyzed secondary data from a large-scale multinational study that validated the original TLS-45 to establish whether the scale could be truncated. In Study 2 (N = 307), we provided evidence for the three-factor structure of the TLS-15 and its reliability. Study 3 (N = 413) confirmed convergent validity and test–retest stability of the TLS-15. Study 4 (N = 60,311) presented a large-scale validation across 37 linguistic versions of the TLS-15 on a cross-cultural sample spanning every continent of the globe. The overall results provide support for the reliability, validity, and cross-cultural invariance of the TLS-15, which can be used as a measure of love components—either separately or jointly as a three-factor measure.
Kowal, Marta; Sorokowski, Piotr; Pisanski, Katarzyna; Valentova, Jaroslava Varella; Varella, Marco A. C. & Frederick, David A. [Show all 78 contributors for this article] (2022). Predictors of enhancing human physical attractiveness: Data from 93 countries. Evolution and human behavior. ISSN 1090-5138. 43(6), p. 455–474. doi: 10.1016/j.evolhumbehav.2022.08.003. Full text in Research Archive
Singh, Sangeeta & Duque, Lola C (2019). Familiarity and Format: cause-related marketing promotions in international markets. International Marketing Review. ISSN 0265-1335. doi: 10.1108/IMR-10-2018-0307.
Singh, Sangeeta (2014). To Automate or Not: Is that the question? Journal of Applied Management and Entrepreneurship. ISSN 1077-1158. 19(3), p. 50–69. doi: 10.9774/gleaf.3709.2014.ju.00005.
Singh, Sangeeta & Sonnenburg, Stephan (2012). Brand Performances in Social Media. Journal of Interactive Marketing. ISSN 1094-9968. 26(4), p. 189–197. doi: 10.1016/j.intmar.2012.04.001.
Singh, Sangeeta & Duque, Lola C (2012). Moderating Role of Stress in Evaluating Negative Services: Encounters With the Police. Journal of Service Research. ISSN 1094-6705. 15(2), p. 231–241. doi: 10.1177/1094670511435563.
Olsen, Line Lervik & Singh, Sangeeta (2010). Teknologi eller personlig service; hvordan påvirkes kundenes lojalitet. Magma forskning og viten. ISSN 1500-0788. 13(1), p. 33–42.
Singh, Sangeeta; Kristensen, Lene & Villasenõr, Erika (2009). Overcoming skepticism towards cause related claims: the case of Norway. International Marketing Review. ISSN 0265-1335. 26(3), p. 312–326. doi: 10.1108/02651330910960807.
Singh, Sangeeta & Olsen, Line Lervik (2009). Sense or Sensibility? How Commitment Mediates the Role of Self-Service Technology on Loyalty. In Oliver, Dave; Livermore, Celia Romm & Sudweeks, Fay (Ed.), Self-service in the internet age : expectations and experiences. Springer. ISSN 978-1-84800-206-7. p. 213–229.
Hansen, Håvard & Singh, Sangeeta (2009). Word-of-Mouth and Consumer Choice Behavior: More on Message and Dispatcher Effects, Word-of-Mouth and Consumer Choice Behavior: More on Message and Dispatcher Effects. Association for Consumer Research,. ISSN 0098-9258. p. 171–174.
Singh, Sangeeta & Christoffersen, Line (2008). Bankkunden og relasjonen til penger behovsbasert segmentering. Magma forskning og viten. ISSN 1500-0788. 11(3), p. 68–76.
Singh, Sangeeta (2006). Cultural differences in, and influences on, consumers' propensity to adopt innovations. International Marketing Review. ISSN 0265-1335. 23. Show summary
Purpose - The purpose of this paper is to investigate the relationship between national culture and adoption of new products, ideas, or behaviour to suggest a framework for distinguishing between innovative and imitative behaviour.
Christoffersen, Line & Singh, Sangeeta (2004). Successful Application of a Customer Relationship Management Program in a Non-Profit Organisation. Journal of Marketing Theory and Practice. ISSN 1069-6679. 12(2), p. 28–42. Show summary
This paper is a case study of a non-profit organization, Plan Norway, which changed itself from being a sales-oriented company to a market-oriented one in the process of implementing a customer relationship management program. The case of Plan Norway is examined using the five critical areas identified by researchers and practitioners-strategy, customers or market, people, process and technology. The study identifies reasons for the success of the customer relationship management programs at the non-profit organization and offers insights to other organizations, both for non-profits and for profits.
Singh, Sangeeta; Alon, Ilan & Welsh, Dianne (2002). Understanding Norway for Franchising Potential, Franchising in Western and Northern Europe. CCH Publishing.
Singh, Sangeeta & Selnes, Fred (2000). Polygamous Loyalty and Varying Utility Function: An Explanation of Brand Switching in Frequently-made Purchases. Advances in Consumer Research. ISSN 0098-9258. 4, p. 162–166.
Singh, Sangeeta & Hu, Michael Y. (2000). Context-Dependent Ethnic Identity And Its Impact On Product Evaluations: A Case of the Asian Indian Immigrants. Advances in Consumer Research. ISSN 0098-9258. 4, p. 150–155.

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Singh, Sangeeta (2009). The Dual Nature of Ethnic Identity: Its Impact on Product Evaluations. VDM Verlag Dr. Müller Aktiengesellschaft & Co. KG. ISBN 978-3-639-18151-7. 143 p.

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Kowal, Marta; Sorokowski, Piotr; Dinić, Bojana M.; Pisanski, Katarzyna; Gjoneska, Biljana & Frederick, David A. [Show all 87 contributors for this article] (2023). Correction to: Validation of the Short Version (TLS-15) of the Triangular Love Scale (TLS-45) Across 37 Languages (Archives of Sexual Behavior, (2023), 10.1007/s10508-023-02702-7). Archives of Sexual Behavior. ISSN 0004-0002. doi: 10.1007/s10508-023-02751-y.
Singh, Sangeeta & Busagara, Theresia (2020). Building Brands with Cause-related Marketing Campaigns in Emerging Markets.
Singh, Sangeeta (2020). Designing Experiments.
Singh, Sangeeta (2018). Brand Strategies.
Singh, Sangeeta (2017). Brand Storytelling.
Singh, Sangeeta (2017). Quo Vadis Branding.
Singh, Sangeeta & Olsen, Line Lervik (2013). To Automate or Not: Is that the question?
Singh, Sangeeta (2012). Close Encounters with The Police. BI Marketing Magazine. ISSN 1893-3092. 2, p. 24–25.
Singh, Sangeeta (2012). Brands in Social Media. BI Marketing Magazine. ISSN 1893-3092. p. 14–15.
Singh, Sangeeta & Duque, Lola C. (2012). Explicit Donations In Cause-Related Marketing Promotions: Enhancing Value Inferences And Overcoming Skepticism.
Singh, Sangeeta (2011). Guilty as Told: Increasing the Desirability of Utilitarian Products.
Singh, Sangeeta; Duque, Lola C & Andreassen, Tor Wallin (2008). Satisfaction as Relief or Contentment: Comparing the Two Prototypes.
Olsen, Line Lervik & Singh, Sangeeta (2007). Customer Equity in a Triadic Perspective: Employing Balance Theory to Understand the Dynamics amongst its Drivers.
Singh, Sangeeta & Olsen, Line Lervik (2007). High Tech or High Touch?
Singh, Sangeeta & Kristoffersen, Line (2003). Successful Application of a CRM Program in a Non-Profit Organisation.
Singh, Sangeeta (2003). The Role of Emerging Communication Technologies in Providing Added Value to Customers.
Singh, Sangeeta (2001). Providing Added Value Using the Internet: A Case for the Airline Industry.
Singh, Sangeeta (2001). A Cross-Cultural Comparison of Innovative and Imitative Consumption Behaviour.
Singh, Sangeeta & Micola, Augosto R. (2001). Environmental Friendliness as a Differentiating Attribute for Marketing Electricity: Does Culture Plays a Role?
Singh, Sangeeta (1999). Context-Dependent Ethnic Identity and it's Impact on Product Evaluations.
Singh, Sangeeta (1999). Cross-cultural Comparison of Adoption of Innovations: A Propositional Inventory of Expected Outcomes.
Singh, Sangeeta (1996). Ethnic Identity within the Acculturation Framework: An Integrated Approach to Consumer Decision Making.
Singh, Sangeeta (1995). Consumers' Degree of Environmental Involvement and Select Psychosocial Variables: A Preliminary Analysis of the Relationship.
Singh, Sangeeta (2000). A Cross-Cultural Comparison of Adoption of Products and Ideas: Implications for the Norwegian Fish Industry.
Singh, Sangeeta (1998). Examining the Impact of the Dual Nature of Ethnic Identity on Product Evaluations.

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Published Apr. 16, 2024 11:33 AM