Dr.Shanmugan Joghee is an Associate Professor of Marketing with School of business, Skyline University College, Sharjah, United Arab Emirates. He holds an MBA in Marketing and Systems, PhD in Business Administration (Marketing) and GMP (IIM-A). Dr. Shanmugan Joghee., was the Overall Academic Excellence award winner for the academic year 2014-2015 & Excellence in Teaching award for the academic year 2019-2020 at Skyline University College .His research interests are branding, consumer behaviour, digital marketing, marketing information, business economics, entrepreneurial marketing. His papers appeared in Journal of Brand Management (SSCI), International Journal of Sustainable society, International Journal of Business Perspectives, Journal of Business Economics and Management, European Journal of Business Management, International Journal of Financial Studies, etc. to name a few.