Browsing by Author "Abhishek"
Now showing items 21-40 of 52
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Let's Put a Smile on that Face: A Study on the Embeddedness of Humorous Advertisements
Khandeparkar, Kapil (2016)The phenomenon of embeddedness has implications in the field of advertising, as the context in which ads are shown is one of the salient factors influencing their evaluation. The affect transfer hypothesis and 'mood as ... -
Modelling situational factors in variety seeking behaviour: a conceptual approach
Nanarpuzha, Rajesh; Abhishek (Inderscience, 2016-08-21)The importance of situational factors in variety seeking behaviour of consumers has been acknowledged in marketing literature. However, this paper is potentially the first to attempt to explicitly model situational factors ... -
Neons Fashion LLP (A) and (B): A Teaching Note
Mukherjee, Saral; Abhishek (2019-10-07) -
Neons Fashion LLP (A): A Small Seller on Amazon Marketplace
Mukherjee, , Saral; Abhishek; Balasubramani, Soundarya (Indian Institute of Management Ahmedabad, 2019-10-07)Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion ... -
Neons Fashion LLP (B): The Setbacks
Mukherjee, Saral; Abhishek; Balasubramani, Soundarya (Indian Institute of Management Ahmedabad, 2019-10-07)Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion ... -
Online promotions: exploring the emerging opportunity in Indian market
Mathen, Nidhi; Abhishek (Indian Institute of Management , Ahmedabad, 2014)Online promotion has been employed by e-marketers to influence the shoppers during online shopping. In recent years, it has emerged as one of the promising tool in marketer’s arsenal to sway potential customers in Indian ... -
Paytm: The Lucky Lifafa Campaign
Titus, Nidhi; Abhishek; Mukherjee, Saral (Indian Institute of Management Ahmedabad, 2019-05-30)The Indian digital payment market was estimated to grow to around USD 700 billion - USD 1 trillion by 2022. A number of players had entered the market to challenge Paytm which aimed to maintain its prominent position in ... -
Paytm: The Lucky Lifafa Campaign: A Teaching Note
Abhishek; Mukherjee, Saral; Titus, Nidhi (Indian Institute of Management Ahmedabad, 2019-05-30) -
The potential of mobile coupons: current status and future promises
Abhishek; Mathen, Nidhi (Indian Institute of Management, Ahmedabad, 2014)Coupons continue to be one of the most favourite promotional tools for the marketers to influence, incentivize, and encourages customers towards trying the product. Mobile-coupon (m-coupon), an extension of the traditional ... -
Private label brand choice dynamics: logit model involving demographic and psychographic variables
Abhishek (South Asian Journal of Management, 2014)Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. ... -
Q-Connect: Reaching Rural Customers with Assam Mobile Theatre
Abhishek; Dandotiya G. (SAGE Publications Ltd, 2017) -
Realigning Business Strategy for PWD (People with Disabilities) Customers: A Less-explored Territory in Diversity Inclusion
Abhishek; Saxena, Richa (2013-11-21)A disability refers to a physical, sensory or mental limitation that interferes with a person's ability to move, see, hear or learn. Business initiatives taken up by organizations for diversity inclusion of people with ... -
Realigning business strategy to cater to customers with disability (CwD) in the Indian context
Abhishek; Saxena, Richa (VIKALPA: The Journal for Decision Makers, 2015) -
Realigning Business Strategy to Cater to Customers with Disability (CwD) in the Indian Context
Abhishek; Saxena R. (SAGE Publications Ltd, 2015) -
The redBus in Saga: Managing the Start-up Acquisition Phase
Ghura, Amarpreet Singh; Abhishek (Indian Institute of Management Ahmedabad, 2016-08-10)In June 2013 the bus ticketing website redbus.in was acquired by the Ibibo Group, a subsidiary of South Africa based internet and media firm Naspers Ltd, for USD 135 million. Soon after signing the deal, Phanindra Sama - ... -
The redBus in Saga: Managing the Start-up Acquisition Phase: A Teaching Note
Ghura, Amarpreet Singh; Abhishek (Indian Institute of Management Ahmedabad, 2016-08-11) -
Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context
Abhishek; Sahay, Arvind (2013-11-27)Celebrity endorsement is a big market in India and continues to grow bigger. However, inspite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful ... -
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
Abhishek; Sahay, Arvind (International Journal of Indian Culture and Business Management, 2016)Celebrity endorsement is a big market in India and continues to grow bigger. However, in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful ... -
The role of government regulation in incubating social enterprises
Abhishek; Bhamoriya, Vaibhav; Sinha, Piyush Kumar; Golwa, Ankur (Indian Institute of Management , Ahmedabad, 2014)Social Enterprise is young, emerging, and a high potential domain attracting thousands of social entrepreneurs in India. Social enterprises, with their dual focus on financial sustainability and social impact, face a set ... -
The role of haptic touch on product evaluation in different shopping situations
Abhishek (2011)Human beings are credited with five senses i.e. vision, audition, smell, taste, and touch. The sensory evaluation process, the evaluation process involving senses, (Martinez, 2007) is utilized by us for evaluation and usage ...