Browsing by Author "Biswas, Abhijit"
Now showing items 1-3 of 3
-
Celebrity endorsements in emerging markets: Align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv (Springer, 2019)This paper investigates country-of-origin (CO) effects as they relate to celebrity endorsements. Across multiple studies in emerging markets, the authors show that consumers’ evaluations depend on the match between (1) ... -
Consumer evaluations of sale prices: role of the subtraction principle
Biswas, Abhijit (Indian Institute of Management Ahmedabad, 2013-07-29)How exactly does the display location of a sale price relative to the original price affect consumers' evaluations? Across multiple studies, including field studies with actual choices and studies with nonstudent samples, ... -
The impact of consumer expectations and familiarity on deceptive pricing in advertising: a view from drip pricing practice
Banerjee, Somak; Dutta, Sujay; Biswas, Abhijit; Kwak, Hyokjin (Taylor & Francis, 2023-11-20)Drip pricing practice, which involves promoting a seemingly low initial price and then introducing add-on price components without upfront disclosures, is commonly seen as a deceptive advertising ...