Browsing by Author "Pandey, Arpita"

Now showing items 1-5 of 5

    • All for a good cause: a study of placement of cause marketing advertisements in consumer online decision journey 

      Pandey, Arpita (Indian Institute of Management Ahmedabad, 2021)
      This study examines the impacts of placing cause advertisements at different stages of a consumer’s online decision journey. Cause related marketing (CRM) is defined as a commercial activity in which a brand is advertised ...

    • Antecedents and consequences of brand equity: a meta analysis 

      Pandey, Arpita; Sharma, Dheeraj (Indian Institute of Management Ahmedabad, 2016-03)
      Brand equity provides the firms, a competitive, financial and strategic advantage over other firms in the market. Over the past few decades, brand equity has received increasing attention from various domains. However a ...

    • Debunking fake ad claims: the moderating role of gender 

      Banerjee, Somak; Rocereto, Joseph H.; Kwak, Hyokjin; Pandey, Arpita (Taylor & Francis, 2023-01-31)
      Countering ads with fake claims represent a significant challenge for marketers and policymakers. We show how gender can help better target debunking efforts toward fake ads. First, we find that females (vs. males) show ...

    • E-commerce selling in an emerging economy context 

      Pandey, Arpita; Sharma, Dheeraj (Indian Institute of Management Ahmedabad, 2016-03)
      Different studies have specified different definitions of Ecommerce. However most of these definitions concur and summarize that Ecommerce is constituted by buying and selling online. This study focusses on the Selling ...

    • Past imperfect or present perfect: How dynamic ranks influence consumer perceptions 

      Tripathi, Sanjeev; Pandey, Arpita; Jain, Shailendra Pratap (Association for Consumer Research, 2020)
      Lists that rank brands and firms tend to be dynamic. Across four studies, we show that consumers reward (vs. penalize) firms that move up (vs. down) these lists. This effect is stronger (vs. weaker) amongst consumers who ...