Browsing by Author "Roy, Pinaki"

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    • A lovable personality: the effect of brand personality on brand love 

      Roy, Pinaki; Khandeparkar, Kapil; Motiani, M. (Palgrave Macmillan Ltd., 2016)
      This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. ...

    • A strategic view of refurbished goods 

      Roy, Pinaki (Indian Institute of Management Ahmedabad, 2018)
      ‘Refurbished goods’ are goods that are deemed unfit for sale at full price for a variety of reasons regarding their perceived or actual quality deficiency. These goods are then ‘refurbished’ i.e. brought back to full ...