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Now showing items 21-30 of 50
" Choice of Channel Parner : In Class Excersise."
(2012-09-11)
Influence of media context on humorous advertising effectiveness
(Emerald Group Publishing Ltd., 2017)
Purpose: The purpose of this paper is to study the impact of three dimensions of media context – program type, break type, and pod position – on two types of humorous advertisements: incongruity resolution (IR) and arousal ...
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
(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 ...
Elements of task definition shopping situations: a study in context of products high on haptic salience
(Indian Institute of Management , Ahmedabad, 2014)
Marketing literature has identified task definitions as one of the important situational influences. Task definition features of a situation include an intent or requirement to select, shop for, or obtain information about ...
The role of government regulation in incubating social enterprises
(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 ...
Realigning business strategy to cater to customers with disability (CwD) in the Indian context
(VIKALPA: The Journal for Decision Makers, 2015)
Elements of task definition shopping situations: a study of Indian customers in context of products high on haptic salience
(Inderscience, 2016-07-25)
Marketing literature has identified task definitions as one of the important situational influences. However, existing definitions of planned and emergency shopping situations are driven from practitioners' perspective and ...
Modelling situational factors in variety seeking behaviour: a conceptual approach
(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 ...
The potential of mobile coupons: current status and future promises
(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 ...
Broadening the concept of sustainability and measuring its impact on firm’s performance
(2013-11-26)
There is an enhanced awareness among the firms regarding the impact of their
marketing and business activities on the environment and society largely due to
consumer education, the role of activists and aftermath of some ...