Browsing Faculty Publications (Bibliographic) by Author "Khandeparkar, Kapil"

Now showing items 1-2 of 2

    • Influence of media context on humorous advertising effectiveness 

      Abhishek; Khandeparkar, Kapil (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 ...

    • 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. ...