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An empirical study of Latitude of Quantity Acceptance (LQA) in an emerging economy: India
(Routledge, 2018)
This study examines three important research questions. First, is there a latitude of acceptance with
respect to small quantity changes? Second, is there an asymmetric effect of quantity changes? Third, is
there a ...
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 ...
Understanding the government’s attempt to transform attitudes towards a critical resource: gold monetization in India
(Resources Policy, 2020)
We examine the Indian government's attempts to transform consumer attitudes towards a critical mineral asset in order to bring a part of 25,000 tonnes of privately held gold back into economic circulation through the Gold ...
Mahindra Trucks & Bus Division: Building a Marketing Plan: A Teaching Note
(Indian Institute of Management Ahmedabad, 2019-05-07)
Please do interrupt, but nicely! The effect of positive and negative interruptions on product evaluation and choice
(Association for Consumer Research, 2017)
Interruptions have become pervasive in our lives (Carrier et
al. 2009). Extant research has only looked at the cognitive dimensions
(timing, duration and cognitive demand), but not at the affective
dimensions of ...
Nocebo effects from negative product information: when information hurts, paying money could heal
(Emerald, 2018)
Purpose–This research aimed to find whether information about a product can give rise to negative perceptions even in inert situations (noceboeffects), and to understand how price levels impact such judgments.Design/meth ...
Airtel: Pricing in the Cannibalisation Era and Transition to Data
(Indian Institute of Management Ahmedabad, 2018-10-05)
Bharti Airtel, the Indian global Telecommunications Company, witnessed one of its most challenging phases ever. Being the market leader, Airtel experienced a shift from voice to data with its data revenue proliferating. ...
Royal Challengers Bangalore: Pricing of Tickets at the Stadium
(Indian Institute of Management Ahmedabad, 2019-02-05)
Royal Challengers Bangalore, an IPL franchise cricket team, was representing Bangalore city in the Indian Premier League (IPL). The team had a huge fan following and a brand valuation of USD 88 million in 2017. RCB made ...
Airtel: Pricing in the Cannibalisation Era and Transition to Data : A Teaching Note
(Indian Institute of Management Ahmedabad, 2018-10-05)
Royal Challengers Bangalore: Pricing of Tickets at the Stadium: A Teaching Note
(Indian Institute of Management Ahmedabad, 2019-02-05)