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Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India
(Journal of Business Research, 2019-06)
Although there has been recent interest in the measurement of advertising-evoked nostalgia, the dimensionality and generalizability of the related scales are restricted to the national/cultural boundaries of Western nations. ...
Physimorphic vs. Typographic logos in destination marketing: Integrating destination familiarity and consumer characteristics
(Elsevier, 2022-04-16)
Research on the effectiveness of destination logos is sparse. The present study introduces the idea of physimorphic (nature resembling) logos and explores its effectiveness on the tourist vis a vis non-physimorphic or ...
I “showroom” but “webroom” too: investigating cross-shopping behaviour in a developing nation
(Emerald, 2022-07-06)
Purpose: The concepts of showrooming and webrooming have been well researched but majorly from the marketing/economic perspectives. The present study explores the socio-psychological motivations and different types of ...
Exploring the culture-creativity-innovation triad in the handicraft industry using an interpretive approach
(Elsevier, 2023-02)
Researchers have independently studied the roles of culture, creativity, and innovation in the domain of handicrafts. In the present study, we aimed to understand the linkages between the three constructs in the same sector. ...
The changing portrayal of children in Indian advertisements: a comparative study of the three decades
(Emerald, 2022-05-17)
Purpose – This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, ...
Circular value creation through environmental entrepreneurship initiatives: A case-based exploration
(Wiley, 2024-01-12)
The present study builds on the domain of circular economy and its subdomain circu-lar value creation to explore the entrepreneurial process of a small business in India.It aims to find how circular entrepreneurship as a ...