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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. ...
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. ...