Browsing Journal Articles by Author "Abhishek"
Now showing items 1-8 of 8
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Adoption of sensor based communication for mobile marketing in India
Abhishek; Hemchand, S. (Emerald Group Publishing Ltd., 2016)Purpose – This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers. Design/methodology/approach – The paper draws from ... -
Do time constraint and emergency purchase situation exert same influence on shopping? a study under haptic touch influence
Abhishek (Elsevier Ltd, 2016)Marketing literature has identified emergency purchase situation and time constraint as important situational influences. However, both of them are often equated with each other as both require shopping to be done in a ... -
Elements of task definition shopping situations: a study of Indian customers in context of products high on haptic salience
Abhishek; Sinha, Piyush Kumar (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 ... -
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 ... -
Modelling situational factors in variety seeking behaviour: a conceptual approach
Nanarpuzha, Rajesh; Abhishek (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 ... -
Private label brand choice dynamics: logit model involving demographic and psychographic variables
Abhishek (South Asian Journal of Management, 2014)Research on private label brands started with focus on explaining the choice of private label brands by simple demographics variables which later expanded into work on attitudinal and behavioral characteristics of customers. ... -
Realigning business strategy to cater to customers with disability (CwD) in the Indian context
Abhishek; Saxena, Richa (VIKALPA: The Journal for Decision Makers, 2015) -
Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
Abhishek; Sahay, Arvind (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 ...