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Celebrity endorsements and branding strategies: event study from India
(Journal of Product and Brand Management, 2015)
Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the ...
Predicted satisfaction from simultaneous evaluation of prosocial and pro-self employee bonus schemes: towards a new form of management strategy for corporate social spending
(Springer India, 2016)
A prosocial bonus is money given to people with a condition that the amount needs to be spent on others. This article suggests a new way of implementing corporate social spending by involving ‘prosocial bonuses’. Such a ...
Challenges in rural banking
(2007-11-08)
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 ...
How implicit self-theories and dual-brand personalities enhance word of mouth
(Emerald Publishing, 2021-01-11)
Purpose
Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their ...
Consumer preference for nutrition front-of-pack-label formats in India: Evidence from a large-scale experimental survey
(Elsevier, 2023-09-16)
Global policy discourse emphasizes placing front-of-pack nutrition labels (FOPLs) on packaged foods, but debates continue to rage on the appropriate format. There are two key types of label formats, summary and informative. ...
Consumer preference for nutrition front-of-pack-label formats in India: Evidence from a large-scale experimental survey
(Elsevier, 2023-09-16)
Global policy discourse emphasizes placing front-of-pack nutrition labels (FOPLs) on packaged foods, but debates continue to rage on the appropriate format. There are two key types of label formats, summary and informative. ...