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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 ...
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 ...