Browsing Thesis and Dissertations by Author "Koshy, Abraham"
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Consumer evaluation of brand extensions: the process, and moderating role of involvement
Ganapathy, Shobha (1998)Brand extension is the strategy of using a well-established brand name to enter a different product category. Consumers1 evaluation of a brand extension is primarily suggested to be a function of brand affect (attitude ... -
Effects of price discrepancies, referents for comparison and prior trust in seller on buyers perceptions of price unfairness, subsequent trust and purchase intention
Tripathi, Sanjeev (2010)In purchase situations, buyers frequently make comparisons with reference transactions are used as a standard against which the observed purchase price of a product is evaluated. However prices in the market place vary and ... -
Impact of Perceived Bases of Power of Brand on Consumers’ Behaviour and Attitude in a Brand-Consumer Relationship Context
Raj, Roopika (2013)Research suggests that brands have human like qualities (Aaker, 1997; Aaker & Fournier, 1995; Levy, 1985; McGill, 2000) and consumers can form relationships with brands as they form social relationships with other human ... -
Impact of Quantity Scarcity and Time Scarcity Appeals on Consumers’ Response: Role of Need for Uniqueness and Deal Proneness
Soni, Mayank Jyotsna (2013)The promotion of products and brands has become increasingly important for marketing managers over the years. One of the commonly used ways to promote a product or brand is through scarcity appeal. Scarcity appeal is defined ... -
Industrial buying behaviour: A study of non-routine purchase decision process in a public sector interprise
Sanal, Kumar V. (1991)Industrial buying behavior is a process through which industrial organizations obtain goods and services. Process refers to the set of activities that result in a commitment to action. Literature on Industrial buying ... -
Marketing in spearhead strategic development organisations
Moorthy, Ravi C. (1993)The need for organizations that perform strategic developmental functions in society, especially the developing countries, has led to the emergence of a variety of special purpose organizations with the primary objective ... -
Marketing strategies of the state level organisation in public distribution: A study of civil supplies corporations
Koshy, Abraham (1987)In recent decades, governments have organized state owned enterprises to undertake trading and distribution of important commodities and products. Despite the social and economic importance of such organizations, research ... -
Perception of foreignness of brands: An investigation of consumers classification schema and its impact on brand evaluations
Dadhich, Harsh (2016)Country-of-origin (COO) affects consumers’ perceptions towards brands and products. However, research also suggests that consumers rarely recognize brand origins accurately (Balabanis & Diamantopoulos, 2008; Samiee, Shimp ... -
Salesperson's customer orientation: conceptualization, scale development and impact in selling situations
Singh, Ramendra (2010)The practice of marketing concept has been widely studied, and one of the important themes within this context is the salespersons orientation while interacting with customers in the selling situations. Saxe and Weitz ... -
Strategic innovation for serving the low-income segment
Roychowdhury, Shounak (2011)The literature on serving the ‘bottom of pyramid’ (BOP) argues that large firms can profit from serving consumer segments, traditionally considered uneconomical. This would call for ‘strategic innovation’, as it would ... -
Study of consumers' psychological response to promotion based on mental accounting principles
Dang, Priya Jha (2005)As industry expenditure on sales promotion has grown, an increasing amount of academic research has focused on the impact of promotions on consumer behavior. The substantial body of literature on promotions is composed of ... -
Trust and shopper patronage intentions: impact of congruity in store-shopper relationships
Kaul, Subhashini (2007)This study develops a Value-Congruity model of Trust for understanding how shopper trust builds in a store and how shopper patronage intentions are impacted at different levels of store-shopper relationship quality. The ...