Browsing Thesis and Dissertations by Author "Vijayalakshmi, Akshaya"
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Essays on consumers’ responses to retail promotions
Kumari, Rashmi (Indian Institute of Management Ahmedabad, 2021-09-24)How do consumers respond to innovative forms of promotional strategies employed by retailers? This thesis attempts to answer this question across two essays, using experiments as a primary method of inquiry. In Essay 1, ... -
Individual choice decisions for joint consumption in close relationships: the roles of attachment security and relationship power
Kumar, Atul (Indian Institute of Management Ahmedabad, 2021-07-30)Consumers are part of multiple relationships which directly or indirectly influence their consumption decisions. We examine a set of consumer decisions in close relationships where they face the conflict of choosing ... -
Through the e-looking glass: three essays on influencer marketing, self-discrepancies and consumer behavior
Shehzala (Indian Institute of Management Ahmedabad, 2023)"One of the most popular buzzwords of recent times, influencer marketing has attracted significant attention across academia and practice. However, the impact of exposure to influencers on an individual's self-concept is ...